ArticlesShow ReportsCP+ 2013: Casio Interview

CP+ 2013: Casio Interview

By R Butler | Published Feb 4, 2013 | Show Reports

Casio wants to make cameras that allow everyone to take better images, and that could mean large sensor compacts, says Jin Nakayama, Senior General Manager of the company's QV Digital Camera Division, but don't expect a mirrorless camera. The company, which makes some of Japan's best-selling compacts, has a development strategy Nakayama believes will distinguish it from smartphones while also staying a step ahead of its camera rivals, he says.

Casio may not be a big name in digital cameras in all markets but it was responsible for the first consumer digital camera to feature an LCD screen (1995's QV-10). Nakayama is proud of the company's history of innovation and says the company's original technologies can help keep it competitive. He talks of wanting to create a new market segment for people who think a DSLR is difficult but who still want to take beautiful pictures.

The challenge of smartphones

Like everyone else in the industry, he is fully aware of the threat posed by smartphones. Since 2008, overall camera sales have been falling and interchangeable lens cameras have taken an increasing share (now representing over half, by value). 'The reason why is that penetration rate of compact cameras is already very high, and smartphones make it easier to take a photo and upload it to the internet.'

But, he says, smartphones can't offer the image quality of a compact camera: 'a lot of photographs taken with smartphones are snapshots - photos as taking notes, rather than a work of art. Even people who are not camera savvy want to take pictures and enjoy looking at them afterwards.'

The company's strategy is to push towards cameras that offer better image quality while also being easy for anyone to use: 'Look at DSLR and mirrorless cameras - they attract similar users to film cameras. You get the high performance but it still requires a degree of technique. We want to offer a product that allows people to take beautiful pictures by just pressing the shutter - even without the knowledge of a complex, intricate camera.'

A question of focus

And this focus on compact cameras is what will help set them apart from their camera-making rivals, he believes: 'other camera manufacturers still try to launch cameras in every part of the market to have a complete line-up but how much of their research efforts can they put into product development to move towards the easy-to-use, high image quality products we plan to make? We can concentrate - we need to develop new products in a speedy way.'

He highlights the Exilim Engine HS 3 processor at the heart of Casio's high speed compacts as an example: 'Usually when you want to incorporate new ideas, you have to introduce new hardware in the processor, which takes 2 years. We have what we call a dynamic reconfigurable processor - we can add new functions like it was software. So, while other manufacturers might catch us up with hardware, with our design we can always re-write and add more new features.'

Compact cameras can continue to offer better image quality than smartphones, he says: 'the image quality is completely different - maybe it isn't so different in good light but if you take a picture in a dark place it will be very different. Smartphones will improve, in terms of factors like lens brightness. But we want to offer image quality more like DSLRs, mirrorless and high end compacts - sensor must be bigger and the lens brighter than it is today. Casio pursues image creating that goes beyond interchangeable lens cameras with our own high-speed shooting technology and high-speed processing technology.'

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Total comments: 41

looking forward for next HS bigger sensor & brighter lenses! I own an EXF1 and a FH100. Dude! Casio's tech is revalued over the years:

eg: http://www.amazon.com/Casio-Exilim-Digital-Camera-Optical/dp/B00155WX90/ref=pd_sim_p_1

0 upvotes

"...sensor must be bigger and the lens brighter than it is today."

Great!
Aiming from my Powershot S95 I would love a bigger sensor and a brighter lens (for low light performance, but also for more "shallow depth of filed capability") in a not too big size.
Sonys RX100 needs more concurence!

1 upvote

Strategy and all apart... All compact are mirror-less cameras... Just not interchangeable lens cameras. Just ILC or ILMC, or even EVIL (since they almost all use an evf, be it a screen or a tunnel like one) seems to make more sense for a shortening of Interchangeable Lens Mirror-less Cameras.

0 upvotes

We conducted a poll and Mirrorless Interchangeable Lens Camera beat the alternatives comprehensively.

As a result, 'Mirrorless' has become widely used to refer to such cameras. It's not perfect, but ILC would also include DSLR, so is just as unhelpful.

Since you knew what it meant, it served its purpose.

1 upvote

I don't think Casio have a great strategy here. They are missing pieces.

They've made some innovative parts for digital cameras, I like the recent-ish one with a metal frame around it that can be hung anywhere or used as a stand.

I was close to getting a Casio compact about 10 years ago but went with Panasonic for some reason. I think all the gadgets was what shortlisted Casio to the final 2.

But focusing on compacts only is a losing strategy. Even if they can add features, are they going too? The competitors are starting to move onto Android now anyway, so that advantage is going to drop as Android has vast numbers of more programmers than Casio could ever get together.

Also get out of Japan. I live in Japan, and Casio have a respectable show in stores here, but elsewhere I've never seen them in recent years.

0 upvotes

big deal, you cant buy Casio cameras outside of Japan. He needs to be talking about that if he wants us to take him seriously.

0 upvotes

so far casio was not a synonym for image quality but rather for everything possible cramped into small camera, not very intuitive and pretty under average output. Oh and the BS button...

0 upvotes

"We want to offer a product that allows people to take beautiful pictures by just pressing the shutter - even without the knowledge of a complex, intricate camera."

Wrong. Ask pros and enthusiasts: many would gladly forget about the intricacies of the DSLRs and concentrate on the artistic aspects of photography.

One of the most interesting D800 user feedbacks was from a guy who said something along the lines: "you just set parameters as you wish, set ISO to auto and snap what you wish: the camera manages everything you throw at it." IOW, it takes power of D800 to liberate photogs from the intricacies. I can only dream that we would get eventually something similar in a P&S package...

1 upvote

They want to use larger sensors, but not mirrorless...
are they forgetting that their entire lineup is mirrorless?
Seems rather vague to me, and if he means that Casio wants to introduce non-mirrorless (ie: with mirror), that seems like regression to me, because the extra mechanics increase costs, and complexity, in a product that they state is supposed to be simple for the non technical user.

2 upvotes

"But we want to offer image quality more like DSLRs, mirrorless and high end compacts - sensor must be bigger and the lens brighter than it is today.

0 upvotes

"Mirrorless" is short for "mirrorless interchangeable lens camera". This shouldn't cause any confusion nowadays, since the word is widely used in that way. There's no need to refer to compacts as mirrorless, since they all lack a mirror.

3 upvotes

It's interesting to contrast the Panasonic interview, where they're saying they can't add focus peaking to the GH series because it wasn't in the original design, with the Casio interview, where they're saying that their processor design allows them to add new features in software as required.

1 upvote

My first digital camera was Casio QV-3000EX, and it was great. The ergonomics was poor though. Still have it in working condition.

1 upvote

What this man says makes alot of sense. It's a real shame that Canon cannot think similiar to this.

0 upvotes

I have yet to see a company not pursuing the MP race and Casio could be it for that image quality, low light performance, with ease of use and probably shot to shot times similar to an iPhone/iPad.
The Nikon 1 inch sensor has that low MP count and large sensor but IQ still not enough for me. I find the G1X sesnor has the IQ yet not too large sensor which is similar in size to m4/3s.
High resolution sensors require delicate balance among blowing out highlights, correct exposure, and shadow noise which and in plenty instances are limited by the lens.

0 upvotes

I didn't know Casio was still making cameras. I thought they'd sputtered out around the same time as Kodak.

2 upvotes

It time to show the others -Fuji-Panasonic- what a better 3D-Camera must look like. It must have quality and versability. Casio-do itdont wait. 3DStereo is the future of photography. They know this already but they fear others-Samsung- could be quicker. So they wait until the competitors show their wonders. Fully understandable.

1 upvote

In 2009, a friend bought a Casio Exilim Superzoom bridge...at first I was like...what is a bridge camera? Then he showed me the zoom range, the 120fps capability on video, the background defocus you could get when using long focal lengths (I didn't knew it was the so famous "Bokeh"), it was a really nice, fast and reliable camera! But didn't get a Casio. I was already using a small Sony W170 (very good at that time for me, specially for the "tunnel" OVF). But I can remember that after some time using P&S, the wonders of bridge cameras made look further ahead and decided to do some research about F-numbers, Focal Length, Shutter speeds and stop looking at just the 3x or whatever zoom a camera has and how many megapixels it got.. And then I got into Mirrorless cameras. So I can say that Casio made me look further ahead, more than Sony did.

1 upvote

I originally thought Q is made by Casio instead of Pentax

0 upvotes

How do you know someone has an expensive watch?
They have to ask someone with a Casio what the time is.

7 upvotes

Join m43 already.

0 upvotes

You know what they say about too many cooks.

0 upvotes

It applies only to cooking ;-)

1 upvote

They make a cookery show?

0 upvotes

Casio does make some nice cameras, but the competition is stiff in the compact camera market.

If the plan is to "make larger sensor compacts" then Nakayama probably knows that others are doing this too, and doing it pretty well.

The camera phones will eat up the bottom of the market, which is why everyone else seems to be moving upscale. Having software solutions may not cut it.

It sounds to me like Casio is in deep trouble. And it doesn't appear that they have a real strategy for the future.

3 upvotes

What is the difference between a large sensor compact camera and a mirrorless? Is he just saying that they want to make mirrorless cameras that are easy to use, or did I miss something?

1 upvote

Compact cameras ARE mirrorless.

1 upvote

'Mirrorless' is taken to mean 'Mirrorless Interchangeable Lens Camera.'

5 upvotes

I think what he meant was "Casio doesn't make lenses." ;-)

Actually, I still have fond memories of my QV100. It had no optical finder, but live view and a pivoting lens. Let's hope Casio has some similarly clever (well, they were then) ideas brewing now....

0 upvotes

Casio can easily excel in the micro 4/3 arena but somehow decided to make a sudden Left turn against it. They already have the technology to rebuild their reputation. I used to have the Casio Z1080 and the camera offered 100 % satisfaction in terms of speed, sharpness and clarity in still and video. The Casio FH100 was judged best of the bunch category beating Panasonic ZS5, Sony H55, Fuji F80, Nikon S8000 and Canon Sx210 in a group comparison. Smartphones and micro4/3 cameras are two pronged attack on Casio's territory. In reality, Casio is becoming two steps behind of its camera rivals.

8 upvotes

Casio was one the early big players in digital compact cameras. It's a shame they have fallen into near obscurity the past few years. I have no doubt they could create a very killer camera if they wanted to, but would anyone buy it? I wonder if the brand recognition is still there.

2 upvotes

The reviews I've read about Casio compact cameras would make them appear to be an interesting product. Unfortunately I can't recall the last time I actually saw a Casio camera. They've marketed calculators in my area. I probably have even owned one. But again I can't remember ever seeing a Casio camera for sale in my neighborhood of the SE USA.

4 upvotes

Radio Shack still sold them recently, though I haven't loooked in a while. I wish they'd get back at it as they came up with fun cameras. Gimmicky, yes, but also fun. I could see them making an attractive advanced compact.

1 upvote

Hmmm. Maybe the next compact to rival the RX100 will be a Casio... That would be interesting but only time can tell.

3 upvotes

It is telling that no one else has commented yet. No one really cares what Casio's strategy is.

1 upvote

People are reading it, so your premise is false. And, given the comments on the Panasonic story, it might be a good thing that it's not stirred up so much negativity.

11 upvotes

that's a tad harsh for a company that indeed can claim some innovation and still one of the fastest in fps rate cameras ever made... However, i admit to not using a Casio camera yet.

3 upvotes

That is my point. They make some decent equipment. The problem is that no one will give them a second look.

1 upvote

Dude, that article has barely been up.

3 upvotes

My first two digital cameras were CASIO..
Small design changes, like where the flash is placed have turned Me away. Friends who still use CASIO get great image quality.

Comment edited 1 minute after posting

1 upvote

Nothing wrong with Casio, although the article promises nothing new: compact cameras with larger sensors already DO come with almost idiot proof features - i.e. automatic settings. I'm waiting for some clever company, and it could be Casio, that will allow the user way more customization of features in some of these little ones. Ricoh seems to get it.

0 upvotes

Total comments: 41