Australians prefer Canon

Canon’s IXUS and PowerShot digital compact cameras retain their position as Australia’s No.1 DSC brands

Canon has once again confirmed its dominance as the leader of the Australian digital compact camera industry, achieving No. 1 category spot with its IXUS and PowerShot brands.

GfK have for the past four years, provided No.1 awards to the top-selling brand in a range of categories, according to GfK retail audit data. The awards are based on unit sales from January to December 2008. Canon’s DSC range has now achieved this position two years running.

“We’re very happy to retain the No.1 ranking in such a competitive category,” said Darren Ryan, General Manager – Marketing, Consumer Imaging Products Group, Canon Australia. “Canon is renowned for its leading technology in the digital still camera category, but we could not have stayed on top without our depth of consumer understanding and increasingly sophisticated product segmentation.

“Canon will continue to be led by consumer needs in 2009, offering added value and helping consumers achieve their creative outcomes,” said Ryan. “We’re expecting big things from our 2009 line-up, which includes our first waterproof PowerShot for adventure seekers and, for the style conscious, our slimmest-ever IXUS.”

Despite the economic conditions, Canon has a bullish outlook on the category in 2009: “Our research tells us that Australians are continuing to take more and more photos and that digital imaging is becoming an increasingly important part of their lives,” said Ryan. “We’re expecting to see the digital still camera category grow in 2009 and we will benefit from this as category leader.”

Adding to its already popular range, Canon last week announced a stellar new line-up of digital still cameras in both its IXUS and PowerShot ranges including the innovative PowerShot D10 underwater camera – a first for Canon. This exciting new addition to the PowerShot range has been custom built for flawless outdoor and underwater photography and packs in an impressive armory of features, including Waterproof to 10m deep, Freeze proof to -10°C and Shockproof to more than 1m, all in a fun, user-friendly design.

The four new IXUS models – the IXUS 990 IS, 110 IS, 100 IS and 95 IS – all promise new technologies; stylish, slimmer designs; and stunning image quality that will beautifully capture stories and moments forever.

All four new IXUS cameras also incorporate the exciting new Canon technology – Intelligent Auto – which combines a new scene detection technology with Canon’s face detection, noise reduction and motion detection technologies to ensure that users capture clear, clean shots every time.

About Canon
Canon Australia is a leading provider of advanced, simple-to-use imaging solutions for businesses and consumers. Canon’s Australian R&D company, CiSRA, develops customised solutions for local customers, and exports digital imaging technologies for use in Canon products worldwide. Canon has ranked among the top-three US patent recipients for the past 17 years, and had global revenues of around $US45 billion in 2008. Canon Australia also operates Canon Finance Australia, which offers one-stop shopping for customers wanting leasing or finance services. For more information, visit

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