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Amine Djouahra Speaks on Canon’s EOS R3 Full-frame Mirrorless Camera in Africa

The EOS R3 is a professional hybrid, able to capture cinematic, broadcast-quality video and sensational still photography.

Going well beyond the realm of possibility in global imaging technology, Canon Central and North Africa launched its revolutionary and technologically advanced full-frame mirrorless camera in Africa in February 2022.

This is the professional-grade EOS R3 that has stolen the hearts of photographers and content creators alike. 

Building on the success of the EOS R camera series, the Canon EOS R3 is packed with robustness and performance that can deliver maximum speed, versatility, and reliability for sports, wildlife photographers, and reportage. 

Canon’s philosophy lies with the Japanese word Kyosei, which simply means living and working together for the greater good, and one that they turn to whenever they produce and launch new products.

The EOS R3 is a professional hybrid, able to capture cinematic, broadcast-quality video and sensational still photography.

Sales and Marketing Director, Canon Central and North Africa (CCNA), Mr. Amine Djouahra, in an interview with David Indeje of Khusoko, explains the revolutionary product and Canon’s corporate DNA-Kyosei.

Canon’s EOS R6 Full-frame Mirrorless Camera in Africa
Sales and Marketing Director, Canon Central and North Africa Mr. Amine Djouahra

How is the EOS R3 superior to other cameras of the same caliber from other manufacturers?

As a new series with the number “3”, the EOS R3 is a mirrorless camera equipped with advanced functions that make it easy for advanced amateurs to use, while at the same time meeting the demands of professionals for reliability and expanding the possibilities of shooting and expression. 

It is positioned between the 1D X Mark III and 5D Mark IV in the full-frame EOS class. For the EOS R series, it further strengthens the potential of mirrorless cameras attained by the EOS R5/ EOS R6, and is equipped with the latest technology to meet the needs of still photo users, especially those who shoot moving subjects.

How affordable is the EOS R3?

We firmly believe that the path to success is through quality and hence we do not compromise with any of our products. While maintaining the level of excellence and setting trends, we always balance selling price and cost price. We have a price policy that is affordable so that a maximum number of people can purchase our products.

What are the shortcomings of the new model?

Research and development (R&D) is one area we have never compromised. A significant percentage of our annual turnover is spent on research and development. New products are being researched and invented based on the market needs. It is based on this that we designed and manufactured the most advanced EOS R3camera with multiple features and enhancements.

The EOS R3 is a professional hybrid, able to capture cinematic, broadcast-quality video and sensational still photography.

What is Canon doing to ensure the product taken to the African market is the same as the one taken to the European or American market?

We work with international standards and supply our products to each market in the world with that standard. What might be different is that some countries have different standards like electric plugs or WIFI networks while others use 5G, 4G, or 3G. 

To avoid counterfeit products, we work with our official channels and distributors that represent us in different markets.  For example, in Kenya, we have our own office with Canon employees where we can be reached by any customer and we also offer official warranty cards to buyers.

What is Canon doing to have an equivalent of R3 for starters who may not afford EOS R3 yet want similar quality of work?

We supply a wider range of products to the market. We have more affordable and premium products. We also negotiate with financial institutions to bring a financial offering to enable installments to allow someone who is short on a budget to buy the product in the long run.

Do you have plans to start a production unit in Africa so that you can offer skills and labour to Africans?

Unfortunately, we do not have such plans for the time being.

The EOS R3 is a professional hybrid, able to capture cinematic, broadcast-quality video and sensational still photography.

Do you offer training to upcoming photographers in Africa or in general terms what do you do as part of your corporate social responsibility (CSR)?

We have several education programs that we are running in Africa. We categorize them into two; development skills and Miraisha programs.

Our development skill programs are linked to clients and we provide a voucher to our customers after selling a camera to enable them to attend a Canon Academy or Canon Junior Academy so that they learn how to use and take maximum care of their camera.

Through the Miraisha Program, we run education programs linked to our corporate DNA which is called Kyosei which stands for ‘living and working together for the common good. Kenya is the first country where we launched the program in 2014 and took people with no knowledge and experience and trained in filmmaking and photography. To date, more than 4600 students across Africa have benefitted from the program and some of them have also become professional filmmakers and photographers and won international awards.

We constantly redefine the world of imaging for the greater good and pursue sustainable business growth and always reduce our own environmental impact and also support our customers in their efforts to reduce impact while using our products, services, and solutions.  Through our technology and spirit of innovation, we push the boundary of what is possible – helping us to see our world in ways we never have before. We help bring creativity to life, one image at a time because, when we can see our world, we can transform it for the better.


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In my role as Community Engagement Editor For Khusoko, I care about our audience. engaging them, getting news delivered to them across a variety of platforms, and expanding the diversity of voices on our website.

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