PRODUCT TRENDS Canon:
PRODUCT TRENDS Canon: pixel champion at the IFA At the IFA 2007 Canon is introducing 29 impressive new products and many examples from its current range of models too. A feature of the last three shows here, the white marquee on the open air grounds, has become more or less a tradition, and the company is using it this year to present some interesting new developments. The current slogan, “Welcome to the playground” characterises Canon's activities at this trade show in Berlin. Visitors who are interested can try out all the most desirable aspects of imaging. With 21 million pixels the “EOS-1Ds Mark III” is the pixel champion in the field of professional photography. The full format sensor will also delight the professionals. The new compact cameras in the Ixus range, the “Digital Ixus 860 IS” and “960 IS” are both equipped with an image stabiliser. Four new models are appearing under this name, with the traditional and unique properties of the PowerShot series: the “PowerShot G9”, “A650 IS” and “A720 IS”, along with the “PowerShot SX100 IS”, introducing a new category under this name and offering superzoom in a compact format. The Canon 40D – Star for Amateur Photography Enthusiasts at IFA Canon has introduced its latest digital SLR for advanced amateurs and semiprofessionals: the EOS 40D. With a 10.1 Megapixel CMOS sensor, 6.5 frames per second burst performance, a newly developed AF system and 3.0” LCD with Live View mode, the EOS 40D makes significant advances in both performance and versatility. The camera benefits from the new EOS technology platform introduced earlier this year with the professional EOS 1D Mark III. Canon’s DIGIC III processor delivers responsive operation, improved colour rendering and near-instant start-up time. The EOS Integrated Cleaning System1 combats sensor dust, while a strong magnesium alloy body with weather resistance ensures lasting durability. “The EOS 40D represents an important step in the development of EOS for the advanced amateur market. It incorporates many of the technologies pioneered in our latest EOS-1 series cameras,” said Mogens Jensen, Head of Canon Consumer Imaging, Europe. “For digital photographers, the benefits of upgrading to the EOS 40D are real and significant. For analogue SLR users, there’s never been a more compelling reason to make the switch.” Pricing and availability The EOS 40D will be available from September 2007 priced at: • EOS 40D body only: €1329.99 RRP inc. VAT • EOS 40D plus EF-S 17-85 IS USM: €1779.99 RRP inc. VAT. Key features: • 10.1 Megapixel APS-C CMOS sensor • 6.5 fps continuous shooting, max. burst 75 JPEGs • New AF system with 9 crosstype sensors • DIGIC III processor • 3.0” LCD with Live View mode • EOS Integrated Cleaning System • Clear and bright viewfinder • Customisable Picture Style processing parameters Outdoor Exhibition Space Hall 18, Palais, Hall 20 / 2211 Graveline’s Opinion We talked to Dave Graveline, who is covering IFA 2007 on site for his “Into Tomorrow” show about his impressions as IFA 2007 is coming to an end… I was very impressed with the first BluRay DVD camcorder that we saw on the show floor. There are also many world firsts being shown. A lot of people are interested in the combo HD DVD and Blu-ray Disc player, making a decision to determine which of the formats may win but they don’t have to worry, they are both future proof. As I have learned, the Germans like to see a lot of emotion, they use that term a lot at the show and I see why because people do get excited for those things. Things are very different here in Europe to the shows in the US or in Japan. The people have a different feel for the business… Sure! What is really unique about this IFA is the fact that the public is invited, and again it is interesting to watch the emotion as they are interfacing right away with the manufacturers. Sometimes manufacturers do some features or some extra things on their products that consumers couldn’t really care less about. And unfortunately they learn that at a show like this, but it certainly helps for future research and development and for marketing strategies. It really is a great marketing tool for a lot of exhibitors. They can get that immediate feedback here, which you don’t get in the US shows because they are for the press, the analysts, the buyers and the industry only. IFA International • Wednesday, 5 th September 2007 23
