DPReview Fujifilm CP+ 2018 Interview


DPReview interviewed some of Fujifilm’s senior managers at CP+. Bellow is a summary of the interview:

  • Fujifilm GFX
    • Fujifilm sold more GFX cameras than they expected.
    • There was also a very high attach rate of GF lenses, which wasn’t expected.
    • Customer feedback about GFX has been very good
    • 80% of GFX users are high-end amateurs and 20% are traditional professionals.
    • Users want long glass for the GFX
    • Users also want the GFX to be faster and Fujifilm is working on that.
    • GFX is usually a second body and adapters are very important to the system.
    • There are over 100 adapters on the market right now for 28 mounts.
    • Fujifilm is focused on prime development right now, but they haven’t forgotten those that want zooms.
  • Fujifilm X-H1
    • Photographers wanted a bigger grip for large lenses like the XF 100-400mm and upcoming XF 200mm.
    • Each customer requires a different camera and if you want minimalist you can get a Fujifilm X-E3.
    • Fujifilm is focused on APS-C, because they think that is the best balance for speed/size/image quality
  • Other
    • Fujifilm is considering a high-end compact to replace the Fujifilm X70
    • Fujifilm has a growing videographer population.
    • Fujifilm’s strength is getting photos straight out of the camera that you can use, they are trying to do the same thing with video and ETERNA with the X-H1.
    • They could improve the AF of the Fujifilm X-T2 so it matches the X-H1.
    • Fujifilm hopes to improve their image quality substantially over the next 18 months.
    • Some improvements will come via firmware update, while others will be hardware.
    • Fujifilm will have faster and more accurate autofocus and will improve video functionality.
    • In the US the high-end market has grown the most.
    • In the Asian market, the X-A has grown the most.
    • Fujifilm has an over 40% market share in Thailand.
    • The Asian market is transitioning from smartphones to the X-A, while the Western is more high-end centric.
    • Fujifilm doesn’t have legacy equipment to deal with, which is a huge advantage over Canon/Nikon.
    • Fujifilm will continue to stand out as a unique camera maker even as Canon and Nikon enter the market, because of their use of analog controls.
  • Instax
    • Fujifilm sees the popularity of Instax as people still valuing print.
    • In Asia using Instax alongside high-end Fujifilm cameras isn’t uncommon and they actually sell them bundled.

Companies like Fujifilm need to find a way to get the western market to start upgrading their smartphones to entry-level ILC cameras like the Asian markets are doing today. The growth of the high-end market in the West is great, but the only way to truly grow the overall market is to get more people interested in traditional forms of photography instead of using their smartphones for good enough images. You can read the full interview at DPReview.

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