Q&A: Canon's camera tech guru Chuck Westfall

Geotagging is a hot subject, and much of the discussion at the PMA show seems to have moved from when it will arrive in cameras rather than whether it will. When do you think it will?
Westfall: The desirability of that feature is quite clear. You can see reasons why--classifying, sorting, and searching photos--especially with the advances in technology starting to appear that is taking advantage of the (location) information. That's why we started putting in the optional capability with the wireless transmitters (accessories available for higher-end Canon SLRs).

How far away is the geotagging era?
Westfall: There's no doubt we'll see cameras with built-in GPS within the next two years, possibly sooner. I'm not able to give guidance regarding Canon specifically.

Are you getting pressure to add geotagging support from Web sites such as Google and Yahoo that enable users to make use of geotagged photos?
Westfall: Mostly we're hearing from the vertical markets--professional, commercial, and industrial applications. And the military.

Some envision geotagging as an aspect of "autotagging," in which a rich set of metadata is recorded when the photograph is taken. It might be possible to combine face recognition with autotagging to label photos automatically.
With our PowerShot line, we started autotagging a year ago. We call it "My Category." It has a total of five or six presets and three customizable tags. When you choose a scene mode, it associates for example a "landscape" tag. It can be done in review, too--you can apply it after the fact. For a camera with face recognition, we know when people are present. This will become much more valuable in the future. Facial recognition is a very powerful feature.

Are there any developments in battery technology?
Westfall: Lithium-ion is still dominant. Battery manufacturers have been able to increase the storage density lately. The Canon EOS 450D battery has a capacity of 1080 milliamp-hours compared to 720 for the EOS 400D (whose battery is about the same size).

Is there anything more radical on the horizon?
Westfall: Fuel cells. Within the same physical space, you have maybe twice the capacity as Lithium-ion batteries. There's a lot of incentive to deliver that. And it's environmentally friendly--it's disposable and refillable.

Samsung is showing its NV24 HD camera, which uses an OLED (organic light-emitting diode) display. Is Canon planning on making that shift?
Westfall: Yes, definitely. We began exploring OLED several years ago. We showed in 2005 a prototype EOS-5D SLR. It was demonstrably brighter, had better color accuracy, and lower power consumption.

It's common knowledge that Canon is investing in OLED manufacturing ability, making big acquisitions last year. We have the infrastructure needed to bring this online.

And unlike with LCDs, it means you have more of the technology that actually ships in a camera under the Canon roof?
Westfall: Right. We're looking to implement OLED in all our consumer products: Digital still cameras, camcorders, and inkjet printers.

There's a new version of CompactFlash memory cards under development that uses the Serial ATA technology rather than the current parallel ATA. You guys use CompactFlash in your SLRs. Will that technology catch on?
Westfall: It remains to be seen. What drives the market is cost and performance issues and availability. That's one reason we elected to wait until now to switch to SD (memory cards) for our EOS line. The availability of SD cards is better now than even a year ago, and people are more comfortable with it.

I was interested that the 1Ds Mark III has an SD card slot in it as well as a CompactFlash slot.
Westfall: We actually started that with the 1D Mark II in 2004. We were able to add a second slot without changing the overall size of the camera. Now you see a second slot capability on other cameras.

What's changing in the compact camera market?
Westfall: The pricing on these cameras will continue to decline. It's become a more commoditized market, but it's bigger. The forecast for the next three years is it will continue to grow. CIPA (the Camera and Imaging Products Association) forecasts global shipments of 126 million units in 2010 compared to 93 million last year. The challenge is to continue to expand the feature set in the face of price erosion while maintaining profitability. We've got good technology and the highest level of profitability in the digital camera market.

Who's the top competitor?
Westfall: Sony is a very strong competitor. Once you get past them, there are a lot of other companies in there.

Are you worried about Sony entering the SLR market, too?
Westfall: Between us and Nikon, we've got 90 percent of the SLR market. Sony is only in the 5 percent range so far.

With pricing pressures, will you outsource more manufacturing to outside companies?
Westfall: That's not for us. We've increased our Japanese facility for better R&D and manufacturing. We have some outside manufacturing, especially in the point-and-shoot cameras. But we doubled the capacity of our main camera plant in the last two years. To control costs, we're developing more automation in manufacturing.

The jump from 2 megapixels to 4 megapixels is significant, but the jump from 10 to 12 is less dramatic. Is the megapixel race over?
Westfall: We're trying to upgrade the entire camera. The megapixels rating is only one thing. When upgrading, you have to look at more aspects.

Update 5.40pm PST: Westfall requested a few minor changes to his quotations for clarity, such as changing "they" to "battery manufacturers," and I obliged.

Update at 8am PST on February 7: Westfall's title at Canon has changed and been duly noted.

This story first appeared on CNET News.com.