Canon Marketing (Malaysia) Sdn Bhd (Canon Malaysia) is looking to boost sales of its digital compact cameras to 175,000 units this year, driven by the latest editions of PowerShot and IXUS.

The company launched 15 new digital cameras and digital camcorders on April 4, including the latest edition of its popular professional-standard EOS digital camera, the EOS-1D Mark III.

“Last year, we sold more than 150,000 digital compact cameras. This year we have a target of 175,000 cameras driven by the new models of PowerShot and IXUS,” Canon Malaysia consumer imaging and marketing division senior marketing manager Gary Te told reporters at the official launch of the new products in Kuala Lumpur.

The digital camera models launched were the PowerShot A460, A550, A560, A570 and the TX1, IXUS 70 and IXUS 75 with prices ranging from RM499 to RM1,799.

The digital camcorders launched were the MD120, MD140, MD160, DC210, DC220, DC230 and DC51 with prices ranging from RM1,099 to RM1,899. The EOS-1D Mark III retails for RM15,999.

Te said Canon Malaysia was launching so many models at once because competition had gotten stiffer. “By having a full range, it allows the consumer to have a wider range of choice,” he added.

Canon Malaysia consumer imaging and information division assistant director Calvyn Laang said the company was already a market leader in digital compact cameras with a 26% market share but was aiming for a 30% market share by year-end.

“Six of the new models are 7.0 megapixels from RM599 onwards, and that’s a big draw. Traditionally, the IXUS has always been the popular model but the new PowerShots do have lots of attractive features in the machine itself,” he added.

Laang said while Canon Malaysia wasn’t doing too well in the digital camcorder market, the company’s market share was growing. “Canon has not always been known for camcorders. We have to work a bit harder. Acceptance is getting there,” he said.

“Last year from January to February we had 6% market share. Now, January to February we have 12% market share already. By the end of the year we want to hit a realistic target of 15%,” he added.

Laang said Canon Malaysia had a market share target of 50% from 45% now for its new EOS. “Much has already been written about it prior to this launch and there have been plenty of pre-bookings,” he said.

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