Olympus has difficulties to produce a whole range of new lenses for
their new cameras and asked others to help provide optics for the
new standard format.
Why should they bother?
Same reason that Olympus is bothering: because the system is enough
different that it has the potential to chip a chunk out of the
entrenched market leaders.
But the likes of Sigma can already do that for existing 35mm lens lines, and the market is there. They get to spread R&D for new lenses across all manufacturers as well, because they release each lens for each of the popular lens mounts.
This is different though - there is no established market for lenses using this mount, and if their 35mm lens lines can't be easilly adopted for this new mount, there's not a whole lot in it for them - costs them in R&D and there are few customers compared to the millions of film and DSLR users they already target (don't forget that Sigma's DSLR lenses can be used with 35mm film too).
I think a company like Cosina, for
instance, might look at this as an opportunity to make at least a
modest impact on the marketplace. Cosina, after all, recently
developed a lens-interchangeable rangefinder camera system with
seven or eight lenses. (
www.cosina.com/Voigtlander.htm). What sense
does that project make?
This is a 35mm camera, so they can reuse the optics in these lenses in their other ranges. Interchangable lens rangefinders are also a fairly specialist market where people are prepared to pay a lot of money for what they get (look at the prices Leica charge). What we're talking about here is a different beast though - it's not just a new 35mm lens mount, and the target audience may not be prepared to pay enough for these lenses to justify producing them, particularly since this new mount seems to be aimed at those wanting a DSLR on a budget.
But it's interesting stuff, and it's
different, and it's helping Cosina establish their name and
presence in the marketplace. I noted with amusement at the news
stand the other day that Pop Photo just rated one of Cosina's
lenses for that system as one of the top 3 primes the magazine has
ever tested. Lens testing is a dubious business, so you can't make
too much of it, but I was amused because I get so tired of the
blathering nonsense about the ineffable optical magic of their own
brands from users of Canon "L", Nikon,
Primes are one thing. What the L range gives you is a range which includes many zooms with excellent optics and large apertures, and getting that right is tricky.
I rather suspect that primes for this new DSLR mount are going to be pretty thin on the ground as well. AFAICS, the target audience for this kind of DSLR tends to want zooms.
All of this is just to say that good new ideas, and good products,
can come from anywhere.
I quite agree. I'm just far from convinced that this is a remotely good idea - it looks like they're going after the sort of people who currently buy cameras like the G2. What's not clear is what this new system gets you over such a camera - you get a bit more choice in lenses, but certainly nothing like the established lens ranges from the big manufacturers.
From Olympus' point of view, I can sort of see why they're doing this - they don't have an (interchangable lens) SLR range anymore (never managed to compete in the 35mm autofocus market and have recently scrapped their manual focus system), so as long as they don't bet the company on this, they may see it as worth a punt. At worst, they just throw their money away and can the project after a few years. At best, they
may be able to take a slice of the market from Canon and Nikon, and manage to get themselves back into the SLR market.
I'm not optimistic about their chances though.
I agree with you completely that Olympus faces an uphill battle if
it wants to take a significant chunk of the professional/serious
amateur market away from Nikon and Canon. It won't be easy, but
this conclusion ...
Sorry, but Canon and Nikon are hardly likely to be quaking in their
boots - this idea is to DSLRs as APS is to 35mm.
doesn't strike me as inevitable yet.
OK, I agree that it's not inevitable, but it does look, to my eyes, like a bit of a hopeless cause. Perhaps Olympus see this as their only chance to reestablish themselves in the SLR market, and are willing to take the gamble.
I wish them luck, they're going to need it.
I may well
be trading in my three Nikon bodies and six lenses. I've been using
a D1x for three weeks now, and, though it's a great camera, I can't
help resenting all that extra weight and bulk I'm carrying around
because the camera's geometry matches an image size it doesn't use
or need.
I just bought myself a zoom-compact as a backup and general carry-around camera. I fully expect that there
will be 35mm full-frame DSLRs on the market at some point, and I'll then be able to use my existing lenses with them. There's also the point that with smaller pixels for a given pixel count, this new system is going to run up against the limits of resolution and image quality much earlier. Ultimately you can't beat increased ilm/sensor area if you want image quality. Smaller sensors demand more from optical and semiconductor technology.