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  • The Canon 100D is small and portable, but professional lenses can be easily attached
  • The Canon 100D is small and portable, but professional lenses can be easily attached
    Jerry Lai, Creative Commons (2013) ©
CASE STUDY

Smart response: how Canon refocused photography

With smartphone cameras making it easy to snap and share, digital camera sales have declined – but by combining the best of both, Canon's 100D appeals to amateurs and professionals alike.

Location Global

Scope
Photography was once a specialist skill requiring study and heavyweight equipment. Companies like Canon, Nikon and Pentax built huge empires from cameras and lenses, establishing themselves as 'go-to' brands within the photographic world. And with the switch to digital in the last two decades, this credibility was translated into a huge boom in sales of the portable and cheap compact digital camera.

Now a very different picture has developed. High-end smartphone cameras now have equivalent image quality, while their connectivity allows photos to be shared instantly on social media. It's pushed mid-range cameras into obsolescence, and compromised the ...

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