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Jul 24, 2012

「まだ巻き返せる」――ミラーレス市場に最後発から挑むキヤノン


「まだ巻き返せる」――ミラーレス市場に最後発から挑むキヤノン


EOS M」でついにミラーレス市場への参入を果たすキヤノン。レンズ交換式デジタルカメラ市場において国内では4割にも迫るミラーレスへの参入に際し、同社では「EOSであること」を掲げて最後発からの戦いに挑む。

 ミラーレスタイプへの参入をついに発表したキヤノン。切り込み役となる「EOS M」では、ミラーを持たない(ミラーレス)構造に起因する小型軽量さはもちろんのこと、「EOS」ブランドを最大に生かしての訴求と展開を行う。

「EOS M」

 CIPA(カメラ映像機器工業会)の出荷統計によればミラーレスカメラ(CIPAの表記ではノンレフレックスカメラ)の出荷台数は2009年には9万台だったものが、2012年には78万台(CIPA統計に基づくキヤノン予測)まで増加すると見られており、レンズ交換式デジタルカメラの内約4割がミラーレスカメラという状況になる日が近づいている。

 一時ほどの急激な伸びは見られないかもしれないが、ミラーレスカメラは既に1ジャンルとして定着しており、その存在は同社から見ても大きなものとなっていたことは想像に難くない。ただ、ミラーのあるデジタル一眼レフも100万台の市場を形成しており、そこでは既にEOSブランドが大きな地位を占めている。そこで同社が用意した回答が――「新機軸としてのミラーレスカメラ」ではなく、「EOSブランドのエントリー向け新製品としてのミラーレスカメラ」――「EOS M」だった。


「EOS M」発表会のプレゼンテーションより。「EFレンズ群との互換性」「EOSならでは」「EOSデザインの継承」など、完全な新機軸製品ではなく、EOSブランドの新製品であることを強調する文字が見える

 エントリー向けのミラーレスカメラというと、写真撮影の楽しみに目覚めたステップアップ層を主なターゲットに設定することが多いが、同社ではこうした層に加えて、既存のEOSユーザー(写真愛好家層)も主要ターゲットに据える。既存EOSユーザー(EFマウントレンズの所有者)を大きな顧客としてにらんでいるのは、売れ筋となるダブルレンズキットにマウントアダプターを同梱したことからも明らかだ。他社においてミラーレスカメラに既存レンズマウント用のレンズを装着するためのマウントアダプターを用意することは珍しくないが、多くは別売オプションで、キットへの同梱は珍しい販売形態といえる。

 ただ、どちらかといえば、より同社が注力するのは初めてのレンズ交換式カメラをこれから手にしようとする20~30代のエントリー層であるようだ。これまで同社では「IXY」や「PowerShot」などコンパクトデジタルカメラからステップアップするユーザーに向けて「EOS Kiss」シリーズを用意していたが、発表会では新たに「コンパクトデジタルカメラ」――「ミラーレス」(EOS M)――「エントリークラス一眼レフ」という流れを提示したほか、EOS Mを使ったスクール「Hello,ミラーレスEOSスクール」を開講、最終的にはデジタル一眼レフ「EOSシリーズ」へとユーザーを誘導していきたい考えを示した。

キャノンでもそれなりの成功は得られるだろうが、また新しいレンズマウントとは・・・。

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