Fujifilm 2018

FUJIFILM JAPAN RECENTLY stated that they believe 80% of the journalists at the 2020 Olympic

Games will be using mirrorless camera systems.

Now that’s a pretty bold statement but it’s backed up by very strong market figures indicating the legacy,

film derived, DSLR format is on a downward slide while mirrorless camera growth is rising rapidly.

Even here in little old New Zealand DSLR camera sales have fallen by 2% while mirrorless sales have risen by 68% in the last year.

 It’s pretty clear that these figures indicate mirrorless cameras are the way of the future ลาวสามัคคี.

Worldwide, photographers are shifting from DSLR systems to mirrorless,

smaller, lighter cameras with electronic viewfinders that give you direct feedback in real time together with high end video capability.

Most of the perceived downsides of mirrorless, such as viewfinder lag,

slow start up time and slow focussing have now been overcome.

Legacy can, however, be a good thing. Fujifilm X-Series cameras are an interesting blend of legacy combined with the latest technology.

Analogue dials and buttons provide a fun and tactile user experience.

Eighty years of R&D in colour results in numerous comments from Fujifilm X users declaring, “The colour is just so much better than other cameras we have used.”

 An 80-year legacy of producing some of the best optical glass in the world is reflected in lenses that provide renowned edge to edge and corner to corner sharpness.

The Fujinon XF range has grown rapidly over six years into a collection of 25 lenses. At least two new lenses will be added in 2018.

 They include an 8-16mm f2.8 that’s bound to be a hit with astro-enthusiasts, and a 200mm f2 – yes, that’s the equivalent of a 300mm f2! Now that’s a piece of glass we expect to see a lot on the sidelines at the 2020 Olympics.

 Fujifilm R&D is very much driven by photographers. Features built into each new generation of X-Series cameras are a result of user feedback and collaboration with X-photographer ambassadors.

Many of Fujifilm’s R&D team are not just techno geeks but are passionate photographers and their primary focus is image quality.

New technology is only implemented if it won’t compromise image quality.

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