Overcoming adversity through innovations is a process that begins with mental toughness, cultivating one\u2019s curiosity, and doing what others aren\u2019t doing\u2014traits that hold true for Canon, which is finding competitive advantage in adversity. Fully aware of the market reality that an increasing number of people are clicking photos with their mobile phones, this Japanese camera and printer maker is revving up its act to maintain leadership position in the imaging world. It is in an overdrive to enhance its EOS system, create new businesses and tap opportunities in the business-to-consumer (B2C) markets, such as medical equipment and surveillance cameras. With its all-new Canon EOS R system, introduced in India last week, the Japanese MNC is optimistic about maintaining its leadership in the combined DSLR and mirrorless market. The company\u2019s aim is now to take the EOS series to a new level \u201cand create a fresh ecosystem while acquiring digital natives in our journey to create new business models,\u201d says Go Tokura, executive officer and chief executive, Image Communication Business Operations (ICBO) Canon. \u201cWith its intuitive way of shooting, we are positive the EOS R will be a winner in the mirrorless market. We are positive about EOS R contributing immensely to Canon India\u2019s overall business,\u201d says Kazutada Kobayashi, president & CEO, Canon India (see interview). Developed & produced in-house Canon\u2019s strength lies in what Tokura calls \u2018Trinity of Imaging\u2019. \u201cWe develop and produce major components such as lens, processor and sensor in-house, with high quality production as an imperative.\u201d The company has sold over 90 million EOS cameras and 130 million EF lens so far and the credit goes to Canon\u2019s sprawling lens factory in the picturesque town of Utsunomiya, about 100 km north of Tokyo. There\u2019s an R&D facility situated right across the lens factory, where the engineers work on next-gen optical technologies. Canon has an array of cameras for users ranging from amateur photographers to professionals. \u201cWe strive to make strategic efforts to understand the evolving requirements of users and accordingly bring forth innovative solutions,\u201d says Yoshiyuki Mizoguchi, group executive, ICB Products Group, ICBO, Canon. As beginners, users will start with an entry-level DSLR to learn the basics of photography. It will be a perfect companion for photo enthusiasts who are taking a step up from their smartphone photography. Having said that, the users will gradually advance to a higher-end DSLR, as they evolve in their pursuit of photography. It\u2019s also imperative to note that the generations Y and Z, or the millennials, are gradually becoming the driving force of consumption in the market. \u201cWe plan to acquire this young generation of photo enthusiasts with our three concept models: MF telephoto camera, intelligent company camera and an outdoor activity camera,\u201d says Tokura. Photography on upswing According to Tokura, there has been a remarkable growth in the culture of photography, especially with the advent of social networking. \u201cGenerations Y and Z have become the driving force of consumption in the market. As the number of social networking users increase, the number of total photos taken is also on the rise; total photos taken in the world has gone up to 1300 billion in 2017, up from 660 billion photos in 2013,\u201d he says . Naoya Kaneda, group executive, ICB Optical Business Group, ICBO, Canon, told FE: \u201cAs the market for photography keeps evolving, more people are shooting a greater number of photos with cameras. At Canon, we have seen consistency in our higher-end cameras, as the number of professional buyers are increasing and photographers are becoming more sophisticated.\u201d He says that customer demands are growing in many different directions, there is demand for image devices that smartphones cannot do. \u201cAt Canon, we work to provide the consumers differentiated value. Regardless of the category, we want to reassure consumers that as a camera manufacturer, we are listening to their needs, and creating solutions for them,\u201d he ends.