Fujifilm CEO Teiichi Goto: “We Have Found a New Gold Mine in the Photography Business”

The Japanese website newswitch posted an article, where they talk about the recovery of the camera market.

In that article, they quote the Fujifilm CEO Teiichi Goto, who said that they have found a new gold mine in the photography business.

“The photography business was a stagnant business, but I found a new ‘gold mine’.”

Teiichi Goto, president of Fujifilm Holdings (HD), shows signs of success. The operating income of the Imaging segment in fiscal 2022 is expected to increase to 72.9 billion yen, which is approximately double that of the previous fiscal year.

The company’s Imaging segment includes the instant camera “Cheki” [admin note: known as INSTAX outside of Asia] and the digital camera “X series.” In particular, it seems that the promotion of digitization, starting with the smartphone printer “Link Series,” contributed to the increase in earnings.

Once again, it’s the myriad of Instax products that fuels Fujifilm’s imaging division with money.

But we have seen in the latest financial reports, that also the digital camera business performed well and contributed to the strong growth.

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via newswitch via digicame-info

LAST SECOND RUMORS: Fujifilm X-S20 Coming with 3.5mm Headphone Jack and Capable for Recording 4:2:2 and 10 bit Internal Video

So, I thought I was done with Fujifilm X-S20 rumors, so much so that I even made a rumor recap video (from one of the most beautiful lakes in the Dolomites), but one of our trusted sources reached out to me now with yet another Fujifilm X-S20 rumor. And it’s my pleasure to bring it to you :).

According to our source (thanks so much), the Fujifilm X-S20 will record 4:2:2 and 10 bit internal video and have a 3.5mm headphone jack port.

Even if you are not interested in the Fujifilm X-S20, you have to admit that there is lots of power incorporated in that small body.

On paper the Fujifilm X-S20 looks very good. And if you are not a retro aficionado like me, it’s probably the best camera you can pick in this price range.

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Which Fujifilm X Camera do You Own? – Measuring the Success (or not) of Fujifilm X-T5, X-H2 and X-H2S – VOTE NOW

Pretty much exactly one year ago, Fujifilm introduced their 5th generation platform (X-Processor 5 and X-Trans V) with the Fujifilm X-H2S.

The launch of the X-H2S was followed by even more 5th generation goodness with the Fujifilm X-T5 and Fujifilm X-H2.

And very soon we will also get the Fujifilm X-S20.

And given all those major releases, I was wondering how successful they have been among the FujiRumors community.

That’s why today I will launch an updated survey where you can tell us which camera you own.

Let’s see if there was a breakthrough in terms of 5th generation gear here on FujiRumors or if many of you did not update to the latest and greatest and stick with their older gear.

  • Important Note: If you pre-ordered any of the gear listed below and just wait to get it shipped, you qualify as owner.

As a reference, here are the top 5 cameras we had in our last survey:

  1. X-T3
  2. X-T4
  3. X-T2
  4. X-H1
  5. X100V

My Gear

VOTE HERE

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Facts, Rumors and Hopes for the Fujifilm X Summit on May 24

I went up high with family and friends to grab some fresh Alpin air and charge my batteries ahead of the Fujifilm X Summit on May 24.

And as you can see in the video, the view was just as epic as the upcoming Fujifilm event ;).

But despite the good company on the beautiful lake on a Sunday afternoon, the Fujifilm X Summit on May 24 at 5AM New York time is coming closer, so a wrap up urgently needed.

That’s why I “abandoned” friends and family for a while to talk to you and give you a recap of everything we will get for sure on May 24, but also talk about what could come based on official Fujifilm teasers as well as throw in also some of my hopes.

You will get it all in written format below, but if you want to see one of the most beautiful lakes in the Dolomites, then check out the video too (and see this image and this image on my Instagram).

FACT (actually rumors, but thanks to our sources rumors are basically facts ;))

TEASER

Back in January, after launching the huge firmware 3.00 update for the Fujifilm X-H2S, Fujifilm promised major firmware updates also for the Fujifilm X-H2 and X-T5. I don’t have any rumors about it, but as an X-T5 owner myself, I can’t wait for that firmware to drop so I cross fingers it will happen on May 24.

WISHES (some based on RUMORS)

  • More Firmware: Since we just talked about firmware, I hope (not rumor, just hope) that also other cameras will get firmware updates that go beyond the “fix of minor bugs”.
  • new film simulation: usually with the introduction of new sensor and processors, Fujifilm also launched new film simulations. But this did not happen with the X-H2s, X-H2 and X-T5. Again, I have no rumors, but I hope Fujifilm will give us one on the X-S20
  • richer lens roadmaps: if you take a look at the latest X mount roadmap and GF mount roadmap, they are very poor on future lenses. And in fact, after the XF8mmF3.5 announcement, the X Roadmap will contain no more lenses. So I hope Fujifilm will release new roadmaps for both systems.
  • Mock-ups: what Fujifilm likes to do is to show mock-ups of upcoming lenses (and in some cases also lenses that were never on any roadmap). So I hope they will show us the some mock-ups of future lenses
  • Development or Surprise Announcement: Sometimes Fujifilm also makes development announcements during X summits (for example X-Pro3). Now, FR readers know Fujifilm is working on the Fujifilm GFX100 replacement. So I hope that that one will be announced on May 24 or at least there will be a development announcement

So that’s it. Let me know what your wishes are for the upcoming X Summit.

See you all here on FujiRumors on May 24 where I will live stream the event and cover everything.

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RUMOR: Fujifilm X-S20 Compatible with FAN-001 Cooling Fan (of X-H2/S)

According to our trusted sources (thanks!!) the Fujifilm X-S20 will be compatible with the FAN-001 cooling fan for the X-H2/S.

Fujifilm X-S20 Rumor Recap

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BREAKING: New Fujifilm X-App Announcement on May 24

Fujifilm X-App

It looks like a very long rumor story is going to end.

Quick recap in case you missed the previous episodes:

  • July 2022: FujiRumors shares the rumor that Fujifilm is working on a new Camera App
  • September 2022: FujiRumors leaks the name of the App, X-App
  • October 2022: FujiRumors leaks internal Fujifilm documents that show the name X-App

Well, the wait is finally over according to our trusted sources, as Fujifilm will announce the new X-App on May 24 during the Fujifilm X Summit.

And to be clear: our sources told us they will announce it on May 24. So I don’t know if it will also be available for download on the same day.

But damn, it took Fujifilm really a long time to come out with this one.

And let’s hope it will be a decent App.

I mean, Fujifilm managers recently told us they see smartphones not as an enemy, but as an ally.

Well, that’s nice and good, but in order to really make the mobile phone a true ally, you do need a solid, reliable and feature rich App. Then yes, then the smartphone becomes a useful integration to our X and GFX system.

So, let’s cross fingers that they will get it right this time. ;)

And definitely stay tuned on FujiRumors on May 24. Because one thing is 100% sure: there will be surprises (in addition to X-S20, XF8mmF3.5 and new App). And I will cover everything for you here on FujiRumors.

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The Power of VLOG: Fujifilm X-S20 Coming with Product Priority and Background Defocus Mode

After I shared the rumor about the Fujifilm X-S20 having a dedicated VLOG icon printed on the PSAM dial, trusted sources reached out to me and informed me about some brand new “vlogging” modes that Fujifilm will introduce with the Fujifilm X-S20.

More precisely, they told me that it will have:

  • Product Priority Mode
  • Background Defocus Mode

I have not been given any further details than that, but to me it sounds like the “product priority mode” could be something like the feature we find on the Sony ZV cameras.

And if it really is something like we find it on the Sony ZV cameras, then this is how it would work.

Usually when making talking head videos, Vloggers have their camera set on face detection. This means that when they want to show a product, they have to hide their face behind the product in order to disable face detection and let the camera focus on the product itself.

Well, with this feature, at least on Sony ZV cameras, the camera recognises when a product enters the frame and focuses on it, without the need for the Vlogger to hide his face behind it.

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LEAKED PRICE for Fujifilm X-S20 and Fujinon XF 8mm f/3.5

We can now unveil the prices for the Fujifilm X-S20 and the Fujinon XF 8mm f/3.5, which will both be announced on May 24 during the Fujifilm X Summit:

  • Fujifilm X-S20: $1,299
  • Fujinon XF8mmF3.5: $799

The Fujifilm X-S10 costs $999, so with the Fujifilm X-S20 will see a 30% price increase over the X-S10.

Personally I am not surprised to see the price rising, considering inflation, the still persisting parts shortage (as Fujifilm confirmed recently here) and especially considering the improved specs the Fujifilm X-S20 will have (such as an all new processor, even better subject detection algorithm than Fujifilm’s flagship cameras, great video specs, a bigger battery and so forth).

Sure, I was hoping for a more contained price increase, but on the other hand I also trust that Fujifilm wants to give us this camera at an as affordable price they possibly can.

So if $1,299 is what they’ve set (and you can be sure about it), then probably it’s because they really can’t go much lower than that, without making more compromises in terms of specs and performance.

Fujifilm X-S20 Rumor Recap

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LEAKED: First Image of Fujifilm X-S20 (vs X-S10)

Fujifilm X-S20

Fujifilm X-S20 Rumor Recap

We can now share with you the first image of the upcoming Fujifilm X-S20.

Now, I’ve received the image in rather low resolution so I have upscaled the hell out of it using Topaz Photo AI. So, in case you see some artifacts and weird printed letters when you zoom in, then you know it’s because Topaz Photo AI enhanced them for us.

I will share with you also the original low res image as well as an image of the Fujifilm X-S10 top plate for comparison.

You can see that:

  • there is a Vlog icon printed on the mode dial – as we already told you
  • the SP icon on the mode dial is gone
  • it looks like the ISO and Q button are now closer together and also more protruding

As for the rest, the camera looks pretty much identical  to the Fujifilm X-S10.

The Fujifilm X-S20 will be announced on May 24 and of course FujiRumors will cover the Fujifilm X Summit live and non-stop. So definitely stay tuned on FujiRumors.

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How Fujifilm Could Give Us X-S20 Tracking Smartness on X-T5, X-H2 and X-H2S (and Clarifying a Misunderstanding)

My Firmware Wish

So, I told you here that the Fujifilm X-S20 will have an improved automatic subject detection tracking feature.

In short: no matter what’s in your frame, bird, car, person, animal, train, insect or whatever is part of Fujifilm’s trackable subjects (list here), the Fujifilm X-S20 will automatically recognize it and track it.

That’s not possible on higher end models Fujifilm X-H2, X-H2 and X-T5, where you have to always tell the camera in the menu what you would like to track and change it every time you want to track something differently.

In that article, I also expressed my wish for this AUTO mode to come to other 5th generation cameras via firmware update.

And I also have an idea how Fujifilm implement it on our cameras, but first I have to clarify something.

The Misunderstanding

The AUTO feature on the X-S10 (and X-S20) will do much more than just recognizing the subjects to track.

It will also recognize if it’s sunset, night, tripod, landscape, macro etc and adjust all the settings accordingly (even pick the film simulation it thinks works best).

So it’s a full fledged auto mode like on a smartphone, and to me it makes totally sense that a base model like the X-S20 offers it, because it’s a camera that’s also aimed to people who want to upgrade from smartphones, and having that option can help to make the switch less intimidating.

And here comes the misunderstanding:

Some of you wrote me and told me it makes no sense to have such a full AUTO mode also on high end Fujifilm cameras.

And guys, I agree with you. I also want to pick my film simulation, my aperture and so forth by myself.

What I was referring to was only the AUTO scene detection mode. So the option to let the camera recognize by itself what’s the subject to track in my frame, without me needing to go all the time to go into the menu and switch subjects.

And I also have a solution on how this could work on Fujifilm X-T5, X-H2 and X-H2S.

The Solution

Fujifilm could add the option AUTO in the “Subject Detection Settings” menu and that’s it. Above you can see a rendering I made of how this would look like.

Once set on AUTO, the camera will automatically pick which subject to track (people included).

And of course, it would not affect your film simulation, aperture, ISO or other values, like the AUTO on the X-S10 and X-S20 mode dial does.

Fujifilm, you have the software capable to do that (as the X-S20 will show). Now it’s just a matter of will to bring it to us higher end Fujifilm camera users.

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