If Olympus can make a smaller camera than the EP-1...
RichA
there was room?
British Journal of Photography:
Title: Olympus: there's more to come
Feature: news
Date: 24 June 2009
Can Olympus make an interchangeable-lens camera that's even smaller
than its new retro-inspired E-P1? 'Yes, we can,' says Akira Watanabe,
who's in charge of SLR planning. Olivier Laurent meets him to discuss
the Micro FourThirds format and plans to introduce a pro version
Olympus says the Pen E-P1, unveiled last week, is just the first of
many cameras it has planned using the Micro FourThirds (MFT) standard,
promising it will develop even smaller models and more digital SLR-
like concepts.
Speaking at last week's launch event in Berlin, Akira Watanabe, who is
in charge of Olympus Imaging's SLR planning department, explained that
while the E-P1 is aimed primarily at amateurs, subsequent models will
target other markets, such as professional or entry-level users.
'We categorise this model (the E-P1) as a consumer camera,' he said.
'There will be a series of further models for other users. We can
think of many shapes of design, even DSLR shapes like Panasonic's G1
(the first camera built to the MFT format).'
'We have the opportunity to develop in both directions,' says Miquel
Angel Garcia, the managing director and chief marketing officer of
Olympus in Europe. 'Panasonic took one direction, we went with another
for this first model.'
Asked whether Olympus was able to develop an even smaller camera than
the E-P1, Watanabe, borrowing US President Barack Obama's campaign
slogan, said simply, 'Yes we can'.
Watanabe says delivery of these subsequent models, plus further
additions to the lens range - currently limited to just two Olympus
branded MTF optics - will depend on demand. 'If customers request a
prime lens the most, then it will be the first one to be made.'
Already, Olympus is planning to release a new wide-angle zoom lens
next spring, he says.
In the meantime, says Watanabe, Olympus photographers can employ an
adapter (available separately) to use its entire range of lenses made
to the larger FourThirds standard, developed over the past six years.
'We'll be introducing further adaptors, and we know that third parties
are developing adapters for Nikon and other lenses,' he said.
Ichiban Pen
Last week's launch was preceded by a campaign of leaks and teases,
most of which were confirmed as true. Marketed as the missing link
between compact cameras and DSLRs, the E-P1 does away with a mirror
box to make the camera smaller in size, but unlike Panasonic's G1/G1H
models using the MFT format, it doesn't have an electronic viewfinder
either.
Instead, certain lenses will come supplied with a clip-on optical
viewfinder, fitted via the hotshoe, or users can use live view to
compose via the camera's rear screen.
The design, as the full name suggests, harks backs to the companies
range of Pen-branded film compacts, first launched in 1959.
Measuring 12.5x7x3.5cm, the E-P1 is smaller than Olympus' most compact
interchangeable lens camera to date, the E-620. It uses a 12.3 million
pixel resolution LiveMOS sensor and a new TruePic V image processor,
which allows for an extended ISO range of up to 6400. The E-P1 also
has an in-camera stabilisation system and can record up to five
minutes of high-resolution 1280x720p videos at 30fps. Movies can be
recorded and played back in AVI format in both standard 4:3 or
widescreen 16:9 aspect ratios.
Users can add effects - series of art filters, such as Pop Art, Pin
Hole, Soft Focus, Pale & Light Colour, Light Tone and Grainy Film - to
both still and video images.
Olympus introduced two MTF lenses to go with the E-P1; the M. Zuiko
Digital 17mm 1:2.8 Pancake and M. Zuiko Digital ED 14-42mm 1:3.5-5.6.
The E-P1 is also compatible with all MTF lenses designed by Panasonic
and, via an adapter, the full range of existing FourThirds lenses.
Adapters are also available for third-party lenses and those made by
other manufacturers.
The E-P1 will be released next month, and will retail at £700 with the
14-42mm lens, and at £749 with the 17mm pancake lens.
Bigger market
Olympus expects rival makers will develop their own mirror-less
cameras.
'The mirror-less system will expand the market by attracting compact
camera consumers,' says Watanabe. 'We expect to see it happening in
the next five years. As other manufacturers enter this market, this
segment will expand. However, we can make the camera smaller and
lighter than others that use APS-C sensors.'
The MFT format was first designed in 2002, says Watanabe. However, it
was given greater impetus two years ago when the E-420 was developed.
'We knew that 20% of compact camera customers had considered buying a
DSLR but worried that it was too bulky and complicated to handle,' he
says. 'We wanted to invite more people to our market, so that's when
we decided to develop the E-P1.'
'The majority of the E-P1 customers will come from the compact camera
market,' says Garcia. '(These customers) are interested in the DSLR
quality, sharpness, focus and depth-of-field, but they worry about the
size.' Olympus, says Garcia, doesn't know exactly how many people will
buy into the new system, but hinted that the potential is big. 'Twenty
percent of 43 million users is already a big market.'
'Our biggest problem was how to define this camera,' says Garcia.
'Except for the name, quality-wise it's the same as a DSLR. And it's
not a compact camera. But we realised that we had a name in the past
for this type of cameras. The essentials of this camera concept is
behind that name - the Pen.'
Pro shooters
However, Olympus understands that the E-P1 will not replace
professional photographers' usual kit. 'We know it will be a second
camera for DSLR users who require an easier to use and lighter
camera,' says Garcia. 'DSLR users are easier to reach and they are the
best ambassadors for the bigger market. The compact users are the ones
that will need more information about the E-P1.'
Of course, Olympus is looking to attract pro shooters, Garcia says,
and one way to do that is with a viewfinder and integrated flash,
which the E-P1 lacks. 'Our main focus with this first model has been
to make a compact camera to attract the users from the compact
market,' he says. However, professional photographers wishing for a
viewfinder will see their wishes granted, according to Watanabe. 'We
are now preparing for future products to incorporate a electronic
viewfinder,' as well as a flash, he says.
Olympus has also decided to put a brake in the race for the highest
pixel count. 'For most applications, 12 million pixels are enough. It
satisfies many of the customers,' says Watanabe. 'Now, the priority is
on dynamic range and speed.'
As for video, Olympus believes it was instrumental in the development
of the technology. 'Now everyone is adding video to their DSLRs,' says
Watanabe. 'The beginning of this trend was with the E-330, when we
introduced LiveView. 'It's not a big jump from live view to video
technology. In fact, we first tried the movie function with the E-330.
We examined what we could achieve with it. That was three years ago.
However, at the time, we thought it was a big jump and we didn't think
it was necessary then.'
Now, Olympus will be monitoring the response it gets with the E-P1,
says Watanabe. And, already reports of shortages are widespread. In
the UK, stocks will be in very limited supply, according to Olympus
UK.
Try it tomorrow
Jessops is hosting a UK exclusive launch of the E-P1 in London on 25
June.
Olympus UK says the event is the 'first chance for anyone to see and
handle the new camera in the UK will be exclusively at Jessops in New
Oxford Street, London on Thursday 25 June starting around 6pm and
including an appearance by David Bailey'.
'To honour the Pen 50 Year anniversary - the first 50 people to order
a Pen Digital Kit on the day will receive a limited edition £300 Cross
Fountain pen with engraved plaque and be one of the first to receive
their new Pen Camera just a few days after this launch event. The
camera will then be available for demonstration at the New Oxford
street store from the 26 June onwards.'
On Saturday 27 June there will be further previews at Jessops in
Birmingham, Bristol, Cardiff, Glasgow Sauchiehall St, plus London
Camera Exchange in Norwich, Jacobs in Leicester and Wilkinson Cameras
stores across the Northwest.
More locations and details will be released in due course, says
Olympus.
It has also set up a dedicated portal where you can virtually try the
camera, plus there's the chance to get hold of an E-P1 for a week and
write a review.
For further details, visit Olympus-europa.com/pen.
Expert opinion on the E-P1
'It seems to fit in perfectly between a compact and DSLR,' says award-
winning photojournalist, Edmond Terakopian. 'It's a segment of the
market that definitely needs to be expanded upon; apart from the Leica
M8 and M8.2, there's nothing else like this. I love the fact that
there's a prime lens already and hope that Olympus will make a wider
24mm or 28mm, and a 50mm equivalent.' However, the aperture of f/2.8
is a bit of a let down, says Terakopian, 'as f/2 would be much more
welcome. I do wish that it had a built-in, large-sized optical
viewfinder'.
'But if it produces the results and handles like I'd like it too, it's
going to be a very handy tool to have,' says Terakopian. 'Two of these
and three little prime lenses and most features and reportage work
could very easily be dealt with.'
However, another BJP contributor, Jonathan Eastland is not as
enthusiast about the E-P1. 'The originality of creative thought
sometimes gets compromised,' he says. 'You can't really recreate what
came before unless you replicate it exactly. The E-P1 is a new thing
with new technology made to look like something from a past era. I'm
not convinced the technology is really there yet for me at this format
level.'
He continues: 'As much as I liked the Panasonic G1, its versatility
and comfort factor, there were issues with the image quality. I'd like
to know how Olympus has dealt with these, especially the random Moire
problem experienced with the G1. The lack of a built-in, eye-level
viewfinder on the E-P1 is another sticking point. I'm not happy with
the mobile phone view of the world. I see pictures in my head, not at
the end of my arm, so I need the kind of tool that can become the
simplest extension of my mind's eye.'
Source:
© Incisive Media Ltd. 2009
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John Turco
>
> ...then why doesn't the EP-1 have some kind of viewfinder? Surely
> there was room?
>
> British Journal of Photography:
>
> Title: Olympus: there's more to come
> Feature: news
> Date: 24 June 2009
>
> Can Olympus make an interchangeable-lens camera that's even smaller
> than its new retro-inspired E-P1? 'Yes, we can,' says Akira Watanabe,
> who's in charge of SLR planning. Olivier Laurent meets him to discuss
> the Micro FourThirds format and plans to introduce a pro version
<deleted remainder of lengthy news article>
Hello, Rich:
Your original post was a clear violation of copyright law, you conniving
Canuck! Instead of copying and pasting the entire story, you should've
quoted a few excerpts from it, and/or included a link to the Web page in
question (if any exists).
The "Fair Use Doctrine" permits the latter method; please, read up on it,
here:
U.S. Copyright Office - Fair Use
<http://www.copyright.gov/fls/fl102.html>
Cordially,
John Turco <jt...@concentric.net>
--
Paintings pain and pun
<http://laughatthepain.blogspot.com>