How important is it for Canon to add higher-end mirrorless products to your lineup?
At Canon we have what’s called a ‘full lineup strategy’. This means that we want to satisfy all of the demands in the market, so we have mirrorless and also DSLR, which combined makes an EOS hierarchy. We want to fill the gaps to satisfy customer demands across the board.
The new M50 is an entry-level model, because that’s where the high-volume sales are. We want to establish ourselves in this market, and then move forward [from there]. In accordance with the full lineup strategy, we will be tackling [the mid-range and high-end mirrorless market] going forward.
In the past, you’ve said that you won’t introduce a high-end mirrorless product until there would be no compromises compared to DSLR technology. Are we getting close?
In the EOS hierarchy we have cameras from entry-level to professional with different features. When it comes to mirrorless cameras, we have entry-level models, and we’ve just about started on the mid-range class. What that tells you is that Canon is confident about mirrorless technology within this range of products.
But if you look at the enthusiast and high-end product class, in terms of both autofocus and viewfinder [experience], we still believe there’s some work to be done before we can achieve the level of satisfaction that our users are looking for before they could confidently move from DSLR to mirrorless. That’s where we are right now. We’re still on the path to development.
Clearly, the transition to mirrorless will be a big challenge, technically. When you look ahead to further mirrorless development, are you envisaging a new lens system?
It’s been more than 30 years since we launched our EF lens mount, and we’ve sold more than 130 million EF lenses during that time, so we can’t simply ignore that many lenses in the market. At the same time, when we look at trends in mirrorless technology, we’re considering the technical advancements that are possible. It’s a difficult question to answer, but maybe let your imagination suggest some possibilities!
The move from FD to EF in 1987 was bold but also controversial given the legacy of FD lenses and the lack of compatibility between the two platforms. Do you think that situation will happen again?
That’s a difficult question to answer. There was a lot of discussion and debate about that shift, in 1987, and we’re going through the same thing now. We want to nurture and support our [existing] EF customers and we’re in discussion about that at the moment.
Because we’re already using an electronic interface, the shift will be more gradual [than it was in 1987] so [we would better able to] maintain compatibility.