Fujifilm Managers Q&A: Canon is Wrong, Full Frame only 1/3 of Market, X-T3 sold 40% Better than X-T2, Fast Lenses for GFX and More

Fujifilm Managers Interview

Just yesterday we shared a CP+ interview with Fujifilm managers here. Today it’s already time for another one, this time with Toshihisa Iida (the manager who said Fujifilm will never go full frame) and Makoto Oishi.

It’s again an interesting one, that also becomes very technical when it comes to analyzing the autofocus system and lets imaging-resource conclude that Fujifilm’s PDAF technology is arguably the most advanced on the market.

Down below you can find the key points and some images of the interview. The complete one can be checked out at imaging-resource here.

Market Future & Canon Predictions

  • Fujifilm totally disagrees with Canon’s prediction, that ILC business is going to contract by half over the next two years
  • Market will depend on innovation that will come
  • Fujifilm believes there is room for further grow
  • Some markets will decline, but other markets have still potential to grow (Asian market)

Full Frame

  • Customers should have different options
  • Currently full frame has 1/3 of the market by value
  • 2/3 of market is predominantly APS-C, Micro Four Thirds, and some medium-format
  • other manufacturers focus on full frame, this might open opportunities for Fujifilm as long as they keep up innovating APS-C and MF
  • mainly X-T3 and GFX 50R helped Fujifilm to grow by 10% total volume growth
  • APS-C vs FF is not just about sensor size, but also the lens size, lens weight, overall cost, or the speed, the 4K movies
  • people judge the system more on the overall package

Fujifilm X-T3 vs X-H line

  • sold better than expected
  • Fujifilm X-T3 sold 40% better than X-T2 if you compare to same period since launch
  • X-T3 and X-H1 have cannibalized each other
  • with the new lower X-H1 price tag, X-T3 and X-H1 sit nicely next to each other
  • H-series and T-series will coexist for the future, but we need to clearly differentiate the lineup without confusing customers

Lenses

  • XF200mmF2 is not only for sports, but also for portraits for very creamy bokeh and concerts for example

GFX System

  • Fujifilm GFX 50R sales are above expectation and factory is very busy
  • Fujifilm GFX 100 design is almost final, very early firmware, and IBIS still does not work
  • GFX 100 megapixel autofocus: same sensor structure as the X-T3
  • GFX 100 has almost zero competition, because FF is only at 50MP and other medium format cameras are very expensive
  • Fujifilm thinks at multi-shot high-res shooting mode for GFX100, but has not decided yet
  • designing IBIS is a real challenge for big MF sensor
  • Fujifilm has no idea about how many stops IBIS they will achieve [FujiRumors leaked internal press sheets that show they aim at 5 stops]
  • Fujifilm is still improving image quality via firmware
  • GFX100 launch in first half 2019 for around $10,000
  • Fujifilm GFX 50S most popular lens is the GF 32-64mmF4
  • Fujifilm GFX 50R most popular lens is the GF 45mmF2.8
  • GFX 50S owners have more lenses than GFX 50R owners
  • GFX owners complaint about the lack of more fast lenses for the system and Fujifilm is taking into consideration their feedback
  • Fujifilm listens to customers and tries to make their wishes happen, but sometimes their wishes become reality is very difficult and challenging
  • As bright as possible, as small as possible, as affordable as possible…
  • same team works on GFX and X. One R&D budget and depending on needs they are flexible to shift their focus

Autofocus

  • X-T30 has improved algorithm which will come to X-T3
  • CMOS sensor is always reading by lines. So it isn’t very suitable for horizontal phase-difference […] technically we can make a cross-type system but normally, subjects are more… and horizontally-arranged PDAF pixels support them better
  • Fujifilm could do vertical AF correlation, but hasn’t felt the need to do it
  • 8% of pixels are phase detection pixels (high density), good for low-light and high-frequency subjects
  • signal and phase pixel are read separately
  • we used to have like 60 regions within each AF point, but now 240
  • depending on the light level, the X-T3 can “bin” PDAF pixels together (basically just adding their contents) to get a better signal/noise ratio, and so be able to determine focus even in very dim lighting. Depending on how you do this, you’ll trade-off some ability to see the finest details, but it can really help in very low-light conditions

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Fujifilm Managers Interview: IBIS in Smaller X-T Body is Necessary, XF Video Lenses, Why No Full Frame, XF 33mm f/1.0 and More

Fujifilm Managers Interview

The French site Phototrend interviewed Fujifilm Managers Shinichiro Udono, Jun Watanabe and Takuya Noguchi at CP+ in Japan. Here are the key points of the interview. For the full interview check out phototrend (google translated).

Hybrid Market

  • hybrid market had already reached 48% of annual sales (in value)
  • in the second half of 2019, the hybrid market has already exceeded the 50% mark
  • the managers think in 2020 year it we will be around 55 or 60%
  • Fujifilm launched first hybrid in 2012
  • now Fuji has already has 31 XF lenses + 10 GF lenses (roadmap lenses included), so the Fuji system is well established in relation to new entrants, both in terms of lenses and a very wide range of products

Why many lenses close or same in focal length (for example XF35mmF1.4, XF35mmF2 and XF33mmF1.0)

  • we want to offer different options to photographers, not only in terms of focal length, but also according to the shooting style. That’s why we have many fixed focal lengths with different focal lengths and apertures. It’s our concept

XF Cine Lenses

  • when Fuji launched X-Pro1 seven years ago, focus was on still images, hence lenses for stills
  • Fujinon XF 16-55mm f/2.8 R LM WR and Fujinon XF 50-140mm f/2.8 R LM OIS WR zoom lenses are very good lenses for video
  • maybe in the future Fujifilm will offer XF zoom and prime lenses with a mechanism optimized for video shooting
  • The current Fujinon MKX lenses cover alreary most of the needs of professional videographers
  • Fujifilm thinks of making XF lenses with better video performance, and not more MK lenses

Fujifilm X-H2, IBIS in Fujifilm X-T3

  • with the XH series, Fujifilm targets professional users, while with the XT series they focus on enthusiasts
  • IBIS: Fuji does not want to compromise on image quality so they need a bigger package for now to get excellent image quality and image stabilization
  • IBIS is currently not possible in cameras of size of Fujifilm X-T3
  • But in the future, Fujifilm believes that it is necessary to offer IBIS technology on more compact cameras (X-T line).
  • Fuji X-H1 size is not only due to IBIS, but because Fujifilm wanted to create larger body with better grip and ergonomics for Pros. Even without IBIS, the X-H1 would have the same size/style

Full Frame Fujifilm?

  • we do not really know what’s in our customers’ heads (laughs). But in our case, we also have the GFX medium format camera system
  • we believe that the combination of medium format and APS-C is the best option
  • Canon, Nikon or Sony offer great full format products
  • Fujifilm had an internal discussion on the sensor format they had to use
  • they did a lot of simulations with engineers. They decided not to go FF, because APS-C allows for a smaller system, also lenses are smaller and lighter
  • Fujifilm is a photography company and they really want customers to take more photos. If the camera is bigger and heavier, they will not necessarily want to take it all the time with them and we do not want that
  • we want our customers to take their camera everyday and enjoy photography. This is the concept of our APS-C system
  • but Fujifilm knows that some customers want a system with a higher resolution and a larger sensor. For them, we have a system with a larger sensor than the full format and it’s the GFX

Fujifilm X-T30

  • Fuji does not intend to stop X-T20 production. The X-T20 will be sold cheaper than the X-T30

Fujinon XF33mm f/1.0

  • the goal is to deliver a lens with the most beautiful bokeh effect
  • at f/1.0, the manual focus is very difficult and that’s why we made this lens with autofocus
  • we already had this idea in mind, but we needed the technology to integrate an autofocus system on such a bright lens

Fujifilm GFX 100 Megapixel and GFX50R

  • the GFX100 will have much faster autofocus than current GFX50S and GFX50R
  • it will have IBIS
  • Our development team is working very hard on IBIS, because the sensor is much larger and it is very difficult to control the movements of the sensor
  • 4K 30p without cropping
  • GFX100 target are professional photographers, especially in the world of fashion, advertising and portraiture. But since this camera is faster, we may be able to extend the audience
  • Fujifilm GFX 50R sales are bigger than expected. Many advanced amateur photographers are buying the GFX 50r, especially for landscape or street photography

Modular GFX (Report & Images & Videos Here)

  • The modular GFX body was of course only an idea, there was no technical research on how we could achieve this result
  • For the moment, we have no plan to develop a modular GFX. But once we have the right technology to produce this type of device, maybe we will consider that option
  • Fujifilm was surprised by the huge reaction there was about the modular GFX. Some customer misunderstood, and thought it’s an actual prototype and future product

Kaizen Firmware

  • software technologies evolve on a daily basis, and new features are developed
  • we are always looking for the benefit for the consumer, it’s our way of thinking
  • when a new feature is developed for latest sensor/processor, it is very hard to bring it to cameras with older sensor/processor. It requires much more complex work. It’s not impossible, but it depends on situatuin and development resources

Market Trend

  • SLR market, each year this market will shrink, by 10 to 20%
  • Fujifilm is in the hybrid market for 6 to 7 years, it’s a good thing more manufacturers are coming up with more products because it creates a strong message for the hybrid with customers

A few product images from the interview below.

 

Fujifilm Fujinon GF 100-200mm f/5.6 Review: 5 Stars, Excellent in Every Single Way!

Fujinon GF 100-200mm f/5.6

Despite the fact that the Fujifilm Fujinon GF100-200mm f/5.6 is already shipping, it still does not get the coverage it deserves.

In fact, even at its launch, there was hardly any review about it.

And yet, this lens is actually pretty amazing, not only in terms of size, but especially in terms of image quality. In fact, thephoblographer writes in their review:

We award the Fujifilm GF 100-200mm f5.6 R LM OIS WR 5 stars out of 5. This lens is excellent in every single way, and it will serve anyone who uses well. You will be constantly floored with the images you can create with this lens.”

The GF100-200 coverage is still meagre, and the richest source of feedback about this lens is our immense Fujifilm GFX facebook group. Go to the group, search for “100-200” and enjoy the results. I will share a few of them down below.

But, in addition to Jonas Rask and Damien Lovegrove reviews, which you can find in our live blogging, I have found a few more.

Also Fujifilm uploaded more “monster glass” GF100-200 videos. You’ll find then below, too.

Fujinon GF100-200mm f/5.6: BHphoto, AmazonUS, Adorama

Rumors, News and Community

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GF 100-200 Images and Videos

** CLICK HERE to Read the Rest of the Article **

Fuji Guy Billy: Fujinon XF 33mm f/1.0 Development Challenge, XF 16-80mm f/4 very silent AF, X-H1 Market Misunderstanding and More

Fuji Guy Billy Interview

Fuji Guy Billy joined the Fujilove podcast. For those of you, who are right now on the road or at work and you can’t listen to it all at iTunes, Stitcher or on fujilove, here are the key points:

Fujinon X Mount Lenses

Fujifilm X100, X-E3, X-T20 and X-T3

  • Fujifilm X100 was the game changer and started the X series success
  • When developing the X100, Fujifilm wondered who is going to buy a fixed lens camera at this price point, but it turned out to be a success
  • Fujifilm X-T3 is balance of size, weight and quality in a good price point, but for Billy even the X-T3 is big
  • Billy’s go-to camera is the Fujifilm X-E3, paired with XF35mmF2, XF23mmF2 and occasionally the XF50mmF2 because of portability
  • Fujifilm X-T20 with no joystick is a dealbreaker for him

Fujifilm X-H1

  • Fujifilm X-H1 latest firmware introduced lots of improvements and the new lower price makes it very tempting
  • The Fujifilm X-H1 maybe has been misunderstood by the market. It had a lot of new video features, so people considered it more a video camera. But it is also a better and more robust camera, and facilitates handling of bigger lenses. For Professionals weight is sometimes not a problem, but more durability. That’s why Fujifilm launched the Fujifilm X-H1. It should also appeal to DSLR customers, who were on the fence of switching to mirrorless. IBIS is quite nice also for photography, especially in low light
  • Shutter has an S1 (half press) and S2 (full contact to release shutter) position. Regarding the Fujifilm X-H1, you can contact your Fujifilm service and see if they have an option to adjust the S1 and S2 position to your taste (low, medium or high). There might be a charge for that service, depending on your country

IBIS

  • Fujifilm wanted to make an excellent IBIS system, and it is one of the best on the market. But the size of the system was too big to put it into other X-series cameras. At this moment, it can’t fit in other cameras, but hopefully one day IBIS can be designed smaller and make it fit on other cameras

Fujinon G Mount Lenses

  • Fujinon GF 50mm f/3.5 coming in 2019 and Fujinon GF 45-100mm f/4 in 2020
  • Fujinon GF 100-200mm f/5.6 R LM OIS WR: If you look to move into medium format, you don’t have many lenses initially to choose from, so zoom lenses can cover various focal lengths. The GF100-200 is compatible with teleconverter. It’s a little bit heavier, but very sharp. At that focal length with medium format sensor, you can isolate your subject very well

External Battery Packs

Navigate Menu

  • Tips and Tricks: Best way to navigate the menu is using the front and rear command dial. Front dial jumps from page to page, and rear dial jumps from item to item

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Fujinon GF 100-200mm f/5.6 Pre-Orders OPEN NOW!

Fujinon GF100-200mm f/5.6

You can now pre-order the Fujinon GF 100-200mm f/5.6 R LM OIS WR at the following stores:

Fujifilm GFX 50R (up to $1,000 bundle savings): BHphoto, Adorama, AmazonUS
Fujifilm GFX 50S (new retail price): BHphoto, Adorama, AmazonUS

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