[Class A]

A webpage dedicated to explaining "What Pentax Values Most in Future Cameras" has just been released.

1. We design new cameras through sheer devotion.
   It is our intention to produce cameras that will be the preferred choice for photo enthusiasts, because we love photography and have an in-depth knowledge and understanding of cameras.
   
   
2. Our goal is to produce cameras with the power to capture images that allow for direct communication with the subject.
   We intend to design cameras that create memorable images, that make us feel as if we're connecting directly with the subject, capturing our imagination and captivating our senses.
   
   
3. We design cameras that allow our users to enjoy all the processes involved in taking a picture.
   We pursue every essential element involved in the joy of photography. From looking through the viewfinder to composing the image, focusing on the subject and releasing the shutter.
   
   
4. We pursue a level of quality and performance that can’t be measured by numbers alone.
   We produce our cameras not only by pursuing higher performance based on numerical values, but by integrating our designers’ sensory feedback into the design and development.
   
   
5. We respect and value the photographic experiences of our users and view this as an invaluable asset.
   We want to share all the inspiring experiences of our users, from the hardware to the shooting processes, creating and viewing the images.

It is a big committent to optical viewfinders and the principles that led to the FA Limiteds (rendering over benchmark performance).

I like it.

At the end of the page, a ~30min video is featured:

You Tube

You Tube

[dangtrangiabao]

At 29:14 it shows that information about the new aps-c will be released at 7pm JST July 22

[FozzFoster]

dee Boo Boo Boo Boo Boo Boo Tea Asan Nu

[zapp]

That part of the strategy was more or less obvious for the last decade+. Good to put it in words. Let’s see what’s next.

[Class A]

In my view, they could have made some more technical points about the advantages of OVFs:

• zero lag.
• infinite refresh rate.
• zero battery usage.
• avoid stuttering which can be jarring.
• don't impose a certain white balance which can be off-putting.
• always feature the environmentally appropriate brightness.

EVF brightness and white-balance can be inappropriate and neither of these parameters can be quickly adjusted, at least not on Fuji/Panasonic cameras.

To top it off, OVFs allow the sensor to be free from on-sensor PDAF sensels that can cause banding and striping.

[Imp]

dee Boo Boo Boo Boo Boo Boo Tea Asan Nu

5:24 List price p 2 FEFFEFEFEFEFEFEFEFEFEFEFEFEFEFEFEFEF

[Kameraten]

Pretty lousy as marketing video. Much ado about nothing.

[FozzFoster]

Much ado about nothing.

this sort of business statement or vision is very important - especially with the 'demands' for mirrorless options.

---------- Post added 07-16-20 at 04:42 AM ----------

At 29:14 it shows that information about the new aps-c will be released at 7pm JST July 22

Another 4 AM start on Wednesday I guess..

[PJ1]

Interesting. What it suggests to me is that Pentax (Ricoh for the pedants) is articulating what it believes its users value in the product. The timing - with the K-new only a week or so away (perhaps) - suggests that in a general sense it will be benchmarking the new camera against these reference points. They are imprecise enough to mean whatever someone wants them to. It will be interesting to see how the "dead and buried" brigade in the wider photographic community react.

[FozzFoster]

Man, what are they talking about at the end... what did he open? the battery door? what could be so exciting in there?

edit: SD card door

[Kunzite]

Yes, he accidentally opened the battery door. There's nothing more to that.

[NZ_Ross]

It is a big committent to optical viewfinders and the principles that led to the FA Limiteds (rendering over benchmark performance).

I like it.

Thanks for posting this info Class A.

I have watched the video and read the brand positioning statement.

My take on it is that Pentax are formalising where they have been heading for a few years now.

As every other major consumer camera maker pivots to mirrorless cameras, Pentax are planning to maintain and improve excellence in optical viewfinder SLR systems, focussing on the 'joy' of photography. As a market positioning statement, they are aiming the be for Optical SLR's what Leica is for Rangefinder's - a specialist niche company that produces high quality photographic instruments for those that want that style of photography.

It is a strategy that sees them remain in a niche, but also survive by being well differentiated from the markets major competitors.

In fact with the Pentax Values just released, it is a declaration that they are adopting a very different strategy from the major brands, and essentially starting to crave out their own niche marketplace.

I have every expectation they will be successful in achieving their Values and Vision.

Ross

[D1N0]

My main argument against the OVF is bad manual focus calibration and fickle AF calibration of the PDAF system. What you see in focus in the OVF is not in focus in the image. For AF and CIF you need to calibrate every time you use a lens because apparently it depends on conditions how much it is out of wack. So what Pentax needs to do is properly calibrate the focussing screen so that is correct out of the box and create a lens calibration feature using live view. I don't think they will do it so my next camera will be mirrorless.

[ben-pentax]

So, They do plan to try, and if need die trying.

In the current economic climate (Olympus anyone ?), Ricoh say - "we have a vision, and we stick with it" and then explain the vision. And what a vision. When was the last time Pentax made such a statement (never) ?
This ties nicely with the post CP+ video - it's the vision then enabled them to re-design the 85. And to design the Limited the way they design it (look at prints). Maybe that's the way to look at the k-1ii accelerator - it's a Limited camera. Judge it by prints. not by pure specs.

The Knew will be the first of the new breed, and then we will know the details. Maybe it took so long for the same reasons that the 85 took so long ? Understanding mid-way the "very good" isn't eanough and changing to make it "excellent" ?

I like that new Pentax(/Ricoh). (My wallet disagrees :-( )

[repaap]

I personally have not have such problem with OVF. But hey! It is just me. BTW no one should have to have a reason to choose mirrorless , over camera with mirror. These ‘reasons’ are more and more becoming to be almost abstract. Lot of times one has to be almost engineer to one why the apparatus you are using is not working..? Or can’t possibly work. Even if it will.