In part, it’s the same as the point above, a promise of continuing to innovate for high quality and performance. This is a more interesting strategic choice.

Secondly, Canon wants to continue keeping the top spot in the interchangeable lens and camera market while becoming the world’s number one maker of mirrorless cameras.

One would hardly expect any major technology brand to want anything less, so while this isn’t a surprise, we can at least consider it a promise of building high-quality products for serious users. Canon also unveiled more specific plans (PDF) for its imaging group section.Īmong these are the following main takeaways, though most of them are pretty obvious strategic choices, and even blandly predictable:įor starters, Canon claims that it wants to leverage its large, stable camera/lens market share and its good reputation among photographers to keep developing strong new products. The company’s plans for the near future of its camera and lens manufacturing business include several key strategies that fans of Canon devices might want to know about. Canon’s corporate strategy for the next several years has recently emerged (PDF) and it paints a picture of where the best-selling camera brand wants to go.

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