Canon wants to be number one for mirrorless cameras

In February we reported on the dispute between Canon and Sony over who was number one for mirrorless camera sales. Now, this month, Canon has revealed its corporate strategy to “Achieve overwhelming No. 1 share in mirrorless camera market.”

2024 corporate strategy

Canon set out its goals at its 2024 Corporate Strategy Conference on March 8. A key part of the conference was a presentation by Go Tokura, senior managing executive officer. The presentation opened with the statement that Canon aimed to “Expand role of imaging from ‘shooting & viewing,’ to ‘experiencing’ & ‘utilizing.’” To achieve this vision, the company set out plans to extend its camera divisions into new areas.

Number one for mirrorless

The headline from Tokura’s presentation was Canon’s goal to “Achieve overwhelming No. 1 share in mirrorless camera market with full lineup of EOS R system.” The company said it is going to continue to expand its range of RF mount lenses. However, the presentation didn’t hint at any new cameras on the horizon. In addition, Canon wants to extend the use of its RF-mount mirrorless camera to its video-oriented customer base, including press, social media and content creators. The company also promised continued support for professionals.

3D and volumetric video

Canon wants to expand both its EOS virtual reality systems and its MREAL mixed-reality technology. However, the presentation also focused on developing solutions to shoot volumetric video. Volumetric video is a type of 3D video that allows playback from any angle. You watch it through a headset such as Apple’s new Vision Pro. This also means you can move around within the 3D video to choose which areas to look at. Canon launched its RF-mount 5.2mm f/2.8 L dual fisheye lens back in 2021. While the lens creates 3D videos for older virtual reality headsets, it doesn’t deliver volumetric video for the Vision Pro.

Remote cameras and surveillance

Canon’s corporate strategy also set out plans to expand the scope of its Cinema EOS camera and broadcast lens divisions. This includes moving towards remote cameras as part of the Cinema EOS camera line. In addition, the use of broadcast lens technology will be extended into advanced surveillance usages with ultra-high-sensitivity cameras. Canon also set out goals to improve productivity through efficient development and optimized manufacturing processes.

What we think

Canon’s corporate strategy is a bold response to Sony’s challenge about who is number one. The goal of being the “overwhelming No. 1” in the mirrorless camera market promises an exciting future for the RF mount system. While the presentation didn’t suggest new cameras any time soon, new lenses are definitely on the way. This may also link into Canon’s move towards permitting third-party RF mount lenses. In addition, it’s interesting that Canon sees 3D and volumetric video as an important feature part of its future product lines. Canon has set out its plans, so now it’s up to Sony and the other camera manufacturers to respond.

Pete Tomkies
Pete Tomkies
Pete Tomkies is a freelance cinematographer and camera operator from Manchester, UK. He also produces and directs short films as Duck66 Films. Pete's latest short Once Bitten... won 15 awards and was selected for 105 film festivals around the world.

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