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From left to proper: Tetsuji Kiyomi, Yasuhiko Shiomi, Go Tokura, Tetsushi Hibi Photograph: Dale Baskin |
“Prior to now, we categorized the consumer bases as professionals, high-end amateurs, and entry-level customers,” explains Go Tokura, Canon Govt Vice President, Head of its Imaging Group and Chief Govt of its Imaging Enterprise Operations. “We nonetheless imagine that skilled customers are going to be the leaders within the digital camera market. These customers are prioritizing options that require much less manpower, and in addition units and gear that’s lighter.”
Nonetheless, he calls out one new market section that digital camera corporations should deal with.
“Along with the three conventional consumer bases, there’s now a brand new group of customers: creators. These customers need extra informal gear that doesn’t simply seize images however can also be capable of course of and share them. We additionally see much more demand from these customers for higher video capabilities. We imagine that this group of customers will change into essential to the digital camera market as a complete,” he states.
We met with Tokura and different Canon executives, together with Tetsuji Kiyomi, Deputy Chief Govt of Imaging Enterprise Operations, Tetsushi Hibi, Unit Govt of Canon’s IMG Optical Enterprise Unit, and Yasuhiko Shiomi, Unit Govt of Canon’s IMG Growth Unit, earlier this 12 months on the CP+ expo in Yokohama, Japan. They supplied perception into the present state of the digital camera market, mentioned the corporate’s plans for 3D imaging and machine studying, and touched on Canon’s philosophy towards third-party lens assist.
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In accordance with Tokura, the digital camera market has been steady, however with an rising shift to mirrorless merchandise just like the Canon EOS R6 II, above. Photograph: Dale Baskin |
“For the previous couple of years, we now have seen that the interchangeable lens digital camera market has been progressing on the measurement of six million items per 12 months, and we’re discovering that yearly, there’s an elevated ratio of mirrorless lenses,” says Tokura. “Out of those six million items, the truth that the proportion has shifted in the direction of mirrorless merchandise is a really wholesome change.”
He believes the developments are a great omen for the trade and stays enthusiastic in regards to the future.
“I feel that customers are altering their habits and are taking extra photos and movies to share, and I feel this enlargement of how imaging is getting used is an effective signal for the imaging market,” he remarks.
“Along with the three conventional consumer bases, there’s now a brand new group of customers: creators.”
He factors out that over the previous 12 months, Canon has seen developments according to customers’ priorities, together with elevated demand for video and the continued shift to mirrorless {hardware}. However, he provides, “A 3rd development that we anticipate taking place is the swap from 2D to 3D, and I count on that to be an important development going ahead.”
3D imaging
3D imaging generally is a polarizing subject. Relying on once you have been born, it could immediate reminiscences of something from 3D films seen by means of purple and blue glasses with sharks leaping off the display to more moderen makes an attempt at rolling out 3D TVs. Nonetheless, Canon is bullish on 3D expertise and believes it has progress potential.
“We’re positive that the imaging world is increasing from 2D to 3D, VR [virtual reality], MR [mixed reality], and AR [augmented reality], feedback Kiyomi. “This development is certain to occur within the digital camera trade as a complete, not only for customers however within the B2B market as properly. What customers will see is the [3D] deliverable, and we’re the digital camera producer that may allow the creation of those 3D deliverables to customers.”
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Canon is investing in 3D expertise, corresponding to VR, MR and AR, together with the not too long ago introduced RF-S 3.9mm F3.5 STM Twin Fisheye lens. Picture: Canon |
It is not simply discuss. For at the very least the previous couple of years, Canon has prominently featured 3D imaging expertise in its sales space on the annual CP+ Expo, together with {hardware} and software program for creating 3D content material. Kiyomi believes Canon is uniquely positioned to offer creators with your complete workflow of instruments for 3D deliverables.
“As a digital camera producer, we now have a job in making a digital camera system that allows 3D pictures. At the moment, we solely have one 3D lens*, however as a way to tackle this development, we’re going to broaden our system for 3D and XR to extra inexpensive ranges. With 2D images, as soon as you’re taking the picture, you need not do some other processing; you may see it immediately. Within the case of 3D, VR, MR, and so on., it’s worthwhile to have some form of processing in place as a way to see it, and it’s worthwhile to have units to view it. That is an space the place we will play a job, so in that respect, we expect there’s a enterprise alternative for us on the market.”
*Editor’s observe: after our interview, Canon introduced a second 3D lens, the RF-S 3.9mm F3.5 STM Twin Fisheye lens.
Machine studying and AI
It is troublesome to speak about digital camera expertise in 2024 with out acknowledging the significance of AI. Like most digital camera producers, Canon has leaned extensively on AI expertise based mostly on machine studying to enhance digital camera efficiency, significantly for topic recognition and monitoring. Nonetheless, Shiomi suggests this expertise will proceed to enhance.
“Within the realm of autofocus, we now have been utilizing deep studying applied sciences for topic recognition. To date, this recognition has targeted on ‘figuring out sorts’ of human faces, animals, autos, and so on,” he notes. “Sooner or later, we need to make larger use of deep studying applied sciences to acknowledge extra advanced actions and state modifications, so we’re trying to enhance AF additional.”
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Canon has used machine studying expertise – what it calls ‘deep studying’ – to broaden the capabilities of its autofocus system, together with sport-specific Motion Precedence AF modes on the brand new EOS R1 and EOS R5 II. Photograph: Dale Baskin |
Our dialog occurred earlier than Canon’s current announcement of the EOS R1 and EOS R5 II cameras, however we will not assist however suppose that Shiomi was channeling these new fashions when making this assertion. Each embrace a brand new Motion Precedence AF mode educated on particular sports activities that’s designed to acknowledge crucial topic within the body, corresponding to differentiating between a basketball participant driving to the basket with the ball and the participant defending them simply inches away.
“Sooner or later, we need to make larger use of deep studying applied sciences to acknowledge extra advanced actions and state modifications…”
Nonetheless, that is not all. “We’re additionally utilizing deep studying applied sciences for picture processing. We need to reproduce the true picture extra exactly and realistically, and we need to use deep studying applied sciences to additional advance that,” he provides.
The third-party lens query
Canon has indicated previously that it is open to third-party requests to make autofocus lenses for the RF system, although, till not too long ago, we’ve not seen examples of this in the true world. Kiyomi explains Canon’s philosophy.
“We’re having deeper communication with the third-party lens producers in comparison with a 12 months earlier than. The background to having this deeper communication with the third events is that we now have already launched greater than 40 RF lenses in the midst of six years. So, we now have fairly a flexible lineup already. In order that’s the rationale why we’re progressing with collaboration with the third-party producers,” he tells us.
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In April, Sigma introduced it could offer six of its DC DN APS-C lenses in Canon’s RF-mount. Picture: Sigma |
We have not too long ago seen motion on this entrance. Only a few weeks after our interview, Tamron and Sigma introduced plans to launch APS-C lenses in Canon’s RF-mount, suggesting that Canon could also be easing restrictions on third-party producers.
Canon understands that the provision of third-party lenses considerations some potential clients, and the purpose has undoubtedly been pushed house throughout a busy week of speaking to the media.
“That’s probably the most frequent query we now have had right now!” acknowledges Tokura with a barely wearied grin.
This text relies on an interview by Dale Baskin and Richard Butler on the CP+ expo in Yokohama, Japan.
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2024-08-01 16:34:00
Source hyperlink:https://www.dpreview.com/interviews/5035734485/canon-interview-cpplus-2024