Canon 2010 Annual Report Download - page 41

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CANON ANNUAL REPORT 2010 39
The digital camera market grew steadily, and digital compact
camera markets continued to thrive in emerging markets,
while digital SLR camera markets remained strong worldwide,
particularly in Asia.
In digital compact cameras, Canon released many models
featuring the HS SYSTEM. Incorporating a high-sensitivity image
sensor with Canon’s proprietary DIGIC image processor, the HS
SYSTEM enhances image quality in low-light conditions. The
uniqueness and superiority of these cameras helped Canon
secure its leading market position.
In digital SLR cameras, Canon enhanced the mid-range and
high-end products. Sales volume expanded in each market,
increasing Canon’s share. The sales volume of Canon’s digital
video camcorders also increased.
In 2011, Canon will strengthen its optical technologies to
create high-value-added products, thereby supporting higher
image quality for still pictures and videos. It will also bolster its
services to accommodate post-shooting needs, thereby pio-
neering new possibilities for digital cameras. Meanwhile, Canon
will solidify its sales capabilities in emerging markets. By offer-
ing new products based on cutting-edge technologies, Canon
is targeting its continuous growth.
The inkjet printer market expanded worldwide, particularly in
Asia. However, overall conditions have not returned to a level
on par with the 2007 peak.
Canon continues to expand inkjet sales even in a stagnant
marketplace that has shrunk since the onset of the global
recession in 2008. It managed to increase inkjet shipments in
2010 and will work to maintain this upward trend.
Reviewing its 2010 strategies, Canon renewed PIXMA inkjet
printer designs. While working to increase the series’ total sales
volume by tapping into growing Asian markets, it strove to
expand sales of high-value-added products with which cus-
tomers are expected to perform high-volume printing. To that
end, it aimed to expand sales of multifunction printers (MFPs)
for home offi ce use and mid-range and high-end products in
the United States and other advanced nations. Consequently,
sales of these products rose as planned.
In scanners, Canon increased sales volume amid market
contraction, solidifying its leading position.
From 2011, Canon will enhance its FINE technology, which
enables the high-speed printing of high-quality images thanks
to its proprietary high-precision print head technology. By
launching new, user-friendly products that feature excellent
design and boosted user value, Canon aims for additional sales
volume. To meet expected sales growth, Canon plans to build a
new plant in Thailand.
Digital SLR camera,
EOS Rebel T3i (EOS 600D in some areas)
Inkjet printer,
PIXMA MX880 series
Masaya Maeda
Chief Executive, Image
Communication Products
Operations
Katsuichi Shimizu
Chief Executive, Inkjet Products
Operations
“ Canon will aggres-
sively launch
appealing inkjet
products to achieve
additional growth.”
“ Further reinforcing
its brand power,
Canon will bolster
its overwhelming
No. 1 position.”