Canon to boost entry-class camera sector

Models promote Canon’s new EOS M10 mirrorless camera and the compact high-end camera PowerShot G5X during a press conference at the Press Center building in central Seoul, Wednesday. / Courtesy of Canon Korea Consumer Imaging

By Yoon Sung-won

Canon, the world’s leading camera maker, showcased its new digital cameras, Wednesday, including its fourth mirrorless camera, aiming mainly at female customers.

Starting from the EOS M10, an entry-class sequel to Canon’s mirrorless camera lineup, the Japan-based company said it will continue to expand its product portfolio in this segment and win back customers’ confidence weakened in the wake of the advance of smartphone cameras.

“With penetration of mobile devices, young female consumers enjoy sharing photos through social network services like Instagram. As a camera brand, this can be a business opportunity and a risk at the same time as many customers have turned to smartphone cameras,” Canon Korea Consumer Imaging Marketing Group head Son Sook-hee said during a press conference in Seoul, Wednesday.

“With the M10, we are aiming directly at young female consumers in their 20s who seek a lightweight, easy-to-use camera.”

Son said the firm will boost the sales of entry-class cameras including the mirrorless models throughout the year-end season. While Sony is aggressively pushing its mirrorless cameras, Canon has been relatively lukewarm, resulting in losing the leadership in this segment it once enjoyed.

“Our marketing strategy in the latter half of this year will focus on solidifying our leadership in the entry-class lineup. To do so, we will strengthen communication with younger consumers to attract more female customers in their 20s,” she said. “As the leading camera brand here, we will also promote photography culture by continuing to present awards to promising photographers and providing photography lessons.”

The M10 has an APS-C CMOS imaging sensor that supports up to 18 megapixel resolution and a DIGIC 6 image processing engine. Like its predecessors, the new mirrorless camera uses the hybrid auto-focusing technology that can quickly focus on even fast-moving objects.

For selfie-takers, the M10 has a tilting liquid crystal display in the rear and offers the skin beautifying function.

Besides the M10, Canon unveiled two new cameras ― the compact high-end PowerShot G5X and the digital single-lens reflex (DSLR) EOS 760D.

The G5X has a 2.36-megapixel organic light-emitting diode electric viewfinder for the first time in the G series. Added to the 1.0-type imaging sensor and a large-caliber lens, the view finder will help users take clear photos, the company said.