[crabclawhands]

The BJP have just posted an interview with the head of Pentax UK and well, he appears not to be doing the brand a great deal of good in this example at least.

I may be wrong, but here is a man that is perhaps not suited to the selling of things... I'm guessing he has other strengths.

Q: "Who might want this camera over a similarly sized SLR?"
A: "Dunno... err.. it was made by a designer...."

Q: "Does it have any good features?"
A: "Ummm, design."

to be fair, there is a leading edge of "Isn't this camera kind of massive compared to the competition?" from the interviewer.... but still, I feel this is selling the camera short, while it may be low on revolutionary ideas there are definitely reasons to own it other than design!

Here's the link to the interview: Pentax unveils its "compact" K-01 mirrorless camera - British Journal of Photography

And a pasty version for people that hate clicking.....

The camera offers high-speed burst shooting, an extra-wide sensitivity range with a top sensitivity of ISO 25600 and Full HD video recording. However, it weighs 560g and measures 121x79x59mm.
BJP's news and online editor Olivier Laurent speaks with Pentax UK's general manager Jonathan Martin.
BJP: Can you tell us what is the target audience for this camera?
Jonathan Martin: The K-01 is aimed at, first and foremost, the fashion and design market, which we see as a new market for us. But it's also aimed at current Pentax users, who will have the ability of using their current range of Pentax lenses on a brand new product.
BJP: Why were you interested in the fashion and design audience?
Jonathan Martin: That's important because it's traditionally a younger audience - an audience that Pentax, traditionally, hasn't approached and hasn't managed to get hold of. So with our collaboration with Mark Newson [an Australian designer], we hope to use this exposure to actively target that audience for, probably, the first time.
BJP: But what about the amateur and semi-professional market, as well as non-Pentax users? Do you think the K-01 will attract them?
Jonathan Martin: I think it will attract them. I think it will certainly stand out in the retail environment because of the design of the product. It will make people look - people that are generally curious.
BJP: The design is very different from what you would expect from a compact mirrorlesss camera. What was the thinking behind it?
Jonathan Martin: The collaboration between Mark and Pentax mainly took place in Japan. From what I can see, we gave him an open book and we embraced all of his ideas.
BJP: Was it a conscious choice to select Pentax's K-mount?
Jonathan Martin: I think so. It gives us [access to] a lot of existing users...
BJP: ...but that also means, in terms of using an APS-C sized sensor, it makes a more chunky camera body.
Jonathan Martin: It has to be bigger, yes.
BJP: But for a compact interchangeable lens camera, don't you think it's too big?
Jonathan Martin: No I don't think so. I think the size of the product is outweighted by the range of lensesthat you can use on the product.
BJP: But how are you going to convince people that have a DSLR camera to go with something that is almost similar in size to a DSLR?
Jonathan Martin: Well, it's whether they want to go with mirrorless features rather than a traditional DSLR.
BJP: What are these mirrorless features that you don't find in a DSLR?
Jonathan Martin: ... design, really. Design.
BJP: So you're basicaly banking on design?
Jonathan Martin: We're banking on design, and on the fact that they are - we know because we've done market research - a lot of Pentax users that have been waiting for a K-mount mirrorless product.
BJP: But don't they want something more compact in size?
Jonathan Martin: I don't know. Because of the need to have the 44mm mount, the product has to be of a certain size. I guess that, pretty much like when we launched the Q camera, which was much smaller than everyone else's - this product, [the K-01], has gone the other way. It's a design-led product.
Pentax's K-01 will be available from early March, retailing at £630 body only.

[JinDesu]

That is one hilarious interview.

[creampuff]

An idiot at the wheel. He should be sacked.

[Roob-N-Boots]

An idiot at the wheel. He should be sacked.

So true! The guy's a moron.

[ducdao]

An idiot at the wheel. He should be sacked.

Yeah! Should use his salary to rehire ex-Pentax engineers.

[solar1]

"hilarious"

"Idiot"

"Moron"

[Docrwm]

Hipsters is what I said when I saw it and this interview just confirms that is the target audience. I also think its for moms that want a stylish camera with excellent video that cost a bit for the wow factor.

[westmill]

In fairness.... Pentax now do both the smallest and the largest now lol
Im at a loss as to what muppet will actualy buy it though. Its hardly smaller than the k5 !
Not even much of a price differance either. Errrrr Why would you ?
It seems even Pentax dont know lol

[einstrigger]

I'm always curious as to how these companies actually do their "market research". In an age where opinions are instant, it shouldn't be too difficult to gauge the market. Considering the comments made here and other sites, the word "ugly" and "fail" tend to come up a lot. But perhaps the crowds here aren't the intended demographic for this camera. As the interview above pointed out, it seemed to be geared more towards the "fashion and design audience". But I always figured that crowd already had their eyes set to Leica. In any case, it still seems like a foolish product release and whoever was in charge should be sacked. Especially after an awful interview where you can't make a compelling argument for your own product.

BJP: What are these mirrorless features that you don't find in a DSLR?
Jonathan Martin: ... design, really. Design.

Really?

I do not see the K-01 going the way of the Nikon 1 Series, which was derided at launch, but has become a success for Nikon. At least they were able to argue that their camera offered something different other than "design".

[Docrwm]

In fairness.... Pentax now do both the smallest and the largest now lol
Im at a loss as to what muppet will actualy buy it though. Its hardly smaller than the k5 !
Not even much of a price differance either. Errrrr Why would you ?
It seems even Pentax dont know lol

On the size issue I agree but on the price issue I think you're mixing two different price points in the life cycle of the cameras. The K-5 opened at $1400 body only and now has a street price of $1050 or so. The K-01 is opening at $750 body only and will likely see $599 or so soon. The difference between $1400 and $750 is significant as is $1050 and $599 in my opinion.

[westmill]

On the size issue I agree but on the price issue I think you're mixing two different price points in the life cycle of the cameras. The K-5 opened at $1400 body only and now has a street price of $1050 or so. The K-01 is opening at $750 body only and will likely see $599 or so soon. The difference between $1400 and $750 is significant as is $1050 and $599 in my opinion.

Ive no idea of what the retail prices are in the states but here in the UK the K5 ive seen selling for
as little as £650 regardless of recommended retail.

[Raffwal]

That interview makes me think he doesn't know much more of the product than we do. Like he got a press release package just some days before the announcement.

[westmill]

It seems to me that they are obviously selling it as a fasion statement. Sony and Nikon have spent an awful lot of money on advertising nex and Nikon 1.
I think the young generation are rather fickle. Even if it was a better camera im not sure if it would carry the same street cred as them.
You can have a great pair of none brand trainers and a bad pair of Nike trainers, but they are always going pay the extra and put up with less for more, just because
of the name. I think pentax will need some great TV adds to get it running along side these babys.