Olympus: there's more to come
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.'
