Phototrend interviewed Frank Bernard, director of the photo division at Fujifilm France about the company’s strategies and ambitions. You can check out bullet points from the translated interview below:
- Fujifilm is well-positioned for digital and analog snapshot photography
- GFX100 II and the tilt-shift lenses have been well-received and so were the X-H2, X-H2S, X-S20, and X-T5
- It’s good the Fujifilm AF can now meet the needs of sports professionals even on the GFX100 II
- GFX100 II is capable of performing all professional video needs
- X-H2S is gaining market share but it will need time
- Fujifilm wants to surround full frame cameras with their APS-C and Medium Format GFX offerings
- There were other companies making medium format cameras, but the GFX surprised them and consumed the small medium format market and now it is slowly growing that same market
- Fujifilm will exploit the niche of medium format cameras as much as they can because they believe large sensors should be an alternative to full frame for professionals
- In France, Fujifilm is on top of the hybrid market they are targeting with 26% of the market over the last 12 months and they consider their flagship camera to be the X-T5 followed by the X-T30II, and X-S20
- Fujifilm thinks smartphones can be used to accelerate demand for stand-alone cameras even though the collapse of the compact market due to cell phone cameras hurt them
- Fujifilm isn’t sure that the Instax Pal will catch on, but we will see around the holiday shopping season
- Fujifilm is a leader in snapshots and portable printers thanks to Instax with Instax Mini 12 being their top camera today
- The Instax Mini Evo comes in 3rd for the snapshot market
- X100V demand remains very strong and they aren’t ready to talk about another camera at this time
- Fujifilm didn’t see the X100V demand coming so it was disruptive, but welcome of course
- The interview makes it sound like the demand for the X100V has delayed the release of a new camera since the X100V is now 3 years old and Fujifilm has faster refresh cycles typically.
- Fujifilm is open to rethinking the entry-level market, but if demand is low they will stop production of cameras like the X-T200 and X-E4
- Fujifilm has been headed toward the high-end market for 5 years now and it is not likely they will return to entry-level products
- There should be a successor to the X-T30 though
- One way they can support the entry-level camera market is by producing older cameras at lower prices
- The Full-frame 36×24 market is the product of marketing and it is greatly overrated
- Fujifilm doesn’t oppose or push third-party optics and they believe they make the best lenses for their cameras, but they are neutral to third parties what matters is that photographers are happy
- Doesnt know much about how AI will be used in Fujifilm cameras, but wouldn’t be surprised if it was.
Fujifilm GFX100II:
B&H Photo / Amazon / Moment / Adorama
Fujinon GF55mm f/1.7
B&H Photo / Amazon / Moment / Adorama
Fujinon GF110mm f/5.6 Tilt Shift
B&H Photo / Amazon / Moment / Adorama
Fujinon GF30mm f/5.6 Tilt Shift
B&H Photo / Amazon / Moment / Adorama
FUJIFILM FAN-001:
B&H Photo / Amazon / Moment / Adorama
Please don’t forget to follow us on Facebook, Twitter, Instagram, YouTube
Plus our owners’ groups
Fujifilm GFX Owners Group
Fujifilm X-H Owners Group
Fujifilm X-T Owners Group
Fujifilm X-S Owners Group
Fujifilm X-Pro Owners Group
Fujifilm X-E Owners Group
Fujifilm X-A Owners Group
Fujifilm X100 Owners Group
via phototrend
