His lifelong quest for a dream camera

Masaya Maeda, president of Canon Inc.[Photo/Agencies]

Popular single-lens reflex camera is the answer to rivaling smartphones, says Canon's president

Masaya Maeda, president of Canon Inc, has always wanted to make a new, better camera.

After he joined Canon back in 1975, he worked on a revolutionary camera that did not use film and after many trials it became a global hit.

Now he is passionate about the single-lens reflex camera that is his answer to the daunting smartphones that people use to capture their amazing photo moments.

"Offering photo-taking experiences that smartphones can't deliver will be the key to success," 64-year-old Maeda said.

Before becoming the president of Canon in April, the former head of the company's camera division spoke to China Daily about his strategy for the group, his vision for the role of the China market and his rise froman engineer to one of the most coveted corporate jobs in the world.

The following are edited excerpts of the interview.

How do you assess the prospects of your business in China as the country's economy is slowing down?

More than a decade ago, the Asian market (Japan excluded) only accounted for about 10 percent of our entire sales of cameras. But now the region contributes about 30 percent, catapulting Asia into the biggest market for Canon.

China has played a vital role in achieving such a big jump. We have been here for 19 years with the Canon China branch. I believe Canon, with our slogan "Delighting You Always", has taken firm root among Chinese consumers.

Despite the economic slowdown in China, I believe demand will continue growing, and the China market will also expand accordingly.

Smartphones equipped with high-definition cameras are arguably hurting the sales of cameras. How is Canon addressing the challenge?

Smartphones are indeed affecting the sales of cameras, especially compact digital cameras.

But thanks to smartphones, people also have more chances to take pictures. And the popularity of handsets has, in fact, kindled consumers' enthusiasm in photography.

When consumers are unsatisfied with the photos taken by smartphones, they will naturally turn to digital single-lens reflex cameras for help. As a result, it is of paramount importance for us to offer cameras that live up to consumers' expectation for high-quality images.

We will leverage Canon's core competitiveness in optical technology to offer photo-taking performances that smartphones can't deliver. Meanwhile, we will speed up efforts to establish links between our cameras and internet-connected gadgets such as smartphones, so that consumers can quickly share their photos and our products become more convenient and enjoyable to use.

What do you think will be the next big thing in the camera market in the next decade?

The camera industry has already seen the transformation from analog cameras (using a progressively changing recording medium like photographic film) to digital cameras. Currently, what we need is continuing innovation. If we want to push business ahead, we need to keep on rolling out stunning products.

It has been more than 100 years since the first car was invented, but the automobile industry is still working on new innovation projects.

I believe that should be the same case with the camera sector. People have an eternal demand to capture and share memories with others through both photos and videos.While honing our skills in optical parts, sensors and image processors, Canon will also actively work on new innovation to meet such demand.

With the advancement of information technologies, I believe there is also a growing desire for connectivity. Last year, we rolled out Connect Station CS100, a portable device that offers simple transfer of photos and videos from Wi-Fi and NFC-connected cameras to TVs and social network platforms. This is a good example of how Canon pushes forward innovation.

Also,we can't miss the rapid development of print technology, which can connect printers to cameras and produce high-quality photos.

Some Japanese companies are closing down their factories on the Chinese mainland. Will Canon take similar moves?

Sorry,we currently can't disclose any detailed plans. But we will base our decisions on the optimization of production, taking into consideration production and transportation cost, laws, regulations and tax policies, as well as the consumption trend and other potential risks.

What is your biggest achievement at Canon?

Ever since I joined Canon in 1975, I always wanted to make a new camera that did not use film. Later, I really became part of the project. Back then, the business was not very good and we failed many times.

But in 2000, we unveiled our IXUS digital camera, which is of good quality and smaller than anyone else had managed up until that time. We successfully mass-produced the product and it soon became a global hit. This is my biggest achievement.

I have been working at Cannon for 40 years. When I looked back, I realized every 10 years I saw a major change in my job. In my first decade, I was involved in the research and design of analog cameras.

Later, I shifted my focus to basic research and development of digital cameras, before dedicating all my energy to helping popularize them. Since the launch of the IXUS camera in 2000, we have built a significant presence in the camera industry. And in the past decade, I changed from being a mechanical engineer to a businessman. I joined the company headquarters and started to operate the business.

How do you work with Chinese partners to explore the local market?

Our marketing strategies and partnerships with local companies vary from region to region. But the top priority is to be deeply rooted in the local market and culture.

Teaming up with internet giant Baidu Inc is one of the most successful partnerships we have in China. When connected with Wi-Fi, EOS 80D, the middle-end digital single-lens reflex camera, will automatically upload photos to Baidu's cloud storage service.

What camera do you use and why?

When it comes to digital single-lens reflex cameras, I use the EOS 6D and EOS 5D Mark II. As for compact cameras, I prefer the PowerShot G7 X. They all deliver stunning photo quality.

What cellphone do you use? Do you use it to take and send photos?

When I need to take notes, I will turn to my cellphones' camera for help.

CV

Age: 64

Place of birth:

Miyazaki Prefecture, Kyushu, Japan

Career:

March 2016 onwards: President and COO of Cannon Inc

2010-16: Managing director and senior MD

April 2007: Chief executive of image communication products operations

March 2007: Director and member of the board

June 2006: Group executive of digital imaging business group

April 2006: Advisory director

1975: Joined Canon Inc

Education:

School of Engineering, Kyushu University