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Yuji Igarashi, Divisional Supervisor, Skilled Imaging Group and Makoto Oishi, Supervisor of Product Planning Photograph: Richard Butler |
Yuji Igarashi cuts a relaxed determine as he prepares for the general public to reach at Fujifilm’s Fujikina occasion in Stockholm. I caught the Divisional Supervisor of Fujifilm’s Skilled Imaging Group at Fotografiska – a part of the world’s largest museums devoted solely to images – simply earlier than the doorways opened. He was joined by his colleague, supervisor of product planning Makoto Oishi, to debate the place the corporate’s digital digital camera plans stand.
Fotografiska had hosted the launch of the GFX 100 II the day earlier than, so neither man is within the temper to debate which areas of the GF system are most in want of enchancment.
‘Yesterday we introduced a brand new product, so principally we’re executed,’ jokes Oishi, however Igarashi is already wanting ahead: ‘At this second – as of yesterday – we’re executed, however I am certain we’ll we’ll get a load of suggestions, and we’ll look to enhance from right here.’
This speak of suggestions makes me ponder whether the corporate’s strategy to steady enchancment by firmware updates continues to be the identical as when the X collection was first launched or if the mindset has modified.
‘We by no means formally modified our course or philosophy or something round firmware’
‘We by no means formally modified our course or philosophy or something round firmware.’ says Igarashi: ‘Fairly merely, it is tough to implement the modifications we made with a later era of sensors and processor combos after which apply that to an older era [of hardware]. You must completely re-engineer the firmware to make sure options attainable on older cameras. It is a matter of the sources now we have, and naturally, there are priorities in our enterprise to think about. So, as a lot as we need to attempt to implement all of the options of the most recent sensor and processor, it is not at all times technically attainable, and different occasions, even when it’s, now we have to re-do the very same work as a result of the bottom system is totally different. So we nonetheless attempt to apply what is feasible, at the least inside the similar era of sensor and processor and the place relevant.’
Oishi additionally factors out that the sorts of updates they’re making have modified because the X and G methods have matured: ‘These ten years have been very busy, updating firmware in response to person suggestions. Initially, not every part was good about our digital camera system, so typically the customers weren’t proud of the best way issues labored, however nowadays, it tends to be requests for options individuals wish to be added reasonably than issues needing to be fastened.’
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| Yuji Igarashi, holding the Fujifilm GFX 100 II and GF 55mm F1.7R WR, introduced the day earlier than this interview came about.
Fujifilm GFX 100 II, Fujifilm GF 55mm F1.7R WR | F4 | 1/200 sec | ISO 1600 |
Igarashi cites listening to buyer suggestions as probably the most essential classes realized in the course of the previous ten years: ‘[customer feedback] helped develop the X collection and GFX system: we could not have executed this on our personal. It is crucial for us to remain in communication with our finish customers, get suggestions and check out to determine the proper options.’
I ask how the corporate’s focus has modified throughout this time, as video has develop into extra essential, and the flagship cameras have develop into ever higher-end, however Igarashi says it is not a query of a change in focus. ‘We began the X-mount with X-Pro1, with three prime lenses. That is how we started,’ he says: ‘It was a rangefinder-style digital camera; it was taking pictures, as an example, a lot slower snaps: documentary, household pictures, these sorts of topics. However then, in fact, we moved to X-T1 in 2014. That was our first weather-sealed digital camera, so it expanded X Sequence right into a extra versatile system: you would shoot outside, on-the-go sort of images. After which got here X-T2, which had 4K video, which is after we first began increasing to the video facet. And now now we have X-H2S, which is constructed for pace. So regularly, we have been increasing the sphere of images we will seize, so we might in all probability say it is expanded reasonably than altering the main target of the shopper.
I requested what different areas they had been trying to increase into. ‘We’re including focus within the sports activities and wildlife classes, which we’re probably not recognized for but,’ he says: ‘With X-H2S, I believe now we have a really succesful digital camera, and by way of lenses, we’re additionally introducing extra longer lenses. In order that’s a discipline the place I believe we’re very succesful, however we’re not as recognized but, so it is an space we’ll proceed to domesticate.’
‘It’s apparent that now we have an enormous buyer base for stills images, so I believe it’s crucial to hearken to … these photographers’
I used to be intrigued by Igarashi’s reply once I requested whether or not this give attention to pace and wildlife may come on the expense of lower-end fashions that had been overdue for substitute. Particularly, I questioned the way forward for the X-E collection, to which Igarashi responded: ‘We’ve not misplaced give attention to any of our present vary, so we’re at all times fascinated by what might be subsequent for us.’ Which, in a considerably indirect means, got here throughout as a a lot stronger assertion concerning the X-E vary having a future than I used to be anticipating.
Igarashi makes the purpose that images continues to be crucial to Fujifilm: ‘We’re usually getting very constructive suggestions about X-T5,’ says Igarashi: ‘and so I believe it is apparent that now we have an enormous buyer base for stills images, so I believe it is crucial to hearken to that phase and people photographers.’
However, he stated, it is not at all times attainable to react to all suggestions. ‘One digital camera might need a particular function, and customers may then anticipate it to seem on all the different fashions, and typically the suggestions is contradictory. For instance, with the X-T5, the selection between a tilt or vari-angle [rear screen], we get nearly 50:50 suggestions.’
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| Makoto Oishi with the Fujifilm GFX 100 II and GF 55mm F1.7R WR
Fujifilm GFX 100 II, Fujifilm GF 55mm F1.7R WR | F4 | 1/200 sec | ISO 1600 |
Shifting on, Oishi stated he was significantly pleased with the IP connectivity and new applied sciences the corporate has been engaged on (they used their camera-to-cloud system to add the portraits from this text to the Body.io platform to make sure I had them shortly). I requested why they’d chosen Body.io over extra open codecs. ‘Body.io might be probably the most subtle and easy-to-use [platforms],’ says Igarashi: ‘and there is already a buyer base, which we expect makes complete sense. If we tried to create our personal model, it would drive a change of workflow on these customers to adapt to the best way we do it. That is one factor we at all times take into consideration to ensure no matter we do, we do not create any extra work for our customers. So, for the time being, we expect that is in all probability the very best answer we have got to supply to prospects.’
‘In the intervening time,’ he concedes: ‘the principle customers of Body.io are videographers. Nevertheless, there’s a number of potential for nonetheless photographers as properly. I believe it is thrilling to see this enlargement.
Circling again to the brand new digital camera, I requested each males what the most important power of the GFX system was, now that the GFX 100 II has expanded the video functionality a lot, and each instantly agreed it was the 44x33mm format and the picture high quality and tonality it permits. I level out that we typically see individuals suggesting Fujifilm ought to have gone with full-frame reasonably than pursuing one smaller and one bigger format, however Igarashi appears to consider the corporate has the proper strategy: ‘The entire philosophy that now we have is ensuring we provide worth to our prospects. So I believe we will do this with GFX, with its greater sensor and enormous format, but additionally with the extra compact APS-C measurement, which can be a really succesful system. We could be assured and say, for these two strains, we will supply one thing that different manufacturers can not supply.’
‘We could be assured … we will supply one thing that different manufacturers can not supply’
I additionally requested just a little concerning the new GF500mm F5.6 added to the corporate’s lens roadmap: it’ll be massive, is not it? ‘Possibly not so massive,’ says Igarashi conspiratorially. ‘It might be lengthy, however mild,’ Oishi says, proudly: ‘some association like that.’ ‘However not too massive, anyway.’ Igarashi confirms.
Given the impossibility of shopping for the (now fairly previous) X100V, I requested about how the corporate has reacted to its sudden reputation. ‘After all, we have tried to extend our manufacturing capability to satisfy these calls for, however the demand retains on rising, so it is exhausting to catch up,’ says Igarashi. However he appears to acknowledge it as a pleasant drawback to have: ‘I believe this merely proves the product itself is excellent,’ he says: ‘as a result of as soon as extra individuals knew about it, it grew to become extra well-liked. It reveals that the idea of the product is sweet. Most likely we should always do a greater job at advertising, proper?’ he laughs: ‘so extra individuals can find out about this product.’
‘It gave us confidence that the idea of the digital camera is appropriate. After all, X100 has at all times been a preferred digital camera; that is why it is in its fifth era. If the digital camera wasn’t well-liked, we would not have continued evolving it. It is the primary digital camera to succeed in the fifth era – although it is not the fifth era sensor and processor – however it’s the fifth era mannequin. It is by far been our hottest product.’
However ought to we fear concerning the subsequent X100 being reworked in response to TikTok suggestions? ‘Possibly pink or pink,’ Igarashi suggests: ‘blue, purple, orange? No, I believe we simply stick with our idea and hope we’ll do properly.’
‘…If we had been to supply a subsequent one,’ he provides, with a smile.
Simply as we’re wrapping up and getting ready to take the pictures for this text, Igarashi says: ‘I needed so as to add that we’re completely happy concerning the continuation of DPReview. I believe all of the producers respect it: it is such an essential platform for us to get suggestions by.’ I thank him for this and clarify that it is our dedicated and vocal viewers that is accountable for our continued existence. ‘I used to be one of many readers,’ he says: ‘checking the location each day, and questioning “Hey, what is going on on?” You introduced you had been going to shut, however you then stored updating us all. I knew there was one thing happening, however I wasn’t certain. However I am very proud of the place we’re and the place you might be at this time.’
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