Focus on the future

Single-lens reflex cameras are the answer to the growing influence of smartphones, says Canon president

Masaya Maeda, president of Canon Inc, always dreams of making new, more advanced cameras.

After joining Canon in 1975, he began working on a revolutionary filmless camera that went on to become a global hit.

Today, he is passionate about single-lens reflex cameras, which he feels can rival the smartphones that are increasing being used by people to take photos.

"Offering an experience that smartphones just can't deliver will be the key to success," the 64-year-old says.

Before taking the helm at Canon in April, Maeda spoke to China Daily about his vision for the Chinese market as well as his rise from an engineer to one of the world's most coveted jobs. The following are edited excerpts of the interview.

How do you see the prospects of your business in China as the economy slows down?

More than a decade ago, the Asian market (Japan excluded) accounted for only about 10 percent of our entire sales of cameras. Now, the region contributes about 30 percent, catapulting Asia as the biggest market for Canon.

China has played a vital role in achieving such a jump. We have been here for 19 years, and I believe Canon has taken firm root among Chinese consumers. Despite the economic slowdown, I believe demand will continue to grow, and the China market will expand accordingly.

Smartphones equipped with high-definition cameras are arguably hurting the sales of cameras. How is Canon handling the challenge?

Smartphones are indeed affecting sales of cameras, especially compact digital cameras. But thanks to smartphones, people also have more chances to take pictures. And the popularity of handsets has in fact kindled consumers' enthusiasm for photography.

When consumers are unsatisfied with the photos taken by smartphones, they will naturally turn to digital single-lens reflex cameras. As a result, it's paramount for us to offer cameras that live up to consumers' expectations for high-quality images.

We'll leverage Canon's core competitiveness in optical technology to offer photo-taking performances that smartphones can't deliver. Meanwhile, we'll speed up efforts to establish links between our cameras and internet-connected gadgets such as smartphones, so that consumers can quickly share their photos and our products become more convenient and enjoyable to use.

What do you think will be the next big thing in the camera market in the next decade?

The camera industry has already seen the transformation from analog (film) to digital cameras. Currently, what we need is continuing innovation. If we want to push business ahead, we need to keep on rolling out stunning products.

It's been more than 100 years since the first car was invented, but the auto industry is still working on new innovation projects. I believe that should be the same with the camera sector. People have an eternal demand to capture and share memories with others through photos and videos. While honing our skills in optical parts, sensors and image processors, Canon will also actively work on innovation to meet such demand.

With the advancement of information technology, there is also a growing desire for connectivity. Last year, we rolled out Connect Station CS100, a portable device that offers simple transfer of photos and videos from Wi-Fi and NFC-connected cameras to televisions and social network platforms. This is a good example of how Canon pushes forward innovation.

In addition, we can't miss the rapid development in print technology, which can connect printers to cameras and produce high-quality photos.

Some Japanese companies are closing down factories on the Chinese mainland. Will Canon do likewise?

Sorry, we can't disclose any detailed plans. But we will base our decisions on the optimization of production, taking into consideration production and transportation cost, laws, regulations and tax policies, as well as the consumption trends and other potential risks.

What's your biggest achievement at Canon?

Ever since I joined Canon in 1975, I always wanted to make a new camera that did not use film. Later, I became part of the project. Back then, the business was not very good, and we failed many times. However, in 2000, we unveiled our IXY digital camera, which was of good quality and smaller than anyone else had managed until that time. We mass-produced it, and soon it was a global hit. This is my biggest achievement.

I've been working at Canon for 40 years. When I looked back, I realize every 10 years I saw a major change in my job. In my first decade, I was involved in the research and design of analog cameras.

Later, I shifted focus to basic research and development of digital cameras, before dedicating all my energy to helping popularize them. Since the launch of the IXY camera, we have built a significant presence in the industry. And in the past decade, I changed from being a mechanical engineer to a businessman. I joined the company headquarters and started to operate the business.

How do you work with Chinese partners to explore the local market?

Our marketing strategies and partnerships with local companies vary region to region. But the top priority is to be deeply rooted in the local market and culture. Teaming up with internet giant Baidu Inc is one of the most successful partnerships we have in China. When connected with Wi-Fi, EOS 80D, the middle-end digital SLR camera, will automatically upload photos to Baidu's cloud storage service.

What camera do you use, and why?

When it comes to digital SLR cameras, I use the EOS 6D and EOS 5D Mark II. As for compact cameras, I prefer the PowerShot G7 X. They all deliver stunning photo quality.

What cellphone do you use, and do you use it to take and send photos?

When I need to take notes, I will turn to my cellphones' camera for help.

masi@chinadaily.com.cn

(China Daily Africa Weekly 07/08/2016 page31)