{"id":22196,"date":"2009-11-16T09:15:00","date_gmt":"2009-11-16T09:15:00","guid":{"rendered":"http:\/\/amateurphotographer.co.uk\/uncategorized\/olympus-mirrorless-cameras-are-the-future-22196"},"modified":"2014-09-02T16:58:59","modified_gmt":"2014-09-02T15:58:59","slug":"olympus-mirrorless-cameras-are-the-future","status":"publish","type":"post","link":"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/olympus-mirrorless-cameras-are-the-future\/","title":{"rendered":"Olympus: Mirrorless cameras are the future"},"content":{"rendered":"

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Mirrorless interchangeable lens cameras are the future whether the photographic industry likes it or not, according to Olympus.<\/strong><\/p>\n

‘There are some economic reasons for that. It’s a more effective way of building the cameras, so you will see in coming years economic benefits in doing it this way,’ said Olympus UK’s Consumer Products marketing manager Mark Thackara.<\/p>\n

However, he admitted that this relatively new camera category ‘requires explanation’ and needs a generic name. As far as Olympus is concerned, he said, it is the ‘Pen category’.<\/p>\n

Speaking ahead of an advertising campaign<\/a>, which hits TV screens tonight, Thackara reaffirmed Olympus’s plan to produce further models in the Pen line. ‘This is the first of many. It’s a novel. It’s not a short story… We are on Chapter Two.’<\/p>\n

Yet he suggested that Olympus is not in a rush to expand its range of Micro Four Thirds lenses.<\/p>\n

‘A lot of people on forums have been asking for a lot of lenses. We will get there… It’s not a sprint,’ he said.<\/p>\n

Thackara said that Olympus wants to ‘create a desire for people to take better photos in the broader world [outside just the photographic market]’. <\/p>\n

To that end, tonight Olympus launches a series of TV adverts featuring the actor Kevin Spacey.<\/p>\n

Olympus hopes that the ads will also tempt people who have used an SLR in the past to use interchangeable lens cameras once again.<\/p>\n

Olympus hired marketing experts at Saatchi, who came up with a ‘kill the tourist, free the photographer’ theme for the Pen promotional campaign. <\/p>\n

Saatchi says it wants people who watch the ads to think: ‘I can go out and rediscover a bit of my photographic self again.’<\/p>\n

Olympus will target the ‘geek-lite’. These are people aged 30-50 who it sees as ‘intelligent’, yet ‘not an egg-head camera person with an eight-pocket camera bag and 15 lenses’.<\/p>\n

See above for a short video interview with Mark Thackara about the new Olympus E-P2<\/a>. <\/p>\n

RELATED ARTICLES<\/p>\n

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Panasonic goes to war with Olympus<\/a><\/p>\n

Olympus interview on future<\/a><\/p>\n

<\/p>\n

<\/a>AP First look: Olympus E-P1<\/a><\/p>\n

Olympus E-P1: UK price confirmed<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Mirrorless interchangeable lens cameras are the future whether the photographic industry likes it or not, according to Olympus. 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