Mogens Jensen
Mogens Jensen is the first non-Japanese executive to hold the position of Head of Canon Consumer Imaging (CCI), Europe. Here he talks to CPN about the company’s relationship with its professional users and the impact of digital technology.
In the 20 years since EOS was introduced we’ve seen a huge number of innovations from Canon. What do think the next 20 years will bring?
Probably further increases in performance and also improvements in how the system operates and speed of operation. Canon’s R&D division is constantly working on technological improvements but, of course, there are many areas of technology that they are working on that we have no knowledge of at this stage. I think it’s reasonable to assume that the next 20 years will be just as exciting, if not more so, than the first.
How important is the pro photography market to Canon?
In comparison to the general consumer market, the pro market is smaller, but for Canon it’s incredibly important for a variety of reasons. Cutting edge development tends to happen initially with the pro models and these benefits then trickle down to consumer products. Secondly, the pro user is a very critical user − so if it works and is reliable for the pro then it should also work well in consumer use. Finally, pros often request new features, which keeps our R&D division on its toes.
Do the specific needs and requirements of pro photographers put high demands on Canon’s R&D and your support services?
Yes, but that’s a challenge that R&D is happy to face. We work very hard to provide the support services that the pro user needs. Unfortunately, we could never provide support at every single event in every country. That would be an impossible task both from a manpower and financial point of view, but we are constantly looking at ways in which we can improve our support so that the pro user benefits not only from the best equipment, but also the best backup.
With pro photography increasingly being a global business, how do you cope with the demands of travelling photographers?
Yes, the demands of travel and the associated security issues are a concern for many photographers. Interestingly, digital has helped a little in this respect since photographers no longer have to risk their films being ruined by X-rays at airport security inspections.
It must be hard for a global organisation like Canon to maintain a friendly, open relationship with so many individual pro users. How do you cope with that?
The pro users are quite unique in that they have an affinity with the Canon brand that goes beyond the equipment. We recognise that many photographers want a relationship with Canon and we try to provide the facilities for that. Our Professional Imaging Departments, both in Amstelveen, The Netherlands − and in all the other territories, do an excellent job with relatively few people. Also, the recent launch of the Canon Professional Network (CPN) website will help to strengthen the relationship Canon has with pro users. It is an exciting development and one that is already attracting many top photographers.
Does Canon collect feedback from pro users? What does Canon do with that information?
We do indeed. We collect information from events, our service departments, from individual photographers who are in contact with us and from time to time we hold round table meetings with photographers from different fields − sports, press, weddings, commercial and so on. All this information is passed back to R&D in Japan and often suggestions are incorporated in new products.
Photographers can often help by showing us how they actually use our products in practise − something that’s not always possible in the laboratory.
Support at big events like the Olympics, football and Formula 1 is obviously very much appreciated by sports photographers, but what about photographers who would never attend such events in a working capacity? What about other pro markets like wedding and commercial photography?
We appreciate that many pros never attend large scale sporting events such as the Olympics, however I don’t think that means that we should stop supporting these events. Instead we are looking for other ways to communicate with, and support, the pros that work in other markets. I’m sure that CPN will be successful in finding ways to support this important group of photographers.
What impact has digital had on Canon’s pro photographic markets?
A huge impact! We are fortunate in having some of the best digital technology and this has certainly had an extremely positive impact on our share of the pro market. Also, it has created demands on us as a manufacturer in the design and production of digital camera bodies and, as a result, the expansion of the EF lens range. The past 20 years have seen many changes in the development of EOS, but the technological advances in the last five or so years have been incredible.
The technology in digital cameras is obviously still moving very rapidly with replacement models every 18 months or so. Do you see this trend continuing or do you think it might plateau and give professionals a chance to ‘catch their breath’, so to speak?
We appreciate that the investment a pro makes in new digital bodies is considerable. I’d like to say that once a professional has purchased a Canon DSLR that he or she will never need another one, but unfortunately I can’t say this because changes in technology would simply render my statement untrue. Another factor is that generally many more exposures are made with a digital SLR than with an analogue one (largely because the cost of film is no longer a consideration). While we are striving to increase the service life of our pro models, unfortunately parts do wear out therefore a well-used model will need replacing eventually. And remember, new models do incorporate worthwhile improvements.
Arguably Canon has held a technological lead in the DSLR market because of such developments as the CMOS sensor and the DIGIC processor. But are competitors catching up and if the technological playing field is levelling off how does Canon intend to maintain its position?
Canon is in a fairly unique position in that it produces many components in house (such as sensors, LSI chips, lenses, motors, etc) whereas other manufacturers have to source these from third−party suppliers. That means we can optimise and control many aspects of our designs and in doing so create better products. We certainly don’t intend to let competitors catch up in technological terms and we are pushing ahead in support terms too with initiatives like CPN.
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In his former role as Chief of Business Development & Strategy for Canon, Mogens oversaw a complete restructure of the European operation. Between 1995 and 2000, he was President of Canon Denmark, prior to which he was President of Hewlett Packard Denmark. He holds a Master’s degree in Electronic Engineering and a Bachelor’s degree in Commerce.
