In Quick Flurry

Oh how surprised it must have been for the industry…

It took eighteen short months for Micro FourThirds to resonate the market. Starting with the Lumix DMC-G1 in September 2008, six cameras have successfully made their bow. That’s three each from Panasonic and Olympus. Notwithstanding the G1, all Micro FourThirds models demonstrate the one thing that blew the ‘size-is-might’ myth out of the water. For the first time in a long time, the market was awakened by a new reality – that you can marry a small camera body into DSLR-style lens interchangeability.

Take a look at how Olympus and Panasonic have changed the complexion of the market:

Six new cameras in a space of eighteen months means three every three months, three each from Olympus and Panasonic. And the trend is expected to continue with a rash of new models emerging for 2010, 2011 and well into the future.

Note: Predictive information given above is speculative and does not reflect confirmation from either Olympus Imaging Corporation or Panasonic Corporation.

Here are some brief specifications of the models so far:

The strength of the FourThirds Group is resource sharing, so obviously seen in the near-similarities amongst all six models from Panasonic and Olympus. The ability of the two companies to work together and yet mindful of their different roadmaps provides a serious proposition against any newcomers in this new market segment. Needless to say, the future of Micro FourThirds, while not guaranteed, is bright. 

For some time now there has been a pent-up demand for cameras that could offer the same lens interchangeability and features but without the bulk of DSLRs. No manufacturer has answered that calling until Micro FourThirds showed its hand. And by the looks of it, market acceptance is growing fast right across Japan, Europe and America. Recent sales numbers and popularity rankings are beginning to prove that point. Even online forums and blogs are abuzz with almost unbridled excitement.

So far apart from Panasonic and Olympus flying the flag for Micro FourThirds, there have only been two others who have responded. Ricoh brought out the unusual GXR with its interchangeable sensor/lens assembly and Samsung’s APS-C based NX10. We don’t believe either will pose too much trouble to Micro FourThirds. Instead we think they’ll raise even greater awareness to what both Panasonic and Olympus offer. So that’s a good thing.

But what about the industry’s stalwarts?

What are their views and why the lack of response?

Is it because they don’t think this form factor is as tenable as everyone else thinks?

Or is it that they were surprised and are slow to figure out what to do?

Let’s now have a quick comparative look at how some of the current Micro FourThirds models stack up against ‘standard’ DSLR models from the leading pack:

(L-R) Panasonic Lumix DMC-GF1, Canon EOS 450D, Olympus Pen E-P2, Nikon D5000. All are fairly competitive against one another but in the lower segment of the market, users looking to bridge the differences between a digital compact and DSLR camera might find some of them more appealing than the others. No guesses as to what they are more likely to go for.

© Copyright acknowledges respective of their camera manufacturers.

For what it’s worth, a simple comparison of ‘similar’ models between the Lumix GF-1/Pen E-P2 duo and Canon’s EOS 450D and Nikon D5000 offers a tantalising glimpse at the potential that Micro FourThirds have in advancing its cause against mainstream APS-C based DSLRs. Almost specification for specification, Micro FourThirds’ current leading lights either win hands down or match them. And the highlight movie capability simply means users get an even better deal. The icing on the cake is the comparatively smaller and lighter package – it’s hard to beat this.

Just to set the record straight – neither Panasonic nor Olympus intend Micro FourThirds to go headlong against the more serious APS-C and full frame DSLR cameras. The aim of Micro FourThirds is to exist as a companion format to FourThirds photographers and at the same time, offer an alternative option to bridge the gap between DSLRs and digital compacts. As a bridge, Micro FourThirds provides an excellent springboard for digicam users, offering a form factor they can handle easily with a slew of lenses they can now choose from.

When looked at as a bridging solution, it is clear that, at least for now, there are no plans from either Panasonic or Olympus to utilise Micro FourThirds to compete against higher-end APS-C DSLR cameras. What we’re seeing are cameras that offer ease of operation, flexibility and DSLR-type performance. As forthcoming technologies mature and a larger range of lenses emerge, this may well change but that will take a little while to accomplish. For now there is no point in comparing Micro FourThirds with even mid-range APS-C DSLR cameras let alone those with full-frame sensors.

That first pebble, in Micro FourThirds parlance, would be its groundbreaking small platform. The impact on the market came courtesy of its thinner footprint and a shorter profile. It was obviously enough – for a start – to state the point. That’s what cameras like the E-P1 did for Olympus. In Panasonic’s perspective, Micro FourThirds has arguably gone even further. By the time the E-P1 was launched, the Micro FourThirds Lumix range has already spawned the G1 and GH1. Therefore in a space of nine months, three cameras saw the light of day and with the exception of the G1 (perhaps), it was clear to the market that size was its biggest – but not the only – feature.

Perhaps what is surprising is that both Panasonic and Olympus themselves were caught out by the strong instant impact on the market. It’s fair to say that neither company had expected Micro FourThirds to be such a runaway success right from the beginning but it certainly opened up plenty of eyes in management by now.