Canon CEO: ‘we will go on the offensive… in the mirrorless camera market’

Presentation chart from Canon's Corporate Strategy Conference, indicating its goal to seize 50% of the interchangeable-lens camera market.

There it is, clear as day. One week after a Canon executive said in an interview that Canon is finally willing to cannibalize DSLR sales to invest in mirrorless, Canon CEO Fujio Mitarai has made an even more definitive statement during his presentation at the company's Corporate Strategy Conference on March 6th.

A summary of Mr. Fujito's speech can be found in this PDF, but the relevant paragraph—in which he's talking of growing markets Canon will become more involved in—is quoted in full below (emphasis added):

Within existing businesses, there are market areas that are growing, such as color devices in MFDs and laser printers, and mirrorless in cameras. In these segments, by launching differentiated products that only we can provide, we will stimulate the market, grow our sales, and secure additional market share.

For example, in our core camera business, in addition to our overwhelming share of the DSLR market, we will go on the offensive and work to expand our sales in the mirrorless camera market, which is exhibiting remarkable growth. This will allow us to reach our goal of 50% market share of the entire interchangeable-lens camera market.

50% market share "of the entire interchangeable-lens camera market" is no small goal, and the declaration that Canon will "go on the offensive" to expand sales in the mirrorless market lends some official credence to rumors of full-frame mirrorless prototypes. It also makes this prediction by a Sony executive feel all the more prescient.