Canon Inc. is finally entering the full-frame mirrorless camera market, joining Sony Corp. and Nikon Corp. in a new battleground for professional-grade camera equipment.

The electronics giant will begin selling in late October the EOS R for ¥237,500, a price tag targeted at professionals and enthusiasts. It aims to move 20,000 units a month.

Canon is the last major manufacturer to start offering a mirrorless camera aimed at pros. Sony took the lead in the market with devices equipped with sensors that are better at grabbing more light, making it easier for photographers to shoot crisper images of fast-moving objects. Analysts are betting that the three-way competition will drive more innovation and even slow the migration of consumers toward smartphones and away from digital cameras.