Canon just released two new underwhelming models EOS M50 and EOS Rebel T7 lagging far beyond competition and photographer expectations of 2018. Canon’s innovation lag has all makings of an interesting business case study – how long a company of Canon’s stature and size can abuse its loyal customer base without consequences in the face of intensive competition both from camera manufacturers and smartphones:
- Full Frame Mirrorless Camera: Which Mount? Situational Market Analysis
- Multiple Lens Digital Camera Market Scenario 2019-2024
- Impact of Pixel Shift Technology on Digital Camera Market 2019-2024
- Software Defined Digital Camera Market Forecast 2019-2024
Still top dog but with tucked tail. Corporate-wise Canon’s strategy works, it’s profitable in shrinking uncertain market. However, Canon abused its market leader position and its loyal customer base for too long. Juggling and re-shuffling the same old features from one lusterless model to another hit the end of the road. Now Canon has to pull a rabbit out of hat before its brand is damaged irrevocably. To stay afloat Canon has to deliver at least one mirrorless model on par with competition (whether full frame or crop), one 6D Mark III with top sensor and 4k and one professional camera on par with Nikon D850. That would work even without fancy features like pixel shifting of focus stacking or peaking.
Canon is hopelessly addicted to crippleware strategy, no matter what Canon executives say to justify lack of innovation. Sony goes the other way. Both strategies work for different customers yet in the long run Canon will lose its market share to competitors.