Fujifilm just published their new medium-term management plan, called VISION2019, covering a three year period from the fiscal year ending March 2018 (FY2018/3) to the fiscal year ending March 2020 (FY2020/3.).
And regarding their imaging division they write:
In digital cameras, work toward capturing No.1 market share in the premium mirrorless camera market, promoting the X Series that continues to evolve with outstanding image quality, fast speed and mobility, alongside the medium-format GFX Series that uses a large sensor, 1.7 times bigger than that of full-frame cameras, to pursue the pinnacle of image quality.
Reinforce the lineup of its highly reputable interchangeable lenses to continue to achieve increased revenues and profits in the mirrorless system business as a whole.
Broaden the lens business by expanding the lineup of 4K broadcast lenses, launched ahead of the rest of the world, as well as the lineup of lenses for the fast-growing new video production market, including online video.
With regard to the “INSTAX” instant camera and film, expand the sales of existing products and promote its square-format products for greater proliferation. Expand printing service solutions with added convenience, e.g. incorporating AI, to boost printing demand from smartphones to maintain the upward trend in profits.
FY2020/3 targets: 380 billion yen in revenues, 45 billion yen in operating income and 11.8% in operating income ratio
Now, I want you to get quickly to the comments down below, so I won’t copy & paste the entire long press release here on FujiRumors. But if you want to read more, also about the medical, documents & co solutions and goals, check out the Fujifilm page here.
Sony Officially Shows the New 100 Megapixel BSI Medium Format Sensor for Fujifilm GFX 100s – More here
Fujifilm GFX: See FLM L-Bracket Mounted on GFX (+ 2 More GFX L-Brackets), Touchy Feely, Experience in Mongolia – More here
Kevin Mullins: Fujifilm 50mm F2 ~ A Surprising Gem at f16.click: “This is where the little lens has taken me surprise; I’m using it all the time when shooting weddings and guess what? I’m really enjoying using it. The 50mm F2 is a brilliantly built, epically quick and phenomenally fast lens. I love it.”
Admiringlight: Fujifilm Fujinon XF 50mm f/2 R WR Review at admiringlight: “The 50mm f/2 provides great value and high-end imaging in a small package, and continues Fuji’s excellent reputation for creating quality optics.”
Very solidly constructed and compact lens
Wonderful haptics on the aperture and focus rings
Reasonably fast and very accurate autofocus
Quite sharp at any aperture, even into the image corners
Very pleasing bokeh
Good control of lateral chromatic aberration, flare and vignetting
Longitudinal CA can cause a magenta or green fringe in front of or behind the focus point
Fujifilm built a reputation for bringing continuous improvements to its products, a process frequently referred to as ‘Kaizen’.
In 2019, however, we saw major firmware updates from almost every camera company except Fujifilm.
So now Chris and Jordan ask, “What happened to Kaizen?”
Especially now, that the Fujifilm X-Pro3 is out with many major improvements (and the same sensor/processor of X-T3), many hoped for a big firmware update that will bring the X-Pro3 goodness also to other cameras.
But Chris remembers, that delaying the firmware love for the Fujifilm X-T3 and X-T30, is also a way to protect Fujifilm X-Pro3 sales for a little bit longer.
And guys, honestly, Fujifilm is a company that at the end of the day has limited resources and has to make profits.
So I understand if they delay their firmware, and I am fine to wait a little bit longer to get my firmware love. It’s a compromise: Fuji makes more money, and I still get what I want, just a bit later.
And as a long time Fujifilm lover (and blogger), I remember this discussion popping up so many times already.
In fact, back in 2015 I wrote this article, where we discuss the future of Kaizen already, as already back then, people were worried that Fujifilm abonded their Kaizen philosophy. Of course all discussions ended, once Fujifilm released again several huge updates.
The point is, there can’t be updates all the time and non stop. Sometimes, it just takes a bit longer.
Sure, it was not a great 2019 Fujifilm Kaizen year, but I am confident that in 2020, we will be able to “download a new camera” again ;).
But at some point, it had to happen, and now I can tell you when.
The Fujifilm X100V will see the light of the day in February 2020.
Moreover, our sources tell us that the price should be around $1,500, but that’s just the current estimate. However, in terms of price, things can change from here until launch, but right now Fujifilm is gravitating towards this price tag.
I calculated, that the Fujifilm X100 series got a refresh every 2 years, which is absolutely correct. But then, based on that refresh cycle, I said that the X100V should come two years after the X100F (which was announced in January 2017).
But this would mean the Fujifilm X100V should have hit the market in January 2019, which evidently it has not. Our sources say it will come at some point in 2020.
Now, not to justify my error, but, well, I run FujiRumors 365 days a year non stop, and I wrote that particular article in a bar, drinking beer, while waiting for the rain to stop and finally go out shooting again with my X-E3, as you can see here. Well, at this point I’ll just say is that it rained a lot that day ;)
I apologize if I confused you guys, so I felt I need to address this in a dedicated article.
But also, this is a good opportunity to quickly discuss, why Fujifilm is waiting so long, to finally give us a successor to the Fujifilm X100F.