Canon Snaps Up Extra Market Shares With Photo DV Strategy

摘要

Pursuing quality in images is proving to be a successful strategy for Canon Inc. For the past year, the company has adopted a basic strategy for its digital camcorder business that centers around "Photo DV," a theme encompassing fine-quality photos and fine-quality digital video. Since implementing this strategy, the company has increased its share of the global market. In the second half of 2004, Canon has set its sights on a 25 percent share of the market as its promotes Photo DV in marketing new products throughout the world. Canon predicts that the camcorder market will expand 22 percent to a little more than 10.64 million units this year. Digital camcorders are likely to account for 80 percent of that total, according to Takashi Kuniyoshi, Advisory Director and Deputy Chief Executive of Image Communication Products Operations. Kuniyoshi, who is also Group Executive of Video Products Group, believes that consumers increasingly will choose to replace analog camcorders with digital models. Against this backdrop, Canon plans to introduce the related printer and digital camera technologies, and to build on its strong brand appeal, to gain an advantage in Photo DV, direct print and other areas. Ultimately, the company is trying to expand its digital photo business, including photo printers, in multiple ways.