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Panasonic has remarkable compact cameras in its lineup: the LX100, the TS2, the S9, and, more recently, the ZS99. With each model, the company offered something unique, with the LX100 and the TS series still being looked up by many photographers. From the looks of it, Panasonic is keen on following this path, and in a new interview, they highlight their plans for the future. It is safe to say that the company’s strategy will certainly be helpful, especially for the crowd they are reportedly catering to.
Panasonic to Focus on Hybrid Users
According to his interview with Photo Trends, Mr. Toshiyuki Tsumura, Executive Vice President and Director of
Panasonic’s Imaging Business Unit revealed the target audience for the brand. “The primary audience remains hybrid photo and video content creators,” he said in the interview. However, at the moment, there are many factions within this segment:
- Hybrid creators who shoot video and photos.
- Professionals and creators who deal with professional video production, live streaming, and serious enthusiasts.
- New social media users who focus on creativity will further drive up the sales of new cameras.
Keeping this in mind, the company will focus on both Micro Four Thirds and full-frame cameras. As a result, it will “develop and evolve the latest technologies common to both systems,” minus the difference in imaging sensors.
Panasonic is focused on creators, so the newer cameras we see will focus on their demands. We aren’t sure what it means for photographers, but seeing the S1R II, it is safe to assume that the future is not as dark.
More Compact Lenses and Cameras
In the interview, Tsumura-san also added that the company is focused on giving users a more compact experience. This could be due to the rising demand for smaller cameras, as the mirrorless system is often opted for due to its size and weight. For instance, the 28-200mm f4-7.1 and the 100mm f2.8 macro are some options that are really popular amongst users. When asked if this revolution will continue for other zoom lenses, Tsumura-san said, “While I can’t provide more details, we will continue to seek the best balance between performance and size in our future products, aiming for a compact and lightweight system.”
However, at the moment, the company is focused on providing more lenses for S9 users. But there is hope for more L-mount lenses to come for variety. “We will continue to develop unique lenses that only Lumix can offer, and in collaboration with the L-mount alliance, we will meet customer needs with a wide range of over 100 lenses,” he said. In addition, we may also see f1.2 lenses by Panasonic, if there is more “feedback” by the customers on the matter.
Furthermore, just like the lenses, the need for compact cameras will also be addressed. Tsumura-san said the ZS99 offers something that smartphones can’t, and so, their focus is to further nail down this segment. “Going forward, I believe cameras with larger sensors like micro 4:3 and full-frame will offer something not found in smartphones and will receive some level of support from creators.” Last but not least is the improvement in AI-driven technology, which will further help in improving autofocus recognition and tracking.
Panasonic seems far clearer about its approach to the future, and that is a good thing. The company may have a far smaller audience, but its cameras certainly meet the requirements of those it is targeting. Moreover, going compact is the first solution to get more people to look at your gear, especially with fixed-lens cameras becoming the norm recently. If Panasonic launches a new camera with good lenses, and great features such as a better sensor, autofocus, price point, range of lenses, and color profiles, it will certainly drive up its demand.
