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From <keyword id="1918514" type="UNKNOWN" weightage="100" keywordseo="Andrew-Koh">Andrew Koh</keyword>, Senior Director, Image Communications Products Group, <keyword id="120142" type="COMPANY" weightage="100" keywordseo="Canon-India">Canon India</keyword>, in an exclusive interview with BI 
 
 <keyword id="37530" type="CITY" weightage="100" keywordseo="Canon">Canon</keyword> India closed 2014 with revenues of Rs. 2,026 crore, which is a 6 per cent growth over 2013. Canon’s consolidated net sales for fiscal 2014 (ended December 31, 2014) totalled $30.8 billion (at an exchange rate of \121=US $1). Lost in the translation of large numbers? Here is a sneak-peak into the secret of its leading position in the <keyword id="180940" type="ORGANIZATION" weightage="80" keywordseo="DSLR">DSLR</keyword> segment of world’s digital camera market for 12 years. 
 
 
1. Unlike others in the field, Canon has a unique approach in the market. Rather than focusing on expanding the DSLR market, they believe in expanding the photography market. So simple yet one must agree to the brilliance of the concept. 
 
 
“We want people to enjoy photography. We want to expose them to the joy of photography because photography is an artistic form of expression. We are not product centric. We are looking at it from a holistic point of view. It is all about photography,” said Andrew Koh. 
 
Is that one of the reason why he joined Canon? 
 
“I am not so creative. I wish I could be!” he said with a wholehearted laugh. 
 
 
2. To continue the culture, it has given the country an exclusive Canon institute, <keyword id="2892633" type="UNKNOWN" weightage="60" keywordseo="EOS-Academy">EOS Academy</keyword> in 2014, to encourage and engage the youth in a better way. 
 
 
“We want to continue to grow the photography market. Once people understand the niche of photography, then they will see the need to buy DSLRs,” he said. 
 
 
3. Technology mixed with emotional connection with the consumers is what makes Canon better than the best. Canon is the only brand which has developed full frame DSLR camera range. And, now with the new DSLR cameras with the world’s highest resolution 50.6 megapixel cameras, it sure is hard to beat. Most of the revolutionary technology used in the DSLR cameras have been introduced by Canon itself. Experts with over 70 years of experience and young innovative minds have pulled it all together for Canon. 
 
 
“We devote a lot of resources in R&amp;D to make sure new technology is coming. Who would have thought a few years ago to video shoot using DSLR cameras?” he said. 
 
 
4. Canon goes one step further to encourage the culture of photography. It organises a unique photography event every year, the Canon PhotoMarathon. 
 
 
5. Canon has launched exclusive brand stores throughout the country where they can touch, see and testdrive the DSLRs. Andrew believes that would make it more connected to the consumers. They have even expanded to Tier II and Tier III cities. 
 
 
So it is not one product that makes it better in the market. Approach, technology, innovation, expansion and encouragement mixed in the perfect ratio is the recipe which has put it in the numero uno position in DSLR camera market. 
 
 
(image credits: Business Insider India Bureau)

Five reasons why Canon is better than the rest?

Recently, we had a word with Mr Andrew Koh, Senior Director, Image Communication Products Group, <keyword id="37530" type="CITY" weightage="80" keywordseo="Canon">Canon</keyword> India and he revealed that people in India are maturing to the DSLR revolution and want the best bang for their buck. We threw some doozies at him and this is what he told us. 
· How was the year 2013 for Canon India? Anything you would like to emphasise on? 
 
The year 2013 has been a year with lots happening in the industry, nature of business and the market. On one hand, the demand for DSLRs grew, and progressed sharply upwards as the year wore on. We saw good growth of our DSLRs cameras and recorded an overall growth of 30% in 2013 in this category. 
 
In 2013, we launched a very interesting concept called “Double Zoom Kit”, wherein a DSLR along with 2 lenses was packed in a single box. This was the first time such a combo kit has been tried in India. We chose our bestselling EOS 600D and EOS 1100D as the DSLRs that were kitted with two lenses. The two lenses bundled were the 18-55mm standard kit lens and the telephoto 55-250mm lens, giving consumers a focal range of 18mm to 250mm to play with. This Double Zoom kit has been a resounding success with a huge number of consumers opting for it. 
 Apart from the 12 new models that included 8 Wi-Fi enabled digital compact cameras, 2 DSRLs and 2 Cinema range camera introduced in 2013, Canon also launched the <keyword id="2049681" type="UNKNOWN" weightage="40" keywordseo="Canon-EOS-Academy">Canon EOS Academy</keyword> to enhance photography culture in India. Under this academy, we are conducting free and paid workshops; and seminars on various aspects of Photography. These workshops are conducted by a panel of Photography experts and we plan to conduct more than 100 workshops in 2014. 
 
On the whole, the camera business has evolved as the major growth pillar of the company and the DSLR being the key driver. 
 
· What according to you will be the breakthrough technology in 2014 as far as DSLR cameras are concerned? 
 
Technology is something that is evolving on daily basis. New camera technology is making it an exciting time for amateurs as well as professional photographers. At Canon we’re firm believers in breaking new technology to the market. And this is a philosophy that we bring to our products as well. 
 
Considering the growing interest and demand for DSLR’s, Canon plans to expand its DSLR business in 2014 by introducing and promoting ground-breaking technologies in DSLR camera range. 
 
We’ve seen an example of this live view focusing technology with Dual Pixel CMOS AF on the EOS 70D. It would be no surprise to see products featuring similar or even improved version of such technologies in coming times. Besides this, improvements in high ISO performance, as well as improvements in cameras as well as lenses in terms of performance and usability are continuous pursuits of our design and engineering teams, and future products would surely see improvements on these lines. 
 
 
 
· What is new we can expect from Canon in the coming year? When can we expect the CES 2014 launches of Canon to come to India? 
 You can expect some of the models announced at CES 2014 to be launched in the <keyword id="47445" type="UNKNOWN" weightage="40" keywordseo="Indian-market">Indian market</keyword> within quarter 1 of this year. 
 
· What is the trend in India? Are people buying more DSLR’s now as their first camera or do they still want a P&amp;S first? 
 
India is a very diverse market. People from different reasons have exhibit very diverse consumer behaviour as well as shopping patterns. Cameras are no exception to this, and we see different buying patterns across regions. 
 
According to a study "India Camera Market Forecast &amp; Opportunities, 2017" - by Research and Markets - the digital camera market will witness phenomenal rise, at a compound annual growth rate (CAGR) of 27 per cent for next five years. And monitoring the trend, DSLR cameras which were earlier used largely by professionals have been witnessing an increasing demand from amateur and budding photographers. This is largely because of growing knowledge, interest and increase in spending power of India customers. 
 
Education and high-disposable income are the main factors stimulating sales of DSLRs in Tier 1 cities. All the more, the growing culture of photography has enthused customers to find out benefits of a DSLR camera which is another factor for increasing demand of this product category. We also see more and more people skipping the entry-level compact cameras in lieu of our SX series mainly on account of the zoom range and improved features on offer. But if we move down to Tier-III cities, still the demand of entry level point and shoot is there because of the overall household income and need for good quality images . 
 
Therefore, at various levels, households across India are upgrading the device they use to create photos. At Canon, we are committed to promote the culture of photography and delighted to see how changing trends have interested customers to experiment with their photography skills using a DSLR or a high-end compact camera.

Interview: Andrew
Koh From Canon India DSLR Biz Tells US How 2013 Was For The Company And Next
Big DSLR Breakthrough

<keyword id="120142" type="COMPANY" weightage="100" keywordseo="Canon-India">Canon India</keyword> is changing the world of photography in India through its breakthrough technology and innovation. From the hands of only the professionals, DSLRs have now entered the hands of more enthusiasts and amateurs. People are now showing an active interest in photography, both as a career as well as a hobby. 
 
 “We see more and more young people getting interested in photography. Photography has become more affordable. The barrier to the entry has become much lower now. And DSLRs are not perceived as so intimidating as before,” <keyword id="1918514" type="UNKNOWN" weightage="80" keywordseo="Andrew-Koh">Andrew Koh</keyword>, Senior Director, Image Communications Products Group, <keyword id="37530" type="CITY" weightage="80" keywordseo="Canon">Canon</keyword> India, told BI. 
	 
	 

	From opening EOS Academy to bring more young people onboard to expanding beyond metro cities to reach out to everyone, Canon went that extra mile to make people realise what photography stands for. 
	 
	 

	By tomorrow they will reach 150 stores and by the end of this year they are targeting to open 200 stores. These are Canon’s exclusive brand stores to make the customers more connected to the world of photography. They are now in 71 cities. Recently, Canon has opened stores in Dehradun, Thrissur, Haridwar and Davangere, a first-of-its kind there. 
	 
	 

	“Surprisingly we have got strong response there (Tier II and Tier III cities). The last few stores that we opened, we see very enthusiastic response and good buying patents,” said Andrew. 
	 According to <keyword id="2892919" type="UNKNOWN" weightage="60" keywordseo="6W-Research">6W Research</keyword> report, Indian digital camera market registered shipments of 1.62 million units in CY 2014. Canon India closed 2014 with revenues of Rs. 2,026 crore, which is a 6 per cent growth over 2013. Apart from its technology and strategies, a change in government has also helped in the growth of digital camera market in India. 
	 Andrew said that after the change in government, the economy is Bullish and is more optimistic now. Also, with Prime Minister of India, <keyword id="6354477" type="PERSON" weightage="40" keywordseo="Narendra-Modi">Narendra Modi</keyword>’s <keyword id="6354869" type="UNKNOWN" weightage="40" keywordseo="make-in-India">Make in India</keyword> campaign, he is hopeful of an economic boost in the digital camera market in India as well. 
	 
	 

	“As small companies come onboard, it will definitely boost the economy. If people become more confident, they will invest in other things. And photography will grow at the same time,” he said. 
	 
	 

	But during his two years in India, his main challenge was to tackle the diverse market in India which varies from region to region and from states to states. 
	 
	 

	“India does not behave like one single country. Different brands do well in different states. Buying trends are different. We are stronger in the southern states than the northern states. Also, some brands have a longer legacy here,” he said. 
	 
	 

	But he added, “We are here for the long run. We are committed to the brand and we will definitely build up on the brand.” 
	 
	 
	(image credits: Business Insider India Bureau)

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