Service manual

G1
1. Product Strategy
1-1 Background to commerciarize
The compact digital camera market got a big break and reached a major plateau with the emergence of 2-megapixel
models. The market is expected to henceforth divide into two major directions: High-end models with more pixels and
more sophisticated features, and popular models with around 2-megapixels and more refined features.
Meanwhile, the top-tier digital camera makers are offering a complete range from low-end to high-end models with short
product cycles. Their blanket strategy hinders Canon from catching up.
In order for Canon to join the top tier (in terms of market share) from the year 2000, it is essential for us to expand our
product line-up in the two directions described above to compete head-to-head with the other makers.
We have to incorporate specifications that would satisfy advanced amateurs such as SLR camera users who demand high
image quality and high-end features and commercial users who require pro-level specs. At the same time, we must in-
crease our market share in the market segment favoring flat-profile and ultra-compact models which have been Canon’s
specialty. In these ways, we must completely fend off rival companies.
Amid this market background, we developed the PowerShot G1, a 3-megapixel, full-featured camera with a 3x zoom lens
and high image quality.
1-2 Product Objectives
The PowerShot G1 has 3 megapixels which is expected to be the top pixel count for compact digital cameras in 2000.
With its high pixel count and many features, the G1 has been designed to be at the top of the high-end group of compact
digital cameras. It is a higher-levelmodel than the PowerShot S20. It is the start of a series of top pixel models to help
secure Canon’s market share in the high-end, compact digital camera market.
Even if the pixel race reaches the 4-megapixel level from 2001, the PowerShot G1 can still serve as the base model for
higher pixel models. This minimizes the development costs of future high-end models.
Canon Company O
Company F
High-pixel,
High-pixel,
zoom model
zoom model
High-pixel, compact,
High-pixel, compact,
single focal-length
single focal-length
m odel
m odel
Medium -pixel,
Medium -pixel,
compact,
compact,
zoom model
zoom model
Medium-pixel,
Medium-pixel,
compact, single
compact, single
focal-length model
focal-length model
High-pixel,
High-pixel,
SLR model
SLR model
High-pixel,
High-pixel,
zoom model
zoom model
Medium-pixel,
Medium-pixel,
zoom model
zoom model
High-pixel, compact,
High-pixel, compact,
single focal-length
single focal-length
m odel
m odel
High zoom ratio
High zoom ratio
and IS
and IS
Top-pixel and
Top-pixel and
full-featured
full-featured
Ultra-compact
Ultra-compact
Flat-profile with
Flat-profile with
retractable lens,
retractable lens,
stress-free
stress-free
Standard compact model
Medium-pixel,
Medium-pixel,
compact,
compact,
single focal-length
single focal-length
m odel
m odel
High-end model
Special Features
Ultra-compact
PowerShot G1
Low-pixel,
Low-pixel,
compact, single
compact, single
focal-length model
focal-length model