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Why it took long for Canon to release a high-end mirrorless camera

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Jeeves de Veyra

<div class="embed-wrap"><figure data-feedback="fb:likes,fb:comments"><img src="http://sa.kapamilya.com/absnews/abscbnnews/media/2018/news/10/16/canon-3.jpg?ext=.jpg"/><figcaption>Canon devotees have long waited for the EOS-R. Jeeves de Veyra</figcaption></figure></div>MANILA -- When Canon recently introduced its latest high-end mirrorless camera, the EOS-R, it wasn’t only a launch for a camera, but a peek into the future of Canon photography.Long awaited by Canon loyalists, the Canon EOS-R is a full frame 30.3-megapixel camera featuring near instantaneous focusing speed due to its Dual Pixel CMOS AF Sensor. Sporting the latest DIGIC 8 imaging sensor with an Auto Light Optimizer, it delivers more shadow and highlight details to stills. Due to updated optics, it’s impressive ISO range from 100-40,000 makes it an ideal camera for shooting in extreme low-light situations. Canon is clearly putting this camera up against the Sony’s full frame heavy-hitters, the α7iii and α7Riii.Canon is playing catch-up in the mirrorless arena. It was a puzzle to Canon devotees why it took the company so long to make a high-end mirrorless camera. It turns out that the concern was to make the top-of-the-line mirrorless camera as future-proof as possible.<div class="embed-wrap"><figure data-feedback="fb:likes,fb:comments"><img src="http://sa.kapamilya.com/absnews/abscbnnews/media/2018/news/10/16/canon-2.jpg?ext=.jpg"/><figcaption>Canon Marketing Philippines director Benny Yu and CEO Kazuhiro Ozawa tinker around with the new EOS-R. Jeeves de Veyra</figcaption></figure></div>“It takes 10 or 20 years to design a product that will last 20 or 30 years. Look at the lens we developed in the 1970s, photographers are still using those lenses today,” explained Benny Yu, consumer head and director of Canon Marketing Philippines Inc. Canon released four new lenses alongside the EOS-R. If the previous DSLR generation of lenses were the EF range, these new lenses sport the RF designation. These are the RF24-105mm f/4L IS USM, RF50mm f/1.2L USM, RF28-70mm f/2L USM, and RF35mm f/1.8 MACRO IS STM. Besides the upgraded optics, the RF lenses rings can be used as another adjustment point which, by default, is used to adjust aperture. But through the menus, can be customized to adjust other settings. Canon has not forgotten photographers who have made significant investments in their ecosystem. Alongside the lenses, several adapters were released so that previous generation EF lenses can be used with EOS-R body. There is a standard adapter, a control ring mount adapter which trickles down the control ring feature to EF lenses, and a drop-in filter adapter which greatly eases the use of standard polarizing filters.Along with the EOS-R, Canon introduced new updates of its PIXMA range of multi-function printers -- the PIXMA TS9570, TS8270, the TR4570S. The PIXMA line features built-in pattern designs, automatic two-sided printing productivity, and wireless connectivity. The PIXMA Ink Efficient E4270 also packs powerful productivity that operates at low cost even with large print projects. The CanoScan LiDE400 and LiDE300 combine incredibly compact profiles were launched as well.Significant improvements to Canon’s service and marketing were also highlighted. EOS-R customers, for example, are automatically enrolled to the CPS lite service which aims for faster turnaround times at Canon service centers nationwide. Canon is also extending enterprise level service to consumers for printers and scanners incorporating features like providing a service unit when a printer or scanner needs repair or even picking up the units if users cannot go the service center.“Canon is a well-known brand. However, if you are thinking technology, we have not reached all the customers in the Philippines. We are enhancing activities, expanding the reach to the provinces as well for partners, branch operations, and service,” Canon Marketing Philippines CEO Kazuhiro Ozawa said.There are plans to cascade Canon activities like the annual Photomarathon to local organizers broadening the reach of the brand nationwide.The Canon EOS-R is now available at your favorite electronics and camera shop. SRP for body only is P147,998. It is also available as a kit with the RF2-105mm f4 Kit with an SRP of P214,998.

It was a puzzle to Canon devotees why it took the company so long to make a high-end mirrorless camera.

It was a puzzle to Canon devotees why it took the company so long to make a high-end mirrorless camera.