In Fall 1970 Canon began internal development of a plain paper copier (PPC
) technology. In the early days divers)fication into PPCs was opposed by many
in the company, some going so far as to advocate discontinuation of the entire
effort, recommending instead that Canon concentrate on its camera industry.
But in 1969 Canon introduced a PPC that used completely original technology
and did not violate any of Xerox's over 600 patents. By 1982, however, demand
for PPC was leveling off and of fice market saturation appeared to be complete.
Rather than view the market as mature, though, Canon began a process of
reconceptualizing the entire PPC market. Canon came to think of the copier
market not in terms of firms (i.e., does the firm have a copier), but rather in
terms of individual of fices. With this new perspective the market appeared for
larger. If small offices could use a copier, so might small businesses, and
perhaps even home use would become prevalent. Further, large firms which had
already purchased a PPC might also be interested in purchasing a desk-side
model. Apparently, there would be an enormous market for a small copier.