OLYMPUS TECHNOZONE Vol.70 2008-4
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In the Market, Our True Rivals Are the Consumers
It's Enough if the Camera Makes Them Want to Buy It
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---- What is the sense of rivalry within a fiercely competitive market?
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The E-3 and the newly-launched line of Zuiko Digital lenses.
Most Zuiko lenses are produced at Olympus's Tatsuno Plant. Experts have set strict quality standards based on mature lens polishing skills and precision lens assembly technology.
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Well, we're still the challengers. Professionals have underpinned the SLR market for so long that they are unlikely to suddenly switch to something else if we simply tell them we've created something good and ask if would please start using it from today. We've finally reached Chapter 2 in the history of the Four-Thirds series and will no launch a full-scale challenge. We believe a showdown is approaching.
We believe we must beat our rivals, but they are not our competitors in this business – the customers who actually pay money to buy things are. We want the camera to be such that customers feel "I give up, I simply have to buy it." We think that in the final analysis, this is winning. Meaningless competition over specs is just that, meaningless. We even selected the E-3's 11 distance-measuring data points because they were optimal for our requirements.
---- How do you view the Olympus OM SLR Series? They were such a symbol of the conventional film era...
Designers seem very conscious of it. The shape of the pentaprism owes everything to the OM.
Light, compact cameras are part of the Olympus tradition. The E-410 and E-510 embody lightness and compactness using the Four-Thirds System. In the sense that the E-3 incorporates so many functions in a camera this size, we can argue that it adheres to the tradition of compact, lightweight cameras.
The new values of Four-Thirds will trump the values of the digital age. The very fact that the core of the thinking is the same surely means that it will be expressed in the form of taste without being particularly aware of the OM.
The OM was mentioned a couple of times during the development process. "Zuiko Digital" inherits part of the lens name, doesn't it? I'm hoping that Four-Size cameras will be loved as much as the OM was.
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