Canon 2011 Annual Report Download - page 20

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18
CONSUMER BUSINESS UNIT
2011 REVIEW
In Japan, demand for digital single lens reflex (SLR) cameras slumped due to
the Great East Japan Earthquake, although demand remained steady in
other world markets. The downtrend in production levels caused by the
earthquake had mostly ended by the summer of 2011. Canon worked hard
to increase sales, centering on the entry-level model EOS Rebel T3i (EOS
600D in some areas), as well as the advanced-amateur model EOS 5D Mark
II. Since November, Canon has also been affected by shortages in parts sup-
plies due to floods in Thailand. Despite this and other setbacks during the
period, on a full-year basis, sales of digital SLR cameras grew steadily in
both value and volume terms.
Demand for compact digital cameras stayed stagnant in developed coun-
tries, but grew in emerging countries. Compact digital cameras that sold
particularly well were the PowerShot ELPH 100 HS (IXUS 115 HS in some
areas) and the PowerShot SX230 HS. Nonetheless, total sales of compact dig-
ital cameras declined year on year, in both volume and value terms, on the
back of the earthquake in Japan and the shortage of parts supplies caused
by the floods in Thailand.
BUSINESS UNITS>CONSUMER BUSINESS UNIT
Canon’s digital SLR cameras, which use groundbreaking technology such as proprietary lenses, CMOS sensors, and image processors, lead the world with their high image
quality and contribute to sales.
2009 2010 2011
1,301,160
1,391,3271,312,044
0
300,000
600,000
900,000
1,200,000
1,500,000
NET SALES
(Millions of yen)