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Ten years ago, Canon launched the world’s smallest and lightest 2-megapixel digital camera with an optical zoom lens. Now, the company is celebrating the 10th anniversary of its IXUS compact digital cameras and aims to maintain market leadership.

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Canon Australia’s Brand Manager, Danielle Hinton said, “The IXUS range offers consumers plenty of style and substance, with each successive launch, improving image quality and exceeding design expectations.”

“In 2009, Canon’s TruCapture technology was introduced to the IXUS range making it easy for users to get the shot they want thanks to three Canon proprietary technologies: Optical Image Stabiliser for clear, sharp shots; a DiG!C Colour Processor for true-to-life colours; and Intelligent Auto that makes taking photos easy,” added Hinton.

Canon’s dominance was confirmed recently when the company achieved No. 1 category spot with the IXUS and PowerShot compact camera and EOS digital SLR (DSLR) camera brands. The award was based on unit sales from January to December 2009 according to GfK retail audit data.

In addition, Canon IXUS received the Long Life Design Award by the Japan Industrial Design Promotion Organisation. The Award recognises designs that have received long standing support and regular use by consumers.

“Our latest research tells us that image quality is a No. 1 consideration for consumers when purchasing a digital compact camera. With this in mind, Canon is constantly challenging itself to develop new technologies, such as TruCapture, to continue to improve image quality and maintain market leadership,” added Hinton.

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