07 Mar Interview – Fujifilm: “We are not just a camera company, we are an imaging company”

Source: DP Review

Staff of Fujifilm’s Optical Device & Electronic Imaging Products Division, pictured (clockwise from top left): Jun Watanabe, Product Planning Manager, Makoto Oishi, Product Planning Manager, Masato ‘Mark’ Yamamoto, General Manager and Shinichiro ‘Shin’ Udono, Senior Manager.

As the global COVID-19 pandemic continues to make international travel impossible (or at least inadvisable) we’re beginning 2021 with a series of interviews conducted remotely. This week, we sat down (virtually) with senior executives of Fujifilm, to learn more about the development of the new GFX 100S, plans for future lenses and what kind of a company they want Fujifilm to be.

This interview has been edited for clarity and flow.

What customer did you have in mind for the GFX 100S?

[Makoto Oishi] The [original] GFX 100 is our flagship camera for professional photographers, because it has the integrated battery grip and twin batteries, and accessories like the tilting EVF. But we wanted the GFX 100S to appeal to a wider range of users. So not only professionals, but also advanced amateurs, who are used to 35mm and full-frame SLRs.

The GFX 100S is your second medium format camera with IBIS. How were you able to reduce the size and weight of that mechanism?

[Shinichiro Udono] When we started planning the original GFX 100, we decided from the beginning that it would have that form factor, with the vertical grip. So we had room [inside the camera], and we decided that durability would be

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