Canon hopes to build closer connections with consumers with push into digital

Canon is hoping the launch of its first digital product will help it build closer ties with consumers and prove that it can innovate in the digital, as well as hardware, space.

Canon's Irista photo storage service marks its first push into digital as it looks to build better relationships with customers
Canon’s Irista photo storage service marks its first push into digital as it looks to build better relationships with customers

The company launched digital imaging service Irista in June, which new business developer Floris Oranje tells Marketing Week is the “first example” of Canon moving into the digital imaging space. The service, developed with digital agency Possible, offers free online storage up to 10GB and charges for extra.

Irista, which was developed with digital agency Possible, enters a crowded market where the likes of Dropbox, Google Drive and Apple’s iCloud already have hundreds of millions of users. Oranje says Canon signed up more than 100,000 users in the first few weeks after release and that numbers have kept growing “at that pace”.

It aims to differentiate by solving a particular problem for photographers – that of “dispersed photography” where people have their photos and video stored on a range of different devices. It is also focused on the “enthusiast” photographer, with Canon hoping its brand equity and reputation in the camera space will help it attract users.

“Irista was launched to support our ambition for Canon to take a bigger part of the whole photo image experience. We are well known for hardware products but this is our first step into digital imaging,” he says.

While Irista will be a revenue driver for Canon, Oranje says its success will also be judged on the ability to engage with the photography community and boost brand loyalty. Currently most consumers only engage with Canon when they are looking to buy one of its cameras, but the brand wants to improve that connection with users.

“We want to be build a closer relationship with users and their experience of photography. This gives us a direct communication channel with users and allows us to have a much more frequent and direction conversation than we’ve had before. We want to be talking to customers in a more structured basis in terms of frequency, to have a continuous conversation,” adds Orange.

Canon’s marketing also reflects this wider move into photography. Its latest global campaign, “Come and see”, is aimed at broadening the brand’s appeal as consumers increasingly use their smartphones to take photos and videos and share them online.

“Irista is a perfect example of where we are inviting customers to come and see what we have to offer as photography brand,” he says.

Recommended

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now