technology
Canon focuses on the future of the digital camera
Canon continues to improve its EOS Rebel series, integrating wi-fi and other cable-free digital transfer of images for ease of use. – Pic by Canon, December 5, 2015.Canon is marking the 25th anniversary of its pro level consumer EOS Rebel SLR camera range with a huge campaign.
Called "Rebel With A Cause" the advertising extravaganza will focus on challenging convention and recording the results via a Canon camera.
It will feature daredevil Nik Wallenda – the only person to have tightrope walked across the Grand Canyon and Niagara Falls – and rapper and producer Swizz Beatz.
"Canon has always made it a priority to make what was once thought to be impossible possible, and it's one of the reasons we created the EOS Rebel cameras," said Yuichi Ishizuka, president and COO, Canon USA, Inc.
When the first models did hit the shelves back in 1990 they really were revolutionary in terms of the capabilities they offered even to those on a tight budget and only a passing interest in photography.
Likewise when the first digital models launched in 2003, they changed the photography landscape again.
But while Canon has continued to improve the Rebel range with everything from integrated wi-fi for cable-free image transfer and sharing and NFC compatibility for mating with other devices, they're struggling to keep up with smartphones in terms of ease of use and outright ubiquity. This is eventhough no point and shoot digital camera can truly come close to the levels of detail and total control offered by a single lens reflex camera.
As for timing, Canon officially unveiled its campaign on the same day that Samsung announced its intention to pull out of the camera and camcorder market entirely in the UK.
In a statement, the company said: "We quickly adapt to market needs and demands. In the UK, we have seen a gradual and sustained decline in demand for standalone digital cameras and camcorders and related accessories. For this reason, we have taken the decision to phase out the sales and marketing of these products. This is a local decision, based on local market conditions."
Still, with growing competition from flagship smartphones at one end of the market, and from adventure cams like the GoPro at the other, maybe now is the time to rebel.
"The heart of this campaign is about showcasing modern-day rebels entirely through the eyes of a Canon EOS Rebel camera, encouraging people to take their creativity to the next level and to tell their own unique stories," said Ishizuka. – AFP-Relaxnews, December 5, 2015.
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