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Ricoh selected to not exhibit at CP+ earlier this 12 months, so I took benefit of my prolonged keep in Japan to go to their company headquarters in Ota-ku, Tokyo. (Ota is southwest of central Tokyo, a couple of 50-minute prepare trip from the place I used to be staying in Asakusa, on the northeast aspect of the town.)
These are the individuals I met with, their particular person feedback are indicated by their initials within the dialogue under. (I’m “DE”.)
- Noboru Akahane, Consultant Director and President of Ricoh Imaging Firm, Ltd.
- Takeo Suzuki (“TKO”), Product Planning Improvement, Improvement Headquarters, Pentax Division, Ricoh Imaging Firm, Ltd.
- Ryutaro Aratama, Group Chief, Oversales Part, Enterprise Administration Division, Ricoh Imaging Firm, Ltd.
- Hiroku Kawaguchi, Product Spokesperson, Enterprise Administration Division, Pentax Division, Ricoh Imaging Firm, Ltd.
- Kazuhiko Shibuya, Enterprise Administration Improvement, Abroad Gross sales Part, Pentax Division, Ricoh Imaging Firm, Ltd.
Within the following, I’ve loosely paraphrased the dialog to make it simpler to learn for English audio system. The feedback from Ricoh, subsequently, aren’t in their very own phrases as spoken, so please attribute any inaccuracies to my interpretation of the dialog.
![](https://petapixel.com/assets/uploads/2023/08/ricoh_akahane_2023-771x800.jpg)
Akahane-san has general accountability for the Ricoh Imaging Group, which manages each the Ricoh- and Pentax-branded cameras and lenses. He informed me that his return to main Ricoh Imaging got here as a shock, as he’d been working at reviving a Ricoh subsidiary in India after an enormous accounting fraud there.
I did a bit Googling and located that this was a giant story in India in 2015 and 2016: Insiders apparently cooked the books to the tune of greater than $160 million on the then-current change price. He stated there had been “false conveyance” and what amounted to a small gang working inside the corporate that was behind the fraud. It seems like a wild trip; he struck me as very pleasant and personable however will need to have a spine of metal to tackle company corruption of that magnitude.
It seems that Akahane-san has truly had numerous expertise checking out and revitalizing struggling corporations: Earlier than becoming a member of Ricoh, he’d labored in funding banking, the place he was usually the one who’d be despatched in to type out corporations needing restructuring and redirection. Like most Japanese, he’s very modest when speaking about his personal skills, however there’s no query about his turnaround expertise.
That is truly his second stint as head of the Imaging Division; he oversaw the event and launch of a number of the firm’s most succesful and profitable merchandise, such because the Okay-1 and Okay-3 when he was final in cost. The photograph market may be very completely different now, however I personally have numerous confidence in Akahane-san’s instincts and skills. I feel his return to the Imaging Division is excellent information for Pentaxians all over the place.
With out additional ado, let’s dive into the interview:
The Movie Venture: Not Simply About Design, however Provide Chain as Effectively
David Etchells: I feel Ricoh’s announcement of the Movie Digicam Venture final December is among the most intriguing developments within the business. After studying the feedback on the video that includes Pentax digital camera designer TKO (Mr. Takeo Suzuki), evidently many individuals share my enthusiasm. Some stories recommend that step one is to find out the feasibility of a brand new movie digital camera, however from the video, it seems like you could have already made a conclusive resolution to develop one. Are you able to make clear whether or not you could have certainly made a agency resolution to develop a brand new movie digital camera?
Noboru Akahane: We haven’t made a remaining resolution but concerning promoting or not promoting a digital camera. That side remains to be undecided. Nevertheless, we now have already made the choice to embrace the problem. This problem pertains as to if we will collect the required elements to fabricate a movie digital camera. It’s been a very long time since we final developed a movie digital camera, and plenty of different digital camera corporations are in the identical state of affairs—they haven’t ventured into movie cameras both.
DE: Ahh, so the movie digital camera provide chain…
NA: Sure, there’s a important distinction. It’s not only a minor distinction, however a considerable one. Moreover, we have to examine the steadiness of the movie provide, determine the principle movie suppliers, and perceive the market itself, together with the preferences of younger individuals, males, and ladies. On our aspect, we have to discover the appropriate one that can design an appropriate plan for creating a movie digital camera. We have to collect skilled people to provoke the engineering course of.
DE: So, you emphasize the significance of discovering the appropriate individuals. The older engineers who possess the required experience and the youthful engineers…
NA: Completely. It’s essential that the know-how is handed all the way down to the youthful technology. Even when it turned out that we weren’t in a position to develop a movie digital camera proper now, it’s important that the know-how continues to evolve.
This hadn’t occurred to me however makes numerous sense. Whereas they’re much less advanced than digital cameras in some ways, movie cameras have a novel set of elements, a few of which haven’t been manufactured for years now, or solely in very restricted portions. On condition that it had a sweeping title of “The Movie Venture”, I had assumed that Ricoh already had a well-developed plan in place. Because it seems, they’re nonetheless very a lot nonetheless finding out the feasibility of producing trendy movie cameras. A part of this course of entails figuring out the appropriate individuals internally to work on it and recapturing the data of their engineers who’ve expertise with movie digital camera design and manufacturing. We’ll hear extra about their causes for saying the venture so early within the additional dialog under.
![](https://petapixel.com/assets/uploads/2023/08/pentax_filmproject_1600-800x426.jpg)
Is Movie Nonetheless Related, within the Digital Period?
NA: However earlier than that, that is possibly my private mind-set, however I feel movie cameras is among the areas that we have to give attention to. We’re generally known as a DSLR firm and in addition make waterproof cameras, that are well-liked now, however we’re encountering challenges with the shrinking DSLR market. Personally, I like images and taking footage, and the DSLR is the one sort of digital camera that I really love. To clarify exactly, I can’t stand having any barrier between the topic and my eye; solely gentle and air ought to come between them. With mirrorless cameras, the viewfinder adjusts the picture electronically, which detracts from the scene I noticed that impressed me to take the image within the first place. It might look like a small element, nevertheless it’s an necessary level for me. On condition that we live on this earth with pure air and lightweight, it makes me really feel that movie cameras are the best way to go. That is simply my private feeling, however I don’t assume I’m the one one who feels this fashion, an exception. I feel there’s a vary of individuals worldwide who really feel the identical method I do.
DE: Sure, as you say, some individuals will favor the direct visible expertise.
NA: Completely, capturing the scene precisely as seen by my eye.
DE: I feel one of many sights of movie is that it’s a novel medium. It’s laborious to place into phrases, however taking footage with movie feels completely different, maybe as a result of you may’t simply rattle off 100 pictures after which choose one. There’s additionally a sure sense of thriller and anticipation in regards to the consequence. Once I was younger I had a darkroom in my mum or dad’s basement (it was solely black & white), and the method of creating prints was all the time very interesting to me.
NA: Do you encounter any limitations in capturing images throughout your travels at the moment? In my youthful days, once I traveled all over the world, I needed to rigorously take into account the variety of images I may absorb a day because of the movie’s restricted capability, simply 24 or 36 exposures. Regardless that I’d see many stunning locations or scenes, I had to decide on the place I’d use these restricted frames.
DE: Yeah, someway it entails you with the picture extra, since you’re pausing to consider , I solely have 36, so what am I going to take?
NA: Sure, it’s essential to determine whether or not to take footage within the morning or daytime or for those who ought to avoid wasting for later within the day.
DE: Perhaps you can make a digital SLR that has a counter, so you may solely take 36 pictures in a day.
NA: However the issue is after taking the image, the best way to choose the appropriate one.
DE: Yeah, it’s fascinating, there actually appears to be a resurgence of movie with younger individuals, I feel much more so than with individuals our age. There’s an attraction to it, possibly as a result of it’s simply *completely different*, it’s sort of retro, … I can’t fairly put it into phrases, however then, I’m not precisely a teen myself.
NA: Even my youthful feminine family in Japan are excited to listen to a couple of new movie digital camera.
DE: As I discussed, the response to your YouTube video was overwhelmingly constructive, there have been simply a whole lot and a whole lot of very constructive feedback.
NA: Sure, I used to be stunned, actually.
There’s rather a lot to unpack right here. What’s it about taking pictures with movie that makes it distinctive and interesting, relative to digital? For Akahane-san, numerous it has to do with the sense that there’s nothing between him and his topic, no advanced imaging system rendering a model of the scene to show on an EVF or LCD, however simply his eye wanting by way of a viewfinder. For him, the direct reference to the topic is vital.
He additionally mentions the affect of coping with movie’s restricted capability. Until you could have a limiteless finances, it’s essential to take into consideration the way you’re going to make use of your allotted variety of pictures for the day. Do you burn extra of them within the scenic place you’re within the morning, after which not have as many left when one thing much more scenic or enjoyable comes alongside within the afternoon?
That kind of exterior limitation on the variety of pictures you may take leads you to assume much more about every one you are taking. With digital, I’m inclined to simply rattle off a dozen pictures at a time, figuring I’ll simply choose one of the best one in a while the pc, and possibly do some Photoshopping or re-cropping. Movie forces me to decelerate and really take into consideration the image and the way I wish to take it.
However I can see Akahane’s level as effectively; trendy EVFs are phenomenal, usually displaying element you may’t see along with your bare eye, particularly in low-light situations. However there’s a degree of actuality and reference to the topic that I see when wanting by way of an optical viewfinder vs an EVF. It’s attainable it’s simply nostalgia, and completely satisfied recollections of many hours of taking pictures with my movie SLRs once I was youthful, however there’s a je ne sais quoi in regards to the movie expertise that’s simply completely different from digital.
How Did the Movie Venture Come About?
DE: I’m enthusiastic about how this venture happened. TKO-san is the face of the venture and is in control of product planning and design for it, however did the thought originate with him? How did it come about inside the corporate? What earlier designs was TKO concerned with?
Kazuhiko Shibuya: This venture was initiated by TKO-san. When he first proposed the thought internally, it took everybody unexpectedly, inflicting a momentary freeze. Nevertheless, as he defined the movie digital camera market’s background and our place in it, the conclusion dawned that this was one thing we should always pursue. Progressively, individuals started to agree, and assist for the venture began to develop. Finally, there was an optimistic feeling that the venture may go effectively. At that time, we concerned high administration for it to go ahead.
DE: TKO-san, what earlier designs have been you concerned with, what initiatives had you labored on earlier than this?
Takeo Suzuki (through KS): There have been numerous designs, together with the Pentax K30, Pentax MX1—the compact digital camera with brass on the floor— the WG collection, the waterproof cameras like WG 90, WG1, and WG2. I additionally labored on the Pentax J restricted collection, which consists of particular version fashions ranging from KP.
DE: The J collection have been sort of restricted version fashions?
KS: Sure.
DE: I’m not truly acquainted with the J restricted collection, however I’ve been within the business so lengthy that I instantly bear in mind “Oh sure, the WG1”…
The best way the Movie Venture happened is without delay each uncommon and typical for Japanese corporations. For essentially the most half, Japanese enterprise tends to proceed extra by way of group consensus reasonably than particular person motion than is typical within the US. It’s uncommon for people to face out, particularly to push a brand new or doubtlessly unpopular thought. Alternatively, important advances can normally be traced to the passions of key people, reasonably than committee deliberations.
This was the case with the Movie Venture; engineer Takeo Suzuki (“TKO”) had what was initially a startling and radical thought: Why not a movie digital camera once more? It apparently took some explaining and convincing, however regularly others got here on board, and my impression is that enthusiasm for the venture is now widespread.
DE: Do you could have any numbers for what number of photographers are at present taking pictures movie? What’s their demographic make-up, when it comes to age, gender, and so on? Are there any geographic variations? (That’s, are there extra movie shooters in a single space of the world vs one other?) Do you could have a way of what proportion of the film-photography market is at present utilizing Pentax gear?
KS: Really, we don’t have exact info on the dimensions of the movie digital camera market as a result of most digital camera producers transitioned to digital a very long time in the past. In consequence, present market information just isn’t available. Nevertheless, we performed market analysis in Japan involving roughly 3,000 customers. From this analysis, we found that about 20% of all digital camera homeowners right here have a movie digital camera (excluding disposable cameras).
DE: So, roughly 20% of photographers who at present use digital cameras additionally personal a movie digital camera?
KS: Sure, that’s appropriate. Nevertheless, we don’t have particular info concerning the share of movie photographers who use Pentax gear. Nonetheless, we’d like to supply the primary movie digital camera expertise to youthful people who’ve lately change into enthusiastic about movie images, along with serving present movie digital camera customers.
An fascinating level: How do you get market information for a product that hasn’t been offered for a few many years? Not solely that, however the market was completely completely different again within the early 2000s. Contemplate that the primary iPhone solely went on sale in June of 2007; individuals’s relationship with photographs and cameras is completely completely different now. It’s secure to say that nobody has any thought simply how well-liked (or not) a contemporary movie digital camera could be.
Do You Have Any Market Info From Movie Producers?
DE: That is skipping forward in my questions a bit, however you talked about that you simply’re collaborating with movie producers. Have they been in a position to present any insights into the quantity of movie being offered and the demographics of movie customers?
Hiroku Kawaguchi: We don’t have direct info from the movie producers, however there are sellers and distributors who promote movie, and we now have been making an attempt to assemble info by way of them.
DE: I’d assume that the movie producers themselves would have some understanding of their market by way of their very own market research. However then I haven’t seen a lot movie advertising myself, so I don’t know the place they’re reaching out to seek out potential prospects.
HK: Sure, we’re working to acquire such info from the movie producers.
DE: It appears that you’re nonetheless within the technique of understanding the market panorama. One in every of my questions was in regards to the typical Pentax film-camera purchaser, nevertheless it sounds such as you’re simply now working to find that.
KS: Sure, you’re appropriate. We don’t have clear info on that side in the intervening time.
Will Having New Cameras Obtainable Improve the Attraction of Movie?
DE: As TKO stated, it’s changing into increasingly of a problem to maintain film-era cameras functioning correctly. Do you assume having a contemporary digital camera system out there with a full guarantee and elements availability would considerably improve the variety of movie shooters? (I’ve to confess that the thought of holding and utilizing a brand-new movie digital camera is sufficient to make me consider dusting off my outdated darkroom tools! 🙂
KS: Sure.
HK: For certain.
KS: We expect that new fashions will contribute to a rise available in the market. Our focus is on how youthful people can take pleasure in taking pictures with movie, with a way of safety. The reliability of movie cameras has change into tougher, particularly as movie costs rise and older merchandise have a tendency to interrupt down. By providing a sturdy and repairable digital camera with a guaranty, we goal to offer customers with a way of safety. We imagine this is able to be a big benefit for each customers and ourselves.
DE: It’s fascinating as a result of it is a market the place there’s nearly no competitors, apart from used fashions out there on platforms like eBay.
![](https://petapixel.com/assets/uploads/2023/08/pentax_ist_film_1000-800x675.jpg)
What is going to a contemporary movie digital camera appear like?
DE: Past simply having a newly-manufactured physique, photograph know-how has come a great distance because the days of the final Pentax or Ricoh movie digital camera. (I feel the final Pentax movie physique was the *ist, appropriate? appropriate?) What types of recent options or improved efficiency would possibly we see in new movie cameras from Ricoh? What’s your imaginative and prescient of a contemporary movie digital camera?
KS: Sadly, we’re unable to offer particular details about the product’s specs. Nevertheless, what we will say is that we goal to develop cameras that individuals can take pleasure in utilizing casually and carry with them anyplace. Will probably be a digital camera that enables them to expertise the pleasure of utilizing it each time they choose it up. However I apologize that we don’t have detailed solutions in regards to the specs.
DE: It happens to me that with developments in know-how, the brand new movie cameras might be a lot simpler to make use of. Autofocus might be extra correct and sooner, and publicity management might be extra clever. That final was all the time a problem with movie. One in every of my private frustrations was making an attempt to take very low-light exposures with movie; I had no thought what the publicity was going to be like, so I’d need to bracket and use half a roll simply to verify I had one good shot. Fashionable know-how ought to make it a lot simpler to get good pictures in difficult situations.
NA: Deciding on that side is sort of tough. What I want to specific is that some degree of uncertainty after taking an image is important to seize the essence of movie images.
DE: So, if there’s a little bit of a raffle concerned, if there’s some uncertainty, that’s a part of the movie expertise?
NA: That’s proper.
To me, the query of what a contemporary movie digital camera would possibly appear like is intriguing to think about and thrilling to ponder. Shoppers today have *very* excessive expectations for what a digital camera ought to have the ability to do, so a easy field with a lens on the entrance and a shutter button on high received’t reduce it. Customers received’t settle for poor-quality photographs simply because they’re utilizing movie; they’ll anticipate perfectly-exposed and -focused photographs with a “movie look” to them. Whereas filters that create an “old-timey” picture with vignetting and delicate corners are well-liked, I don’t assume individuals will wish to shell out their hard-earned money for a digital camera that may solely ship that.
It’ll be fascinating to see what Ricoh comes up with and the way they go about attaining it. Will old style AF techniques be adequate, or will individuals be disillusioned if the digital camera can’t discover and give attention to a topic that might not be dead-center? Most likely not.
The engineer in me is curious to see what Ricoh comes up with to satisfy these expectations. A profitable answer goes to require some out-of-the-box considering.
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What Are Your Plans in Phrases of Kinds of Digicam Fashions? (SLR, Compact, and so on.)
DE: TKO talked about that there might be a spread of recent movie cameras. From what I perceive, the primary mannequin we’ll see might be a compact digital camera, with SLRs doubtlessly coming later. Are you able to present extra particulars about your plan for our readers? Which fashions would possibly come first, second, and so forth?
KS: At the moment, our essential focus is on creating and releasing the primary compact digital camera. That’s our major objective—bringing that product to the market efficiently. As soon as we obtain that, we will take into account the subsequent steps. We’re creating the present compact digital camera so we will use the know-how and capabilities in future merchandise.
DE: Sure, there’s a saying that it’s a must to stroll earlier than you may run. So, it’s necessary to focus on getting the primary digital camera proper earlier than you go off exploring different attainable fashions and instructions.
NA: This strategy represents a brand new technique for coming into the market. Normally, most digital camera producers announce a brand new product just some months earlier than its precise launch on the market. Nevertheless, on this case, we haven’t selected the gross sales date. It’s extra about speaking with potential customers. The market dialogue can affect how we develop the product. So, let me ask you: Have you ever ever skilled this type of advertising strategy?
DE: No, I don’t assume I’ve ever seen this earlier than, actually not so early in a product’s evolution.
NA: We haven’t made a remaining resolution but, however we needed to problem ourselves with this product improvement.
DE: I feel your early publicizing of your plans may be very constructive as a result of it creates a dialogue between you and potential customers. It provides individuals a way of collaboration and possession, the place they really feel concerned within the course of.
NA: That’s one of many adjustments from the outdated Pentax to the brand new. Co-creation with the customers is among the key elements.
I’ve combined emotions in regards to the resolution to start with a compact movie digital camera, reasonably than reviving a film-based SLR design. On the one hand, I perceive the necessity for Ricoh to stroll earlier than they run, and a less complicated compact-body design might be simpler to fabricate. Alternatively, it appears to me that the individuals who’d be more than likely to be significantly into movie could be fanatics, who’d like to make use of interchangeable lenses.
The extra I’ve considered it although, the extra I feel Ricoh is heading in the right direction with the compact-first technique. Fanatic shooters can simply (and cheaply) scratch their movie itch by shopping for used gear on eBay. There are tons of movie our bodies out there at low price, many nonetheless in advantageous form. Have been Ricoh to easily come out with a newly-manufactured *ist physique, likelihood is numerous the individuals most enthusiastic about it could have already got glad that urge by shopping for a used Ricoh or Pentax movie physique for below $100. Alternatively, a brand new compact movie digital camera would attraction to everybody from Gen-Z on up, photograph fanatics included. Sensible name, I feel.
Can US Customers Contribute Concepts and Suggestions for the New Idea?
DE: Sure, I can see that. Alongside these strains although, I’ve heard rather a lot from U.S. customers who wish to really feel included someway.
NA: Sure, certainly. I be apologetic about that. Though we obtain many feedback from U.S. customers and movie fanatics, we haven’t been in a position to set up a direct channel to speak with all of them over there. That is my headache, we’re making an attempt to think about how we will tackle this.
DE: Maybe even when it was only one individual or a gaggle that would have a presence on platforms like Fb… I’m simply considering out loud right here. What for those who may announce that you simply’ll have a web based dialogue or one thing comparable? I perceive that it may be difficult…
NA: Even when we obtain quite a few feedback from customers, we’d not have the ability to reply to all of them simply. We don’t wish to create any frustrations for the end-users, however there may be some if we ask for enter, however then can’t reply every thing. Communication is so necessary, and we have to incorporate as many feedback as attainable into the event of our merchandise. A few of them simply received’t be attainable although.
How Are You Reaching Potential Customers, to Research the Market?
DE: So inside Japan you’re having this dialog, what type does that take? How do you work together with customers? Is there one thing like focus teams?
KS: TKO and the product planning workforce typically go to movie digital camera shops to listen to what persons are considering. We additionally obtain contacts from photographers by way of Instagram. Moreover, we now have a showroom in Tokyo the place prospects can go to and interact in discussions. Generally we additionally attend photograph artwork faculty exhibitions, and these days we’ve been energetic on social media. Customers usually go away feedback and requests on social media, not nearly specs but additionally asking for successors to outdated fashions.
DE: Ah, so some persons are wanting on the *ist for instance, and asking for a 2023 or 2024 model of it?
KS: Additionally, we verify the feedback on social media very often. And certainly there are extra feedback from abroad markets for the primary video we posted on YouTube about our movie venture. So truly we do learn all of the feedback on social media.
NA: We incorporate each on-line and offline occasions right here in Japan. We collect Pentax GR customers and create pleasant occasions, not simply targeted on educating individuals the best way to take footage with their cameras however for them to easily have a superb time collectively. As for our showroom, the idea has modified dramatically from the earlier one. Till final 12 months, our showrooms in Tokyo and Osaka principally had area for photograph galleries. Nevertheless, the brand new showroom that opened in July final 12 months has a clubhouse idea. It’s a spot the place individuals who love Pentax and Ricoh cameras can collect and have conversations. The event employees and engineers are current there, so if there’s one thing somebody needs to share with us, they will. It’s like an informal chatting area although, not like a standard showroom idea.
DE: The place in Tokyo is it situated?
NA: It’s in Yotsuya, close to Shinjuku. We determined to shut the earlier showroom in Shinjuku and relocated to this new area with the brand new idea.
DE: I perceive that language limitations could make informal interactions difficult, and it’s additionally a matter of practicality. As a lot as you would possibly wish to do one thing comparable for the US shoppers, it simply wouldn’t be sensible to create a clubhouse in a spot like New York for instance. Even for those who made one, there’d be no method for product planners and engineers to simply drop in on it, and there’d be a language barrier on high of it. It’s a troublesome downside, I ponder if there’s any method I’d have the ability to assist facilitate it? I’ll give it some thought…
NA: TKO says that he typically visits universities with images applications and interacts with college students there.
It is a criticism I’ve seen from numerous US customers on-line. A variety of US Pentaxians want to take part within the suggestions course of however don’t have a discussion board to do it by way of. For Ricoh’s half, I perceive their dilemma, as a result of their location in Japan makes it straightforward to work together one on one with customers there, and the language barrier makes dialog with US customers all of the harder.
Right here’s a query I’d just like the group to present me some suggestions on: May I probably play a task in facilitating suggestions and communications? I clearly have numerous background in images and interacting with English-speaking photographers on-line, and have had numerous publicity (no pun supposed) to manufacturing processes from my years of interacting with engineers within the business, manufacturing unit excursions, and my authentic engineering background.
Maybe I may act as a sort of a proxy or interface between Ricoh/Pentax and the English-speaking photograph group. I don’t know precisely what it would appear like, however may think about speaking with the Pentax engineers and product planners, to grasp the suggestions they’ve acquired up to now and their ideas on it, summarize and current that to the US consumer base, dialog with you-all to get your suggestions, then summarize and produce it again to the engineers in Japan. This might occur in an open discussion board, or there may be a non-public area through which extra proprietary concepts might be mentioned. – Or possibly a mixture of each.
What do you assume? Would you be enthusiastic about being a part of a gaggle the place that your enter and feedback could be taken on to the Pentax engineers, and their responses communicated again?
Ricoh/Pentax clearly needs to listen to from US and different English-speaking customers however doesn’t at present have any technique to make that occur, and US customers wish to contribute however really feel pissed off and shut out. Are there any dedicated Pentaxians studying this? Please let me know what you consider setting one thing like this up, and whether or not you’d be enthusiastic about contributing.
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What Kind of Particular Talent or Data is Wanted to Design Movie Cameras?
DE: TKO talked about that the talents and data wanted to make a movie digital camera are a lot completely different than these required to make digital fashions. I really feel it’s so necessary to protect prior-generation data and expertise earlier than it fades away. What types of particular data do Ricoh’s senior engineers have that’s important for producing movie cameras? (Additionally, I used to be to listen to TKO describe a number of the conferences
between the younger and outdated engineers as “heated” – what have been the factors the place the older and youthful engineers disagreed?)
KS: Constructing a single unit of a movie digital camera could also be achievable, making a number of particular mechanical elements, however with regards to mass manufacturing, every unit should meet a sure degree of high quality. It’s laborious to seek out one of the best fine-tuning methodology simply primarily based on design paperwork. For example, there was a element that we didn’t perceive why it was there. So we have been about to take away it, however then we realized from the recommendation of one in all our retiring engineers that it’s truly a vital part. So it’s not a lot a battle between younger and outdated engineers, however reasonably variations in interpretation of drawings or meeting strategies. Each younger and outdated engineers actively talk about the best way to obtain constructive outcomes.
DE: So in different phrases, when you can design one thing mechanically, realizing what the manufacturing unit is able to producing reliably comes from expertise in working with the manufacturing course of.
I hadn’t considered this, nevertheless it’s no shock; there are numerous mechanics in a movie digital camera that both don’t exist or are completely different from what’s in digital cameras. It’s fascinating to me {that a} succesful mechanical engineer however one missing particular expertise with movie cameras may take a look at a set of drawings and assume {that a} half was superfluous that was truly vital.
Is There Stress Between Youthful and Older Engineers?
DE: I used to be too, that TKO stated that a number of the conferences between younger and outdated engineers have been heated. “Heated” seems like there have been knocking heads (gestures, laughter) and disagreement. What types of, the place have been the factors that there was that stress?
TKO (through HK): It’s not a lot a battle of various opinions. The youthful technology of engineers doesn’t have a data of movie, so that they merely don’t know the way the mechanics ought to be. So it’s extra nearly much less expertise vs extra expertise.
DE: Ah – so it’s not a lot arguing about issues however simply speaking data that the youthful engineers don’t have.
KS: Precisely, it’s not about arguing, however reasonably the youthful engineers studying from the older engineers. It’s not a battle, however a matter of data switch.
NA: It’s additionally a matter of various approaches and methods of considering. When beginning to develop digital cameras, the youthful engineers are likely to give attention to one space after which broaden from there. However the older engineers say no, no, it’s essential to begin from this space. This may be laborious to clarify. The mind-set and the steps of improvement are principally completely different.
DE: So it’s about understanding the place to begin and the underlying ideas.
NA: Sure, precisely.
Are You Working With Movie Producers?
DE: We touched on the movie producers earlier, however I wish to hear a bit extra on that matter. You talked about in passing at one level, I feel in one other interview, that movie is regularly disappearing and the processing for them as effectively. You talked about that you simply would possibly work with movie producers to broaden the choices out there for finish customers. Are you able to say something about discussions you may need had with movie producers, or is that also sooner or later?
KS: Sadly, we can’t present particular particulars at the moment. Nevertheless, our intention is to determine connections with all the businesses concerned in movie manufacturing and distribution. It’s essential for the movie market to broaden and thrive.
DE: It appears logical that movie producers could be enthusiastic about collaborating with you, as it could profit each events by growing the variety of movie customers…
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Is the Movie Venture “Stealing” Sources From Your Digital Designs?
DE: After all, with all this speak of movie, a lot of your digital customers are involved that it would detract from developments on the digital aspect. Whilst you’ve stated that you haven’t any intention in any way of transferring away from digital, what are you able to say to customers involved that the Movie Venture will drain vital assets out of your digital product line?
KS: Really, the affect on digital cameras from the movie venture just isn’t so huge. We don’t have to drag numerous assets from digital to work on movie. Movie cameras don’t have issues like sensors, LCD screens, or firmware in them, so we will develop them with minimal engineering assets. It’s not a serious burden, actually.
DE: So, the engineers engaged on sensors, processors, firmware, and all that stuff, they’re not being closely concerned within the movie venture.
NA: That’s the purpose of distinction between the youthful and older engineers, and their mind-set. When the youthful technology begins creating a digital digital camera, they first give attention to the sensor—what number of pixels, what sort, and so forth. Then they transfer on to different elements. However beginning a movie digital camera follows a special course of. It’s not a battle, only a completely different strategy.
DE: I see. So, the movie venture isn’t drawing from the identical assets wanted for digital. Proper now, it’s extra about understanding the necessities and priorities for the movie digital camera venture.
NA: Precisely. It’s about deciding what comes first, what comes subsequent, that kind of factor
It is a concern I’ve seen on-line and one I’ve had myself. The Ricoh/Pentax digital camera division is a extremely small producer in comparison with the business giants, so that they need to be frugal with their engineering assets. Akahane-san’s reply is smart, although, particularly given the stage of the method they’re at. Proper now, they’re very a lot within the definition and feasibility part, and the analysis wanted to supply elements is unlikely to be greater than a really part-time job for an engineer or procurement specialist.
After they’re prepared to maneuver on to the precise design of a product, it nonetheless received’t be almost as labor-intensive as designing a brand new digital digital camera physique: There’s no sensor, EVF, reminiscence card interface, picture processor, and so on. to design, format, and write firmware for. Positive, there’ll be some kind of microprocessor inside, however the electronics of a movie digital camera are orders of magnitude easier than these of a digital digital camera, and the event effort for a movie digital camera might be small as a proportion of Ricoh/Pentax’s general product engineering.
What About Updates to Your Digital Lineup?
DE: Let’s discuss your digital line. When the Okay-1 was launched in early 2016, it impressed us with its construct high quality and options like multi-shot high-res mode, built-in GPS, Dynamic Pixel Shift Decision, Astro-Tracer, and the distinctive digital low-pass filter utilizing the image-stabilization actuators. It was extremely aggressive in its worth vary. Since then although, competing merchandise have considerably superior their capabilities. Are you able to present any insights into the plans for the Okay-1 going ahead? I perceive you may’t share particular particulars, however can Pentaxians anticipate an up to date mannequin within the close to future? (There are lots of feedback on-line from Pentaxians expressing their anticipation for a brand new full-frame physique.
KS: Sure, we’re conscious that customers are eagerly the subsequent superior mannequin. We goal to create a digital camera that meets their excessive expectations and displays a excessive degree of perfection. We’re repeatedly engaged on technological improvement. Nevertheless, I’m sorry to say that we can’t disclose when the brand new mannequin might be out there. Within the meantime, we are going to proceed to enhance the satisfaction of present homeowners by offering providers that improve the efficiency of the cameras they at present personal.
DE: Ah, reminiscent of firmware updates for the prevailing cameras?
NA: Sure, that’s appropriate. It might not be the perfect reply, however it’s the proper reply at this second, I imagine.
DE: So it’s secure to say that you’re engaged on updates for the Okay-3 Mark III and the Okay-1?
NA: Sure, certainly. Because the market continues to shrink and we face competitors from different main digital camera producers, we have to give attention to our benefits and technological strengths. We’re all the time contemplating what units us aside at this stage.
DE: That’s reassuring. I feel present Okay-1 homeowners will admire that. It’s an necessary level.
NA: The one problem is that we will’t present a particular timeline.
DE: After all, however at the very least they perceive the strategic strategy you’re taking.
Because it seems, Ricoh has greater than stored their phrase on this entrance: Within the time since my assembly with them, they’ve launched at least 4 firmware updates throughout a number of our bodies and three updates to desktop/digital camera connection software program.
![Pentax K-3 III Monochrome Camera Review](https://petapixel.com/assets/uploads/2023/05/Pentax-K-3-III-Monochrome-Review-A-DSLR-Just-for-BW-Photo-Lovers-800x420.jpg)
Can Ricoh/Pentax Preserve Tempo With the Newest Expertise?
DE: Fashionable digital camera improvement is a really advanced and expensive course of, and within the mirrorless world, issues like AI-based topic recognition and monitoring have change into necessary options. Ricoh/Pentax’s small market share means you don’t have the R&D finances to match your bigger rivals. On condition that, what’s your technique to stay related available in the market? What’s Pentax’s area of interest that may guarantee its long-term survival? The Movie Venture looks like an necessary (and distinctive!) path, however how are you going to hold tempo within the digital world?
KS: The Okay-3 Mark III additionally has AI-based recognition and monitoring capabilities. Even when utilizing the optical viewfinder, the digital camera can detect topics like individuals’s eyes or birds in flight utilizing info from the autoexposure sensor.
DE: Ah, so the autoexposure sensor has sufficient decision to do eye detection. Bought it, fascinating…
KS: And in addition, the Okay-1 is supplied with capabilities that use deep studying to acknowledge topics with excessive accuracy and mechanically choose the customized picture setting. We all the time give attention to the usability to make the taking pictures expertise extra comfy. So mechanics is necessary for us in improvement, even within the digital period. Pentax has additionally developed distinctive capabilities like astro-tracer, because of our distinctive electronics know-how. Our objective is to proceed being a producer that gives distinctive and revolutionary options.
DE: So that you imagine you may introduce distinctive capabilities that others could not have thought of or included.
In my thoughts, that is the important thing query with regards to their future viability. I used to be pleasantly stunned to listen to that they’re truly already utilizing machine studying for topic identification, working from the autoexposure sensor. (If I’d refreshed my reminiscence by my former company’s own review of the K-1, I’d have seen that it sported an enhanced Actual Time Scene Evaluation system.)
I don’t know the decision of the AE sensor within the Okay-1 or different fashions, nevertheless it’s possible quite a bit lower than that of their essential picture sensors. Which means they’ll be restricted in how small topics will be inside the body and nonetheless be correctly recognized, however the fundamental functionality of AI-based topic recognition is there nonetheless. (There are different trade-offs between DSLRs and mirrorless cameras with regards to autofocus, however a full therapy of execs, cons, and certain advances that might be delivered to DSLRs could be so long as this complete article, so I received’t try to handle any of that right here.)
![](https://petapixel.com/assets/uploads/2023/08/ricoh_kyushu_image_mode_1600-800x593.jpg)
What’s the Story With the New “special-edition” Customized Picture Modes?
DE: You launched the KF as an improve to the Okay-70 final 12 months, and its new Customized Picture modes caught my consideration. Along with the big selection of general-use Picture Modes, I discovered the Particular Version FUYUNO, KYUSHU, and KATEN modes intriguing. These modes are solely out there with particular Restricted-series lenses. Every mode is designed to work with a novel set of lenses, with none overlap between them. The KF physique helps the FUYUNO mode (the KYUSHU and KATEN modes are pre-installed), whereas the Okay-1, Okay-1 II, and Okay-3 III assist all three modes. Why are these modes solely out there with particular lenses? Are they merely meant to encourage individuals to purchase completely different lenses, or is there another excuse behind it?
KS: We wish customers to see these customized picture specializations as a present for individuals who buy the particular version lenses, reasonably than an extra perform of the digital camera physique. By making use of picture tuning to maximise the distinctive rendering traits of every lens, you may obtain expressions that can’t be obtained with common customized picture modes. We now have restricted the mixtures with a purpose to enable customers to completely benefit from the synergistic impact of mixing the lens and customized picture. By combining the lens’s distinct rendering with the customized picture perform, we would like customers to grasp that altering the lens is not only about altering focal size, but additionally an necessary think about enhancing the enjoyment of taking pictures and stimulating the photographer’s creativeness.
DE: Hmm, that’s an fascinating reply. I used to be simply considering “Effectively, possibly it’s only a technique to get individuals to purchase lenses”, nevertheless it may also be seen, as you say, as a lens characteristic that’s within the digital camera now, or as you say that it’s a present to individuals who purchase these lenses.
KS: Once you connect the 43mm lens, KYUSHU seems within the customized picture menu. In case you change to the 31mm lens…
![](https://petapixel.com/assets/uploads/2023/08/pentax_fuyuno_mode_menuscreen_1600-800x603.jpg)
DE: So KYUSHU exhibits up with this lens, however once you use a special lens, you see a special possibility.
HK: With the 35mm macro lens, you see a special customized picture possibility. [Further Japanese conversation, swapping lenses]
HK: At the moment is March seventh, proper? In two days, we are going to announce one other customized mode.: That is the brand new mode we are going to announce in two days for spring, enhancing the pink coloration when photographing Sakura (cherry blossoms). [This mode is called “HARUBENI”, it boosts pink tones and lightens blue hues, to make Japan’s famous cherry blossoms stand out in photos.]
DE: I can await the announcement, however does it work with the 77mm lens and another lenses as effectively?
HK: Sure, there are two lenses which might be appropriate with the Spring model.
The entire Customized Picture modes work with the Okay-1 and Okay-1 Mark II, the Okay-3 Mark II, and the KF our bodies. Right here’s a breakdown of which modes can be found with which lenses:
HARUBENI:
HD PENTAX-FA 77mmF1.8 Restricted
HD PENTAX-DA 20-40mm F2.8 ED Restricted DC WR
FUYUNO:
HD PENTAX-FA 31mmF1.8 Restricted
HD PENTAX-DA 35mm F2.8 Macro Restricted
KYUSHU:
HD PENTAX-FA 43mmF1.9 Restricted
HD PENTAX-DA 21mmF3.2AL Restricted
HD PENTAX-DA 40mmF2.8 Restricted
HD PENTAX-DA 70mmF2.4 Restricted
KATEN:
HD PENTAX-D FA 21mmF2.4ED Restricted DC WR
HD PENTAX-DA 15mmF4ED AL Restricted
After all, something an organization does is meant to generate profits, so after all Ricoh is hoping that their Particular Version customized picture modes will result in extra lens gross sales.
I think numerous Westerners like me will take a look at the Particular Version picture modes and simply see a gimmick to promote extra lenses. They aren’t bodily objects, simply firmware working within the digital camera. There’s nothing about them that requires the lens to make them work, so the choice to tie the modes to sure lenses appears synthetic.
If Ricoh selected to bundle a polarizer or some color-effects filter with the lens, we’d in all probability really feel otherwise. In that case, the freebie could be a bodily object, so we’d be much less prone to view it as a man-made tactic.
I’ll admit that I got here to the dialog considering of the Particular Version customized picture modes with simply that mindset, however the extra I’ve considered it, the extra comfy I’m with the framing Akahane-san proposed – items to customers of the lenses concerned. I wouldn’t purchase a Restricted lens simply because it unlocks a Particular Version customized picture mode, however I’d admire the particular mode if it was there. On the similar time, I don’t see myself out taking pictures with a Okay-1 and feeling cheated someway as a result of I can’t use KYUSHU mode with my 24-70mm. Would I chafe over time at not with the ability to use KYUSHU with different lenses, if I actually preferred it? Perhaps, however I don’t really feel as strongly as I initially did about this “digital bundling”.
However I’m virtually actually not a typical Pentax shooter, and I’m interested by how Pentaxians really feel about this. What do you consider having particular picture modes tied to sure lenses? Go away your feedback under; I’d actually like to listen to your ideas, and if there’s sufficient suggestions to warrant doing so, I’ll move it alongside to my contacts at Ricoh.
You’ve Executed Effectively With Updating Lenses, What’s Subsequent There?
DE: I discover it encouraging that Ricoh has continued to launch new lenses yearly (a complete of 10 new fashions within the final 4 years) and a few customers agree with me, however others are clamoring for extra up to date fashions. Do you could have a roadmap for deliberate lens introductions that you can share with our readers? What new or up to date lenses are most requested amongst your customers?
KS: We will’t disclose the whole roadmap for interchangeable lenses; sadly, we will’t share it at the moment. Nevertheless, it’s value mentioning that most of the lenses customers request are already best-selling lenses for different corporations. We imagine that our lens lineup must also have a novel identification. We’re contemplating reaching out to customers to share our concepts and collect their opinions, particularly if there are high-priority requests from many customers.
DE: So, it seems like there might be alternatives for customers to offer enter sooner or later. As we talked about with the Movie Venture, it could be nice if there’s a technique to embrace suggestions from US customers as effectively… [Here again, I’m wondering if there might be some way I could facilitate such a dialog.]
DE: When you’ve had these discussions and gathered consumer enter, will you then launch a roadmap displaying the upcoming lenses and their launch dates, or will it’s extra of a case-by-case foundation as every lens is prepared for launch?
NA: We’re after all all the time fascinated by the lens roadmap and future plans. There might be one thing within the close to time period [ed. Note: Probably the 50/1.4 released in mid-May], however principally we’re reshuffling our lens technique fully proper now, we’re aiming to create a novel and distinct lens lineup for the long run. That’s why we’re not sharing a lens roadmap at the moment. Regardless that it might not be till someday sooner or later that we now have our full technique, it’s attainable that there could also be some info launched earlier than that.
DE: Nearer to the discharge date.
NA: Sure, that’s our place for the second.
DE: Your general strategy is fascinating to me. Whereas customers are requesting updates for generally used lenses, you have already got lenses that cowl these focal size ranges, even when they could focus a bit slower, for instance. You wish to give individuals distinctive causes to personal a Pentax and shoot Pentax.
NA: Precisely. Why are you selecting Pentax? That ought to be increasingly clear, that’s our technique now. We aren’t an enormous producer, so that’s the reason we wish to do one thing that makes that clear.
DE: That makes numerous sense.
Pentax has all the time been identified for having nice glass; they have been an early innovator with anti-reflection coatings (their Tremendous Multi Coating or SMC anti-reflection know-how was an actual breakthrough when it was launched in 1971), and have all the time supplied a broad vary of lenses together with a wealthy assortment of primes.
For years, they’ve maintained a gradual movement of 2-3 new lens designs per 12 months, with at least 5 new fashions in 2021. The tempo slowed in 2022 although, after we noticed only a single new mannequin, a 100mm f/2.8 macro, and up to now this 12 months we’ve seen a recasting of their 50mm f/1.4 design in two variations, one with trendy coatings and the opposite with the basic SMC tech for a nostalgic look.
Per Akahane-san’s feedback, they’re at present rethinking their complete product line. Slightly than updating a kind of customary lens with the newest and biggest know-how, what may they carry to their customers that will be distinctive to Pentax?
I feel it is a good technique. Would somebody choose one producer over one other simply because they’d a very spectacular 15-30mm f/2.8? – I think not. Alternatively, somebody who was actually into macros would possibly see an impressive wide-angle macro zoom as a cause to get on board. I don’t know what types of lenses this strategy would possibly flip up, however I feel Ricoh is sensible for asking the query.
![](https://petapixel.com/assets/uploads/2023/08/pentax_77mmf18_kf_1600-800x600.jpg)
How About Lens Updates With Quicker Focus Motors?
DE: On the lens entrance, I don’t wish to get too far into specifics, however there’s a robust common curiosity in up to date designs with sooner focus motors, and plenty of, many customers are on the lookout for an replace to your DA* 50-135mm f/2.8 mannequin specifically. Are you able to provide them any encouragement that such a lens may be coming? Do you intend to introduce new variations of older lenses with sooner PLM focus motors?
KS:
DE: Ah, I perceive, you may’t simply drop it into an present design, it’s essential to prepare the optics, and the main focus group must be smaller or no matter. Bought it.
DE: I feel that’s all my questions, thanks very a lot on your time! All: Thanks!
Abstract
This ended up being a really prolonged interview, because it’s the primary alternative I’ve had in a very long time to talk to high Ricoh administration, and the Movie Venture may have made an article all by itself. It was an fascinating dialogue, significantly given Akahane’s return to move up the imaging division once more.
Listed here are some bullet factors on what we’ve realized:
- The Movie Venture to develop a contemporary film-based digital camera remains to be at a really early stage.
- The Movie Venture started within the thoughts and coronary heart of one in all their engineers, Takeo Suzuki (“TKO”). It took some promoting on his half, however administration all the best way to the highest degree is now onboard and enthusiastic.
- They’re soliciting suggestions from photographers, to grasp what individuals need and anticipate from a movie digital camera.
- They’re making an attempt to grasp the extent of potential demand, nevertheless it’s very tough as a result of it’s been virtually twenty years since mainstream movie cameras have been final offered. (Apart from disposable cameras, that are a wholly completely different market section.)
- They’re evaluating whether or not provide chains nonetheless exist or will be recreated for film-camera elements.
- They’re working to switch data about movie digital camera design from the older technology (together with some engineers who’re already retired) to the youthful technology to hold it ahead.
- The data wanted for movie digital camera design primarily entails non-obvious mechanical components.
- The primary mannequin might be a compact digital camera, not an ILC/SLR.
- I requested Akahane-san what the attraction of movie images was. For him, it’s about having nothing between him and the topic however air and glass. Even a superb EVF show nonetheless entails a pc decoding a scene, reasonably than him connecting with it instantly. (I think it is a feeling numerous movie fanatics can determine with.)
- Ricoh has been amassing suggestions on the Movie Venture from photographers in Japan, the place engineers and product planners can simply work together with them. They’d very very like to have comparable suggestions from the English-speaking world, however the language barrier and bodily distance stored them from doing so to this point.
- Ricoh needs to work with movie producers however declined to say whether or not or to what extent they could have already got accomplished so.
- Some customers have apprehensive the Movie Venture would possibly draw assets away from Ricoh’s digital merchandise. They assured me that this wasn’t a problem; the trouble required to design a movie digital camera is drastically lower than that concerned in digital designs. There’s no sensor, processor, reminiscence interface, LCD and EVF shows, and so on, and no advanced firmware, so the Movie Venture is simply occupying a small fraction of their general engineering finances.
- As regards to digital merchandise, Ricoh is unquestionably investing effort and assets there. Relating to new digital camera our bodies, Akahane-san stated that they should give attention to what units them other than their bigger competitors. He clearly couldn’t touch upon new fashions however stated that within the close to time period, they’ll proceed engaged on firmware updates to their present fashions, to reward their present customers.
- I had some considerations about Ricoh having the assets to compete in an age the place AI and deep studying know-how have change into so necessary to the digital camera market. Shibuya-san identified that Pentax’s present Actual Time Scene Evaluation system truly already employs deep studying algorithms, working with information from the autoexposure sensor.
- Ricoh lately introduced a number of “Particular Version” customized picture modes which might be tied to particular Restricted-series lenses. Whereas they’re after all targeted on promoting extra lenses, Akahane-san positioned these new Particular Version modes as “items” to these buying the related lenses, reasonably than merely a gross sales approach.
- A variety of customers have been requesting updates to earlier lens fashions, making the most of new know-how. They’ll actually do that as demand signifies, however they’re at present re-evaluating their complete lens lineup. Right here once more, their key technique is to search for methods to ship distinctive worth, reasonably than simply “me too” variations of ordinary focal size/aperture mixtures.
Phew, that was numerous materials. This is among the longest interviews I’ve accomplished in current reminiscence, nevertheless it’s been some time since there’s been any deeper protection of Ricoh for English-language readers. Hopefully, it’ll be well worth the effort for all of the Pentaxians on the market.
As I discussed in a few locations above, seeing the frustration of each US customers and Ricoh themselves, I’m questioning if there may be a method I may facilitate communications between the 2. That is one other space I’d like to listen to suggestions on; do you assume I may serve a helpful perform, gathering enter from US photographers to deliver to Ricoh in Japan, and speaking responses again? Please go away your ideas within the feedback.
As standard, I’ll monitor the remark thread right here for per week or so after posting this, so I can reply to any questions anybody may need.
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