|
|
|
COLUMN DIGITAL IMAGING
Future of digital imaging across the globe
Digital video has been one of the most dynamic evolution story of the recent times
|
| |
 Alok Bharadwaj,
Senior Vice President, Canon India
When we look at how far Digital Imaging Technology has come since the first digital cameras hit the market in the mid 1990’s, we can only anticipate an equally vibrant and exciting future. Virtually everyone now has the ability to capture clear, sharp and impressive pictures that don’t have to wait for a special moment to unravel the beauty or value the captured moment. The good news is for photographers, whether amateur or professional, that one can now have the ability to take great photographs effortlessly. You can even have high quality photos printed from the comfort of your own home using a home printer or inkjet all-in-one. The technological enhancements and processing power at image capturing as well as printing is making the experience with these products extremely gratifying and enjoyable. If the present is so thrilling, can the future be less exciting?
Digital technology is a big enabler for variety of user friendly functionalities. Canon has recently launched a series of digital cameras, which offer revolutionary ways for consumers to interact and enjoy their experiences with never before seen features and concepts like motion detection, face select and track, & AF point zoom in digital cameras.
The latest trend in the digital photography industry is digital printing i.e. printing high quality photos instantly and directly from the camera to the ‘Direct-Connect’ printer. This phenomenon has been made possible by the higher resolution of digital cameras and the advances in printer colour reproducibility over the past year or two. This is further giving rise to a ‘do-it-at-home’ trend where, users are finding it convenient to print photographs directly from personal printers at home, thereby reducing the dependency on external commercial photo studios.
Technology convergence is making devices deliver applications on both still and video cameras. However, both the categories have independent strong distinct drivers. Digital video has been one of the most dynamic evolution story of the recent times. Digital video started five years ago and rapidly different formats appeared on the landscape. From Mini DV to DVD to Hard Disk. Now, the latest technology breakthrough is flash memory. In DV camcorder category, Canon has introduced Double Flash Memory feature for the consumers. Flash memory storage allows to be designed in a compact and lightweight form factor that fits comfortably in the user’s hands. Flash memory also offers the advantages of fast read and write speeds for storing video recordings.
Digital Camera has become a style statement today and most Indian buyers are replacing the traditional “click and develop” cameras with the digital ones that offer much more flexibility as well as functionality. The Indian consumers are gradually shedding their inhibitions and are no more shying away from the latest in technology. Just look around and you would notice people carrying the latest models with the best looks and features… There are absolutely no compromises! The Canon IXUS range is perhaps the best example of digital camera that balances looks as well as features perfectly! Going by global trends and user patterns around the world, it is expected that the digital photo industry in India will mirror the success of the global digital photography industry and move from being expensive equipment for professional photographers, to a lifestyle product, which is increasingly becoming a part and parcel of our day-to-day life. In fact, top five digital lifestyle products, which are of high involvement with consumers are laptops, iPods (personal entertainment), LCD TVs, multimedia phones and digital cameras.
|
| |
 We at Canon believe in constant evolution and our products are physical and tangible testimony of the same. Canon as an organisation has a culture of technological innovation and is driving the transition to the Digital Imaging era in India via the introduction of sophisticated, new age digital imaging products. Canon has not only made a name for itself in the photography arena but has also carved its niche in digital photography. We boast of developing innovative technologies, and already have 1800 technologies patents in our name. In India, like other developed nations, digital cameras have moved from being an asset to a necessity. People purchase a digital camera for various purposes along with the desire of being called ‘stylish’. Understanding how important India is as a center for research, development & sales; Canon spends more than 8% of its revenues on R&D to bring to consumers sharper and clearer images in digital cameras, true-to-life colors and lower printing costs in photo printers through its proprietary technologies. Being true to tradition we aim to acquire new business and continuously improve quality of software and productivity of our people. We give a lot of emphasis to the range of products that we launch not just in India but around the globe.
The Indian digital camera market is expected to see a 100% annual growth in the next few years. According to IDC, India is one of the world’s largest growing markets for digital cameras. IDC expects the market for digital cameras to be Rs.1,000 crore by 2010. In 2008, we expect 1 million units of digital cameras to be sold in India. Retail chain proliferation as helped the growth of this industry immensely and in H1 2008 the industry has grown @ 40% over H1 2007. There is now convergence occurring very fast making it a ‘digital lifestyle industry’ comprising of various life style products including your own style statement Digital Cameras.
Canon feels that consumers need to touch, feel & experience digital lifestyle products and this industry will make rapid strides at the lower end of the pyramid if experience & affordability is available to the consumers. Towards this, Canon has made a modest attempt by opening Canon Image Lounge, which is the first of its kind experience ‘lounge’ in the country, which offers a ‘before you buy’ experience. The first showroom has been inaugurated in Gurgaon and the second one will be launched in Bangalore in July followed by Mumbai in September. With economic growth in India & increasing prosperity, we’re confident that it will soon emerge as one of the biggest market in the world. Canon has made a promise that is relevant to fulfilling the needs of the consumer from the product. A promise, it can deliver. A promise no competing brand/product can make or deliver. Canon has fulfilled that promise and is now a brand that is wholly owned by the consumer.
|
|
4Ps
|
|
|
| |
|
