August 2, 2017 Canon Marketing Japan Inc. Q&A at Second Quarter 2017 Results Presentation Meeting for Analysts Date and time: July 27, 2017, 10:00-11:00 Venue: Hall S at the head office of Canon Marketing Japan Inc. Answerers: Senior Vice President Koichi Yagi (President of Imaging System Company) Senior Vice President Akihisa Kamimori (President of ITS Company, President & CEO of Canon IT Solutions Inc.) Senior Vice President Yoshiyuki Matsusaka (in charge of Corporate Planning Headquarters and Brand Communications Headquarters) Senior Vice President Masachika Adachi (President of Business Solutions Company) Vice President Shiro Hamada (Group Executive of Accounting Headquarters) [Q1] Your competitors are carrying out structural reforms and narrowing their product ranges. I had hoped that Canon Marketing Japan would capture the demand for products that have been dropped, but it revised the forecast downwards in view of the weakness of the market for interchangeable lens digital cameras. I would like to ask you in what aspects you wrongly forecasted the future and how serious the market slowdown is. [A1] We initially forecast the sales quantity of interchangeable lens digital cameras in the market at 1.3 million units, and recently revised this figure to 1.17 million. The disparity between the forecast and the actual figure was large in SLR cameras. Sales of interchangeable lens digital cameras to end users were down 1% year on year, which were as forecasted. To look at the figures by product category, sales of SLR cameras were down 8%, while those of mirrorless cameras were up 8%. As you know, Canon holds a large market share of around 65% in the SLR camera market. A market decline on a year-on-year basis has a significant impact on us. With respect to the level of seriousness of the market, we would say that it is not known when the SLR camera market will stop shrinking. On the other hand, the mirrorless camera market is currently expanding and is expected to grow. We hold the second largest market share in this market, and there is still room to make
progress while aiming for the number one position. The point lies in how we can cover the sales decline in SLR cameras with sales of mirrorless cameras. [Q2] Your competitors are narrowing their product portfolios. Is it having any impact? [A2] It has had some impact, particularly on the performance of entry-level models. [Q3] I would like to ask you about the environment of competition in inkjet printers, the circumstances of unit prices, and the degree of improvement in sales. [A3] In Q2, the sales quantity rose 20% and unit prices were strong. This is because there was such a large quantity of retailers stock at the beginning of last year that efforts were made to reduce it. For this reason, sales to retailers were poor in the preceding year. Compared to this, sales to retailers increased and sales quantity rose. However, sales to end users were as initially forecasted. The annual plan therefore reflects the upturn in the first half only. Unit prices soared 15%. [Q4] It was thought that competitors in MFP would never take an aggressive stance on pricing while working on structural reforms, and I hoped that Canon would increase its market share. What is the actual situation of competition in MFP like? [A4] We perceive that there was no notable change in the competitive environment for Q2. We foresee that the MFP market will either shrink slightly or remain flat. In March this year, we released the ir-adv C3500 series to successfully protect our MIF, and we achieved growth by replacing competitors machines with Canon s products. [Q5] I think that network cameras are promising, but I feel that their performance is behind the full-year plan. What do you think of it?
[A5] Orders did not particularly decrease. For Q2, we received more orders from nursing care facilities with the help of subsidies and the collaboration with AXIS made progress, but many of the orders were low-priced. The quantity grew year on year, but the growth in terms of value was smaller than that in terms of quantity. The annual goal is challenging, and we will work hard to achieve it. [Q6] The annual plan sets the network camera sales target at a level that is 40% higher year on year. This means that the target for the second half is to achieve year-on-year growth of 50% or 60%. Are you confident in your ability to meet it? [A6] Yes, we are, but large-sized orders always have a risk of being put off. In January, we organized management headquarters by integrating the planning, sales and engineering functions. This move is gradually producing a positive effect. [Q7] What is the approximate percentage of large orders according to the annual plan for network cameras? Also, please tell me the ratio of hardware to installation work and others. [A7] If we obtain large orders alone, it is very risky. We therefore seek small and midsize orders as well to disperse the risk. As a consequence, the impacts of the large orders are not significant. When it comes to the ratio of hardware to non-hardware, cameras account for roughly 10% to 20% of an order for a system covering one whole building, for example. Inclusive of image recorders, video infrastructure and the like, hardware accounts for slightly more than 50%. [Q8] Does that mean that large orders are not always more profitable? [A8] That depends on the sales channel. In large orders, hardware unit prices are low, but they are profitable if we gain additional orders for video infrastructure and installation work.
[Q9] I would like to ask a question about interchangeable lens digital cameras. There is strong demand for mirrorless cameras. What is the difference compared with demand for SLR cameras? And what feedback do you receive from customers? [A9] Mirrorless cameras are increasingly purchased mainly by young women, who use them as an extension of smartphones. They meet the needs for compact, lightweight items. On the other hand, SLR cameras are superior for shooting fast-moving subjects, but we feel that the needs of photo shooters are changing. Even so, the market of SLR cameras is generally larger on a quantity basis. We will therefore provide lineups of both SLR cameras and mirrorless cameras to attract consumers. [Q10] In the previous briefing session, you said that MFPs were weak in the SME market. In this session, they were strong in the SME market as a result of new products. What was improved specifically to produce this Q2 result? Was that a factor on the part of the SME market or due to any special reason on your part? In addition, I would like to ask you whether or not this factor will continue. [A10] We are working to enlarge the MFP market by introducing new products and ensuring their linkage with the cloud and with document management systems, rather than the market having suddenly become active. [Q11] Is there any difference in profitability between mirrorless cameras and SLR cameras? While mirrorless cameras will grow, will we need to be concerned about profitability? [A11] In light of the high profitability of interchangeable lenses in addition to that of camera units as a matter of course, SLR cameras with a higher rate of such lenses mounted are more profitable. When it comes to camera units alone, SLR cameras are more profitable because their share of the total sales quantity is larger.
[Q12] Is the share of network cameras in business solutions sales on the increase? And what is their share by application? [A12] The sales breakdown remains undisclosed. With regard to the share of orders by application, those for monitoring in buildings, stores, factories and other facilities account for a large proportion of orders received, but we are gradually receiving orders for image analysis and face recognition. They are applicable to the management of traffic lines in stores and to the counting of entrants at event venues. Milestone s video management software has an advantage in that it is capable of managing cameras from manufacturers other than Canon and AXIS. We will be capitalizing on advantages like this. [Q13] Does your current capital investment plan include the second phase building of the data center? [A13] The investment in the second phase building will be made in the next year, or at a later date.