[thibs]

Seems like a smart move to get involved in the only parts of the camera industry that appear to be growing - smartphones and action cams. FF is next!

I agree. Besides, it is a way to get the GR brand known by those buying a phone.
There's no downside I'd say.

[solar1]

This announcement could be seen as Ricoh aiming at becoming the Japanese Leica, Schneider Kreuznach or Carl Zeiss.

Gentlemen, open your wallets!

If Sharp made their products to the quality level of the above, it might mean something special. I fail to see a point reflecting such high quality and high priced equipment manufacturers to sharp or Ricoh.

On the other had, I wish Ricoh success in coming up with some great stuff. Built in wifi might be an add on too from sharp. We'll see.

[Aristophanes]

This sounds like one of those deals a couple of company men drunk on sake made while hitting golf balls into Tokyo Bay one night as way of telling the boss "look what I did".

[bobmaxja]

Ok guy befoe going further . Sharp is #3 brand in the Smart Phone in Japan behind Apple and Sony . They seem to go the route in choosing their partner. For sound , they work with Harmon Kardon. Working with Pentax make sense for the Photo system as Pentax is selling well in Japan and trendy
Here part of the press release for the Aquos phone

Sharp phones have been relatively popular in Japan, behind Apple and Sony, but they've never been available in a meaningful way outside of the country. With Sharp's close ties to SoftBank, which has more than a vested interest in the US market, that's likely going to change, and Sprint could have some very interesting exclusive smartphones in its lineup in the near future.

[lytrytyr]

This announcement could be seen as Ricoh aiming at becoming the Japanese Leica, Schneider Kreuznach or Carl Zeiss.

Pentax has already played at being the Japanese Schneider-Kreuznach:

[thibs]

Pentax has already played at being the Japanese Schneider-Kreuznach:

Actually, that's the other way around.

[OJGoreng]

Actually, that's the other way around.

Unless you're saying that Schneider have played at being the German Pentax, I don't understand wheat you mean. Actually, even if you're saying that Schneider have played at being the German Pentax, I don't understand what you mean. Would you care to explain?

[Kunzite]

If we want to be accurate, it was Samsung who wanted to sell Pentax lenses under the Schneider badge.

[thibs]

If we want to be accurate, it was Samsung who wanted to sell Pentax lenses under the Schneider badge.

Exactly. This is a Samung/Schneider move. Not a Pentax one.

[Asahiflex]

Actually, to me this whole story is slightly less embarrassing (but only slightly) than what Pentax USA conceived in the past: "The Official Digital Camera Of The Internet".

[Kunzite]

The GR Certified? Why would it be embarrassing? It's no different than Leica, Zeiss, Sony G smartphone lenses.

[Asahiflex]

But it says "GR Certified". I cannot remember that there are cameras or lenses with "Leica Certified" or "Zeiss Certified" on them for that matter. Am I wrong?

[Kunzite]

Because they're not making the lenses themselves. It's more honest than borrowing their name to 3rd-party manufacturers, don't you think?

But I'm a software engineer, and I live in a world full of certifications

[bobdobbs]

I wonder how many more Isuzus were sold because of the "Handling by Lotus" badge on them. Probably not many. I'll bet it was a good deal for Lotus, though.

[Uluru]

GR certified? Thank God it's not WG-S1 certified.

That is excellent though, phuh, I was afraid it may be the WG. Thank God, despite being totally pointless news altogether — I presume camera news websites hunt any kind of tidbit to write about, and this one was odd enough to mention it.