CHAPTER 4. PARTS CATALOG

CONTENTS
PowerShot S400/DIGITAL IXUS 400/IXY DIGITAL 400 Casing Parts ----------------------------------------------------------------------------------------------------------------------Internal Parts-1 ------------------------------------------------------------------------------------------------------------------Internal Parts-2 ------------------------------------------------------------------------------------------------------------------OPTICAL UNIT ----------------------------------------------------------------------------------------------------------------Pg1 Pg2 Pg3 Pg4
Accessories-1 ------------------------------------------------------------------------------------------------------------------------- Pg5 Accessories-2 ------------------------------------------------------------------------------------------------------------------------- Pg6 Accessories-3 ------------------------------------------------------------------------------------------------------------------------- Pg7 Service Tools-1 ----------------------------------------------------------------------------------------------------------------------- Pg8 Service Tools-2 ----------------------------------------------------------------------------------------------------------------------- Pg9
Category of CLASS A: Frequency of use: High B: Frequency of use: Middle C: Frequency of use: Low D: Safety-related critical parts E: Consumable parts F: Standard screws and washers S: Supply of the parts is limited Y: Service Tools
PowerShot S400 DIGITAL IXUS 400 IXY DIGITAL 400 Pg1

Casing Parts

PARTS LIST
SYMBOL 3 PARTS NO. CD3-0675-000 CD3-0657-000 CM1-2113-000 CM1-2114-000 CM1-2115-27 CD3-0684-000 CD3-0648-000 CD3-0645-000 CL1-2022-000 CD3-0698-000 CS8-6162-000 CD3-0699-000 CD3-0711-000 CD3-0712-000 CM1-2111-000 CS8-5264-000 CD1-4200-000 CD3-0710-000 CD3-0706-000 CD3-0704-000 CY1-6259-000 CD3-0730-000 CD3-0728-000 CD3-0687-000 CD3-0679-000 CD3-0678-000 CD3-0734-000 CD3-0731-000 CD3-0677-000 CLASS QTY B B B B B C C B B B C C C C B C C B C B B C C C C C C C C 4 DESCRIPTION COVER, DC COUPLER COVER, BATTERY FRONT COVER UNIT FRONT COVER UNIT FRONT COVER UNIT SHEET, INSULATION RUBBER, FINDER RING, STRAP SIDE COVER UNIT COVER, CF SPRING, CF COVE BAR, CF COVER SPRING, MODE DIAL CLICK PLATE, MODE DIAL CONTACT REAR COVER UNIT SPRING, CF LOCK LOCK, CF COVER DIAL, MODE SPACER, LCD COVER, JACK PLATE, BODY NUMBER SCREW SCREW SCREW SCREW SCREW SCREW SCREW SCREW #13011xxxxx IXY DIGITAL 400 PowerShot S400 DIGITAL IXUS 400 REMARKS
PowerShot S400 DIGITAL IXUS 400 IXY DIGITAL 400 Pg2

Internal Parts-1

SYMBOL 9 PARTS NO. CM1-2086-000 CD3-0735-000 WK1-5140-000 CD3-0631-000 CL1-2024-000 CM1-2085-000 CM1-2072-000 CM1-2075-000 WG2-5243-000 WG2-5243-CD3-0715-000 CD3-0716-000 CD1-3108-000 XA1-7170-357 XA4-9170-359 CLASS QTY C C C C C C B C C C C C C F F 1 DESCRIPTION OPERATION KEY UNIT SHEET, DUSTPROOF BATTERY, LITHIUM(2ND) SPACER, FINDER GAP SHIELD SHEET UNIT PCB ASSY, MAIN SHUTTER BUTTON UNIT BACK LIGHT UNIT PANEL, LCD PANEL, LCD (SELECTION) PLATE, OPERATION TAPE, OPERATION PLATE SCREW SCREW SCREW REMARKS
PowerShot S400 DIGITAL IXUS 400 IXY DIGITAL 400 Pg3

Internal Parts-2

See Pg4
SYMBOL PARTS NO. CD3-0723-000 CM1-2090-000 CM1-2074-000 CD3-0655-000 CD3-0654-000 CD3-0690-000 CK2-2027-000 CM1-2071-000 CM1-2112-000 CM1-2084-000 CD3-0707-000 CY4-6074-000 XA4-9140-359 XA1-7170-307 CD3-0700-000 XA4-9170-309 XA4-5140-209 XA4-5170-309 CLASS QTY C C C C C C C C C C C D F F C F F F DESCRIPTION SOCKET, TRIPOD FINDER UNIT BATTERY BOX UNIT SPRING, BATTERY LOCK LOCK, BATTERY SHEET, GROUND FPC, MAIN-FLASH FLASH BASE UNIT SPEAKER SHEET UNIT CF UNIT FRAME, MAIN FUSE, MATSU. DENKI UNHS 206 SCREW SCREW SCREW SCREW SCREW SCREW REMARKS
PowerShot S400 DIGITAL IXUS 400 IXY DIGITAL 400 Pg4

OPTICAL UNIT

SYMBOL PARTS NO. CD3-0597-000 CD3-0548-000 CD3-0543-000 CD3-0558-000 CD3-0552-000 CD3-0550-000 CD3-0551-000 CD3-0554-000 CD3-0557-000 CD3-0556-000 CD3-0553-000 CM1-2062-000 CLASS QTY B C B C B B C C C C C C DESCRIPTION CAP, BASE BARREL SHEET, LENS BARREL CAP, BARREL TAPE, BARREL CAP CAP, FRONT PLATE, BARRIER BASE, BARRIER PLATE, BARRIER DRIVE SPRING, BARRIER OPEN SPRING, BARRIER CLOSE RING, BARRIER DRIVE OPTICAL UNIT SIZE (015) REMARKS

PowerShot S400 DIGITAL IXUS 400 IXY DIGITAL 400 Pg5

Accessories-1

Wrist Strap WS-300

Terminal Cover NB-1LH

USB Interface Cable IFC-300PCU
Canon Digital Camera Solution Disk, ArcSoft Camera Suite Disk
Battery Charger CB-2LS/2LSE

AV Cable AVC-DC100

N.S N.S N.S

DC Coupler DR-500

CF Card FC-32M

CF Case

2M -3 FC

AC Cable

J N E PLUG TYPE B A
N.Sl : N.S Stand for No Stock (Product available)
SYMBOL PARTS NO. C84-1082-000 C84-1165-000 C84-1166-000 C84-1167-4 C84-1044-000 D82-0641-000 D82-0642-000 D82-0643-000 D82-0644-000 D82-0645-6 CD1-4329-000 FC2-9610-000 CLASS QTY B S S S B C C C C C B B DESCRIPTION STRAP, WRIST WS-300 CD-ROM, SOLUTION VER.12.0 (J/E) REMARKS FOR JAPAN
CD-ROM, SOLUTION VER.12.0 (E/F/S) FOR USA, CANADA CD-ROM, SOLUTION VER.12.1 (J/E/C) FOR ASIA, AUSTRALIA DC COUPLER DR-500 CABLE, AC (J) CABLE, AC (N) CABLE, AC (E) CABLE, AC (B) CABLE, AC (A) COVER, TERMINAL NB-1LH CASE, CF FOR JAPAN FOR USA, CANADA FOR EUROPE, ASIA FOR ASIA FOR AUSTRALIA
PowerShot S400 DIGITAL IXUS 400 IXY DIGITAL 400 Pg6

Accessories-2

Waterproof Case WP-DC 800

Waterproof Seal

Neck Strap

Silicone Grease

Wrist Strap

Diffusion Plate Unit

SYMBOL PARTS NO. CY1-6171-000 CY1-6167-000 CY1-6168-000 CY1-6169-000 CY1-6252-000 CY1-6203-000 CY1-6279-000 CY1-6280-000 CY6-3210-000 CY6-3211-000 CY1-6276-000 CY1-6099-000 CY1-6174-000 CY1-6277-000 CY9-3029-000 CY1-6278-000 CLASS QTY C C C C C C C C C C C B B B C B DESCRIPTION BUCKLE ASSY SPRING, COIL E RING CAP, BUTTON O RING SHAFT, BUCKLE HOLDER, DEFUSION PLATE PROTECTOR, DEFUSION PLATE SCREW (2 x 7) SCREW (2 x 6) SHEET STRAP, NECK STRAP, WRIST PACKING, RUBBER GREASE PACKING DIFFUSION PLATE UNIT FOR JAPAN REMARKS
PowerShot S400 DIGITAL IXUS 400 IXY DIGITAL 400 Pg7

Accessories-3

Camera User Guide

Software Starter Guide

System Map

Quick Start Guide

SYMBOL 1 PARTS NO. CDI-E081-000 CDI-S071-000 CDI-J072-000 CDI-F070-CDI-E070-000 CDI-S060-000 CDI-J061-000 CDI-F059-CDI-E082-000 CDI-S072-000 CDI-J073-000 CDI-F071-CDI-E083-000 CDI-S073-000 CDI-J074-000 CDI-F072-000 CLASS QTY S S S S S S S S S S S S S S S S DESCRIPTION I.BOOK(ENGLISH) I.BOOK(SPANISH) I.BOOK(JAPANESE) I.BOOK(FRENCH) SOFTWARE GUIDE(ENGLISH) VER.12 SOFTWARE GUIDE(SPANISH) VER.12 SOFTWARE GUIDE(JAPANESE) VER.12 SOFTWARE GUIDE(FRENCH) VER.12 SYSTEM MAP(ENGLISH) SYSTEM MAP(SPANISH) SYSTEM MAP(JAPANESE) SYSTEM MAP(FRENCH) QUICK START GUIDE(ENGLISH) QUICK START GUIDE(SPANISH) QUICK START GUIDE(JAPANESE) QUICK START GUIDE(FRENCH) REMARKS FOR USA, CANADA, ASIA, AUSTRALIA FOR USA FOR JAPAN FOR CANADA FOR USA, CANADA, ASIA, AUSTRALIA FOR USA FOR JAPAN FOR CANADA FOR USA, CANADA, ASIA, AUSTRALIA FOR USA FOR JAPAN FOR CANADA FOR USA, CANADA, ASIA, AUSTRALIA FOR USA FOR JAPAN FOR CANADA

TMC BUSINESS SCHOOL

DIPLOMA IN MASS COMMUNICATION
(Validated by RSA / UCLES)
DM10101 ADVERTISING ASSIGNMENT
TOPIC: Analyse a recent advertisement (online or offline) that you have come across
Name: Edmond Ng Choon Chai Class Code: RDM3-03F Student No: 13250P Date: 30 May 2003

Date Due:

Friday, 30 May 2003

Contents

INTRODUCTION AIMS AND OBJECTIVES PRODUCT AND SERVICE INFORMATION TARGET MARKET AND AUDIENCE CREATIVE WORK PLAN Message Strategy Creative Strategy Copywriting Art Direction Strengths and Weaknesses MEDIA PLAN EVALUATION COMPETITIVE BRANDS CONCLUSION APPENDICES Appendix 1: Canon Digital IXUS 400 advertisement Appendix 2: Casio Exilim EX-S3 advertisement Appendix 3: Olympus C-50 Zoom advertisement Appendix 4: AC Nielson Research on advertising media Appendix 5: Canon Corporate profile and business Appendix 6: Canon Digital IXUS 400 product information Appendix 7: Canon digital cameras target audience Appendix 8: Canon products voted for SuperBrand Appendix 9: Readers Digest SuperBrand Survey Method Appendix 10: Competitive Products Comparison REFERENCES 25 26
DM10101 Advertising - Assignment: Advertisement Analysis
Student No.: 13250P / RDM3-03F
2 INTRODUCTION The advertisement selected for analysis in this paper is a Canon digital camera of the model Digital IXUS 400 (Appendix 1). This advertisement has been chosen because of its prominence in the print and outdoor media. The audience targeted for the advertisement is primarily anyone who uses or need to use a camera. The objectives of the advertisement are to increase sales and awareness of the product through the use of print media and creative strategy emphasising a unique selling proposition.
AIMS AND OBJECTIVES The objectives of the advertisement are:
To increase publicity and awareness of the quality associated with brand
To influence the purchase intent of its customers To switch consumers from a competing brand To increase sales and overall profitability for the business
PRODUCT / SERVICE INFORMATION Canon Inc. and the Canon Group, the manufacturer of the digital camera discussed in this advertisement analysis, develop, produce and market a wide range of products used in the home, offices and industry, including business machines conventional and digital cameras, lenses, digital video camcorders, semiconductor production equipment, television broadcasting lenses and medical equipment (Canon 2002). With the rapid expansion of
3 the digital camera, Canon has introduced a comprehensive lineup of products with powerful original technologies from image input to output to meet demands, especially in the area of printing photographs at home (Canon 2002).
The introduction of the IXUS 400 model harnesses Canons strengths in using the DIGIC technology to provide a complete digital imaging solution from the point of photograph capture to its output by using direct camerato-printer printing, without the use of a computer (Canon 2003b). IXUS 400 incorporates many features, including movie capture, sound functions, built-in flash, four megapixel imaging, 3.6 optical zoom lens that can provide eleven times telephoto effect (Canon 2003b) and wide-area 9-point AiAF (Artificial Intelligent Auto Focus) that ensures images are in focus anywhere within the viewfinder (Canon 2003c). Image and movie format supported are JPEG, AVI and WAVE, which are the most commonly used formats on personal computers and on the Internet. Software operating systems supported are Windows 98 / 2000 / ME / XP and Macintosh 8.69.2, OS X v.10.1 (Canon 2003b). The IXUS 400 weighs approximately 185 g, with a dimension of 87 mm width, 57 mm depth and 27.8 mm height (Canon 2003b).
For more information on product details, please see Appendix 6.
4 TARGET MARKET AND AUDIENCE The IXUS 400 digital camera is targeted for the personal market. The personal market is one of the four categories used by Canon in classifying their full range of products. The other three categories are business, industry and others (Canon 2003a; Appendix 5).
The Digital IXUS 400 is priced in a mid-range budget and designed with metallic body features with a scratch-resistant finishing, produced with ease of use in mind (Canon 2003c). All these features suggest that the target audience is not determined by gender. Target age group for product is probably for people of 18 years and above, in the working class with regular income, but are not professional photographers. These mean that the target audience is:

Camera Users and Amateur Photographers. Anyone who uses or needs to use a camera for any purpose. Examples are leisure or business travellers and outdoor or indoor activities photo takers. Canon provides professional digital cameras under the EOS D camera series. This means that IXUS 400 is targeted at non-professional photographers (Canon 2002, p.21).
Corporate Communications. People in marketing, corporate communications, or public relations, who provide written articles and pictures for newsletters, magazines, brochures in electronically or print media.
5 Mass Media. Providers or users of mass media for production in print, broadcast, Internet, or on CD. An example is an advertising firm that takes photographs of products for incorporating to print or website advertisements.
Web Authors. Content providers for web sites and home pages, including people who maintain their own personal home pages on the web.
Publishers. People dealing with any form of publication, which include pictures for use as part of contents.
Service Bureaus. Service providers of imaging solutions, including digital photograph imaging, digital printing, CD writing, and desktop publishing.
Customers. These may be consumers or people who buy cameras for others to use as a tool. An example is a school that buys a camera for use by students in mass communication study projects.
CREATIVE WORK PLAN The aim of the creative work plan is to identify the strategies used to convey the advertising message to its audiences. These include creative strategy, copywriting and art direction.
6 Message Strategy The approach used in the Canon Digital IXUS 400 advertisement message strategy emphasises on the Reason Why? (TMC 2000, p.2-7). This approach uses the rational, logical way where information of the product is given and reasons why they are better than others (TMC 2000, p.2-7).
Creative Strategy The creative strategy used for the advertisement is Unique SellingProposition (TMC 2000, p.2-5), which emphasises on brand differentiation and encompasses superiority claim based on unique physical feature or benefit. This approach is particularly useful when the point of difference in the product cannot be readily match by competitors. In the case of Canon digital cameras, the DIGIC technology is a unique point in the product that differentiates from all other brands of digital cameras. Because of this uniqueness, the advertisement is able to provide a strong persuasive advantage over competitors products.

Copywriting The copy strategy of the advertisement uses the A-I-D-A formula: Attention, Interest, Desire, Action (TMC 2000, p.4-8; Jefkins 1985, pp.139140). To implement this strategy effectively, the following tactics have been employed:
Words. The use of verbs, present tense, personal pronouns, factsspecific information and messages that inspire confidence (TMC 2000,
7 pp.4-8, 4-9). These may be seen in the informative nature of the advertisement in providing product specifications, the use of you to identify who the message is for, the inspirational message of superiority as in best-selling, exceptional photo accuracy, digitally powered, powered by DIGIC, digital excellence and superior photo quality, and the provision of all necessary information on the product, including material and technology used, product features and where you to obtain more information.
Illustration. The focal point of the advertisement that aims to draw the audiences attention and provide the basis for the written copy (TMC 2000, p.4-9; Jefkins 1985, pp.146-147).
Headline. The best-selling Digital IXUS is now even more powerful! communicates the key piece of news about the brand and emphasises the brand claim (TMC 2000, p.4-10). It provides the reader with the first solid information, which determines whether the readers interest is aroused to read the rest of the advertisement (TMC 2000, p.4-9; Jefkins 1985, pp.133-134).
Subhead. Introducing the 4-megapixel Digital IXUS 400, powered by DIGIC for exceptional photo accuracy extents the headline by providing its claim of superiority and explaining the technology powering the exceptional photo quality.
8 Body Copy. Straight-line copy explains in straightforward terms why a reader will benefit from use of a brand (TMC 2000, p.4-11). This approach aims to provide information of the product competitive edge over other brands, so as to influence purchasing decisions and instill desire and action. This is seen in the product specific information approach in the advertisement that is without association with signifiers or signs.
Art Direction The following tactics are employed for the illustration and design of the advertisement to provide maximum visual impact:
Illustration. Emphasis on attention, brand, features, benefits, mood, feeling, image, reading, desire and social application (TMC 2000, pp.5-2, 5-3; Jefkins 1985, pp.146-147). This may be seen in the use of eye-catching graphics in the advertisement, where the Canon logo is prominently display on the top left and on the IXUS 400 camera illustrated with lightings emphasising shades and shadows, reflective polished ground, containing two different shots of the camera, one with a bigger image but partial view of a tilted camera, and the other of a smaller image place in the front of the larger, with a full view of the camera. The full-view image include details of product features such as 3 times zoom lens, built in flash, silver metallic feel and look.

11 ratings of reach about fifty per cent of the overall advertising media (AC Nielson 2000). How. How to determine success or failure of campaign? By factoring cost against sales returns and product awareness through market research and accounting statistics.
EVALUATION An evaluation on the advertising campaign through the use of market research and information from financial reports shows successful results in the sales and awareness of the product:
Sales of Digital Cameras. Camera sales expanded by 27.4 per cent to US$4,048 million, owing mainly to rapid rise in sales of digital cameras (Canon 2002, p.2).
Product Awareness. Unprompted survey conducted by Readers Digest on brand quality, value, trustworthiness, image and understanding of customer needs identify Canon as the SuperBrand Gold award winner for five consecutive years (Canon 2003d; Readers Digest 2003).
The results of the survey conducted by Readers Digest in which Canon was awarded the brand leader providing quality, value and trustworthiness suggests that the image of the company and its brand has successful been retained in the audiences minds. The increase of sales suggests that the advertisement successfully reaches its targeted audience. These mean that the correct medium has been used for the advertisement.
12 COMPETITIVE BRANDS Advertisements of competitive brands for digital cameras can be found in Appendix 2 and 3 of this documentation. This include:
Casio Exilim EX-S3 Olympus C-50 Zoom
Both competitors products are of similar price range with Canon Digital IXUS 400. Casios digital Exilim EX-S3 camera which cost the least of the three, offers their own unique features a larger LCD screen and a slim body, which Canon Digital IXUS 400 do not possess. Olympus EX-S3 cost about the same price as IXUS 400, but offers 5-megapixel image quality in comparison to Canons 4-megapixel.
CONCLUSION The advertisement analysis of Canon Digital IXUS 400 camera shows the many areas of consideration that needs to be determined in order to yield a successful result for an advertising campaign. These include determining the aims and objectives, the gathering of product and services information, the approach to use for the creative work plan, the what, who, when, where, why and how of the media plan, and the competitors brands and product features. Based on the evaluated assessment, the advertisement shows a successful advertising campaign that meets its objectives in increasing sales and awareness of the product.

(2,205 words)

Appendices
Appendix 1: Appendix 2: Appendix 3: Appendix 4: Canon Digital IXUS 400 (Advertisement for Analysis) Casio Exilim EX-S3 (Competitors Advertisement) Olympus C-50 Zoom (Competitors Advertisement) AC Nielson (2003), Singapore advertising expenditures soar 29 per cent growth in first nine months, AC Nielson Website, <http://asiapacific.acnielsen.com.au/news.asp?newsID=15>, (Accessed 24 April 2003). Canon (2003a), Corporate Profile and Product Operations, Canon Inc. Website, <http://www.canon.com/about/business/index.html>, (Accessed 29 May 2003). Canon (2003b), Product Features / Specs, Canon Marketing Singapore Website,
<http://www.canon.com.sg/index.cfm?fuseaction=digitalcame ra&prod_type=ixus400>, (Accessed 29 May 2003).

Appendix 5:

Appendix 6:

Appendix 7:

Canon (2003c), News Release: Canons new digital camera line up has one model for anyone, Canon Marketing Singapore Website,
<http://www.canon.com.sg/index.cfm?fuseaction=presscentre &prod_type=pressdetails&filetitle=71>, (Accessed 29 May
2003). Appendix 8: Canon (2003d), News Release: Canon voted SuperBrand for all its core product lines, Canon Marketing Singapore Website,
<http://www.canon.com.sg/index.cfm?fuseaction=presscentre &prod_type=pressdetails&filetitle=75>, (Accessed 29 May
2003). Appendix 9: Readers Digest (2003), Survey Background: Methodology, SuperBrand Asia,
<http://www.superbrandsasia.com/survey/meth.html>,
(Accessed 29 May 2003). Appendix 10: Competitive Products Comparison
14 Appendix 1 Canon Digital IXUS 400 (Advertisement for Analysis): The Straits Times, 9 April 2003, Singapore, p.7 (Full Page); TODAY, 11 April 2003, Singapore, p.35 (Full Page).
15 Appendix 2 Casio Exilim EX-S3 (Competitors Advertisement): JUICE (2003) Lifestyle Magazine, April 2003 Issue, Singapore, Back Page (Full Page): ComputerTimes, 9 April 2003, Singapore, p.CT17 (Full Page).
16 Appendix 3 Olympus C-50 (Competitors Advertisement): Streats, 10 April 2003, Singapore, p.1 Front Page (Quarter Page)
Olympus C-730 Ultra Zoom: Streats, 3 April 2003, Singapore, p.1 Front Page (Quarter Pages)
17 Appendix 4 AC Nielson (2003), Singapore advertising expenditures soar 29 per cent growth in first nine months, AC Nielson Website, <http://asiapacific.acnielsen.com.au/news.asp?newsID=15>, (Accessed 24 April 2003).

18 Appendix 5 Canon (2003a), Corporate Profile and Product Operations, Canon Inc. Website, <http://www.canon.com/about/business/index.html>, (Accessed 29 May 2003).
As of December 31, 2002 Company Name Founded Headquarters President & CEO Capital Canon Inc. August 10, 1937 30-2, Shimomaruko 3-chome, Ohta-ku, Tokyo 146-8501, Japan Fujio Mitarai 167,242 million yen
Number of Employees 21,475 Office copying machines Personal copying machines Color Copying Machines
Copying Machines Business Machines
Laser beam printers Computer Bubble Jet printers Peripherals Scanners Business Systems Facsimile machines Digital cameras Single-lens reflex (SLR) cameras Compact cameras Video camcorders Interchangeable Lenses Semiconductor Production Equipment TV Lenses for Broadcasting Stations Ophthalmic Instruments X-Ray Equipment Medical Image Recording Equipment Photovoltaic Cells 1,789,005 million yen (2002) Sales by Product : Cameras: 19.4% Optical and other products: 5.8% Copying machines: 22.4% Computer peripherals: 47.7% Business systems: 4.7%

Main Activities Cameras

Optical and Other Products

Net Sales

Nonconsolidated
About Canon | Canon Inc. Corporate Profile

Page 1 of 2

Consolidated
2,940,128 million yen (2002) 144,184 million yen (2002) 190,737 million yen (2002)
Nonconsolidated Net Income Consolidated Ordinary Income
240,982 million yen (2002)

Page 2 of 2

Digital Cameras SLR Cameras Compact Cameras Lenses Video Camcorders Binoculars Facsimile Machines Image Scanners Personal-Use Copying Machines Bubble Jet Printers Bubble Jet Supplies Inkjet Multifunction Peripherals
Full-Color Copying Machines Color Network Digital MFDs Monochrome Network Digital MFDs Laser Beam Printers Large-Format Printers High-Speed Color Printers Visual Communication Products Multimedia Projectors Toners and Photosensitive Drums Toner Cartridges
Semiconductor Production Equipment Broadcasting Equipment Ophthalmic Equipment Digital Radiography Systems Components
Document Scanners Color Card and Label Printers Personal Information Products 3D Software Object Modeller
About Canon | Product Operations

Page 1 of 1

The freedom to imagine, to express, to record, to transmit. The creative possibilities of communication in the 21st century are like nothing global society has seen before. The key to this new era of expression is products and equipment based on networked digital imaging technologies. As a premier driver of these technologies, Canon is dedicated to enabling people to create and transmit unsurpassed images, anytime and anywhere.

Digital Cameras SLR Cameras Compact Cameras Lenses Video Camcorders Binoculars
Facsimile Machines Image Scanners Personal-Use Copying Machines Bubble Jet Printers Bubble Jet Supplies Inkjet Multifunction Peripherals
Digital Cameras Digital cameras are more popular than ever as communication tools for the 21st century. Canon offers compact digital cameras that are easy to use and produce stunning images. We also offer high-end models with high-image-quality chargecoupled devices (CCDs) and zoom functions, as well as the EOS D series of digital single-lens reflex (SLR) cameras, compatible with the EF series of interchangeable lenses. Our CP series of dye-sublimation photo printers lets users output digital photos without a computer, thereby creating a new digital photography culture.
The PowerShot S400/DIGITAL IXUS 400 incorporates Canon's advanced DIGIC highresolution, 4-megapixel CCD and 3x zoom lens,
Incorporating Canon's own full-frame 35mm CMOS sensor with 11.1-megapixel resolution, the EOS-1Ds digital SLR camera is meeting professional
About Canon | Product Operations / Personal

Page 1 of 6

and connects directly to printers.

demand.

SLR Cameras Canon's silver-halide and digital autofocus (AF) SLR cameras enable amateur enthusiasts as well as professional photographers to capture any moment, just the way they see it in the viewfinder. Innovative technologies envisioned and developed by Canon are behind every SLR we offer -including 45-point Area AF and high-speed, superfine eye-control for automatic focusing, BASIS (Base-stored Image Sensor) and CMOS sensors, our Digital Imaging Processor (DIGIC) and a full electronic mount system that transmits information between lens and camera chassis. Our high-end models also incorporate custom functions that let the user tailor the camera to individual preferences.
The compact EOS REBEL Ti/EOS 300V offers revolutionary stylish design, the fastest AF speed in its class, a wide-angle 7-point AF function and a 35-zone photocell aperture.
Compact Cameras Our 35mm compact cameras incorporate such proprietary technologies as Autoexposure (AE)/Autofocus (AF) integrated CMOS sensors, a light-guide zoom flash and image-capturing optical elements, making possible compact and affordably priced units. Best Shot Dial enables anyone to shoot great pictures anywhere and under any conditions, and other custom functions improve user friendliness. Our compact Advanced Photo System (APS) cameras feature stylish designs and easy-to-read display panels. And we offer models with features for every need, from high-performance zoom lenses to large, enhanced viewfinders and water resistance. Canon compact cameras are helping more and more people express themselves through imaging.

Mini Movie complete with sound
Records movie up to 3 minutes, complete with sound. Simple movie - editing can be done from the camera Records 60 seconds sound annotation which can be
Canon Marketing (Singapore) Pte Ltd
attached to the still image.

Have Unlimited Fun

6 Photo effect modes add colour variety to your images (photo effect off, low sharpening, vivid colour, sepia, neutral and black & white) 'My Camera' feature lets you to customise the camera's start up screen and operational sounds (with volume control) with your favourite picture and music. Remote capture allows you to control the camera via the PC. Optional waterproof case allows you to take photos 40 meters under water.
Shoot it. Print it. Direct.
Print photos directly to Canon direct photo printers, without PC Exif 2.2 allows important camera settings (eg whether flash is on or not) to be recorded on the memory cards and allows printer to read them to obtain accurate images. Print Order (DPOF): Sets the images and the number of copies that will be printed on a DPOF-compatible printer or at a photo lab service

Storage and power source

Compatible with Type I compact flash card Operates on rechargeable Lithium Ion batteries (takes 440 images with LCD off)

Compatibility

Compatible with wins & Mac operating systems Comes with 'Picture Transfer Protocol' to transfer images to Wins XP and Mac OS x (v10.2) computers directly -without having to download any drivers.

Software

Bundled with a full suite of software: New ZoomBrowser EX 4.1 - transfers, manages and prints images to and from computer New File Viewer for faster transfer, preview and conversion of RAW files New Arcsoft Camera Suite for simple photo editing.

print-friendly

For enquiries, click email or call us.
Copyr ight 2000 - 2002 Canon Marketi ng (Singapore) Pte Lt d

^ back to top

http://www.canon.com.sg/index.cfm?fuseaction=digitalcamera&prod
Size Total Number of Pixels Effective Number of Pixels Filter Array 1/1.8 inch Approx. 4.1M Pixels Approx. 4.0M Pixels Primary -color filter (Beyer type) DIGIC

Image Processor Lens

Focal Length (optical) Maximum Aperture Construction
7.4 (W) 22.2 (T) mm (35mm film equivalent: 36(W) -108(T) mm) F2.8 (W) - F4.9 (T) 7 elements in 5 groups (including 2 aspherical lenses) 3x / 3.6x 9-point AiAF / 1-point AF(AF lock possible) Normal AF: 46cm - infinity Macro AF: 5-46cm (W), 30-46cm (T) Evaluation / Center-weighted averaging / Spot(AE lock possible) Programmed AE +/- 2 stops in 1/3-stop increments TTL White Balance TTL Auto, Pre-set [Daylight, Cloudy, Tungsten, Fluorescent, Fluorescent High] and Custom 15 1/2,000 sec Auto / ISO 50 / 100 / 200 / 400 equivalent Real-image zoom viewfinder 1.8 Low-temperature polycrystalline silicon TFT Colour LCD with 100% coverage Auto / Red-eye Reduction Auto / On / Off / Slow Sync 30cm 3.5m (W), 30 cm 2.0m (T) (when ISO speed is set to Auto) Auto / Manual / Stitch Assist / Movie Vivid / Neutral / Low Sharpening / Sepia / Black & White
Optical / Digital Zoom Focusing Method Focusing Range Light Metering Method Exposure Control Method Exposure Compensation White Balance Control White Balance Modes Shutter Speed Equivalent Film Speed Viewfinder LCD Monitor Flash Modes (Built-in) Flash Range Shooting Modes

Photo Effects Mode:

Continuous Shooting
High speed: Normal: Approx. 2.0 shots/sec. Approx. 1.5 shots/sec. Design Rule for Camera File System Digital Print Order Format (DPOF) Version 1.1compliant
Image File Format Image Recording Format
Still Image: Movie: Sound Annotation:
JPEG (Exif 2.2) AVI [Image data: Motion JPEG, Audio data: WAVE (monaural)] WAVE (monaural) Super-Fine / Fine / Normal
JPEG Compression Levels Recording Pixels

Still image :

Large: 2,272 x 1,704 Medium 1: 1,600 x 1,200 Medium 2: 1,024 x 768 Small: 640 x 480 Large: 320 x 240 (3 min) Small: 160 x 120 (3 min) Image output directly to dedicated CP-10 / CP-100 / S830D / S530D / i70 / i450 / i470D Direct Photo Printers 'My Camera' customisation (Start-up image, Start-up sound, shutter sound, operation sound, self-timer sound), Date/Clock, LCD Menu Languages [English, French, German Italian, Spanish, Dutch, Swedish, Norwegian, Danish, Finnish, Japanese, Chinese]

Movie images :

Direct Printing

Other Operations

Camera Settings

Other Features

Self-timer Remote Capture from PC 2 or 10 seconds (countdown) Available with USB interface only (exclusive software is supplied) USB Video Output (NTSC / PAL) Audio Output (Monaural) PC: Win 98 (including SE) / 2000 / ME / XP Mac: OS 8.6 9.2, OS X v10.1 CompactFlash (CF) Type I Rechargeable Lithium-ion battery (NB-1LH / NB-1L)
Interface Supported Operating Systems Storage Media Power Source Operating Environment

Temperature Humidity

0 - 40C 10% - 90% 87.0 x 57.0 x 27.8mm (excluding protrusions) Approx.185 g (camera body only)

Dimensions (W x D x H) Weight
*All data is based on Canon's standard testing methods. Subjects to change without notice.
20 Appendix 7 Canon (2003c), News Release: Canons new digital camera line up has one model for anyone, Canon Marketing Singapore Website,
<http://www.canon.com.sg/index.cfm?fuseaction=presscentre&prod_type=pressd etails&filetitle=71>, (Accessed 29 May 2003).
22 Appendix 8 Canon (2003d), News Release: Canon voted SuperBrand for all its core product lines, Canon Marketing Singapore Website,
<http://www.canon.com.sg/index.cfm?fuseaction=presscentre&prod_type=pressd etails&filetitle=75>, (Accessed 29 May 2003).
24 Appendix 9 Readers Digest (2003), Survey Background: Methodology, SuperBrand Asia, <http://www.superbrandsasia.com/survey/meth.html>, (Accessed 29 May 2003).
25 Appendix 10 Competitive Product Comparison: Canon PowerShot S400 (also known as Digital IXUS 400) Olympus Camedia C-50 Casio Exilim EX-S3 US$374 US$375 US$350

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Canon PowerShot S400

Product Rating: Found at: 62 stores Lowest Price: $374.00
4.1 Megapixels - Zoom: 3 X Optical , 3.6 X Digital
Compare Prices & Stores See Product Details Read Reviews Write a Review

Specifications

Main Manufacturer Sku Brand Product Line Model Viewfinder Weight Product ID Also Known As Still Image Resolution Still Image Capture Resolution Still Image Format Lens Digital Zoom Optical Zoom Display LCD Screen Size Memory Storage Type Video Video Capture Resolution Digital Video Format 8392A001 Canon PowerShot S400 Optical 6.5 oz 7386473 S400, Canon S400, Powershot S400, Cannon S400, Canon 400 4.1 Megapixels 1600 x 1200 Pixels JPEG 3.6 X 3X 1.5 in Compact Flash Card 320 X 240 Pixels AVI, MJPEG
Additional Resources Information Source: http://www.BizRate.com
Canon PowerShot S400 Product Details

Olympus Camedia C-50

Product Rating: Found at: 69 stores Lowest Price: $375.00
5.0 Megapixels - Zoom: 3 X Optical , 4 X Digital
Main Manufacturer Sku Brand Product Line Model Weight Product ID Also Known As Still Image Resolution Still Image Capture Resolution Lens Digital Zoom Optical Zoom Focus Type Memory Storage Type Installed Memory 225360 Olympus Camedia C-oz 7222687 Olympus C-50, Olympus C50, Olympus C50zoom, Olympus, C-50 5.0 Megapixels 2560 x 1920 Pixels 4X 3X Auto xD-Picture Card 32 MB

Olympus Camedia C-50 Product Details
3.2 Megapixels 4X digital zoom 2-inch LCD Screen.46 inches thin 10 MB built-in memory One-touch button cradle includedfor instant download desktop slide-show Up to 30 second movies with sound 0.01 Shutter Release lag Built-in lens cover

More specs >>

Steve's Digicams offers a comprehensive review of the E S2. Check out what Apple CoFounder, Steve Wozniak, is saying about his Exilim Camer
Perfectly "purseable". You never know when that perfect photoop will present itself. Be ready on the spot with the new Exilim EX-S3. With 3.2 megapixel resolution and 2-inch LCD screen, youre poised and ready for perfect, instant one-touch shooting wherever, whenever. With a 10 MB built in memory, you can even take movies with sound. The one-touch cradle makes it a snap to download and print pictures. Its so sleek looking, it even doubles as a desktop picture frame for photo slideshows. Imagine all that power in one tiny package. Take the EX-S3 anywhere. Its the smartest fashion accessory youll ever own. Get technical with the EX-S3. Find out

more details.

*USB Cradle Included

Copyright 2003 Casio Inc

Information Source: http://exilim.casio.com/s3model.htm

EX-S3 Camera Page

S3 Specifications
Recording Recording Still JPEG (Exif 2.2/DCF/DPOF) Format Movie AVI (Motion JPEG), Movies can include audio Recording Internal 10MB Medium Memory External Supports SD Memory Card/MultiMediaCard Memory (Sold Separately) Slot Memory Mode Fine Normal Capacity 2048 x 1536 approx. 1.2MB File Size approx.1.6MB 1600 x 1200 approx.1.05MB approx. 710KB File Size 1280 x 960 approx. 680 KB approx. 460 KB File Size 640 x 480 approx. 140KB File Size approx. 190 KB Still Output Image Movie with Audio 2048x1536/1600x1200 / 1280x960 / 640xx 240, Max 30 sec./one movie, 130KB/second (12 frames/second) Built-in Memory (10MB)-80 seconds
Steve's Digicams offers a comprehensive review of the E S2. Economy 14 approx. 630KB 24 approx. 370 KB 35 approx. 250 KB 98 approx. 90 KB Check out what Apple CoFounder, Steve Wozniak, is saying about his Exilim Camer

Image Deletion

All images/One image Image protection function
Specifications are subject to change without notice.
Camera Recording Element Lens 1/1.8" Square Pixel Primary Color CCD (3.35M Pixels/Effective 3.2M Pixels) F4.2 f = 7.1mm equivalent to approx. 35mm when converted to 35mm film Digital Zoom 4x Focusing Mode Fixed Focus Focus Range Appox. 80 cm - Exposure Control Light Metering Multi Pattern Metering by imaging element Exposure Mode Programmed AE Exposure -2EV to +2EV (in 1/3EV step) Compensation Shutter/Shutter CCD Electronic Shutter / Mechanical Shutter Speed 1 - 1/6400 White Balance Auto/Fixed (4 modes) / Manual Switching Sensitivity Auto, ISO80, ISO320, ISO640, ISO160 Recording Mode Normal / BestShot / Movie Self Timer (2 or 10 second) Triple Self-timer (Shoots three images at intervals of approx. 3 secs) Best Shot Mode View Finder Monitor screen and optical viewfinder Flash System Auto/Flash On-Off/Red Eye Reduction Range Approx 80 cm - 2.0 m (W) Playback Playback zoom (4x); Resize; Trimming; Movie Playback; Invert; Rotate; Calendar Screen; Photo Stand (Slideshow) Timekeeping Date and time (Current date and time is stored with image data)

EX-S3 Specifications

World Time Other
Auto Calendar up to Cities (32 time zones); city names; date and time, daylight savings time Histogram; alarm with image; album feature; favorites folder

Monitor

2.0" digital interface TFT Color LCD (84,960 pixels/354 X 240) System USB Cradle Connector Lithium Ion Rechargeable Battery Exclusive Cradle with AC Adapter Lithium Ion Rechargeable Battery (NP-20) DC In 3.7V Up to 120 minutes Up to 80 minutes (480 images) for continuous recording (excluding protrusions) 3.52"(L) x 2.24"(W) x.46" (D) approx. 2.54 oz excluding a batteries or accessories
Communication Terminals Electrical
System Battery Battery Life EX-S3 EX-S3 Continuous Play
Measurement Weight Options

Standard Accessories

Soft case Rechargeable Lithium Ion Battery (NP-20) Battery Charger (BC-10L) Cradle with AC adapter and USB cable (CA-20) Hand Strap Rechargeable Lithium Ion Battery USB Cradle AC Adapter for Cradle USB Cable CD-ROM Epson "USB DIRECT-PRINT" compliant Auto Power off / My favorite function Resize function to 320 x 240 Calendar Screen

Others

References
AC Nielson (2000), Singapore advertising expenditures soar 29 per cent growth in first nine months, AC Nielson Website, <http://asiapacific.acnielsen.com.au/news.asp?newsID=15>, 10 November 2000, (Accessed 24 April 2003). BizRate (2003), Compare Prices and Stores, BizRate Website, <http://www.bizrate.com/marketplace/product_info/>, (Accessed 24 April 2003). Canon (2002), Canon Annual Report 2002, <http://www.canon.com/finance/annual/index.html>, 31 December, Tokyo, (Accessed 29 May 2003). Canon (2003a), Corporate Profile and Product Operations, Canon Inc. Website, <http://www.canon.com/about/business/index.html>, (Accessed 29 May 2003). Canon (2003b), Product Features / Specs, Canon Marketing Singapore Website, <http://www.canon.com.sg/index.cfm?fuseaction=digitalcamera&prod_type=ixus 400>, (Accessed 29 May 2003). Canon (2003c), News Release: Canons new digital camera line up has one model for anyone, Canon Marketing Singapore Website,