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Canon Drops Consumer Cameras – Irista Photo Cloud – MpactPhoto News

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Canon Drops Consumer Cameras - Irista Photo Cloud


In the latest news in Europe, Canon is in trouble. Here’s the latest on why the digital camera powerhouse may be losing ground and what they’re doing to adapt. Despite consumers growing more obsessed with photography, Canon seems to be losing relevance among its consumer base. Last year, Canon’s total digital camera sales declined 12%, thanks to a 22% drop in compact camera sales.

Lee Bonniface, Canon’s EMEA marketing director admits, “The market has changed and Canon’s competitive set has been redefined from Nikon and Sony towards Apple, Samsung, and even Snapchat. We knew we either had to become a niche business for the photography geeks or we could reposition ourselves into a brand millennials connect with.” Bonniface goes on to say, “We had to ask: how do we coexist with smartphones and embrace the new imaging world?”

This week, Canon launched a multiphase brand campaign called “Live for the story” which emphasizes helping consumers create better photos. To do this, Canon launched a new cloud-based platform called “Irista”, which manages images at full-resolution. Canon’s Irista provides tips for creating better photos to smartphone users and the ability to create photo-books with the click of a button. With a new 60-second TV spot, Canon focuses more on photography storytelling, rather than pushing products.

“By nudging people along their photo-storytelling journey, they may see the limitations around smartphones” says Bonniface. In the next phase of Canon’s rebranding campaign, they’ll be hosting a photo competition in the second half of June.

Users can submit images on Instagram with the hashtag #LiveForTheStory for a chance to win a year-long trip around the world.

Learn more about Canon Irista: https://www.irista.com

Canon “Live for the Story” Contest: http://www.canon-europe.com/live-for-the-story/

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