[Fontan]

Sounds like in some ways, they are taking the Leica road. Not a bad idea. But they will need to up their customer service game.

Well, Leica today had an unveiling of the new M10-R, and the presentation was as goofy as they came. It was kinda lame. Hope Pentax won't be emulating that . . . .

[Wheatfield]

Pretty lousy as marketing video. Much ado about nothing.

That depends on what they are marketing, doesn’t it? It appears they are marketing a philosophy.
That is very different from marketing hard goods, and requires a very different approach.
One could look at a feature laden advertisement that says buy our product because it does this, that and everything else and say it is a lousy marketing video because it doesn’t speak to a corporate philosophy.

---------- Post added Jul 16th, 2020 at 12:16 PM ----------

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.

Bye then.

---------- Post added Jul 16th, 2020 at 12:20 PM ----------

While I am quite happy with my K-1 I would like to see Pentax offer a mirrorless option.

After all, if I remember correctly the main reason Pentax are such a small player in the market these days is due to the fact they dismissed digital as a passing fad that would never overtake traditional film in the world of photography and refused to embrace the technology until it was nearly too late.

Deja-vu anyone?

Their being a small player predates digital by well over a decade, and is what is causing so many users today to have fits of angst over the price of new Pentax gear.

---------- Post added Jul 16th, 2020 at 12:23 PM ----------

It's all beginning to sound, niche, arty and expensive

Well yes. Think Leica from the 1960s onwards.
They did very well doing what they did best, and failed miserably when they stepped outside their niche.

[MMVIII]

I think this is an interesting take. They can take some pressure out of expectations towards future products, from costumers, but maybe also from commenters/bloggers/imaging news sites. As the position is clearly defined a lot of useless comments towards the new forthcoming release might be attenuated. (of course, they will still come, the internet is a tough and sometimes nasty animal).

Recent news from Olympus, as sad as I am seeing any proper camera company vanishing, might play into their hand right at the time when they will release a crop camera with hopefully some qualities that they had in common with Olympus: rich in heritage, gerat ergonomics, tough, sealed, compact, long reach (due to crop) and maybe fast. At least if you take the upper class Olympus cameras, which share a similar body size wise with the K-new

Compare camera dimensions side by side

If they can deliver on speed in regard to AF and FPS this might be an attractive alternative for a disappointed Olympus subgroup.

And maybe the empasis on the OVF might find some sympathy with Canon and Nikon shooters too, that enjoyed their look through the prism and see that these companies might sooner or later abandon these products.

While this statement probably excludes a quick addition of a mirrorless camera under the Pentax brand, there still might ways of Ricoh to add this option in future products, but maybe under a new system, based on GR or GXR? It would be a new system in any case, with new lenses and new mount. I must say I would like to see the Pentax Ricoh qualities and philosophy beeing transformed into a mirrorless system. But I would not be one of the early adopters, and I think this might be the case with many Pentax users, explaining why this has not happened until now.

[BarryE]

Pretty lousy as marketing video. Much ado about nothing.

Or as an alternative view: an excellent marketing video that reinforces what the brand stands for. I can imagine many potential users who are looking for something different, and not just raw, "digital imagery* ", to respond well to this.

* Raw digital imagery is in my mind an approach to use technology to eek out the most technically accurate image, rather than an aesthetically, beautiful picture. I think this video pretty much says this.

[3by2]

Well yes. Think Leica from the 1960s onwards.They did very well doing what they did best, and failed miserably when they stepped outside their niche.

I need to buy up more ltd's as an investment then!

Plus I've never been trendy. I can't possibly own a trendy camera.

[Wheatridger]

"A point in the presentation that struck a note with me; the evaluation of cost of ownership over life versus simply the initial purchase. Other than issues related to my stupidity (and a warranty repair with my MZ-S), I've never had to have my Pentax cameras in for repair."


My Nikon-using friend seems to send a lens or body back for repair every six months or so! He's a hard-working pro, but that still seems excessive. The inclusion of stabilization motors and elements may be part of this, and AF motors are another. I'm quite happy to skip all that (though half my lenses have AF motors).

[house]

It is slightly worrying that the videos have so low production values. The profile of that photographer seemed to be a screen dump of a web page, really bad typography. The lighting and venue/backgrounds wasn't great either. Gives a very "small bookstore presentation vibe" but not in a cool way. The video with actors was nice enough but the wholesome cozy vibe might be off putting to younger people who are into art/visuals.

I like what they said, despite seeming more than a little bit staged, perhaps that's enough. Just not what traditionally makes marketing/communication work particularly not for a brand who does imaging.

[Coiseam]

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.

This 5 points Pentax Credo resembles Fuji philosophy to a high degree, though as being both a Pentax and a Fuji user I feel like Pentax really do it whereas Fuji are playing an imitation game.

[repaap]

I did just watch the video.

Really lookin forward for see the 22/7 serie. This is more than marketing video. It is sivilized way of begin the conversation. We/I as viewer can make my decision, they are not pushing it down my throat. I do quite appreciate that.

[Mistral75]

They gave a pretty vague answer to the question about possible mirrorless system with new mount.

That's the polite Japanese way of answering no.

[Mistral75]

(...)

Not enough history, needs more emphasis about being the first slr. No mention of all those still usable lenses!


(...)

The first Japanese SLR.

There were SLR cameras (field cameras) at the beginning of the 20th century.

As for the first SLR with pentaprism, the Rectaflex and Contax S cameras predate the AP by almost ten years.

[D1N0]

Bye then

You are not rid of me yet before you chase me of the premise for heresy.

[Wheatfield]

You are not rid of me yet before you chase me of the premise for heresy.

There is no heresy in wanting equipment that suits you better. If your Pentax gear isn't floating your boat, find a different boat.

[guinnessman]

Reading between the lines of that page/video, it sounds like they're not competing on features, but the 'artistic' aspect and intangibles.

It's honestly fine, the mirrorless market is crowded, competitive, and features just leapfrog from one brand to another. It'd be a difficult place/time to throw another mount into the ring. There's C&N, and they can leverage their technology into hybrid systems, but TBH, who else besides them and Pentax are making SLRs?

If done well, they could be that mini Leica-esque lifestyle brand, just an SLR instead of RF.

[Pål Jensen]

That's the polite Japanese way of answering no.

Commitment to the SLR and the optical viewfinder is a universally understood way of saying "no mirrorless".