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Canon, can you please slow it down?

Posted on August 20, 2007 by Jeremy Toeman

Let me preface by saying – I really love Canon’s ELPH digital cameras. I’ve used many competitors’ models, and have yet to find any reason to recommend any other brand higher. Yes, Fuji has some better low-light processing, and yes Pentax has Divx video built-in, but for the masses, Canon just seems to build winner after winner.

But now they are doing too much of it, and I think it’s to the point of potential backlash. My rationale here is that they are making enthusiasts and evangelists like myself frustrated by having continuously out-of-date products. I purchased the Canon SD850is the day it was released, 9 weeks ago. Today it became obsolete. It’s too much, and now when I recommend Canon’s cameras, I always add a little disclaimer pointing out their rapid release cycles.

As a secondary, but important, issue, Canon’s numbering schema became really bizarre this year. The SD line was progressing fairly “normally”, from 100 to 110, to 200, to 300, and so on. Then there was the 700is and 800is, followed by the 750, 850is, 900, and 1000. Today they introduced the 870is and 950is. Here’s the catch – the 1000 is a distinctly inferior model to the 950is, and that’s just my example inconsistency (note to consumers: only buy the “is” line, the rest aren’t worth it).

In my opinion, Canon needs to pull this process together a bit. Here are my specific recommendations:

  • No more than 2 model cycles per year, preferably less. The more you cycle your models, the more you upset your “friendly customers” and the more FUD you create. By having too many opportunities to buy, you are also creating opportunities for competition. It’s not easy to remain top dog forever.
  • Create some kind of upgrade program. I would probably shell out another $50 or so to get the 870is form my 850is. Further, while this might sound hard logistically, it really isn’t that much work, especially if you partner up with some online companies that have the infrastructure. Like, say, eBay or Amazon.
  • Fix the ELPH numbering scheme.  Break up the is and non-is lines, start the numbers over, add a letter to the models, and be consistent.  Whether we all like it or not “higher” model numbers always imply newer/better products.

That’s it folks – again, I still like the products, but this process is at that precipitous edge of becoming frustrating and a bad experience.  Nobody likes to have a $400 item go from “newest” to “not so new” inside of the same season!  I hope my friends at Canon read this and take away something useful from it.

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9 thoughts on “Canon, can you please slow it down?”

  1. Jonas says:
    August 20, 2007 at 12:07 pm

    I’m not sure a digital camera really goes out of date like other hardware does. If the images are good, there’s no reason to toss it. I used my last camera for 6 years with no problem.

    Reply
  2. Dave Zatz says:
    August 21, 2007 at 9:48 pm

    I’d take your 850is over the 950is. Higher megapixels can result in noisier pics – especially when dealing with small cameras like these. I’m still looking to replace my small Lumix, and the newest Fuji is getting dinged for that very reason – they added SD support, but early reports are of noisy images. Sounds like now is a good time to get a deal on the 850is. 😉

    As far as naming goes, it’s even worse in a global economy – each camera has a different model number which usually duplicates a (different) model available in other countries.

    Reply
  3. Walnut Brown says:
    August 22, 2007 at 2:26 am

    Thanks for that, Jeremy.
    I TOTALLY agree with you!
    Having devastatingly had my 10 month old (European) IXUS 800 IS stolen, I`m now trying to decide which new one to get, and finding it SO frustrating!!
    Also, the discrepancy of the numbering system between the US ELPH branding and the European IXUS branding makes online research most difficult!
    I voiced the same suggestions to my boyfriend, so I hope CANON take note of your comments!
    Also, I find it a bit ridiculous that they have no BATTERY LEVEL INDICATOR on these products – if cell phones and iPods have them, so should they! How are we to know when our batteries need recharging?!

    Reply
  4. Ricky says:
    August 24, 2007 at 8:30 am

    Try getting into cellphones. The minute you buy one, they announce the next one for you to drool over, then you try to sell the one you bought and lose money, it’s a vicious, endless cycle, and one of the joys of being an early adopter.

    Reply
  5. Song says:
    August 26, 2007 at 11:35 pm

    Wow it isn’t just me. I went to the local Frys and took a look at the 1000 series to replace my ailing SD10 (yeah it’s old). I was shocked to see such a simplified menu system. So I hopped online, did a bit of research and discovered to my chagrin that it was a lot lower level than the 850 (my current hot pick).

    As for phones, don’t get me started. My company does mobile software services and we test on phones constantly. I get the honor of purchasing the new classes of phones and testing before we eBay them or give them away to our contest winners.

    My phone buying habit is getting chronic. I carry 6-8 phones in my bag at any given time and I still can’t keep up. Oh well, it’s a good thing I like to tinker with phones.

    Full circle, like you I have considered a lot of other cameras, but I keep going back to Canon. Their cameras and software are just the easiest to get used to. After I learn one camera, the others are a walk in the park. The only big grip is the materials they are using on some of these cameras. What’s with the introduction of cheap painted plastic that gets chipped, worn off and basically shabby looking? They need to stick to the sleek aluminum and steel that made the Elphs what they are today.

    Reply
  6. Speiser says:
    August 27, 2007 at 10:09 am

    What do you think of the sd 1000? In the post you call it “distinctly inferior”, but I am not sure if you mean that it is not a good camera, or simply that it has a less rich feature set than some of the models with a smaller number (750, 850, etc.)

    A couple of friends have recently purchased the 1000, and I liked the ultra-compact size, the view-finder, and the quality of pics seemed excellent. Just curious for your opinion.

    Thanks,

    David
    http://www.1to10reviews.com

    Reply
  7. Katie says:
    September 1, 2007 at 12:37 pm

    I too lost my camera on a European trip, but it was a Panasonic FX07 with Leica lens. I loved it, but I am tempted to go for a Canon because they have such superior products. The new SD870IS Canon seems awesome, but it is a bit expensive for me ($400, when I am looking under $300) and I wonder if it will just be replaced with an upgraded Canon in a couple months. Any suggestions?

    Reply
  8. Pingback: Jeremy Toeman’s LIVEdigitally » Blog Archive » The “right” way to rev gadgets and pricing

  9. Mary Jane Chua says:
    September 26, 2007 at 2:52 pm

    How funny, I find myself in the same boat. I previously bought a SD550 when it first came out (2.5 years ago) and then recently bought an SD850IS immediately when it came out (like you did). When I saw the SD950IS being released so soon, I was PISSED. I had been waiting the last 2.5 years (since the SD550 purchase) for Canon to release a compact 10MP+ camera. Needless to say, I sold my 850IS when I found out about the 950IS for a $100 loss.. and am waiting for the 950IS to show up to Best Buy soon.

    I do LOVE Canon cameras. I was a Sony person for a long time.. but they are really nice, aren’t they? Perhaps if they had at least waited 6 months I wouldn’t be so angry.. but that’s technology for ya.

    Reply

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Jeremy Toeman is a seasoned Product leader with over 20 years experience in the convergence of digital media, mobile entertainment, social entertainment, smart TV and consumer technology. Prior ventures and projects include CNET, Viggle/Dijit/Nextguide, Sling Media, VUDU, Clicker, DivX, Rovi, Mediabolic, Boxee, and many other consumer technology companies. This blog represents his personal opinion and outlook on things.

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