Can’t stop Canon

Canon Marketing Phils. has been very aggressive in pushing new products in the computer peripheral, digital imaging and storage spaces. It has also continued to innovate its consumer printer line in order to take the war to its rivals HP and Epson.

During the recently concluded COMMDAP (Computer Manufacturers, Distributors and Dealers Association) 2002 at the Shangri-La Hotel in Makati City, Canon was one of the few companies which really pushed their products and solutions. Not only did they have their own pavilions showcasing their current solutions, they were also the event’s co-sponsors and were visible throughout the show.

A new approach

While Canon’s pavilion featured its popular printers, copiers, projectors and digital cameras, its focus this year was on its corporate solutions. At COMMDAP 2002, Canon featured its new large format printers, smart network-enabled laser printers, scanners and storage devices that not only offer users hardware innovation and ease of use but integrated unique software and networking solutions as well.

The most aggressively marketed products at COMMDAP 2002 were the Canon copiers, high-end fax machines, networked laser printers and scanners, some of which have built-in CDRW drives and document processing capabilities to store scans and copies as image files on cheap CD-ROM discs.

Targeted at the corporate, enterprise and legal markets, Canon’s systems and new models are strongly positioned against rival Xerox. The step-up from standalone hardware to hardware, software and complete solutions makes setting up such systems more cost-effective for companies which usually have to integrate manifold solutions together.

Old faves with a new twist

Most consumers who visited COMMDAP 2002 were intrigued by Canon’s digital imaging solutions, particularly its digital cameras, digital photo printers and accessories.

Digital cameras are gaining ground with consumers. Canon’s models are some of the most popular in the market; while they are competitively priced, they also maintain quality standards unlike cheaper brands.

Canon has managed to address this surging consumer interest by offering a variety of upgraded models for each consumer niche. Digital cameras in Canon’s PowerShot line range from entry level models starting at P10,000 upwards. Even the cheaper models come with desirable features such as LCD viewfinders, the ability to shoot short videos, a new built-in effects palette and optical as well as more variety in digital zoom options.

There are also standalone printing solutions for digital photos that do not require a PC to produce printouts. Canon has been pushing its unique direct-to-print solutions that enable even non-PC users to enjoy the efficiency of digital photography.

Much ado about printing

The PC printer market is one area that has seen heavy competition by leading players such as HP, Canon, Epson and Lexmark. Printers are becoming cheaper, some going for as low as P2,500 and many of the more upscale models having feature sets that rival those of professional inkjet printers. The money in the PC printer space is to be made in ink refills, which are sold at about a third of the printer’s price.

Aside from its range of ultra slim consumer scanners, Canon is also focused on the XNU i320 consumer printer. This new diminutive model enables users to print borderless 4R photos more cost-effectively. It is targeted at consumers and home users.

The XNU i320 produces printouts at a resolution of 2400 x 1200dpi. A 4R borderless photo can be printed within 80 seconds, while a 4R bordered photo takes less than three minutes. Canon says the XNU i320 is more cost-effective, has a smaller footprint and has cheaper ink refills. — Gadjo Cardenas Sevilla