Canon 2014 Annual Report Download - page 31

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C
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STRATEGY 29
of consolidated net sales.
Canon Americas has been making steady progress
toward creating a regional headquarters that will han-
dle product development, manufacturing, and sales
functions. In 2014, we focused on enhancing customer
services by opening new support service operations:
the Canon Experience Center, in Southern California,
and our second U.S. call center, in New Mexico. We
also launched our new marketing slogan, Canon See
Impossible, and devised a brand strategy aimed at
addressing changing markets and conveying new levels
of added value created by Canon.
Europe (Europe, Middle East, Africa)
In Europe sales amounted to ¥1,090.5 billion (29.3% of
consolidated net sales).
In 2014, Canon Europe increased market share in key
segments, while also focusing on developing new oppor-
tunities for diversification and future growth. Canon’s
acquisition of Milestone Systems A/S, a world leader in
video management software, was a major strategic step
in driving growth in network visual solutions. To appeal
to new consumers, a new brand identity was launched—
Come and See. A new cloud-based image management
service, irista, was also launched in 2014. Canon strength-
ened its sales and marketing in the Middle East through
the formation of a new Canon sales company in Qatar.
Asia and Oceania
In Asia and Oceania sales amounted to ¥876.0 billion
(23.5% of consolidated net sales).
Canon has started Asia Traveler Protection Program
(ATPP), seeking to offer added values to increasing inter-
national tourists in China and Southeast Asia. When our
customers buy Canon’s products such as cameras and
lenses in mainland China and visit overseas countries,
they can use the repair service for free in eleven coun-
tries and regions in Asia.
In Australia, Canon acquired a majority stake in
Harbour IT Pty. Ltd., one of the largest managed services
and cloud solutions providers, to enhance our business
services offering.
Canon U.S.A. opened the Canon Experience Center in Costa Mesa,
California, as a new customer service operation center covering the
area of the West Coast.
New Come and See brand identity unveiled at Photokina in
Cologne, Germany, September 2014 to inspire and engage the
180,000 visitors and hundreds of journalists.