Olympus still hopeful. Is MILC a serious alternative for DSLR?

Started 8 months ago | Discussions thread
HappyVan
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Is MILC a serious alternative for DSLR?
In reply to HappyVan, 8 months ago

Is MILC a serious alternative for DSLR?

MILC (mirrorless) fans have been trying to get DSLR owners to switch. What does the global sales data tell us.

At present (CIPA January to November 2013), MILC has about 19% of ILC (interchangeable lens camera) unit shipments and about 17% of shipment value.

http://www.cipa.jp/stats/documents/e/d-201311_e.pdf

Compact camera shipments 43.1 million units. MILC shipments 3 million units. DSLR shipments 12.8 million units.

Disappointing! A detailed analysis would suggest that the amount of DSLR defection is very much lower.

There are two major pools of potential MILC buyers. Upgraders from compact cameras and DSLR owners downsizing.

Let's make simplifying assumptions. That upgraders buy MILC without VF because they are familiar with the form factor. That DSLR downsizers would prefer a MILC with VF because they are familiar with that functionality.

Looking at the Japanese BCN sales numbers, none of the top ten models have built-in EVF. Though Oly and NEX have optional EVF.

http://www.sansmirror.com/newsviews/bcns-preliminary-2013-numbe.html

Let's use a 20% rule. Assume that MILC with EVF represent 20% of total sales. That would imply that MILC globally sold 2.4 million without EVF and 600,000 with EVF.

Bottom line: MILC upgraders were only 5.6% of compact sales (2.4m versus 43.1m). Despite low-end MILC selling at $200-$400.

DSLR downsizers represented only 4.6% of DSLR sales (600k versus 12.8m).

In the past, MILC has been compared in its entirety to DSLR sales. But, most of MILC sales are at the $200-$400 price points which is below DSLR price points. Therefore, most of the low end buyers WOULD NOT HAVE BEEN DSLR BUYERS.

Conclusion: That MILC under-performs as an upgrade to compact cameras. Despite better IQ and a competitive price, buyers still think that compact cameras represent better value. That MILC is not a significant alternative to DSLR. With a sales ratio to DSLR (with OVF) of 1/22, MILC today is not a threat to DSLR. Not even close.

Much has been made about the better functionality, lower weight, and smaller size of MILC. Particularly, on sites like DPR where it seems that MILC is the Next Big Thing. But, that is far from the truth. THE AMOUNT OF DEFECTIONS FROM DSLR IS TRIVIAL.

As a confirmation, look at the response of Canikon to MILC. Slow to enter the game. Nikon One has several innovations but uses a small sensor. EOS-M is built from the DSLR parts bin.

Canikon is not worried about their DSLR sales. Bear in mind that Canikon are the only mass market brands that are making money. Perhaps, their understanding of the market is superior to the MILC fans?

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