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    Canon ' s latest camera is funded by … Indiegogo?


    Canon's latest Canon camera will be funded by … Indiegogo? first appeared at Digital Photography School. It is written by Jaymes Dempsey.

    Exactly this week, Canon started promoting its newest product, the IVY REC: a small camera that clicks on a key ring, a necklace and basically anything you can imagine.

    The IVY REC is billed as ' shockproof ' and ' waterproof & # 39 ;, making it a handy piece of kit for adventurous recordings. It features a 13-megapixel camera that captures both photos and videos up to 60 frames per second at 1080p. And it includes wireless and Bluetooth connectivity, so you can easily transfer your media from camera to computer.

    It is an unusual part of a company like Canon that specializes in advanced image processing equipment, rather than this kind of "everywhere" camera.

    But the most unusual aspect of this new camera is the financing method:

    The IVY REC is set to start on Indiegogo.

    Indiegogo is one of the most popular crowdfunding sites out there, and it is generally intended to give start-ups the chance to make great products without spending a lot of money in advance.

    On a website with ' indie ' in his name a giant like Canon seems rather out of place.

    That raises the question:

    What is the use of this new financing method? Canon undoubtedly has the money to push the IVY REC to the production.

    One possibility is that Canon tests the waters with this camera, and wishes it while they spend as little money as possible. If Canon does not know how the IVY REC will be received, it might be made by crowdfunds in a kind of referendum: if the camera is funded, it is a good idea what the pursuit is worth. And if the camera fails in its financing, then it should not be produced in the first place.

    Of course this strategy goes further than just marketing research. If the IVY REC is successfully funded, Canon provides a bonus: a nice pot of money to build and promote the product.

    Another possibility is a bit more disturbing: Canon uses Indiegogo for free publicity, in an attempt to promote a camera that Canon would otherwise want to spend its own dollars on.

    Anyway, I am not at ease with this Canon promotion. Sites such as Indiegogo help individual entrepreneurs and small startups to make their dreams come true. The presence of Canon on the site is likely to take money away from those who really need it.

    But I'd like to hear your thoughts:

    Why do you think Canon has turned to crowdfunding for this camera? What do you think of this strategy?

    Would you also like to finance (or buy) the IVY REC?

    Let me know in the comments!

    Canon's latest Canon camera will be funded by … Indiegogo? first appeared at Digital Photography School. It is written by Jaymes Dempsey.

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