PC.COM interviews Jeffrey Kung, Asst. Director of Consumer Imaging & Information (CII) Division, Canon Marketing (Malaysia). Having managed the consumer printer business, the capable Jeffrey now adds camera to the portfolio, we ask of this additional role and his view of both these industries.
PC.com: How much of an impact is there on overall consumer sales due to the depreciating Malaysian currency?
The depreciating value of our Ringgit has definitely impacted Canon’s business in Malaysia. This is not something unique only to Canon, as most businesses in various industries are also facing the same situation. Despite this challenging period, we are looking to introduce and implement marketing strategies that will positively impact our market share and give greater value to our customers.
It was mentioned at the G series launch last year that Canon has just over 50% market share in Malaysia. Do you feel that the depreciating local currency will affect this position in 2016?
Although the depreciating local currency will likely impact our sales, we have actually developed stronger marketing strategies for the year in order to sustain our sales and market value.
Being able to retain the No.1 position in Malaysia’s inkjet printer market for the 20th consecutive year in 2015 is definitely a testament to Canon’s impeccable quality. With that said, my team members and I will continue working closely together to maintain this prestigious position for many more years to come.
Is there any assembling of Canon printers or cameras in Malaysia?
Apart from our camera lenses, no other camera or printer parts from Canon are assembled in Malaysia.
What is your market share for DSLR cameras in Malaysia?
As of 2015, our market share for DSLRs stands at 49%. However, we are looking at strategic marketing strategies for us to increase our market share in years to come as we believe that our innovative products and features have what it takes to allow us to capture a bigger market.
In your opinion, what sets Canon DSLR cameras apart from the competitors like Sony and Nikon?
Canon has a long-standing history of more than 80 years in the imaging industry since year 1933 and is committed in refining its diverse imaging technologies based on its core optical technologies. In addition, Canon strives to produce exceptional and reliable lenses and cameras that cater to the diverse needs of a photographer, from first-time users to advanced amateurs as well as professionals — while expanding the photographic and video imaging culture.
Canon cameras are recognised globally and were recently honoured with four “Best Photo and Imaging Product” awards by the Technical Image Press Association (TIPA), representing 27 photo and imaging magazines from 16 countries across five continents.
Last year, marks another significant milestone for Canon as we celebrate two momentous accomplishments including the production of 250 million digital cameras and the 11th straight year of No. 1 share for global interchangeable-lens digital camera market.
With the rise of smartphones, sales of consumer digital cameras have been declining. Does Canon have a strategy to counter this trend?
We recognise that smartphones are trending now due to its convenience. However, nothing beats the quality of a digital camera when it comes to taking exceptional shots. As such, we need to educate the public on the importance of ‘shoot & print’ whereby high quality photos are shot, printed and shared with loved ones for lasting remembrance; never to return but infinitely enjoyed.
At Canon, we have always encouraged photo-printing culture as we believe that a treasured memory when captured in print immortalises the moment in time. Through photo-taking and photo-printing, not only that the public is able to capture the precious moment but also cherish them in the years to come when looked back. It is always all these fine details which will add significance and beauty in one’s memories.
Do tell us more about your role as the Assistant Director with CII?
It is an exciting yet challenging role and I am taking each day in my stride. Being the custodian for the No. 1 inkjet printer brand in the country is a big responsibility and now, to work with a bigger team and to oversee our camera products is an honour. I look forward to charting a growth pattern for CII in the years ahead. I work very closely with my team and we have a shared vision and goal to facilitate increased performance in sales and customer satisfaction. In working as a team, we believe that continuous effort in promoting improvements in business processes, systems and structures will be essential to increase our productivity and meet our sales target. Exploring cross-functional, divisional integration and interaction is important to achieve our goals.
Can you please share more with us on this move to merge the camera and printer division as one?
Canon is a company that is focused on providing total imaging solutions, and we would like our customers to experience our products as one seamless solution. Hence, the merging of Consumer System Products (CSP-printers) and Imaging Communication Products (ICP-cameras) divisions will assist us in achieving this goal.
Furthermore, for years now we have been trying to inculcate the photo taking and printing culture amongst Malaysians. With our cameras, customers will be able to snap and experience high quality photos (input) and cherish them in the form of printouts via our printers (output). This is what we mean when we say that Canon is a company that is renowned for its total imaging solutions.
Under this new division, can we expect to see more synergy in terms of marketing efforts and launches?
There will definitely be more cross-product marketing efforts in order for us to emphasise more on ‘shoot & print’ (input & output). This goes back to our efforts in inculcating the photo taking and printing culture in Malaysia. We are at this point shaping our focus and direction as well as strategising our plans for this year.
What new things can we expect to see with the merger? What will be the focus and direction, moving forward?
We certainly are looking forward to allow our customers to experience both products as part of their total imaging requirements. It will allow us to bundle the products for their consideration. This new division gives us the chance to explore new methods, campaigns and activities in order to reach out to the Malaysian market. Our focus and direction is to ensure that CII will help drive Canon Marketing Malaysia to greater heights. Enhancing our brand presence in the consumer and business markets is also one of our key focus areas.
