{"id":73168,"date":"2016-04-06T10:08:16","date_gmt":"2016-04-06T09:08:16","guid":{"rendered":"http:\/\/amateurphotographer.co.uk\/?p=73168"},"modified":"2016-04-06T10:29:09","modified_gmt":"2016-04-06T09:29:09","slug":"lytro-pull-consumer-camera-market","status":"publish","type":"post","link":"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/lytro-pull-consumer-camera-market\/","title":{"rendered":"Lytro to pull out of consumer camera market"},"content":{"rendered":"

The company plans to focus its Light Field technology on the virtual reality (VR) market.<\/p>\n

The first Lytro Light Field camera, launched in 2012, was unlike conventional cameras, in that it captured all the rays of light in a scene and was designed to enable the user to focus after a picture was taken.<\/p>\n

At the time, the US company claimed it was the only consumer camera that allowed people to instantly capture a scene just as they see it, by recording a fundamentally richer set of data than ever before.<\/p>\n

However, in a recent blog post<\/a> Lytro CEO Jason Rosenthal said the firm has switched strategy on consumer cameras, saying it needs to \u2018drastically change direction\u2019.<\/p>\n

Rosenthal, who joined Lytro in 2013, added: \u2018We\u2019d already built two generations of consumer Light Field cameras and were deep into development on our third and fourth generation models. But I was increasingly filled with doubt about our product strategy and direction. Were consumer cameras really our biggest and best opportunity? If not, what should we be focused on instead? Could we pivot dramatically with so much invested in our current direction?\u2019<\/p>\n

He continued: \u2018Lytro initially gained attention for the ability to refocus pictures after the fact, but the implications of Light Field technology run far deeper \u2026 As my doubts about our product direction grew, we started to hear from a growing chorus of Virtual Reality companies and Hollywood studios that they were looking for a Light Field powered solution to help them realise their creative vision for cinematic VR and next generation content.\u2019<\/p>\n

\u2018The more I looked at the needs of this market, the more convinced I became that we had something unique to offer.\u2019<\/p>\n

\u2018We had just raised $50MM [\u00a335 million] in new capital. We didn\u2019t have the resources to both continue building consumer products and invest in VR, so I knew I was going to have to pick.\u2019<\/p>\n

\u2018This realisation made me sick to my stomach since we had built an entire team and company focused on the consumer.\u2019<\/p>\n","protected":false},"excerpt":{"rendered":"

Lytro has revealed plans to pull out of the consumer photography market four years after it launched a camera touted as marking the most significant shift in photography since the digital revolution.<\/p>\n","protected":false},"author":324,"featured_media":39822,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[39],"tags":[],"product-category":[],"class_list":["post-73168","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-photo-news"],"yoast_head":"\nLytro to pull out of consumer camera market - Amateur Photographer<\/title>\n<meta name=\"description\" content=\"Lytro has revealed plans to pull out of the consumer photography market four years after it launched revolutionary camera\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/lytro-pull-consumer-camera-market\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Lytro to pull out of consumer camera market\" \/>\n<meta property=\"og:description\" content=\"Lytro has revealed plans to pull out of the consumer photography market four years after it launched revolutionary camera\" \/>\n<meta property=\"og:url\" content=\"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/lytro-pull-consumer-camera-market\/\" \/>\n<meta property=\"og:site_name\" content=\"Amateur Photographer\" \/>\n<meta property=\"article:publisher\" content=\"http:\/\/www.facebook.com\/Amateur.photographer.magazine\" \/>\n<meta property=\"article:published_time\" content=\"2016-04-06T09:08:16+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2016-04-06T09:29:09+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/other.kelsey.host\/amateurphotographer\/wp-content\/uploads\/sites\/16\/2014\/11\/Lytro-Illum-rear-34.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"900\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Megan Graye\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@AP_Magazine\" \/>\n<meta name=\"twitter:site\" content=\"@AP_Magazine\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Megan Graye\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/lytro-pull-consumer-camera-market\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/lytro-pull-consumer-camera-market\/\"},\"author\":{\"name\":\"Megan Graye\",\"@id\":\"https:\/\/other.kelsey.host\/amateurphotographer\/#\/schema\/person\/09a37c0ec6db00d983eb2045e99ff2f1\"},\"headline\":\"Lytro to pull out of consumer camera market\",\"datePublished\":\"2016-04-06T09:08:16+00:00\",\"dateModified\":\"2016-04-06T09:29:09+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/lytro-pull-consumer-camera-market\/\"},\"wordCount\":346,\"commentCount\":0,\"image\":{\"@id\":\"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/lytro-pull-consumer-camera-market\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/other.kelsey.host\/amateurphotographer\/wp-content\/uploads\/sites\/16\/2014\/11\/Lytro-Illum-rear-34.jpg\",\"articleSection\":[\"Latest news\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/lytro-pull-consumer-camera-market\/\",\"url\":\"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/lytro-pull-consumer-camera-market\/\",\"name\":\"Lytro to pull out of consumer camera market - 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