Canon 2004 Annual Report Download - page 29

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27
Fiscal 2004 Review
Products in the Cameras segment
include compact digital cameras,
digital SLR cameras, digital video
camcorders (DVCs), film cameras,
lenses, visual communication
products, and LCD projectors.
Sales of digital cameras are
expanding throughout the world.
In 2004, we introduced three digital
SLR models and 16 compact types in
rapid succession. The number of
units shipped rose nearly 60% from the prior year. To maintain
our position as the leading company in compact digital cameras,
we are implementing initiatives to expand our presence in
rapidly growing markets, such as Europe and China.
At the same time, with compact photo printers that can
print images directly from all PictBridge-compatible digital
cameras, we are exercising strong leadership to accelerate
sales in those fast growing markets.
Reflecting continued strong sales of digital SLR cameras
during the period under review, sales of interchangeable lenses
also increased. Amid these market
conditions, Canon reported strong
sales results. Although demand for
film cameras is declining, we still retain
the No. 1 market position in SLR
cameras and a high position in the
market for compact cameras.
Throughout all categories of video camcorders, including
analog models, the global market grew a marginal 2%, but
the DVC market posted significant growth of nearly 20%.
In 2004, we introduced 11 new DVC models and substantially
increased our global market share.
In the LCD projector field, although the world market expanded
more than 30% in unit terms, prices continued to decline, and
market growth in monetary terms remained
in the single-digit range. Canon is expand-
ing unit sales with a strong momentum that
exceeds growth in the market as a whole.
318,234
381,367
485,778
653,540
763,079
Sales Results:
Cameras
(Millions of yen)
00 01 02 03 04
0
800,000
Our Future Growth Engine:
DIGIC
High image quality is the pride of Canon’s digital cameras,
and DIGIC is the image processing “brain” that provides it.
The role of the image processor is to process the visual infor-
mation from the light that enters the lens and is captured
by the light sensors, and develop the image, preserving its
original beauty without alteration.
Canon developed its DIGIC image
processor by concentrating all its photo-
graphic know-how, gained over more
than 60 years, in a single microchip,
making it possible to process a vast
amount of complex image information instantly. For example,
in the case of white balance, which is the basis for color, DIGIC
divides the relevant information into several hundred thousand
images and makes judgments based on an abundance of exper-
tise that only a leading camera manufacturer could realize. In 2004,
we introduced DIGIC II, which is faster and has even more
sophisticated functions and capabilities, first in our EOS-1D Mark II,
digital SLR camera, and
then in
our other SLR and compact
models. DIGIC II will ensure that
our customers continue to
equate Canon digital cameras
with top image quality.
DIGIC II
Equipped with DIGIC II, Canon’s digital SLR cameras and lenses offered
unmatched strengths for sporting event photography in 2004.
Optura 500
(MVX35i in some areas)
EOS-1Ds Mark II
SX-50