Imaging Industry Roundtable
Eliott Peck, Senior Vice President, Consumer Imaging Group, Canon: This is an interesting point, because as the technology of imaging evolves, so does the way in which consumers use the technology. Knowing how the customer intends to use the device goes a long way at the point of sale. The popularity of video and the ability to share video easily has revitalized this medium among general consumers. However, most consumers still want to capture video on a small pocket-sized device, with files that can be easily shared and uploaded to social media sites and the web. At the same time, the use of still images among consumers has never been more prevalent. Still images have become such an ingrained part of our culture, beyond the framed print, that we see the need for constantly updated images for everything, including social media sites, interoffice networking, mobile communication, shopping and note taking. Today, no business report or PowerPoint presentation is complete without accompanying images.
In the still image realm, technology is advancing so rapidly that many consumers may not be fully aware of all the features their current camera offers, much less all the new features currently out on the market. Dealers can help themselves by helping their customers understand all that the technology offers. With video, for instance, both Canon and its retailers can benefit by educating consumers and making them aware of new features. Many of the best still-capture devices, like our PowerShot cameras, offer the video capture and creative options they are looking for, while still remaining pocket-sized and style-conscious for the individual.
It is through sales assistance at the point of purchase that dealers can significantly benefit from knowing what the consumer wants to accomplish and guiding them in the right direction.