Canon USA skipping out on PMA 2010

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Canon USA has confirmed the surprising news that they will not be attending the 2010 Photo Marketing Association (PMA) show in Anaheim, California.

Outlets that specialize in professional and consumer Photography Industry news have received email communications from sources verifying different portions of this story.  PMA has acknowledged as of today Wednesday September 30 that Canon USA is skipping their event. Other Canon entities including Canon Japan have not commented on their possible attendance.

The 2010 PMA trade show scheduled for February 19-23 in Anaheim, California is the largest annual photography and imaging specific trade show.

Canon USA’s decision has made a potentially far-reaching statement about their future marketing direction.  Producing a wide range of digital imaging products ranging from consumer digital cameras to high-end professional industrial printing and image reproduction, Canon appears for competitive reasons to be going through a repositioning of advertising, marketing and possibly product focus.  Canon has had invitation only showcases of professional imaging solutions such as imageRUNNER ADVANCE that may be a hint at a portion of their future direction.

Comments from Canon USA about these refocusing efforts seem to be in line with the Canon Global philosophy of working towards the future. In terms of Canon’s definition of kyosei, their corporate philosophy touchstone, it appears possible that global concerns about future growth will be also driving their decision to focus on larger events with a wider potential range of customers.  PMA draws only a small number of attendees compared with the Consumer Electronic Show (CES) or the bi-annual Photokina. CES draws a very wide range of what Canon may now see as new customers that would be unlikely to attend the more narrowly focused PMA event. Whether the recent move by PMA to Anaheim has affected the decision is unknown.

Canon will be at CES in Las Vegas (see booth information below). It remains to be seen if Canon’s decision about PMA will have a ripple effect on the industry and their primary photographic competitors. ‘Will other camera makers increase or decrease their presence at the PMA show?‘ is only one of many possible questions.  Show attendees who may have been questioning whether to go to both events may now have had the decision made for them. As a result, will an effort to ‘ramp up’ at CES be made by those in this industry segment to not be overshadowed by Canon? There is always the possibility that Canon may have a major announcement that they want to make public to as many people as possible and CES, and not PMA, is the best venue.

Related Content

Photo Marketing Association Website
Consumer Electronics Show
Canon USA Booth – 2010 CES
Photokina 2010-Cologne, Germany
Canon Camera Equipment at PhotographyREVIEW.com

Additional Story Links
Canon Global Improving Management Message
PDN Confirms Canon USA absence at PMA


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  • Photo-John says:

    Thanks for the artilce, DRG, I wasn’t aware that they weren’t attending until you told me. There was some obvious downsizing happening at PMA this spring. But the big camera manufacturers all had booths. This will be the first time I know of that one of the big guys won’t be there. I don’t usually go to CES, but maybe I’ll have to start.

  • CD Price - drg says:

    I do wonder if there may be even more downsizing by some additional vendors, especially with CES following so closely on the calendar.

    PMA may have to evolve towards a very Professional oriented show or narrow its focus further is some way to be competitive. And Anaheim?? I wondered about that when I saw it announced. The Anaheim center is fine but will it draw as well as other venues might??

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