Risk of cannibalization
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Risk of cannibalization

How many GFX 50Rs would Fujifilm sell if a similarly-sized, fixed-lens alternative were available? Such a product would risk cannibalizing Fujifilm's existing lineups.


I've explained the likely potential costs (both real and in terms of potential damage to the brand) to Fujifilm of adding a full-frame X100 lineup, but there are always costs associated with doing something new, and costs are acceptable if there's a major long-term benefit.

There's no doubt that by putting a full-frame sensor behind a fixed 35mm F2 lens, Fujifilm would be providing photographers with a more powerful tool than any of the previous X100 series models, but that might actually end up being a problem. Why? Because it would risk 'cannibalization'.

In this context, 'cannibalization' describes a situation where sales of a new model come at the expense of sales lost in other parts in the lineup. Would Fujifilm want to risk a large number of sales of the (at this point presumably quite profitable) X100-series in favor of a new, costlier full-frame model? It seems unlikely, and it's even less likely that the company would risk sales of the nascent GFX range by inserting a full-frame model into the lineup, aimed at the exact same type of users.


Have your say

What do you think? Full-frame Fujifilm X100
  • I would love a full-frame X100!36.1%
  • I'm happy with my APS-C X100, don't change a thing.41.0%
  • Don't stop at full-frame, I want medium format!22.9%
Total voters: 978