Ricoh selected to not exhibit at CP+ earlier this yr, so I took benefit of my prolonged keep in Japan to go to their company headquarters in Ota-ku, Tokyo. (Ota is southwest of central Tokyo, a few 50-minute prepare journey from the place I used to be staying in Asakusa, on the northeast facet of the town.)
These are the individuals I met with, their particular person feedback are indicated by their initials within the dialogue beneath. (I’m “DE”.)
- Noboru Akahane, Consultant Director and President of Ricoh Imaging Firm, Ltd.
- Takeo Suzuki (“TKO”), Product Planning Improvement, Improvement Headquarters, Pentax Division, Ricoh Imaging Firm, Ltd.
- Ryutaro Aratama, Group Chief, Oversales Part, Enterprise Administration Division, Ricoh Imaging Firm, Ltd.
- Hiroku Kawaguchi, Product Spokesperson, Enterprise Administration Division, Pentax Division, Ricoh Imaging Firm, Ltd.
- Kazuhiko Shibuya, Enterprise Administration Improvement, Abroad Gross sales Part, Pentax Division, Ricoh Imaging Firm, Ltd.
Within the following, I’ve loosely paraphrased the dialog to make it simpler to learn for English audio system. The feedback from Ricoh, due to this fact, aren’t in their very own phrases as spoken, so please attribute any inaccuracies to my interpretation of the dialog.
![](https://petapixel.com/assets/uploads/2023/08/ricoh_akahane_2023-771x800.jpg)
Akahane-san has total accountability for the Ricoh Imaging Group, which manages each the Ricoh- and Pentax-branded cameras and lenses. He instructed me that his return to main Ricoh Imaging got here as a shock, as he’d been working at reviving a Ricoh subsidiary in India after a large accounting fraud there.
I did just a little Googling and located that this was an enormous story in India in 2015 and 2016: Insiders apparently cooked the books to the tune of greater than $160 million on the then-current change charge. He mentioned there had been “false conveyance” and what amounted to a small gang working inside the corporate that was behind the fraud. It feels like a wild journey; he struck me as very pleasant and personable however will need to have a spine of metal to tackle company corruption of that magnitude.
It seems that Akahane-san has really had a whole lot of expertise checking out and revitalizing struggling firms: Earlier than becoming a member of Ricoh, he’d labored in funding banking, the place he was typically the one who’d be despatched in to kind out firms needing restructuring and redirection. Like most Japanese, he’s very modest when speaking about his personal skills, however there’s no query about his turnaround expertise.
That is really his second stint as head of the Imaging Division; he oversaw the event and launch of a number of the firm’s most succesful and profitable merchandise, such because the Ok-1 and Ok-3 when he was final in cost. The picture market may be very totally different now, however I personally have a whole lot of confidence in Akahane-san’s instincts and skills. I feel his return to the Imaging Division is superb information for Pentaxians in every single place.
With out additional ado, let’s dive into the interview:
The Movie Undertaking: Not Simply About Design, however Provide Chain as Effectively
David Etchells: I feel Ricoh’s announcement of the Movie Digicam Undertaking final December is likely one of the most intriguing developments within the trade. After studying the feedback on the video that includes Pentax digital camera designer TKO (Mr. Takeo Suzuki), it appears that evidently many individuals share my enthusiasm. Some studies counsel that step one is to find out the feasibility of a brand new movie digital camera, however from the video, it feels like you will have already made a conclusive choice to develop one. Are you able to make clear whether or not you will have certainly made a agency choice to develop a brand new movie digital camera?
Noboru Akahane: We haven’t made a closing choice but relating to promoting or not promoting a digital camera. That facet remains to be undecided. Nonetheless, now we have already made the choice to embrace the problem. This problem pertains as to whether we are able to collect the required components to fabricate a movie digital camera. It’s been a very long time since we final developed a movie digital camera, and plenty of different digital camera firms are in the identical scenario—they haven’t ventured into movie cameras both.
DE: Ahh, so the movie digital camera provide chain…
NA: Sure, there’s a important distinction. It’s not only a minor distinction, however a considerable one. Moreover, we have to examine the soundness of the movie provide, determine the primary movie suppliers, and perceive the market itself, together with the preferences of younger individuals, males, and girls. On our facet, we have to discover the fitting one who can design an acceptable plan for creating a movie digital camera. We have to collect skilled people to provoke the engineering course of.
DE: So, you emphasize the significance of discovering the fitting individuals. The older engineers who possess the required experience and the youthful engineers…
NA: Completely. It’s essential that the know-how is handed all the way down to the youthful technology. Even when it turned out that we weren’t capable of develop a movie digital camera proper now, it’s important that the know-how continues to evolve.
This hadn’t occurred to me however makes a whole lot of sense. Whereas they’re much less advanced than digital cameras in some ways, movie cameras have a singular set of elements, a few of which haven’t been manufactured for years now, or solely in very restricted portions. Provided that it had a sweeping title of “The Movie Undertaking”, I had assumed that Ricoh already had a well-developed plan in place. Because it seems, they’re nonetheless very a lot nonetheless learning the feasibility of producing fashionable movie cameras. A part of this course of entails figuring out the fitting individuals internally to work on it and recapturing the information of their engineers who’ve expertise with movie digital camera design and manufacturing. We’ll hear extra about their causes for saying the mission so early within the additional dialog beneath.
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Is Movie Nonetheless Related, within the Digital Period?
NA: However earlier than that, that is possibly my private mind-set, however I feel movie cameras is likely one of the areas that we have to give attention to. We’re often called a DSLR firm and in addition make water resistant cameras, that are well-liked now, however we’re encountering challenges with the shrinking DSLR market. Personally, I really like pictures and taking footage, and the DSLR is the one kind of digital camera that I actually love. To clarify exactly, I can not stand having any barrier between the topic and my eye; solely mild and air ought to come between them. With mirrorless cameras, the viewfinder adjusts the picture electronically, which detracts from the scene I noticed that impressed me to take the image within the first place. It could seem to be a small element, but it surely’s an essential level for me. Provided that we live on this earth with pure air and lightweight, it makes me really feel that movie cameras are the way in which to go. That is simply my private feeling, however I don’t assume I’m the one one who feels this fashion, an exception. I feel there’s a vary of individuals worldwide who really feel the identical approach I do.
DE: Sure, as you say, some individuals will favor the direct visible expertise.
NA: Completely, capturing the scene precisely as seen by my eye.
DE: I feel one of many sights of movie is that it’s a singular medium. It’s arduous to place into phrases, however taking footage with movie feels totally different, maybe as a result of you’ll be able to’t simply rattle off 100 pictures after which choose one. There’s additionally a sure sense of thriller and anticipation in regards to the end result. After I was younger I had a darkroom in my father or mother’s basement (it was solely black & white), and the method of creating prints was all the time very interesting to me.
NA: Do you encounter any limitations in capturing pictures throughout your travels at present? In my youthful days, once I traveled around the globe, I needed to fastidiously contemplate the variety of pictures I may soak up a day as a result of movie’s restricted capability, simply 24 or 36 exposures. Regardless that I would see many stunning locations or scenes, I had to decide on the place I’d use these restricted frames.
DE: Yeah, by some means it entails you with the picture extra, since you’re pausing to consider , I solely have 36, so what am I going to take?
NA: Sure, you must resolve whether or not to take footage within the morning or daytime or when you ought to avoid wasting for later within the day.
DE: Possibly you might make a digital SLR that has a counter, so you’ll be able to solely take 36 pictures in a day.
NA: However the issue is after taking the image, the best way to choose the fitting one.
DE: Yeah, it’s attention-grabbing, there actually appears to be a resurgence of movie with younger individuals, I feel much more so than with individuals our age. There’s an attraction to it, possibly as a result of it’s simply *totally different*, it’s type of retro, … I can’t fairly put it into phrases, however then, I’m not precisely an adolescent myself.
NA: Even my youthful feminine kinfolk in Japan are excited to listen to a few new movie digital camera.
DE: As I discussed, the response to your YouTube video was overwhelmingly constructive, there have been simply tons of and tons of of very constructive feedback.
NA: Sure, I used to be shocked, truthfully.
There’s lots to unpack right here. What’s it about taking pictures with movie that makes it distinctive and interesting, relative to digital? For Akahane-san, a whole lot of it has to do with the sense that there’s nothing between him and his topic, no advanced imaging system rendering a model of the scene to show on an EVF or LCD, however simply his eye trying by a viewfinder. For him, the direct reference to the topic is essential.
He additionally mentions the impression of coping with movie’s restricted capability. Until you will have an infinite finances, you must take into consideration the way you’re going to make use of your allotted variety of pictures for the day. Do you burn extra of them within the scenic place you’re within the morning, after which not have as many left when one thing much more scenic or enjoyable comes alongside within the afternoon?
That kind of exterior limitation on the variety of pictures you’ll be able to take leads you to assume much more about each you’re taking. With digital, I’m inclined to only rattle off a dozen pictures at a time, figuring I’ll simply decide the most effective one afterward the pc, and possibly perform a little Photoshopping or re-cropping. Movie forces me to decelerate and truly take into consideration the image and the way I need to take it.
However I can see Akahane’s level as nicely; fashionable EVFs are phenomenal, typically displaying element you’ll be able to’t see together with your bare eye, particularly in low-light situations. However there’s a stage of actuality and reference to the topic that I see when trying by an optical viewfinder vs an EVF. It’s doable it’s simply nostalgia, and comfortable recollections of many hours of taking pictures with my movie SLRs once I was youthful, however there’s a je ne sais quoi in regards to the movie expertise that’s simply totally different from digital.
How Did the Movie Undertaking Come About?
DE: I’m all for how this mission took place. TKO-san is the face of the mission and is accountable for product planning and design for it, however did the thought originate with him? How did it come about inside the corporate? What earlier designs was TKO concerned with?
Kazuhiko Shibuya: This mission was initiated by TKO-san. When he first proposed the thought internally, it took everybody unexpectedly, inflicting a momentary freeze. Nonetheless, as he defined the movie digital camera market’s background and our place in it, the conclusion dawned that this was one thing we must always pursue. Progressively, individuals started to agree, and help for the mission began to develop. Ultimately, there was an optimistic feeling that the mission may go nicely. At that time, we concerned high administration for it to go ahead.
DE: TKO-san, what earlier designs had been you concerned with, what initiatives had you labored on earlier than this?
Takeo Suzuki (through KS): There have been varied designs, together with the Pentax K30, Pentax MX1—the compact digital camera with brass on the floor— the WG sequence, the waterproof cameras like WG 90, WG1, and WG2. I additionally labored on the Pentax J restricted sequence, which consists of particular version fashions ranging from KP.
DE: The J sequence had been type of restricted version fashions?
KS: Sure.
DE: I’m not really conversant in the J restricted sequence, however I’ve been within the trade so lengthy that I instantly bear in mind “Oh sure, the WG1”…
The way in which the Movie Undertaking took place is without delay each uncommon and typical for Japanese firms. For probably the most half, Japanese enterprise tends to proceed extra by group consensus quite than particular person motion than is typical within the US. It’s uncommon for people to face out, particularly to push a brand new or probably unpopular thought. Alternatively, important advances can often be traced to the passions of key people, quite than committee deliberations.
This was the case with the Movie Undertaking; engineer Takeo Suzuki (“TKO”) had what was initially a startling and radical thought: Why not a movie digital camera once more? It apparently took some explaining and convincing, however regularly others got here on board, and my impression is that enthusiasm for the mission is now widespread.
DE: Do you will have any numbers for what number of photographers are at the moment taking pictures movie? What’s their demographic make-up, when it comes to age, gender, and many others? Are there any geographic variations? (That’s, are there extra movie shooters in a single space of the world vs one other?) Do you will have a way of what proportion of the film-photography market is at the moment utilizing Pentax gear?
KS: Truly, we don’t have exact data on the dimensions of the movie digital camera market as a result of most digital camera producers transitioned to digital a very long time in the past. Because of this, present market information shouldn’t be available. Nonetheless, we performed market analysis in Japan involving roughly 3,000 customers. From this analysis, we found that about 20% of all digital camera house owners right here have a movie digital camera (excluding disposable cameras).
DE: So, roughly 20% of photographers who at the moment use digital cameras additionally personal a movie digital camera?
KS: Sure, that’s appropriate. Nonetheless, we don’t have particular data relating to the share of movie photographers who use Pentax gear. However, we’d like to supply the primary movie digital camera expertise to youthful people who’ve lately develop into all for movie pictures, along with serving current movie digital camera customers.
An attention-grabbing level: How do you get market information for a product that hasn’t been bought for a few a long time? Not solely that, however the market was solely totally different again within the early 2000s. Take into account that the primary iPhone solely went on sale in June of 2007; individuals’s relationship with photographs and cameras is solely totally different now. It’s protected to say that nobody has any thought simply how well-liked (or not) a contemporary movie digital camera can be.
Do You Have Any Market Info From Movie Producers?
DE: That is skipping forward in my questions a bit, however you talked about that you simply’re collaborating with movie producers. Have they been capable of present any insights into the quantity of movie being bought and the demographics of movie customers?
Hiroku Kawaguchi: We don’t have direct data from the movie producers, however there are sellers and distributors who promote movie, and now we have been making an attempt to assemble data by them.
DE: I’d assume that the movie producers themselves would have some understanding of their market by their very own market research. However then I haven’t seen a lot movie advertising myself, so I don’t know the place they’re reaching out to search out potential clients.
HK: Sure, we’re working to acquire such data from the movie producers.
DE: It appears that you’re nonetheless within the strategy of understanding the market panorama. Considered one of my questions was in regards to the typical Pentax film-camera purchaser, but it surely sounds such as you’re simply now working to find that.
KS: Sure, you’re appropriate. We don’t have clear data on that facet for the time being.
Will Having New Cameras Out there Improve the Enchantment of Movie?
DE: As TKO mentioned, it’s changing into increasingly of a problem to maintain film-era cameras functioning correctly. Do you assume having a contemporary digital camera system obtainable with a full guarantee and components availability would considerably enhance the variety of movie shooters? (I’ve to confess that the thought of holding and utilizing a brand-new movie digital camera is sufficient to make me consider dusting off my outdated darkroom gear! 🙂
KS: Sure.
HK: For certain.
KS: We expect that new fashions will contribute to a rise available in the market. Our focus is on how youthful people can take pleasure in taking pictures with movie, with a way of safety. The reliability of movie cameras has develop into more difficult, particularly as movie costs rise and older merchandise have a tendency to interrupt down. By providing a sturdy and repairable digital camera with a guaranty, we purpose to supply customers with a way of safety. We imagine this might be a major benefit for each customers and ourselves.
DE: It’s attention-grabbing as a result of it is a market the place there’s just about no competitors, apart from used fashions obtainable on platforms like eBay.
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What’s going to a contemporary movie digital camera seem like?
DE: Past simply having a newly-manufactured physique, picture know-how has come a good distance because the days of the final Pentax or Ricoh movie digital camera. (I feel the final Pentax movie physique was the *ist, appropriate? appropriate?) What kinds of recent options or improved efficiency may we see in new movie cameras from Ricoh? What’s your imaginative and prescient of a contemporary movie digital camera?
KS: Sadly, we’re unable to supply particular details about the product’s specs. Nonetheless, what we are able to say is that we purpose to develop cameras that folks can take pleasure in utilizing casually and carry with them wherever. It will likely be a digital camera that enables them to expertise the pleasure of utilizing it each time they decide it up. However I apologize that we don’t have detailed solutions in regards to the specs.
DE: It happens to me that with developments in know-how, the brand new movie cameras could possibly be a lot simpler to make use of. Autofocus could possibly be extra correct and quicker, and publicity management could possibly be extra clever. That final was all the time a problem with movie. Considered one of my private frustrations was making an attempt to take very low-light exposures with movie; I had no thought what the publicity was going to be like, so I’d should bracket and use half a roll simply to verify I had one good shot. Trendy know-how ought to make it a lot simpler to get good pictures in difficult situations.
NA: Deciding on that facet is sort of tough. What I want to categorical is that some stage of uncertainty after taking an image is important to seize the essence of movie pictures.
DE: So, if there’s a little bit of a big gamble concerned, if there’s some uncertainty, that’s a part of the movie expertise?
NA: That’s proper.
To me, the query of what a contemporary movie digital camera may seem like is intriguing to think about and thrilling to ponder. Shoppers as of late have *very* excessive expectations for what a digital camera ought to be capable of do, so a easy field with a lens on the entrance and a shutter button on high gained’t reduce it. Customers gained’t settle for poor-quality photographs simply because they’re utilizing movie; they’ll anticipate perfectly-exposed and -focused photographs with a “movie look” to them. Whereas filters that create an “old-timey” picture with vignetting and tender corners are well-liked, I don’t assume individuals will need to shell out their hard-earned money for a digital camera that may solely ship that.
It’ll be attention-grabbing to see what Ricoh comes up with and the way they go about reaching it. Will old style AF methods be ok, or will individuals be disenchanted if the digital camera can’t discover and give attention to a topic that will not be dead-center? In all probability not.
The engineer in me is curious to see what Ricoh comes up with to fulfill these expectations. A profitable answer goes to require some out-of-the-box pondering.
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What Are Your Plans in Phrases of Sorts of Digicam Fashions? (SLR, Compact, and many others.)
DE: TKO talked about that there will likely be a spread of recent movie cameras. From what I perceive, the primary mannequin we’ll see will likely be a compact digital camera, with SLRs probably coming later. Are you able to present extra particulars about your plan for our readers? Which fashions may come first, second, and so forth?
KS: At present, our primary focus is on creating and releasing the primary compact digital camera. That’s our major objective—bringing that product to the market efficiently. As soon as we obtain that, we are able to contemplate the following steps. We’re creating the present compact digital camera so we are able to use the know-how and features in future merchandise.
DE: Sure, there’s a saying that you must stroll earlier than you’ll be able to run. So, it’s essential to focus on getting the primary digital camera proper earlier than you go off exploring different doable fashions and instructions.
NA: This method represents a brand new technique for coming into the market. Often, most digital camera producers announce a brand new product just some months earlier than its precise launch on the market. Nonetheless, on this case, we haven’t selected the gross sales date. It’s extra about speaking with potential customers. The market dialogue can affect how we develop the product. So, let me ask you: Have you ever ever skilled this sort of advertising method?
DE: No, I don’t assume I’ve ever seen this earlier than, definitely not so early in a product’s evolution.
NA: We haven’t made a closing choice but, however we wished to problem ourselves with this product growth.
DE: I feel your early publicizing of your plans may be very constructive as a result of it creates a dialogue between you and potential customers. It offers individuals a way of collaboration and possession, the place they really feel concerned within the course of.
NA: That’s one of many adjustments from the outdated Pentax to the brand new. Co-creation with the customers is likely one of the key features.
I’ve blended emotions in regards to the choice to start with a compact movie digital camera, quite than reviving a film-based SLR design. On the one hand, I perceive the necessity for Ricoh to stroll earlier than they run, and an easier compact-body design will likely be simpler to fabricate. Alternatively, it appears to me that the individuals who’d be almost certainly to be severely into movie can be fanatics, who’d like to make use of interchangeable lenses.
The extra I’ve thought of it although, the extra I feel Ricoh is heading in the right direction with the compact-first technique. Fanatic shooters can simply (and cheaply) scratch their movie itch by shopping for used gear on eBay. There are tons of movie our bodies obtainable at low value, many nonetheless in high-quality form. Had been Ricoh to easily come out with a newly-manufactured *ist physique, chances are high a whole lot of the individuals most all for it could have already got glad that urge by shopping for a used Ricoh or Pentax movie physique for beneath $100. Alternatively, a brand new compact movie digital camera would attraction to everybody from Gen-Z on up, picture fanatics included. Good name, I feel.
Can US Customers Contribute Concepts and Suggestions for the New Idea?
DE: Sure, I can see that. Alongside these strains although, I’ve heard lots from U.S. customers who need to really feel included by some means.
NA: Sure, certainly. I be apologetic about that. Though we obtain many feedback from U.S. customers and movie fanatics, we haven’t been capable of set up a direct channel to speak with all of them over there. That is my headache, we’re making an attempt to think about how we are able to deal with this.
DE: Maybe even when it was only one particular person or a bunch that might have a presence on platforms like Fb… I’m simply pondering out loud right here. What when you may announce that you simply’ll have a web based dialogue or one thing comparable? I perceive that it may be difficult…
NA: Even when we obtain quite a few feedback from customers, we’d not be capable of reply to all of them simply. We don’t need to create any frustrations for the end-users, however there may be some if we ask for enter, however then can’t reply the whole lot. Communication is so essential, and we have to incorporate as many feedback as doable into the event of our merchandise. A few of them simply gained’t be doable although.
How Are You Reaching Potential Customers, to Research the Market?
DE: So inside Japan you’re having this dialog, what kind does that take? How do you work together with customers? Is there one thing like focus teams?
KS: TKO and the product planning workforce typically go to movie digital camera shops to listen to what persons are pondering. We additionally obtain contacts from photographers by Instagram. Moreover, now we have a showroom in Tokyo the place clients can go to and interact in discussions. Typically we additionally attend picture artwork college exhibitions, and currently we’ve been energetic on social media. Customers typically go away feedback and requests on social media, not nearly specs but in addition asking for successors to outdated fashions.
DE: Ah, so some persons are trying on the *ist for instance, and asking for a 2023 or 2024 model of it?
KS: Additionally, we examine the feedback on social media very continuously. And certainly there are extra feedback from abroad markets for the primary video we posted on YouTube about our movie mission. So really we do learn all of the feedback on social media.
NA: We incorporate each on-line and offline occasions right here in Japan. We collect Pentax GR customers and create pleasing occasions, not simply targeted on educating individuals the best way to take footage with their cameras however for them to easily have a great time collectively. As for our showroom, the idea has modified dramatically from the earlier one. Till final yr, our showrooms in Tokyo and Osaka largely had house for picture galleries. Nonetheless, the brand new showroom that opened in July final yr has a clubhouse idea. It’s a spot the place individuals who love Pentax and Ricoh cameras can collect and have conversations. The event employees and engineers are current there, so if there’s one thing somebody needs to share with us, they’ll. It’s like an off-the-cuff chatting house although, not like a standard showroom idea.
DE: The place in Tokyo is it situated?
NA: It’s in Yotsuya, close to Shinjuku. We determined to shut the earlier showroom in Shinjuku and relocated to this new house with the brand new idea.
DE: I perceive that language boundaries could make informal interactions difficult, and it’s additionally a matter of practicality. As a lot as you may need to do one thing comparable for the US customers, it simply wouldn’t be sensible to create a clubhouse in a spot like New York for instance. Even when you made one, there’d be no approach for product planners and engineers to only drop in on it, and there’d be a language barrier on high of it. It’s a tricky downside, I’m wondering if there’s any approach I would be capable of assist facilitate it? I’ll give it some thought…
NA: TKO says that he typically visits universities with pictures packages and interacts with college students there.
This can be a grievance I’ve seen from a whole lot of US customers on-line. Quite a lot of US Pentaxians want to take part within the suggestions course of however don’t have a discussion board to do it by. For Ricoh’s half, I perceive their dilemma, as a result of their location in Japan makes it straightforward to work together one on one with customers there, and the language barrier makes dialog with US customers all of the tougher.
Right here’s a query I’d just like the group to offer me some suggestions on: Might I probably play a job in facilitating suggestions and communications? I clearly have a whole lot of background in pictures and interacting with English-speaking photographers on-line, and have had a whole lot of publicity (no pun meant) to manufacturing processes from my years of interacting with engineers within the trade, manufacturing unit excursions, and my unique engineering background.
Maybe I may act as a type of a proxy or interface between Ricoh/Pentax and the English-speaking picture group. I don’t know precisely what it’d seem like, however may think about speaking with the Pentax engineers and product planners, to know the suggestions they’ve obtained to date and their ideas on it, summarize and current that to the US person base, dialog with you-all to get your suggestions, then summarize and convey it again to the engineers in Japan. This might occur in an open discussion board, or there may be a non-public house by which extra proprietary concepts could possibly be mentioned. – Or possibly a mixture of each.
What do you assume? Would you be all for being a part of a bunch the place that your enter and feedback can be taken on to the Pentax engineers, and their responses communicated again?
Ricoh/Pentax clearly needs to listen to from US and different English-speaking customers however doesn’t at the moment have any strategy to make that occur, and US customers need to contribute however really feel pissed off and shut out. Are there any dedicated Pentaxians studying this? Please let me know what you consider setting one thing like this up, and whether or not you’d be all for contributing.
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What Kind of Particular Talent or Information is Wanted to Design Movie Cameras?
DE: TKO talked about that the abilities and information wanted to make a movie digital camera are a lot totally different than these required to make digital fashions. I really feel it’s so essential to protect prior-generation information and expertise earlier than it fades away. What kinds of particular information do Ricoh’s senior engineers have that’s important for producing movie cameras? (Additionally, I used to be to listen to TKO describe a number of the conferences
between the younger and outdated engineers as “heated” – what had been the factors the place the older and youthful engineers disagreed?)
KS: Constructing a single unit of a movie digital camera could also be achievable, making a number of particular mechanical components, however with regards to mass manufacturing, every unit should meet a sure stage of high quality. It’s arduous to search out the most effective fine-tuning methodology simply based mostly on design paperwork. As an example, there was a part that we didn’t perceive why it was there. So we had been about to take away it, however then we realized from the recommendation of considered one of our retiring engineers that it’s really a vital part. So it’s not a lot a battle between younger and outdated engineers, however quite variations in interpretation of drawings or meeting strategies. Each younger and outdated engineers actively focus on the best way to obtain constructive outcomes.
DE: So in different phrases, whilst you can design one thing mechanically, realizing what the manufacturing unit is able to producing reliably comes from expertise in working with the manufacturing course of.
I hadn’t considered this, but it surely’s no shock; there are a whole lot of mechanics in a movie digital camera that both don’t exist or are totally different from what’s in digital cameras. It’s attention-grabbing to me {that a} succesful mechanical engineer however one missing particular expertise with movie cameras may take a look at a set of drawings and assume {that a} half was superfluous that was really vital.
Is There Stress Between Youthful and Older Engineers?
DE: I used to be too, that TKO mentioned that a number of the conferences between younger and outdated engineers had been heated. “Heated” feels like there have been knocking heads (gestures, laughter) and disagreement. What kinds of, the place had been the factors that there was that stress?
TKO (through HK): It’s not a lot a battle of various opinions. The youthful technology of engineers doesn’t have a information of movie, in order that they merely don’t know the way the mechanics ought to be. So it’s extra nearly much less expertise vs extra expertise.
DE: Ah – so it’s not a lot arguing about issues however simply speaking information that the youthful engineers don’t have.
KS: Precisely, it’s not about arguing, however quite the youthful engineers studying from the older engineers. It’s not a battle, however a matter of data switch.
NA: It’s additionally a matter of various approaches and methods of pondering. When beginning to develop digital cameras, the youthful engineers are inclined to give attention to one space after which broaden from there. However the older engineers say no, no, you must begin from this space. This may be arduous to elucidate. The mind-set and the steps of growth are principally totally different.
DE: So it’s about understanding the place to begin and the underlying ideas.
NA: Sure, precisely.
Are You Working With Movie Producers?
DE: We touched on the movie producers earlier, however I need to hear a bit extra on that subject. You talked about in passing at one level, I feel in one other interview, that movie is regularly disappearing and the processing for them as nicely. You talked about that you simply may work with movie producers to broaden the choices obtainable for finish customers. Are you able to say something about discussions you might need had with movie producers, or is that also sooner or later?
KS: Sadly, we can not present particular particulars right now. Nonetheless, our intention is to ascertain connections with all the businesses concerned in movie manufacturing and distribution. It’s essential for the movie market to broaden and thrive.
DE: It appears logical that movie producers can be all for collaborating with you, as it could profit each events by growing the variety of movie customers…
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Is the Movie Undertaking “Stealing” Assets From Your Digital Designs?
DE: After all, with all this speak of movie, lots of your digital customers are involved that it’d detract from developments on the digital facet. Whilst you’ve mentioned that you haven’t any intention in anyway of shifting away from digital, what are you able to say to customers involved that the Movie Undertaking will drain vital sources out of your digital product line?
KS: Truly, the impression on digital cameras from the movie mission shouldn’t be so large. We don’t have to drag a whole lot of sources from digital to work on movie. Movie cameras don’t have issues like sensors, LCD screens, or firmware in them, so we are able to develop them with minimal engineering sources. It’s not a serious burden, actually.
DE: So, the engineers engaged on sensors, processors, firmware, and all that stuff, they’re not being closely concerned within the movie mission.
NA: That’s the purpose of distinction between the youthful and older engineers, and their mind-set. When the youthful technology begins creating a digital digital camera, they first give attention to the sensor—what number of pixels, what kind, and so forth. Then they transfer on to different elements. However beginning a movie digital camera follows a unique course of. It’s not a battle, only a totally different method.
DE: I see. So, the movie mission isn’t drawing from the identical sources wanted for digital. Proper now, it’s extra about understanding the necessities and priorities for the movie digital camera mission.
NA: Precisely. It’s about deciding what comes first, what comes subsequent, that kind of factor
This can be a concern I’ve seen on-line and one I’ve had myself. The Ricoh/Pentax digital camera division is a extremely small producer in comparison with the trade giants, in order that they should be frugal with their engineering sources. Akahane-san’s reply is smart, although, particularly given the stage of the method they’re at. Proper now, they’re very a lot within the definition and feasibility part, and the analysis wanted to supply elements is unlikely to be greater than a really part-time job for an engineer or procurement specialist.
After they’re prepared to maneuver on to the precise design of a product, it nonetheless gained’t be practically as labor-intensive as designing a brand new digital digital camera physique: There’s no sensor, EVF, reminiscence card interface, picture processor, and many others. to design, format, and write firmware for. Certain, there’ll be some kind of microprocessor inside, however the electronics of a movie digital camera are orders of magnitude easier than these of a digital digital camera, and the event effort for a movie digital camera will likely be small as a proportion of Ricoh/Pentax’s total product engineering.
What About Updates to Your Digital Lineup?
DE: Let’s speak about your digital line. When the Ok-1 was launched in early 2016, it impressed us with its construct high quality and options like multi-shot high-res mode, built-in GPS, Dynamic Pixel Shift Decision, Astro-Tracer, and the distinctive digital low-pass filter utilizing the image-stabilization actuators. It was extremely aggressive in its value vary. Since then although, competing merchandise have considerably superior their capabilities. Are you able to present any insights into the plans for the Ok-1 going ahead? I perceive you’ll be able to’t share particular particulars, however can Pentaxians anticipate an up to date mannequin within the close to future? (There are various feedback on-line from Pentaxians expressing their anticipation for a brand new full-frame physique.
KS: Sure, we’re conscious that customers are eagerly the following superior mannequin. We purpose to create a digital camera that meets their excessive expectations and reveals a excessive stage of perfection. We’re repeatedly engaged on technological growth. Nonetheless, I’m sorry to say that we can not disclose when the brand new mannequin will likely be obtainable. Within the meantime, we’ll proceed to enhance the satisfaction of present house owners by offering providers that improve the efficiency of the cameras they at the moment personal.
DE: Ah, corresponding to firmware updates for the prevailing cameras?
NA: Sure, that’s appropriate. It will not be the best reply, however it’s the proper reply at this second, I imagine.
DE: So it’s protected to say that you’re engaged on updates for the Ok-3 Mark III and the Ok-1?
NA: Sure, certainly. Because the market continues to shrink and we face competitors from different main digital camera producers, we have to give attention to our benefits and technological strengths. We’re all the time contemplating what units us aside at this stage.
DE: That’s reassuring. I feel present Ok-1 house owners will recognize that. It’s an essential level.
NA: The one problem is that we are able to’t present a selected timeline.
DE: After all, however at the very least they perceive the strategic method you’re taking.
Because it seems, Ricoh has greater than saved their phrase on this entrance: Within the time since my assembly with them, they’ve launched at least 4 firmware updates throughout a number of our bodies and three updates to desktop/digital camera connection software program.
![Pentax K-3 III Monochrome Camera Review](https://petapixel.com/assets/uploads/2023/05/Pentax-K-3-III-Monochrome-Review-A-DSLR-Just-for-BW-Photo-Lovers-800x420.jpg)
Can Ricoh/Pentax Hold Tempo With the Newest Expertise?
DE: Trendy digital camera growth is a really advanced and dear course of, and within the mirrorless world, issues like AI-based topic recognition and monitoring have develop into essential options. Ricoh/Pentax’s small market share means you don’t have the R&D finances to match your bigger opponents. Provided that, what’s your technique to stay related available in the market? What’s Pentax’s area of interest that can guarantee its long-term survival? The Movie Undertaking looks like an essential (and distinctive!) path, however how are you going to maintain tempo within the digital world?
KS: The Ok-3 Mark III additionally has AI-based recognition and monitoring capabilities. Even when utilizing the optical viewfinder, the digital camera can detect topics like individuals’s eyes or birds in flight utilizing data from the autoexposure sensor.
DE: Ah, so the autoexposure sensor has sufficient decision to do eye detection. Received it, attention-grabbing…
KS: And likewise, the Ok-1 is provided with features that use deep studying to acknowledge topics with excessive accuracy and mechanically choose the customized picture setting. We all the time give attention to the usability to make the taking pictures expertise extra snug. So mechanics is essential for us in growth, even within the digital period. Pentax has additionally developed distinctive features like astro-tracer, because of our distinctive electronics know-how. Our objective is to proceed being a producer that provides distinctive and progressive options.
DE: So that you imagine you’ll be able to introduce distinctive features that others could not have thought-about or included.
In my thoughts, that is the important thing query with regards to their future viability. I used to be pleasantly shocked to listen to that they’re really already utilizing machine studying for topic identification, working from the autoexposure sensor. (If I’d refreshed my reminiscence by taking a look at my former company’s own review of the K-1, I’d have seen that it sported an enhanced Actual Time Scene Evaluation system.)
I don’t know the decision of the AE sensor within the Ok-1 or different fashions, but it surely’s seemingly rather a lot lower than that of their primary picture sensors. Which means that they’ll be restricted in how small topics could be throughout the body and nonetheless be correctly recognized, however the fundamental functionality of AI-based topic recognition is there nonetheless. (There are different trade-offs between DSLRs and mirrorless cameras with regards to autofocus, however a full remedy of professionals, cons, and certain advances that could possibly be dropped at DSLRs can be so long as this whole article, so I gained’t try to handle any of that right here.)
![](https://petapixel.com/assets/uploads/2023/08/ricoh_kyushu_image_mode_1600-800x593.jpg)
What’s the Story With the New “special-edition” Customized Picture Modes?
DE: You launched the KF as an improve to the Ok-70 final yr, and its new Customized Picture modes caught my consideration. Along with the wide selection of general-use Picture Modes, I discovered the Particular Version FUYUNO, KYUSHU, and KATEN modes intriguing. These modes are completely obtainable with particular Restricted-series lenses. Every mode is designed to work with a singular set of lenses, with none overlap between them. The KF physique helps the FUYUNO mode (the KYUSHU and KATEN modes are pre-installed), whereas the Ok-1, Ok-1 II, and Ok-3 III help all three modes. Why are these modes solely obtainable with particular lenses? Are they merely meant to encourage individuals to purchase totally different lenses, or is there another excuse behind it?
KS: We wish customers to see these customized picture specializations as a present for many who buy the particular version lenses, quite than an extra operate of the digital camera physique. By making use of picture tuning to maximise the distinctive rendering traits of every lens, you’ll be able to obtain expressions that can not be obtained with basic customized picture modes. We’ve got restricted the mixtures with the intention to enable customers to completely benefit from the synergistic impact of mixing the lens and customized picture. By combining the lens’s distinct rendering with the customized picture operate, we wish customers to know that altering the lens is not only about altering focal size, but in addition an essential consider enhancing the enjoyment of taking pictures and stimulating the photographer’s creativeness.
DE: Hmm, that’s an attention-grabbing reply. I used to be simply pondering “Effectively, possibly it’s only a strategy to get individuals to purchase lenses”, but it surely can be seen, as you say, as a lens function that’s within the digital camera now, or as you say that it’s a present to individuals who purchase these lenses.
KS: Whenever you connect the 43mm lens, KYUSHU seems within the customized picture menu. Should you change to the 31mm lens…
![](https://petapixel.com/assets/uploads/2023/08/pentax_fuyuno_mode_menuscreen_1600-800x603.jpg)
DE: So KYUSHU exhibits up with this lens, however while you use a unique lens, you see a unique possibility.
HK: With the 35mm macro lens, you see a unique customized picture possibility. [Further Japanese conversation, swapping lenses]
HK: In the present day is March seventh, proper? In two days, we’ll announce one other customized mode.: That is the brand new mode we’ll announce in two days for spring, enhancing the pink coloration when photographing Sakura (cherry blossoms). [This mode is called “HARUBENI”, it boosts pink tones and lightens blue hues, to make Japan’s famous cherry blossoms stand out in photos.]
DE: I can look ahead to the announcement, however does it work with the 77mm lens and another lenses as nicely?
HK: Sure, there are two lenses which are suitable with the Spring model.
All the Customized Picture modes work with the Ok-1 and Ok-1 Mark II, the Ok-3 Mark II, and the KF our bodies. Right here’s a breakdown of which modes can be found with which lenses:
HARUBENI:
HD PENTAX-FA 77mmF1.8 Restricted
HD PENTAX-DA 20-40mm F2.8 ED Restricted DC WR
FUYUNO:
HD PENTAX-FA 31mmF1.8 Restricted
HD PENTAX-DA 35mm F2.8 Macro Restricted
KYUSHU:
HD PENTAX-FA 43mmF1.9 Restricted
HD PENTAX-DA 21mmF3.2AL Restricted
HD PENTAX-DA 40mmF2.8 Restricted
HD PENTAX-DA 70mmF2.4 Restricted
KATEN:
HD PENTAX-D FA 21mmF2.4ED Restricted DC WR
HD PENTAX-DA 15mmF4ED AL Restricted
After all, something an organization does is meant to become profitable, so in fact Ricoh is hoping that their Particular Version customized picture modes will result in extra lens gross sales.
I think a whole lot of Westerners like me will take a look at the Particular Version picture modes and simply see a gimmick to promote extra lenses. They aren’t bodily objects, simply firmware operating within the digital camera. There’s nothing about them that requires the lens to make them work, so the choice to tie the modes to sure lenses appears synthetic.
If Ricoh selected to bundle a polarizer or some color-effects filter with the lens, we’d most likely really feel in another way. In that case, the freebie can be a bodily object, so we’d be much less prone to view it as a synthetic tactic.
I’ll admit that I got here to the dialog pondering of the Particular Version customized picture modes with simply that mindset, however the extra I’ve thought of it, the extra snug I’m with the framing Akahane-san proposed – items to customers of the lenses concerned. I wouldn’t purchase a Restricted lens simply because it unlocks a Particular Version customized picture mode, however I’d recognize the particular mode if it was there. On the identical time, I don’t see myself out taking pictures with a Ok-1 and feeling cheated by some means as a result of I can’t use KYUSHU mode with my 24-70mm. Would I chafe over time at not having the ability to use KYUSHU with different lenses, if I actually appreciated it? Possibly, however I don’t really feel as strongly as I initially did about this “digital bundling”.
However I’m nearly definitely not a typical Pentax shooter, and I’m inquisitive about how Pentaxians really feel about this. What do you consider having particular picture modes tied to sure lenses? Go away your feedback beneath; I’d actually like to listen to your ideas, and if there’s sufficient suggestions to warrant doing so, I’ll move it alongside to my contacts at Ricoh.
You’ve Carried out Effectively With Updating Lenses, What’s Subsequent There?
DE: I discover it encouraging that Ricoh has continued to launch new lenses yearly (a complete of 10 new fashions within the final 4 years) and a few customers agree with me, however others are clamoring for extra up to date fashions. Do you will have a roadmap for deliberate lens introductions that you might share with our readers? What new or up to date lenses are most requested amongst your customers?
KS: We will’t disclose the entire roadmap for interchangeable lenses; sadly, we are able to’t share it right now. Nonetheless, it’s price mentioning that lots of the lenses customers request are already best-selling lenses for different firms. We imagine that our lens lineup also needs to have a singular id. We’re contemplating reaching out to customers to share our concepts and collect their opinions, particularly if there are high-priority requests from many customers.
DE: So, it feels like there will likely be alternatives for customers to supply enter sooner or later. As we talked about with the Movie Undertaking, it could be nice if there’s a strategy to embody suggestions from US customers as nicely… [Here again, I’m wondering if there might be some way I could facilitate such a dialog.]
DE: When you’ve had these discussions and gathered person enter, will you then launch a roadmap displaying the upcoming lenses and their launch dates, or will or not it’s extra of a case-by-case foundation as every lens is prepared for launch?
NA: We’re in fact all the time desirous about the lens roadmap and future plans. There will likely be one thing within the close to time period [ed. Note: Probably the 50/1.4 released in mid-May], however principally we’re reshuffling our lens technique fully proper now, we’re aiming to create a singular and distinct lens lineup for the longer term. That’s why we’re not sharing a lens roadmap right now. Regardless that it will not be till someday sooner or later that now we have our full technique, it’s doable that there could also be some data launched earlier than that.
DE: Nearer to the discharge date.
NA: Sure, that’s our place for the second.
DE: Your total method is attention-grabbing to me. Whereas customers are requesting updates for generally used lenses, you have already got lenses that cowl these focal size ranges, even when they could focus just a little slower, for instance. You need to give individuals distinctive causes to personal a Pentax and shoot Pentax.
NA: Precisely. Why are you selecting Pentax? That ought to be increasingly clear, that’s our technique now. We aren’t a large producer, so that’s the reason we need to do one thing that makes that clear.
DE: That makes a whole lot of sense.
Pentax has all the time been identified for having nice glass; they had been an early innovator with anti-reflection coatings (their Tremendous Multi Coating or SMC anti-reflection know-how was an actual breakthrough when it was launched in 1971), and have all the time supplied a broad vary of lenses together with a wealthy assortment of primes.
For years, they’ve maintained a gentle movement of 2-3 new lens designs per yr, with at least 5 new fashions in 2021. The tempo slowed in 2022 although, once we noticed only a single new mannequin, a 100mm f/2.8 macro, and to date this yr we’ve seen a recasting of their 50mm f/1.4 design in two variations, one with fashionable coatings and the opposite with the traditional SMC tech for a nostalgic look.
Per Akahane-san’s feedback, they’re at the moment rethinking their complete product line. Quite than updating a roughly normal lens with the most recent and biggest know-how, what may they carry to their customers that might be distinctive to Pentax?
I feel it is a good technique. Would somebody decide one producer over one other simply because that they had a very spectacular 15-30mm f/2.8? – I think not. Alternatively, somebody who was actually into macros may see an excellent wide-angle macro zoom as a motive to get on board. I don’t know what kinds of lenses this method may flip up, however I feel Ricoh is sensible for asking the query.
![](https://petapixel.com/assets/uploads/2023/08/pentax_77mmf18_kf_1600-800x600.jpg)
How About Lens Updates With Quicker Focus Motors?
DE: On the lens entrance, I don’t need to get too far into specifics, however there’s a robust basic curiosity in up to date designs with quicker focus motors, and plenty of, many customers are in search of an replace to your DA* 50-135mm f/2.8 mannequin particularly. Are you able to supply them any encouragement that such a lens may be coming? Do you intend to introduce new variations of older lenses with quicker PLM focus motors?
KS:
DE: Ah, I perceive, you’ll be able to’t simply drop it into an current design, you must prepare the optics, and the main focus group must be smaller or no matter. Received it.
DE: I feel that’s all my questions, thanks very a lot in your time! All: Thanks!
Abstract
This ended up being a really prolonged interview, because it’s the primary alternative I’ve had in a very long time to talk to high Ricoh administration, and the Movie Undertaking may have made an article all by itself. It was an attention-grabbing dialogue, significantly given Akahane’s return to move up the imaging division once more.
Listed below are some bullet factors on what we’ve realized:
- The Movie Undertaking to develop a contemporary film-based digital camera remains to be at a really early stage.
- The Movie Undertaking started within the thoughts and coronary heart of considered one of their engineers, Takeo Suzuki (“TKO”). It took some promoting on his half, however administration all the way in which to the highest stage is now onboard and enthusiastic.
- They’re soliciting suggestions from photographers, to know what individuals need and anticipate from a movie digital camera.
- They’re making an attempt to know the extent of potential demand, but it surely’s very tough as a result of it’s been nearly twenty years since mainstream movie cameras had been final bought. (Aside from disposable cameras, that are a wholly totally different market phase.)
- They’re evaluating whether or not provide chains nonetheless exist or could be recreated for film-camera elements.
- They’re working to switch information about movie digital camera design from the older technology (together with some engineers who’re already retired) to the youthful technology to hold it ahead.
- The information wanted for movie digital camera design primarily entails non-obvious mechanical parts.
- The primary mannequin will likely be a compact digital camera, not an ILC/SLR.
- I requested Akahane-san what the attraction of movie pictures was. For him, it’s about having nothing between him and the topic however air and glass. Even a superb EVF show nonetheless entails a pc decoding a scene, quite than him connecting with it straight. (I think it is a feeling a whole lot of movie fanatics can determine with.)
- Ricoh has been gathering suggestions on the Movie Undertaking from photographers in Japan, the place engineers and product planners can simply work together with them. They’d very very like to have comparable suggestions from the English-speaking world, however the language barrier and bodily distance saved them from doing so up to now.
- Ricoh needs to work with movie producers however declined to say whether or not or to what extent they could have already got executed so.
- Some customers have anxious the Movie Undertaking may draw sources away from Ricoh’s digital merchandise. They assured me that this wasn’t a problem; the hassle required to design a movie digital camera is drastically lower than that concerned in digital designs. There’s no sensor, processor, reminiscence interface, LCD and EVF shows, and many others, and no advanced firmware, so the Movie Undertaking is just occupying a small fraction of their total engineering finances.
- With reference to digital merchandise, Ricoh is certainly investing effort and sources there. With regards to new digital camera our bodies, Akahane-san mentioned that they should give attention to what units them other than their bigger competitors. He clearly couldn’t touch upon new fashions however mentioned that within the close to time period, they’ll proceed engaged on firmware updates to their current fashions, to reward their current customers.
- I had some issues about Ricoh having the sources to compete in an age the place AI and deep studying know-how have develop into so essential to the digital camera market. Shibuya-san identified that Pentax’s current Actual Time Scene Evaluation system really already employs deep studying algorithms, working with information from the autoexposure sensor.
- Ricoh lately introduced a number of “Particular Version” customized picture modes which are tied to particular Restricted-series lenses. Whereas they’re in fact targeted on promoting extra lenses, Akahane-san positioned these new Particular Version modes as “items” to these buying the related lenses, quite than merely a gross sales method.
- Quite a lot of customers have been requesting updates to earlier lens fashions, profiting from new know-how. They’ll definitely do that as demand signifies, however they’re at the moment re-evaluating their complete lens lineup. Right here once more, their key technique is to search for methods to ship distinctive worth, quite than simply “me too” variations of normal focal size/aperture mixtures.
Phew, that was a whole lot of materials. This is likely one of the longest interviews I’ve executed in latest reminiscence, but it surely’s been some time since there’s been any deeper protection of Ricoh for English-language readers. Hopefully, it’ll be definitely worth the effort for all of the Pentaxians on the market.
As I discussed in a few locations above, seeing the frustration of each US customers and Ricoh themselves, I’m questioning if there may be a approach I may facilitate communications between the 2. That is one other space I’d like to listen to suggestions on; do you assume I may serve a helpful operate, gathering enter from US photographers to convey to Ricoh in Japan, and speaking responses again? Please go away your ideas within the feedback.
As regular, I’ll monitor the remark thread right here for every week or so after posting this, so I can reply to any questions anybody might need.