Guys, Ricoh Imaging cannot do everything at the same time nor can they spend as much on R&D (and marketing) as their competitors. By far.
As far as cameras and lenses are concerned, Canon are
thirty-five times bigger than Ricoh Imaging. Indeed, in 2017, the sales of Ricoh's Smart Vision division amounted to ca.
¥20bn whilst those of Canon's camera (and lens) activity amounted to
¥703bn.
Ricoh Imaging have to find other ways than massive R&D (and marketing) spendings to stay alive and afloat.
Besides, judging by the regular roll-out of new versions of Ricoh Theta firmware and apps (more than three per month, see
News | RICOH THETA), whatever R&D money is available goes primarily to the fast-growing VR / AR / 360° video markets.