Yoshiyuki Nada, Manager, Global Marketing Dept., Imaging Global Marketing Division, Olympus Corporation.
Yoshiyuki Nada, Manager, Global Marketing Dept., Imaging Global Marketing Division, Olympus Corporation.
Olympus tells us why ‘traditional’ cameras are still relevant in the age of the smartphone.
The OM-D EM-1 MK II is your latest flagship camera, what would you say was the biggest new request from fans?
Many users requested high speed burst performance with AF performance and we have done it. EM-1 MK II has realized continuous AF at 18 frames per second – easily exceeding competition.
What kind of challenges do smartphones present to camera makers?
I think the challenge is now “how many people we can invite to the camera world” as a step up. And to do this we need to show them the nice images that cameras can make that smartphones can’t. For example, provide better focusing accuracy with nice bokeh, or even to shoot night scenes with low noise. It’s also important to stay compact and lightweight, because I think they don’t like to carry a big system. People who never used to take photos in the past are now taking pictures, so this may be a good thing for us in the long term.
What about things like 360 cameras and drones? Do you think we’re getting to a point where we can rethink what a “camera” should be?
I think new prospects coming into the market should always make a big buzz. The question is: how long can the buzz continue? Personally, I think the best camera is one that is compact and light that we can carry everywhere. Someone said: “To take a nice picture, you need to carry a camera with you. Otherwise, you can’t take the shot!” So, compact and light weight, with high image quality. These are very traditional things, but they’re the fundamentals for a camera. At the moment these new “cameras” have yet to find a serious application, so they’re just “fun.” Traditional cameras will still exist.
What do you think is the future of digital cameras?
That’s difficult to say. Processing power will be improved – even if camera manufacturers don’t focus on it – so the question will be how we can utilize this added power for the benefit of the user. I think some kind of recognition technology will be added. We already have face and eye detection in cameras now, but we might implement better detecting technology in the future where the camera will choose or recognize the AF spot for you.
PHOTOGRAPHY ANGELA GUO / ART DIRECTION IAN CHONG.
