Innovation and New Product Development Case Study

Canon: Betting on SED Technology

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Abstract:
Canon is one of the leading names in the business of printers, copiers and cameras. In 2006, Fujio Mitarai, the CEO of Canon invested billions on a new technology called Surface-conduction Electron-emitter Display (SED), developed jointly with Toshiba Corporation. It was expected that this new technology would enable Canon to muscle into the flat-screen TV market. It was believed that this technology would yield images of superior quality; compared to Liquid Crystal Displays (LCD) or plasma screens, while consuming much less power. With this technology Canon was making attempts to enter into the flat TV market by 2007. However, many big players like Panasonic kept away from this new technology because of high costs. Industry analysts felt that Canon’s success in SED TV would be possible only if the price gap was closed between SED technology and other technologies like LCD and PDP.

Pedagogical Objectives:

• To understand the role of SED technology in gaining a strong foothold in the flat-TV market
• To understand the digital display technology market
• To understand the role of Fujio Mitarai in enhancing the brand value of Canon.

Keywords : Canon; SED; Flat Panel; Toshiba; LCD; Television; Fujio Mitarai; PDP; Plasma; Display; Innovation Management Case Study; CRT; Digital Display; Image; Fidelity; Technology; High-definition; Digital Television

Contents:

• Background Note
• Surface-conduction Electron-emitter Display (SED)
• About Canon
• Canon's SED Advantage
• The Blurred Future