In this interview, given just days before the launch of the EOS 300D, Alessandro Stanzani talks about the EOS 300D, its role in changing the face of photography and Canon?s passion for the SLR.

Why is Canon suddenly placing so much emphasis on SLRs?
SLR is Canon?s heritage. EOS is our heart; SLR is our story. We are number one in SLRs around the world. In Europe we have a 40% share of the SLR market. And the future of SLR is digital. As leader, our mission is to be at the vanguard of the global shift to digital. Already most major news agencies are specifying the professional series EOS 1D for their photographers. The EOS 300D is the best proof Canon can give to the market that the age of digital SLR has arrived.

What is so important about the EOS 300D?
Canon is also the world leader in photography. The EOS 300D carries this leadership forward by making available, for the very first time, high-end digital SLR technology at an affordable price. History will remember the launch of the EOS 300D as the point in time when the imaging market shifted irrevocably from analogue to digital.

What are Canon?s expectations for digital SLR growth?
Canon anticipates the market for digital SLRs to grow between 400% and 500% in 2003, over 2002. This market will increase 10 times from 2002 to 2005. Canon expects to have a 50% share of this market.

Canon has said this is the most significant camera since the AE1. How so?
The AE-1 was the world?s first camera with an embedded microcomputer. But what did that mean? There were other cameras available at the time capable of doing what the AE-1 could do. The critical point of this development was that it allowed for the production of a low-cost camera with high-end features. This sparked an SLR revolution. There are hundreds of thousands of people across Europe waiting for an affordable digital SLR. Either they are using film SLR, or they understand the benefits of SLR photography. Maybe they remember the AE1. Until today their only chance of digital SLR ownership has been to purchase a professional or semi-professional camera, which for most people is simply not affordable. The EOS 300D changes all that. It will spark enormous growth, opening up the market not only to keen amateur photographers, but to the masses. The EOS 300D is about to trigger the next SLR revolution.

Why has Canon waited until now to declare that this is the time to convert to digital?
Photography used to be tightly limited. Shoot a roll of film, take it to the photo store and pick up the prints some time later. For 99% of people, this is what photography was. Only professionals and dedicated enthusiasts had the time and resources to truly explore their creativity.
Now we are witnessing a convergence of services, products and technologies that is putting choice and creativity into the hands of consumers. It is not just about digital cameras now having the quality to compete with film. Consumers can produce lab-quality prints at home by connecting their camera directly to affordable, high quality photo-printers. They can use web services ? such as our CiG web portal for Canon customers ? to store and share albums and make online orders for home-delivered prints. And as for dropping off rolls of film to the lab, photographs to be printed can now be left on flash cards or Microdrives and dropped off to an ever-expanding base of digital print retailers.

Alongside that, we are witnessing a huge shift in consumer behaviour. Consumers with digital cameras are taking five times as many photographs as they used to. They are experimenting with software to edit, manipulate and enhance their photographs. They are expressing their imagination. So the digital world is removing the limits to creativity by opening up entirely new possibilities.

The final ingredient in the mix is camera affordability. Sales of digital compacts show they are already at a realistic price point. The EOS 300D price now brings digital SLR into the picture.

Why has Canon chosen to stick with the CMOS sensor?
The Canon CMOS sensor is a complete Canon development and considerable R&D resource has been invested into perfecting it. Awards won by our current product line-up would suggest our efforts have been well directed. Given that it now represents the current image quality benchmark against which other sensors are compared, it makes good sense for us to have chosen CMOS.

Is Canon committed to sticking with CMOS ahead of CCD technology?
Canon?s approach has always been to select the most appropriate technology for the product under consideration. In the case of the EOS 300D, CMOS was chosen simply because it is the most suitable sensor technology to enable us to introduce consumers to digital SLR photography.

What is the difference between the CMOS sensor found in the EOS 10D and the EOS 300D?
The CMOS sensor found in the EOS 300D is similar to that found in the EOS 10D. The manufacturing process is slightly different, but the quality output between the two devices is essentially the same. The three-layer optical low pass filter and IR cut filter are identical to those found on the EOS 10D, where they have proven highly effective.

Why does the EOS 300D have an APS-C sensor instead of full frame?
The APS-C sensor has some advantages, which made it the obvious choice for the EOS 300D. The key has been the possibility to bring professional quality digital SLR photography to the consumer price point of the EOS 300D.

Does Canon have a full-frame consumer digital SLR in the wings?
No. The EOS 1Ds has a 35mm sensor but this is a camera which suits the highly specialised requirements of a very select group of professional photographers. The strategy for Canon is to design cameras to suit our customer?s needs. So what does full frame really mean? With 6.3 million pixels, the EOS 300D sensor has a resolution which, in most situations, would meet the needs of many professional photographers. At the same time, this sensor size has allowed us to meet our design objective of putting high-end technology into the hands of the consumer. From a technical perspective, putting a 35mm sensor into the EOS 300D would, in most cases, give no advantage to our customers. Yet in doing so we would force the price well out of our target range.

Is the EF-S lens the start of a new EF-S series?
The short back focus system of the EOS 300D provided a route for Canon to develop the EF?S 18?55mm - a high performance, low weight, short length, cost effective standard zoom lens for EOS 300D customers. This lens only fits the EOS 300D but, as with all EOS cameras, the EOS 300D fits every lens in the EF range. So when the time comes for EOS 300D customers to consider their next lens, they will share the advantage of every other EOS user by having the whole range of over 60 EF lenses to choose from. This particular EF-S lens is therefore seen as a specialised lens within the EF range. It is the EF range to which we are committed and to which Canon continues to invest substantial development resource.

Canon has recently made a lot of noise about the success of DIGIC. Is the DIGIC processor in the EOS 300D the same as that found in other Canon cameras?
Yes, it is the same chip. The DIGIC processor has a number of functional blocks within it. Different functional blocks are used, depending on what type of camera we are dealing with. For example, the focusing systems between compact cameras and SLRs are fundamentally different. If you look at the digital SLR body, it has a sensor dedicated for focus, a sensor dedicated to exposure metering and then the image sensor, all on different optical paths. A digital compact camera has all those three functions integrated into the main imaging sensor. So given the integral role DIGIC plays in the camera?s image processing, it stands to reason that the way in which DIGIC is used will depend largely on what type of camera is employed.

The market seems intent on using pixel count as a means of measuring a camera?s worth. Is having the highest number of pixels important to Canon?
Pixel count is of course crucial to Canon; it is the parameter on which many users first focus when comparing models. But as numerous specialised and reliable magazines have proved, it is just one of many factors influencing image quality. Lens quality is obviously critical and image processing functions play a crucial role ? hence Canon?s massive investment in lens technologies and DIGIC processors.

Winning the pixel race can have very little to do with building quality cameras that return exceptional images, and customers are beginning to understand this.

What does Canon see as the competition to the EOS 300D?
There is no directly competing digital SLR at this price point for consumers. Competitors for the EOS 300D therefore come from outside its field, either in terms of price or performance. In terms of performance, the EOS 300D is up against digital SLRs that are currently more than twice its price. In terms of price, the EOS 300D offers potential purchasers of digital compact cameras a choice; either digital SLR or advanced digital compact camera.

In an interview you gave in February you predicted that sales of digital still cameras would double this year. How has the market performed against that prediction?
The market continues to be ahead of that projection. Canon expects that the introduction of the EOS 300D will trigger 500% growth in the digital SLR market in 2003, over 2002. The research we now have shows that across the whole array of consumer products, digital cameras are one of the three most desirable products; the other two being DVD players and new generation mobile phones.

In that same interview you predicted that unit sales of digital cameras will outstrip that of analogue. Has that yet happened?
Yes. Shipment of digital cameras has already over-taken that of analogue; in fact this happened at the beginning of 2003. In terms of market value, digital overtook analogue two years ago. The world-wide install base of digital cameras was predicted to overtake that of analogues by 2010 but we now expect this to happen earlier.

Will Canon continue to develop analogue SLR products?
Yes. There will continue to be demand for analogue SLRs and we will continue to develop products to meet that demand. This is clearly the turning point where the market will make a significant shift to digital, but we recognise there is enormous value in continuing to support the analogue market.

A complaint of Canon digital cameras is that Canon is often unable to keep supply up to meet demand. How does Canon intend to meet anticipated demand for the EOS 300D?
Once the market is aware, there is no doubt there will be enormous demand for the EOS 300D, and we have stocked accordingly. What Canon wants to do is shorten the time between availability and market awareness. Waiting for reviews, articles and information to be published can take two or three months. But we want everybody to know right now that this is the product, and this is the price. This is why there is so much focus on the launch.

Olympus has proposed a common lens mount. Does Canon have any plans to join the program?
The Kodak and the Olympus lens mount is a completely new and largely unproven development and as yet there are very few lenses which work with this system. With over 60 proven lenses available to our EOS customers in the EF lens line up, we have no plan to join the common lens mount proposed by Olympus.