Development Background; Development Objectives; Product Concept - Canon PowerShot A100 Service Manual

1 Development Background

1-1 Development Objectives

As of November 2001, Canon is responding to a wide range of customer demands with the six series in our line:
the single-lens-reflex EOS 1D and EOS D30, the PowerShot Pro90 IS with 10x zoom lens, the PowerShot G2
with high image quality and advanced features, the highly compact PowerShot S40/S30, the ultra compact IXY
DIGITAL 300/200 and the basic value PowerShot A20/A10.
However, as digital cameras are proliferating rapidly recently, we believe there are many potential consumers
who want to enjoy the convenience of digital photography, but who consider the $300 to $400 class such as the
PowerShot A20/A10 too expensive, and 'toy' cameras in the $100 and under class to be inadequate. We there-
fore believe that we can enhance our market share by providing a low-end Canon digital camera for these
consumers, and we are undertaking development of new digital cameras to respond to these demands.
This means that first-time users of digital cameras, and those who mainly want ease of use, are the main targets
for the low-end class (2-megapixel) PowerShot A200 and (1.3-megapixel) PowerShot A100, which will be
distinguished from other brands by a combination of high-end features such as primary filters plus a new image
engine, movie recording and Camera Direct features, and basic features such as a fixed-focus lens and simple
operation aimed at this class of users.
For Digital Camera Beginners

1-2 Product Concept

Because these models are aimed at users purchasing a digital camera for the first time, who want to enjoy
convenient digital photography economically, the PowerShot A200/A100 will be priced as low as possible, while
providing the same capabilities and features as higher-end models as much as possible. The product concept is
therefore "Excelling Classes of Advanced Features with Convenient Operation and High Image Quality with
High Grade Design."
Also, despite the low price of the PowerShot A200/A100, we propose to foster a new culture of convenient
photo printing for the class of digital camera users who use a PC monitor or TV to display digital photographs, by
providing the Direct Print feature compatible with the CP-10 Card Photo Printer and the CP-100 Photo Printer,
to enable simple credit card or postcard size photo printing at home.
Beyond the Class
Full Features/Operation Ease
High Image Quality
High Grade Design
For Casual Digital Camera Users
1-1