{"id":11719,"date":"2012-09-17T10:12:00","date_gmt":"2012-09-17T09:12:00","guid":{"rendered":"http:\/\/amateurphotographer.co.uk\/uncategorized\/olympus-outlines-future-ahead-of-photokina-11719"},"modified":"2014-09-02T14:06:21","modified_gmt":"2014-09-02T13:06:21","slug":"olympus-outlines-future-ahead-of-photokina","status":"publish","type":"post","link":"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/olympus-outlines-future-ahead-of-photokina\/","title":{"rendered":"Olympus outlines future ahead of photokina"},"content":{"rendered":"

And the firm does not feel threatened by camera giant Canon which entered the compact system camera (CSC) battleground in July, a senior official from Olympus Japan has told Amateur Photographer<\/em> (AP).<\/p>\n

Though Canon’s EOS M boasts a larger imaging sensor than Olympus’s own micro-four-thirds models, Akira Watanabe, manager of the SLR Planning Department at Olympus in Tokyo, sees Canon as targeting the \u2018consumer’, rather than the serious enthusiast.<\/p>\n

Far from being viewed as a threat, Watanabe said he welcomes new entrants because they raise public awareness of CSCs in general.<\/p>\n

In an interview with AP, held before photokina which opens in this week, Watanabe (pictured) added: \u2018I haven’t tried the Canon M, so I cannot clearly evaluate that model, but as far as I hear from reports they are going mainstream… It seems a bit conservative, not a big challenge [to Olympus].’<\/p>\n

The relatively small sensor on Olympus models is an advantage, insisted Watanabe, as this allows the firm to keep down camera and lens size. <\/p>\n

\u2018Performance wise I have no concern [about Olympus models],’ he said during a recent meeting in Frankfurt, Germany.<\/p>\n

Honing a competitive edge would seem a vital ingredient in the increasingly cutthroat changeable-lens camera arena of 2012 and beyond.<\/p>\n

Olympus has had to deal with almost a year of speculation over whether it will join forces with another company to raise cash in the aftermath of huge accounting irregularities and widening group losses.<\/p>\n

In the past few days press reports have suggested Olympus is on the verge of completing a \u00a3400m deal with Sony which, like Olympus, makes medical equipment as well as cameras. Neither firm has so far commented. <\/p>\n

Despite the corporate tie-up talk it seems that, as far as its camera division is concerned, the firm remains clearly focussed.<\/p>\n

Asked if the speed of Olympus camera development been slowed by uncertainty over whether the firm will strike an alliance with another company, Watanabe replied: \u2018It is, at the moment, a management issue and there is no negative or positive impact on development or planning – no impact.’ <\/p>\n

While, Watanabe was guarded over future developments, he said new system camera technology, to be rolled out in the \u2018short term’, would be \u2018trickled’ down to future \u2018high-end compact cameras’. <\/p>\n

A key focus, he added, will be improvement of continuous AF in mirrorless system models. <\/p>\n

\u2018We have a roadmap and there are some key technologies but I can’t disclose… Basic technology development-wise, we will focus on high-end models and mainly compact system cameras.’<\/p>\n

Yet, Watanabe hinted at a \u2018very big jump’ in the performance of electronic viewfinders (EVFs) over the next three years. \u2018At a certain point most people will be satisfied with replacing their optical finder with an EVF,’ he predicted.<\/p>\n

As we reported last month, Watanabe said Olympus is working on a new camera body to ‘fully utilise’ the focusing performance of its Four Thirds DSLR lenses after years of speculation over the future of its E-system.<\/p>\n

It is unclear whether the new model will be a DSLR, or a mirrorless camera, but it will be designed to give full functionality with E-system lenses.<\/p>\n

Though Watanabe signalled Olympus’s intention to launch a brand new body, he was cautious not to suggest that the new model would serve as a replacement for the flagship DSLR. <\/p>\n

Watanabe said Olympus will \u2018accelerate development of high-grade lenses for MFT systems’.<\/p>\n

However, he admitted that Olympus still has work to do to win over consumers in countries such as the United States, where the CSC take-up is low compared to the near-\u201850%’ share [of interchangeable-lens cameras] in Japan. <\/p>\n

What is also clear, in light of the smartphone revolution, is that Olympus plans to shift its focus away from low-end compacts.<\/p>\n

This will be \u2018mainly based on price point’, said Watanabe, pointing out that 70% of the compact market consists of models \u2018below \u20ac150′. <\/p>\n

\u2018For us they are not high-end compact cameras.’<\/p>\n

However, Watanabe said Olympus has not set itself a \u2018definitive’ price cut-off point below which it would seek to pull compact camera production.<\/p>\n

Olympus will know today what other competition it is likely to be up against as the biennial photokina kit fest kicks off in Cologne. <\/p>\n

For details of Olympus cameras announced at photokina, click HERE<\/a><\/p>\n

[Picture credit: C Cheesman] <\/p>\n","protected":false},"excerpt":{"rendered":"

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