Canon Claims Market Share Wins
By Greg Tarr On Nov 8 2010 - 6:01am
NEW YORK —
Word around the industry that d-SLR
camera sales are already exceeding bullish holiday
projections helped to reinforce Canon USA’s recent
industry-topping market share claims, and underscored
the company’s recent strong third-quarter financial
Eliott Peck, Canon USA digital imaging division senior
VP and general manager, presented at the company’s
Expo 2010, here, key success segments through
July of this year.
Peck said the company’s market research showed
Canon ranking first in overall digital camera sales for
the January through July periods in both mindshare
and market share.
The company’s third-quarter financial released on
Oct. 27 showed the company’s overall net sales were
up 17.9 percent to $10.87 billion compared with the
prior year’s third quarter; operating profit was up 74.1
percent to $1.24 billion, and net income was up 85.6
percent to $811.8 million.
In Canon’s consumer business unit, sales volumes
of such new d-SLR cameras as the EOS Digital Rebel
T2i (EOS 550D) and the competitively priced EOS
Digital Rebel T1i (EOS 500D), along with the EOS 5D
Mark II and EOS 7D advanced-amateur models, had
sustained and healthy growth, the company said.
As for compact digital cameras, the Elph (IXUS)-
series model and four new PowerShot-series models
helped boost sales volumes to a year-on-year increase
of 10 percent, worldwide.
Amid the strong yen environment, sales for the segment
rose 3.3 percent year on year to $3.9 billion and
10.2 percent to $11.7 billion for the first nine months,
the company reported.
Operating profit increased by 14 percent to $700
million for the quarter, and by 59.7 percent to $2.06
billion for the nine-month period, largely reflecting increased
sales and the rise in the gross profit ratio owing
to the effects of cost reductions, Canon said.
In the U.S., according to Peck, Canon ranked No. 1
in digital compact cameras through July, with a 20.5
percent unit share and 27.1 percent dollar share, and
No. 1 in the growing d-SLR market, with a 48.5 percent
unit share and 53.3 percent dollar share.
Comparatively, in compact camera unit share, Nikon
ranked No. 2, with 18.8 percent share; Sony was No.
3, with 17.1 percent share; Kodak was No. 4, with 10.1
percent share; Samsung was No. 5, with 6.5 percent
share; Olympus was No. 6, with 6 percent share; Fujifilm
was No. 7, with 5.3 percent share; and Panasonic
was No. 7, with 3.1 percent share, according to Canon’s
estimates. All others accounted for a collective
12.6 percent share.
In d-SLR unit share, Nikon was No. 2, with 40.5 percent
share; Sony was No. 3, with 4.6 percent share;
Olympus was No. 4, with 3.3 percent share; Pentax
was No. 5, with 1.6 percent share; and Panasonic was
No. 6, with 1.5 percent share.
“Consumers are willing to spend even more for
quality and our market share in terms of value is even
higher,” Peck added.
In compact digital cameras, gone are the days when
quality was measured in megapixels alone. Consumers
desire a sleek, stylish compact and a colorful design.
In recent weeks the company launched three new
Powershot models including the SD-4500, Canon’s
thinnest Powershot with a 10x optical zoom lens and
full 1080p HD video; the S95, the successor to the
popular S90 Powershot, and the XS130is, with 12x
optical zoom lens.
Hot new features in some Powershot models include
a new HS system that virtually eliminates blurring,
reduces noise and is ideal for shooting in lowlight
situations. In addition, the S95 with Hybrid IS,
compensates for both angular and shift camera shake.
Every new Powershot has FullHD movie capabilities
and full stereo sound recording.
“On the video side we are focused on the rapid shift
to high definition. Consumers today expect HD-quality
imaging, and this is reflected in the camcorder market,”
At the same time, the shift from tape and DVD to
flash-memory recording has been just as rapid.
“Canon’s strategy to develop the highest-quality HD
memory recording has kept us No. 1 or a strong No. 2
in the U.S. market,” he offered.
Canon’s legacy of optical innovation and core imaging
technology is also shared by the HD camcorder
The new VIXIA HFM32 has 64GB of flash memory
built in, and is capable of recording up to 24 hours in
HD. It is also compatible with next-generation SDXC
memory cards, which promise up to 2TB of storage.
What’s hot in HD camcorders this year is a touch
panel LCD that makes it easy to scroll through a whole
menu of functionality for easy navigation; Touch ‘n Track,
which allows users to choose any subject in the frame
for highlighting by touching it; and a new Smart Auto
function that automatically optimizes picture settings.
Last April, the company introduced the XF300 and
XF305 professional camcorders, and more recently
added the rugged pro-level XF100 and XF105 models,
which incorporate the same technology as the earlier
models but with a more compact design.