Canon Wants To Make DSLR Cameras MainStream


With the smartphones and tablets eating into the market share of point and shoot cameras, leading Imaging and Camera player Canon India has decided to focus on DSLR (Digital Single-Lens Reflex) cameras.

The company has stepped up its efforts to grow in this category, which hasn’t been impacted by the high-end smartphones. At the same time, Canon witnessed an increased traction in the entry level compact cameras in smaller cities, while in the A-class cities, high zoom and feature rich, wi-fi compact cameras are gaining ground.

In an exclusive interaction with Channeltimes, Andrew Koh, Senior Director, Image Communication Products, Canon India said, “As we are accelerating our focus on DSLR, it does not mean we are neglecting compact cameras category. Both types of cameras have significant share in our revenues. Having said so, the compact cameras market has been de-growing for the last one year due to the smartphones.”

“Today we feel, the whole camera industry is on cross-roads, it is going through a complete transition phase. We are progressing to evolve the photography culture in India and enhance the ownership of DSLR cameras as mainstreams among the common camera users.”

After featuring Anushka Sharma as brand ambassador for its Powershot Compact Cameras, the company’s latest ‘Everyone Can With A Canon’ campaign is targeted at making DSLRs cameras more appealing for first time buyers. The company expects women will be the drivers for the sale of DSLR cameras. DSLR Cameras are increasingly coming within the reach of an average photographer, with the reduction in prices and more user friendly models.

The new campaign is to promote the EOS 1200D targeting everyday users, specifically families and mothers. The company is offering EOS 1200D as an exciting addition with powerful features and user-friendly menus, is ideal for first time buyers. To further attract potential buyers, the product will be available with an exciting double zoom lens offer, at an attractive price.

Andrew Koh

To understand the response of this Canon scheme, which started in March to May 14, Channeltimes spoke to a few Delhi-based Canon Image Square retailers. According to Pankaj Bandlish, Compro Computers, “The new consumer scheme on EOS 1200D is gradually picking up with the end customers. But the overall market is so slow and walk-in customer’s base to retail outlet has come down.”

He also added that the market of digital compact cameras was dipping, as smartphones become the de facto camera for consumers. “However, the migrations to DSLRs cameras are slowly picking up as the price gap between the two are still high for masses,” he said.

Manoj Gupta of Challenger Computers, who recently opened grand Canon Image Square in Nehru Place said, “The scheme response has been fantastic. Canon has been making great pull for DSLR.”

Canon this year is expecting to reach a double digit growth in the camera business, of which 80 percent will be DSLR and remaining will be Compact Cameras. In an attempt to achieve the target, Canon has been conducting workshops, photography tour, exhibitions and many other education drives at retailer’s showroom around photography and handling of DSLR for the end users.

“In India, many camera users feels DSLR are meant for professional users, but to dispel this myth, we are making a lot of innovations and all our marketing campaign simplifies the usage of DSLR,” he said.

Camera partners are also getting impacted by the online sales. “We have been hearing this online competition from our partners. But in my view, online sale is at a nascent stage and as the whole industry is going through several changes, we see over the period this difference will be settled. Having said so, online stores will never ever replace the physical stores. We want our partners to reinvent and look out for new areas to engage their customers be it social media, education and other ways,” said Koh.

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