Canon finally shifts focus to mirrorless cameras, company manager confirms

Mar 5, 2018

Dunja Djudjic

Dunja Djudjic is a multi-talented artist based in Novi Sad, Serbia. With 15 years of experience as a photographer, she specializes in capturing the beauty of nature, travel, and fine art. In addition to her photography, Dunja also expresses her creativity through writing, embroidery, and jewelry making.

Canon finally shifts focus to mirrorless cameras, company manager confirms

Mar 5, 2018

Dunja Djudjic

Dunja Djudjic is a multi-talented artist based in Novi Sad, Serbia. With 15 years of experience as a photographer, she specializes in capturing the beauty of nature, travel, and fine art. In addition to her photography, Dunja also expresses her creativity through writing, embroidery, and jewelry making.

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After secrets, rumors and leaked specs, Canon released their long-awaited mirrorless camera, EOS M50. According to a recent interview at Nikkei Asian Review, mirrorless cameras are finally about to become the company’s primary focus.

President of Canon group member Canon Marketing Japan, Masahiro Sakata, has confirmed in the interview that the company will shift focus to mirrorless cameras. Reportedly, it’s “a change in strategy spurred by sharp growth in the market.”

After the brand new Canon EOS M50, Sakata says that the company will release another model next month. According to his words, it will be an entry-level mirrorless camera, aimed at families, “including mothers who enjoy taking pictures of their children.”

Since mirrorless cameras are rapidly gaining popularity, Canon has decided to jump on this train as well. Sakata says Canon needs to “actively roll out products for a growth market even if there is some cannibalization.” Go Tokura, Canon executive officer, says that the company wants to “respond to customer needs in any region by offering both SLR and mirrorless cameras.”

Some users believe that this decision came a bit too late. As you know, brands like Sony and Fujifilm have been in the mirrorless market for a while now. According to some comments, Canon will most likely struggle to catch up with them. On the other hand, there are users who believe Canon can compete with other major mirrorless camera brands if they really get down to business. What are your thoughts? Is it too late for Canon to break into the mirrorless market, or you believe they have a chance against other brands?

[via Mirrorless Rumors]

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Dunja Djudjic

Dunja Djudjic

Dunja Djudjic is a multi-talented artist based in Novi Sad, Serbia. With 15 years of experience as a photographer, she specializes in capturing the beauty of nature, travel, and fine art. In addition to her photography, Dunja also expresses her creativity through writing, embroidery, and jewelry making.

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22 responses to “Canon finally shifts focus to mirrorless cameras, company manager confirms”

  1. Tj Ó Seamállaigh Avatar
    Tj Ó Seamállaigh

    I don’t think they are late. Sometimes, you have to wait and watch what your competitors are capable of, and then plan ahead. Besides, even though Canon and Sony are now like butting heads (Nikon seems out of it right now), but I feel (i just dont know for sure) that there is a mutual understanding between the makers of these 2 brands, as many Sony users do use Canon lenses and probably these two can make things quite easier between them benefiting a larger audience of both brands.

    1. Stereo Reverb Avatar
      Stereo Reverb

      On the other side, Sony didn’t wait to see what anyone else was doing. Instead, they innovated and built their mirrorless line into a powerhouse. Canon is only just now becoming interested (yes, very late into the game), because Sony is selling a lot of these cameras… and stealing away former nikon/canon customers in the process. The longer you wait, the more *former* customers you accumulate. :P

  2. Krzysztof Szyper Avatar
    Krzysztof Szyper

    Nobody else have dual-pixel AF, so it’s still time to create ideal mirror-less camera.
    I would love to be able to use all lenses without issues with FF and BF, like I have all the time now with Canon. Using LV with DSLR feels strange :/ So still waiting for good mirror-less Canon with ability to use EF glass.

  3. Paul Richards Avatar
    Paul Richards

    Nikon need to get theirs released asap

    1. Paul Richards Avatar
      Paul Richards

      Neil Pentecost its true. The big boys have been caught napping, and overtaken

  4. Larry Haydn Avatar
    Larry Haydn

    Canon is too sluggish with innovation. Just saying.

  5. Alan Amos Avatar
    Alan Amos

    I got fed up of waiting for Canon to catch up, so i ditched my gear and moved to shooting with Nikon again

    1. Andras Oravecz Avatar
      Andras Oravecz

      And you’ve gained what exactly?
      Not a canon fanboy…just wondering what exactly convinced you…you probably went for the D850 right?

  6. Jolyon Ralph Avatar
    Jolyon Ralph

    The M5 is a very good camera. Let’s hope the inevitable M5 Mark II fixes the obvious problems with it (ie, better high ISO performance, proper side-flippy screen for vloggers and other narcissistic types, proper 4K that uses a better chunk of the sensor than it does on the M50 and, ideally, a much better quality kit lens.

  7. Isey Avatar

    Which year is it? 2012?

  8. Renato Murakami Avatar
    Renato Murakami

    I remember it was around 7 or 8 years ago that I wrote a news piece for my university internal newspaper about mirrorless and micro 4/3rds offering an attractive alternative to bulky and heavy dSLRs… with Sony and Fujifilm offerings.

    Back then, my teacher and lots of people that worked on the photography lab thought this was all bullshit, that it wouldn’t catch up, a passing fad or something.

    I just imagine big companies like Canon and Nikon had a similar mentality.
    Previous to that, few years back, I had also discussed with photography and television teachers about dSLRs like the Canon 5D Mark II started being used in movie sets for limited production of specific shots where it made sense to use an interchangeable lens system for the effect. There was also some resistance to the idea back then.

    Canon and Nikon are late to a whole ton of stuff, but it kinda reflects some of their costumers mentality apparently.

    So I’m gonna go bold again and make another prediction: both Nikon and Canon will end up as shadows of their golden years… perhaps a decade from now. I don’t think they will ever close down and retire, there will always be people who swear by the brand out there, just as much as there are still people paying a fortune for their Leica cameras.

    But they are too late to the game, they’ve adopted a too big for it’s own good corporate mentality, and new technology on the photography front is being moved forward by ruthless companies that not only will risk stuff fast and hard, making tens of prototypes every half year or so, but also have a healthy competition environment and are not impeded by tradition, hardened concepts and whatnot.

    Look at the new developments in smartphone photography. We have computational photography in Pixel 2 devices, with emerging hardware dedicated to it as well as relatively new tech. And we now have a sort of electronic shutter embedded on tiny sensors in the new Galaxy S9 cameras. This all in mature software devices that have easy and fast access to the publication means (social networks, cloud storage, mobile editing apps, etc) that most people are using these days. The hardware itself is new and not so mature, but the time it takes for these things to be perfected in smartphone land is waaaay faster than in traditional camera systems.

    There are physical limitations that I always thought weren’t going to be surpassed in smartphone cameras that these companies are finding ways around. The artificial bokeh is arguably still in it’s infancy right now, but a combination of several emerging technologies are having some way into the whole thing. Stuff like optical Zoom which was something majorly tied to bigger cameras with big lenses got some room into smartphones… by adopting more than one sensor per device. Of course it’s still nowhere close to a true optical zoom lenses, but it’s at a point that I did not expect years ago.

    And it’s not like they are super new ideas… it’s just old ideas that are maturing fast and popping out in finished products right now. The tech that a phone like Pixel XL 2 is using started way back when the first Lytro camera concept came up, with ideas on how to use powerful computing power to get more info out of a sensor read out. And the Galaxy S9+’s shutter is obviously nothing new, apart from being used in a tiny sensor unit that is now powerful enough to get lots of information in dark environments.

    Yes, I still hate the ads that use terms like “dSLR-like” or “dSLR quality” and blah blah blah… but you see how every year it’s getting closer and closer in terms of results, not mechanics?
    And I remember saying the same thing years ago for the evolution in comparison to point ‘n shoot cameras. It’s always getting closer and closer. If companies like Canon and Nikon keeps lagging behind, it’ll eventually catch up.

    For people curious about the recent technologies, watch this video about how Pixel 2 XL processes the images to get their HDR+ results:

    As for the Galaxy S9+… read reviews from websites like dpreview or dxomark. It might surprise you some of the tech that’s being used in those.

    It’s really next level stuff, and smartphones are dominating the usability for regular people right now. dSLRs and mirrorless are evolving, but most standalone cameras still didn’t catch up in the usability factor combining the camera in a single device for shooting, backuping, light editing, publishing and then following results of said publishing.

    So, while they still have an edge on quality, professional features, flexibility and a few other things, the gap is closing fast.

  9. Fadi Shaban Avatar
    Fadi Shaban

    Mahmoud Darwish

  10. Hugh Mobley Avatar
    Hugh Mobley

    they have been 4 years behind for quite a while, they are having issues finding people to train to make cameras that are new Four year old cameras! Fujifilm Cameras is going to take over!

  11. WillMondy Avatar

    I gave up waiting.

    When my 5D Mark II looked like it was dead, I considered the 5D4 and 5DsR but none could match the quality or versatility of the Sony A7R3.

    If Canon up their game in the next few months with a BIG improvement to the 5DsR with better AF and a better sensor I may ditch Sony, but in a few months I will be selling my Canon glass and they will have lost yet another long time user.

  12. Ад Ванц Avatar
    Ад Ванц

    haha..half frame shit with fucking new bayonet nobody dont needed.they can be take some part of market if present mirorless with normal EF/EF-s and in good price.this is deadborn child

    1. Muster Ham Avatar
      Muster Ham

      English please!

    2. MegaNickels Avatar

      “disjdygfoiasydgufoiasygdfoasygdfljshgdfljashgdfjlsghd” Is all i see man. What language are you trying to speak?

  13. Justin Akard Avatar
    Justin Akard

    Canon is dead to me.

  14. Hugo Pinheiro Avatar
    Hugo Pinheiro

    It’s never to late if they make it right!

  15. pincherio Avatar

    Canon is still the leader in digital imaging as far as sales go so I don’t see them going the way of Kodak. They still lead the interchangeable lens camera (ILC) market, both DSLRs and mirrorless, in sales, so reports of their demise are a bit premature. The fact that they were late to jump on the bandwagon only means that they’ve noticed their bottom line shrinking and want a bigger piece of the mirrorless pie which is why they’re looking to up their game in that area.

    Having said that, this report is quite disappointing. Hearing the executive say they’re going after the “family market” just means more ho-hum models. If they truly want to make a splash in the mirrorless market, they need to go after the high end users like the pros and enthusiasts. They need to risk cannibalizing their DSLR lines by coming out with mirrorless cameras that offer the same or better features. They also need to be able to build around their current EF mount when they come out with a full frame mirrorless because most of the people jumping from their system to others are still using Canon’s lenses. Canon need to draw those users back by offering a mirrorless system that works better with their lenses than what the EF-M currently offers. Judging from the success of Sony’s a7 line of cameras and GM lenses, weight and size are not as big of an issue with mirrorless system users so Canon shouldn’t focus too much on those areas and worry more on how to improve their sensor’s performance and showering users with the bells and whistles that matter to them. 4K video, IBIS, high resolution EVF and rear LCD (and please make it articulating and a touch screen, but that’s just me) to name a few. They already have most of these features in different cameras and just need to combine them in one properly designed camera.

  16. Kirk Avatar

    Canon was twenty-five years behind Nikon releasing a full-fledged professional SLR. Canon was three years behind Minolta releasing an auto-focus camera.
    If Canon releases a mirrorless version with dual-pixel focusing and real 4k video of any one of the xD series within the next year and the rest of the xD and xxD lines within the next three years, they will keep market share and may even take some back from Sony.

  17. MegaNickels Avatar

    Canon is going to have to release a mirrorless camera that really knocks the ball out of the park if they want to compete with other companies.