A talk with Canon's Binoj Nair - From reluctant adoption to ubiquitous use: Tracing the evolution of digital experiences
Posted on 2023 Nov,02

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We sat down with Binoj Nair, Director of B2C at Canon Middle East and Turkey to uncover the intersection of technology, consumer behavior, and brand identity. As we trace the evolution of digital experiences—from reluctant adoption to their now ubiquitous use—Binoj’s perspectives shed light on the impact of AI, strategies for adopting a customer-centric approach, as well as striking a balance between personalization and data privacy.

Binoj, how do advancements in technology and shifts in consumer behavior impact your industry? What opportunities do they present?

The rapid evolution of technology and changes in consumer behavior are reshaping the imaging and printing industry. As an imaging leader, we see these trends as an immense opportunity. Imaging, especially in the realms of Augmented Reality (AR), Virtual Reality (VR) and Video Analytics, will play an increasingly central role in the digital experience. We are adapting by focusing on innovation, including the integration of AI-driven features, deep learning, and machine learning to meet changing customer needs. Regardless of the industry, companies should be closely monitoring trends of this nature to ensure their solutions deliver exceptional digital experiences. In our industry, key areas where imaging is crucial include High-Res Photo and Video Capture, Live streaming, production, broadcast, Security & Surveillance, Avatar/Metaverse. Our goal as a service provider is to constantly align with emerging tech for enhancing digital experiences.


What are the key drivers of consumer behavior and how have they shifted in recent times?

Accessibility, convenience, and personalization have become paramount drivers of consumer behavior. Sustainability and social responsibility are also influencing consumer decisions. Leveraging data insights to offer customized solutions that cater to individual preferences is key. On the other hand, the power of social media influencers cannot be underestimated, as they significantly impact consumer decisions. The convenience of online shopping and the widespread adoption of e-commerce have transformed shopping habits. However, particularly in our region, brick-and-mortar stores continue to play a significant role, underscoring the importance of a seamless omnichannel customer experience for businesses.


Data is crucial for tailoring digital experiences. But how can brands balance personalization with concerns for data privacy and security?

Striking this balance requires transparency and clear communication on data usage and privacy policies. Implementing robust security measures and ensuring compliance with data protection regulations is essential. Best practices stipulate providing customers with control over their data, allowing them to opt in or out of personalized experiences. Governance, compliance, a dedicated team, and privacy champions are key components of this complex web. They work closely with the business to safeguard customer data.


How can digital experiences be leveraged to build and reinforce a brand's identity?

Consistency in digital experiences across all touchpoints is crucial for any brand’s identity. Engagement with customers through interactive content and personalized messaging strengthens brand loyalty. For us at Canon, our focus has been on showcasing our commitment to "People, Planet, Possible" through digital initiatives that highlight our sustainability efforts. Digital brand identity encompasses visual, verbal, and emotional elements that define an online presence. Therefore, leveraging digital marketing strategies and creating engaging content aligned with the brand's values and messaging is pivotal in creating a cohesive and impactful customer experience.


Apart from AI, what other emerging technologies do you believe will impact digital experiences?

Emerging technologies such as Web 3.0 and the Metaverse, AR, VR, edge computing, and 5G connectivity are set to play significant roles in creating immersive digital experiences. We are also witnessing the power of blockchain technology in enhancing transparency and trust in digital transactions and content sharing. These technologies collectively shape the future of digital interactions and experiences, presenting exciting opportunities for businesses to innovate and engage with their customers.


What advice would you give to business leaders when setting priorities for the upcoming year?

Prioritizing innovation and adaptability is crucial to staying ahead in a rapidly changing digital landscape. Embracing sustainability practices to resonate with environmentally conscious consumers is equally important. Investing in technologies like AI and data analytics to enhance customer experiences and drive business growth should be a priority. To excel in the fast-moving business environment, companies should identify strengths and weaknesses and tap into unexplored areas for continued success. Understanding customers' exact perceptions and experiences is essential, and feedback mechanisms should be in place to address their needs and pain points. Investment in the right technology, a long-term agile strategy, and a 360-degree feedback system within the customer journey are key to success.

The utmost priority lies in retaining the essence of what makes customers love your brand in the first place, and cultivating a profound sense of purpose within your business to sustain this emotional bond.