Canon has announced in Australia the opening of the Canon Academy to offer workshops and courses on photography. They have done this by partnering with an existing workshop organisation, URCreative.
I have to say that I think this is a really bad idea, and let me explain why. There is an active community already of people running workshops and courses in the photography area, including me. Those of us who use Canon naturally do a lot of our teaching using Canon gear. I’ve probably personally facilitated the sale of hundreds, perhaps thousands, of Canon cameras and even more lenses and accessories. I have to say I don’t feel much like continuing to personally recommended Canon gear when they are actively pushing people that compete directly with me. Canon could have much better served its customers and those of us who teach using Canon gear by instead making the Canon Academy an online only thing that listed the workshops and courses that we, the existing teachers, were running. Indeed they could have actively profiled us on the website, building a closer relationship with us rather than pissing us off. Sadly this decision by Canon smells of a decision made by an MBA rather than someone who really understands and is passionately involved in the photography world. Very sad. Think of it in the same way as if Canon started selling cameras directly, and how the camera shops would feel.
Bad move, Canon, bad move.
What follows is the Canon press release.
Canon EOS opens up a world of inspiration and learning with the launch of Canon Academy
Creative Canon photography courses now available Australia-wide in nearly 30 locations and online, taking your photography to the next level.
Sydney 25 May, 2012: Canon Australia today announces the launch of a new education program, Canon Academy, enabling Canon EOS photographers of all levels to take their photography to the next level through an extensive series of face-to-face courses and workshops, and online courses. Available at Canon’s World of EOS, Canon Academy is designed to inspire and educate photographers, from entry-level to professional, across Australia.
The Canon Academy website can be accessed now at canon.com.au/academy.
Courses range from an “Introduction to DSLR” to an “Advanced e-Learning Course”, as well as specialist workshops in Architecture, Night Photography, Landscape, Studio, Fashion and Portraiture photography.
“Canon’s World of EOS is designed take people’s photography to the next level through inspiration, creative challenges and skills development at all levels, including the rapidly growing number of first-time DSLR camera users,” said Rebecca Pearson, Canon EOS Assistant Brand Manager. “Canon Academy is a natural extension of this experience and we are excited to be providing a comprehensive learning opportunity in a range of formats and locations for people of all skill levels – from the complete novice, and upwards.”
Canon has partnered with URCreative, the photography training division of the Creative Institute of Australia, to lead Canon Academy’s portfolio of courses and workshops. The content will offer a variety of experiences to suit the needs and lifestyles of aspiring photographers as well as those people simply wanting to get more out of their Canon EOS DSLR camera. It will include five types of courses, six workshops and two online offerings in almost 30 locations around Australia to complement the brand’s existing online tutorials available via the Canon World of EOS.
“Canon’s expertise in high-quality imaging and our intimate understanding of user needs are matched by URCreative’s experience in delivering quality instruction,” continued Pearson. “Canon Academy students will receive the very best photography learning and development delivered by trainers at the forefront of photography education.”
Greg Lee-Conway, URCreative Managing Director, says that students will achieve tangible improvements in their fundamental skills as well as an increased appreciation for the creative potential of photography. “Partnering with Canon, the market leader in DSLR photography, enables us to broaden and elevate our learning program with the use of a range of high-quality, dynamic products and accessories,” says Lee-Conway. “We’re looking forward to continuing to share this experience with a host of new Canon Academy students and enable more budding photographers to realise their creativity.”
– Canon Academy website
– Canon World of EOS experience site
Canon is the world’s leading imaging brand that actively inspires with imaginative ideas that enable people to connect, communicate and achieve more than they thought possible through imaging solutions for business and consumers. Canon’s Australian R&D company, CiSRA, develops and exports digital imaging technologies for use in Canon products worldwide. Canon has ranked among the top-four US patent recipients* for the past 20 years, and had global revenues of around $US46 billion in 2011. Canon Australia also operates Canon Finance Australia, which offers one-stop shopping for customers wanting leasing or finance services. For more information, visit www.canon.com.au, www.facebook.com/canonaustralia, www.twitter.com/canonaustralia, www.youtube.com/canonaustralia
* Based on weekly patent counts issued by the United States Patent and Trademark Office
URCreative is the photography training division of the Creative Institute of Australia. URCreative was founded in 2008 by members of the commercial photography and photographic education community.