‘We see competition as a positive’: Canon’s Toshiyuki Ishii

Japan’s Canon, founded in 1937, is known worldwide for cameras, imaging and printing, and now operates in more than 200 countries. In Bangladesh, demand for its mirrorless and DSLR cameras is growing as young people take up content creation, vlogging and professional photography, and its printers and scanners are well established in the corporate market.

Toshiyuki Ishii, president and CEO of Canon Singapore and chief operating officer of Canon Asia, oversees sales, marketing and service across 23 countries and territories in South and Southeast Asia. During a visit to Bangladesh, he spoke about Canon’s market strategy and plans.

Q: This is your second visit to Bangladesh. What has changed?

Toshiyuki Ishii: I see several big changes. Young people here are very active and comfortable with technology. Incomes have improved, and people now spend not only on necessities but on hobbies too. Infrastructure and connectivity have moved forward. All of this makes Bangladesh a very important market for Canon’s new technology and products.

Q: What is your strategy for South Asia?

Toshiyuki Ishii: I have worked at Canon for more than three decades, and I follow three strategies here. First, build Canon’s image as a reliable, strong brand. Second, connect directly with customers and learn from their experience so we can improve our products. Third, innovate and expand: new technology, new products and new markets.

Q: Social media has made mirrorless cameras popular. How does Canon see this shift?

Toshiyuki Ishii: Mirrorless cameras are clearly popular, but we are not focused only on mirrorless. We put equal weight on the whole imaging chain: lenses, sensors and processors. Sony may lead in mirrorless, but Canon is still on top in SLR and printing technology, and we are also active in smartphone, automotive and security cameras. We see competition as a positive.

Q: What effect is the grey market having?

Toshiyuki Ishii: It is a big challenge. Both buyers and brands lose out. We are highlighting the benefits of genuine products, including warranty and after-sales service. It is hard to eliminate without government support, but we are monitoring the supply chain internationally.

Q: What is Canon’s plan for the AI era?

Toshiyuki Ishii: Canon’s work in image sensors and optics has set standards for camera technology. Our R&D teams are integrating AI, and we have already made significant progress on several AI-based features. You will see it applied much more widely in future.

Q: What was the main purpose of this visit?

Toshiyuki Ishii: Together with our long-time partner J.A.N. Associates, I met large showrooms, technology markets and dealers in Dhaka to understand the market, our partners and our customers better. That experience will shape our strategy to strengthen Canon’s presence in Bangladesh.