Canon POWERSHOT S100 User Manual

Story of the
PowerShot S100
Development

Product

Story of the PowerShot S100’s development

Seven men with a mission to develop
outstanding image quality

Lens

Digic

Sensor

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We used to live in an era when people believed better image
quality was just a question of more pixels.

Product

We pursued outstanding image
quality driven by our pride in Canon’s
world–beating optical technology.

The S series made a quantum leap
with the launch of the S90 in 2009.
Can you describe the background
and reasons for this?

The S90 represented a revival for the S series,
as it was the first new model in two years.
Around 2008, when the S90 project first
got off the ground, we lived in an era when
people believed better image quality was
just a question of more pixels.

Despite this, there was a growing movement,
not just in Canon, but among our customers
too, to rethink what good image quality really
meant. So we decided on an alternative
approach, rather that just upping the pixel
count. So, the new S series project moved
ahead based on the idea of creating a camera
with a high-quality build and spec – but also
one that was easier to carry. This marked a
clear departure from Canon’s flagship models
in the G series.

What kind of user did you create the
S series for?

The key features of the new S series concept
were the bright f/2.0 lens, the HS System
for superb low-light performance, and
the analogue feel of the control ring.

We originally assumed the core target
would be men in their 40s, or older, with
a passion for photography. However when
people started buying the cameras, we
found that the audience was younger than
before. This showed that the S Series was
being taken up by a new demographic –
one that was different from the G series.
This gave us lots of encouragement.

We were particularly happy to see a
very positive reaction from female users.
We never imagined that this black-body,
functional camera would resonate this
well with women. We also think one
of the reasons the camera has done so
well is because it fitted with the needs
of IXUS users. They just wanted to take
better photographs without too much
additional effort.

Obviously, the S series has also appealed
to users who want the advanced G series
features in a more portable format too.
Just after the S90 went on sale, I saw how
many of the press covering the Vancouver
Winter Olympics had S cameras dangling
from their necks. It was then that it hit
home how large the S series’ potential
audience really was.

How do you feel about the execution
of the new S series?

For this project, we completely revamped the
optics, sensor and processor – the nucleus
of the camera – whilst continuing to evolve
the S Series DNA. This is best exemplified by
features such as the control ring. However, we
also loaded the new camera with cutting–edge
functions like high–speed continuous
shooting, full HD quality movies, and even
GPS. We also responded directly to the users’
feedback with such features as manual
AF frame selection, ±3 stops of exposure
compensation, and selectable noise
reduction strengths at high ISO.

But how do I feel? As a project leader,
I don’t think I’ve ever experienced such
superb execution.

Goshi Nakamura

Product Planner
Digital Imaging Business Group, Image Communication
Products Operations

Originally from a PR and IR background, Nakamura has
one of the most unusual resumés in Canon. He has led
numerous compact digital camera projects, but he has
been more ‘hands on’ with the S series development
than anyone else.

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We overcame some very complex technical hurdles to keep the
camera body flat.

The S series’ originality lies
in its simple yet iconic style.

In a word, ‘purity’.

Kazuto Ariga

Chief Developer
Manager, Digital Consumer Products Development
Center 1, Image Communication Products Operations

Developer of many cameras including the massive hit
model DIGITAL IXUS 70, which sold a record-breaking

4.5 million units. Ariga has produced a number of novel
technologies, such as the touch control dial, a cross-key
controller used on the IXUS.

How would you define the
S series’ originality compared
with its rivals?

Simply put: ‘Purity’. This is the concept we
want to go forward with. A lot of attention is
being focused on cameras at the top end of the
market at the moment. Other companies are
going over the top to make their cameras with
manual controls or features such as accessory
shoes and all kinds of extra function buttons.

The S, on the other hand, looks deceptively
simple. But when you try it, you’ll find it’s
loaded with cutting-edge features but still
has the feel of shooting with a manual SLR.
I think the S series’ originality is in its simple
unassertive style combined with feature-rich
functionality.

Purity was a major theme of the design concept
too. Because we already have the G series, we
conceived the S to have entirely different appeal
from the G series. For example, these days it’s
almost obligatory to emboss the pixel count
or zoom magnification on the camera’s front
panel. But we deliberately avoided printing any
specs on the S. This was a radical decision and
I thought I would have a hard time convincing
my bosses. However, I was surprised by how
quickly people accepted the idea. This just
furthered my conviction that at a fundamental
level people sought purity.

What were the challenges in
maintaining the design simplicity
and size?

It was technically very difficult to pack the
GPS unit into the compact body without
compromising the simplicity of the exterior.
Most GPS-enabled models on the market
have an uncomfortable bulge for the GPS unit.
After a lot of hard work we overcame some
very complex technical hurdles to keep the
camera body flat and compact, whilst also
enabling the GPS to be sufficiently accurate.
And even though the GPS is one of the main
features of the design, we made only a quiet
note of this on the top panel. To sum up; we

improved overall functionality over the S95,
but managed to maintain the size – or even
reduce it in some instances. This wasn’t our
main goal, but everything we wanted to put
in the camera is in the camera. I hope all
types of users will try the S series.

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