Canon 2015 Annual Report Download - page 19

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CANON ANNUAL REPORT 2015 17
2015 Review
Although overall unit sales of interchangeable lens digital cameras
declined due to the impact of the economic slowdowns in China
and Russia, signs of recovery began to appear in Japan and the
United States. Amid such circumstances, Canon launched the EOS
5DS and EOS 5DS R digital SLR cameras, which boast the highest-
ever resolution for EOS models, as well as the EOS M3 and EOS
M10 non-refl ex cameras, thereby maintaining the No. 1 share in
unit sales worldwide of interchangeable lens digital cameras.
As for digital compact cameras, unit sales declined as the
market continued to contract amid the growing proliferation of
smartphones. However, Canon raised its sales ratio for high-end
products such as the PowerShot G5 X.
The Cinema EOS System of digital cinema cameras, which are
aimed at the motion picture production industry, sold well, partic-
ularly the new EOS C300 Mark II.
Sales of broadcasting equipment were solid, backed by con-
tinuing demand for models designed for sports broadcasting and
for HDTV format equipment in China and other countries. The
CN20x50 IAS H, a new zoom lens for 4K cameras equipped with
large-format sensors, was also well received.
As for inkjet printers, although Canon has been working to
expand sales through its broad product lineup, which ranges from
home-use printers to MAXIFY-series business models, unit sales
were lower than in 2014 due to shrinking markets, primarily in
Asia. In contrast, sales of consumables enjoyed solid demand.
Unit sales of large-format inkjet printers remained at the same
level as the previous year, and sales of consumables grew steadily
with an increase in the number of units in operation.
As a result, consolidated sales in this business unit stood at
¥1,263.8 billion, down 5.9% from the previous year.
2016 Initiatives
In interchangeable lens digital cameras, Canon will strengthen
its high-end models through technological evolution befi tting
an Olympic year, in order to stimulate replacement demand
among professionals and advanced amateurs. In digital com-
pact cameras, we will concentrate on the high-end models that
are performing well, in an effort to improve profi tability. We will
also expand our business domains, not only in the consumer
camera market, but also in the B2B fi eld, as exemplifi ed by the
Cinema EOS System.
In inkjet printers, we will expand sales by augmenting our
product lineup for emerging countries, such as the large-capacity
ink tank models launched at the end of last year, to meet the
diversifi ed needs of emerging markets in Asia and elsewhere.
In addition, we will bolster sales of business products such as
the MAXIFY series and large-format inkjet printers, as well as
the imagePROGRAF PRO-1000, a new product aimed at pro-
fessional photographers that offers advanced image quality
and high productivity. This will also lead to an increase in the
sales of consumables.
Interchangeable EF lenses for Canon EOS-series Inkjet printer
imagePROGRAF PRO-1000
STRATEGY BUSINESS SEGMENT CORPORATE STRUCTURE FINANCIAL SECTION CORPORATE DATA