Let's play "Panasonic Product Manager"

With all the disappointment directed at the GX1, I was thinking about how Panasonic's main problem may be with their marketing and product differentiation. A rangefinder-styled camera is going to happen eventually, but Panasonic seems to be doing their best to muck things up in the meantime.

They managed to take the well-received GF1 enthusiast camera and simplify it to the point of being an entry-level camera. While I like the GF3, it gets slammed in reviews since it's naturally compared against it's predecessors.

I think that the GX1, on the other hand, would have been somewhat well-received as a GF1/2 successor had they not set the expectation that it would be something new and different. Instead, it's really the successor of the GF line.

I also think that the G3 and GH2 are really too similar in form and function.

So my question to you folks is, what would you do to clean up the Micro 4/3 product line if you were a product manager at Panasonic?

Here's what I would do:

1. Make a cheap entry-level Micro 4/3 with low margins to get out to the big box retail stores.

2. Combine the GX1 and G3 for the rangefinder-styled camera that we're clamoring for.

3. Successor to the GH2 aimed at video.

What do you think?

danstroud said:

What do you think?

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I think you pretty much nailed it there, Dan.

David

--
It is impossible for a man to learn what he thinks he already knows
--Epictetus

I think that Panasonic and Olympus are both making the mistakes of creating product differentiation only for the sake of getting customers to buy more expensive cameras that cost only a few extra dollars to manufacture. They shouldn't be doing this when their lead in the mirrorless camera market is in doubt. Panasonic and Olympus need to dominate the market now, and worry about profitability later.

Secondly both companies make the mistake of going with the paradigm that the more expensive and "better" cameras also have to be physically larger.

Anyway, at least the GF and G cameras are cleary different from each other, Olympus has three nearly identical cameras which is very confusing to customers.

Olympus should really have only two models, probably the E-PL3 but at the E-PM1 price, and a "pro" model with built-in EVF (so you can use EVF and flash) and a bigger battery for taking twice as many photos and whatever else they think a "pro" is willing to pay extra for, but without crippling the consumer camera.

Not to hijack my own post… but you have a good point about Olympus as well. Should Panasonic and Olympus try to stay out of one another's way to make sure that both can coexist… or should they be trying to compete with one another directly (say GX1 and EP3)?

So you're the Panasonic Product Manager? I've got a bone to pick with you! Why can't you make the camera I need? If Sony can make something as cool-looking as the NEX7 why can't your company? Oh, you already make a camera with a tilt screen and built-in EVF? I can't be seen carrying around a lowly DSLR-wannabe camera. How droll! Why not just get an NEX7, you say? Like those ugly giant lenses can fit inside of my stylish Billingham bag. I was all set to become the next uber-cool street photographer wielding the all-powerfull digital rangefinder but you just had to go and mess everything up. Well I've got better things to be seen doing so I say good day to you, sir!

danstroud said:

1. Make a cheap entry-level Micro 4/3 with low margins to get out to the big box retail stores.

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...which they already have in the form of the GF3.

danstroud said:

2. Combine the GX1 and G3 for the rangefinder-styled camera that we're clamoring for.

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The GX1 is actually fine. The only reason some people are angry is because of the NEX7. But the NEX7 is Sony's top tier offering, the GX1 is not Panasonic's top. The GX1 will actually satisfy a lot of people who hoped the GF2 would be a GF1 with better specs (namely, a better sensor).

danstroud said:

3. Successor to the GH2 aimed at video.

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This successor, if Panasonic is as invested in the "rangefinder style" camera (which the GX1 falls into under their definition) as they state stands a good chance of being the rangefinder body that some enthusiasts are clamoring for. Why go this route?

• It avoids confusion in the product lineup with having three bodies with EVFs - the GPro 1 (or whatever people were expecting), G3 and GH3, all at different price points.
• It allows the GX1 to be positioned aggressively on price, right where the GF1 used to be.
• It sets the stage for the rest of the lineup to be unified under a similar (non-dSLR-like) style.

--
Sam Bennett
http://www.swiftbennett.com
http://www.flickr.com/sambennett/

I think Oly have it right with 3x RF bodies, the only difference is the EP3 should have tilt screen and integrated VF.

Add to that the GH2 and G3 (similar in function but not in price) and you have a body and price point for everyone.

Each camera should have a direct competitor from the other company to keep each other on their toes and drive innovation

Fun little game and thought process. Here is what I would do:

1. Have a cheap entry-level camera like the GF line has became. It would have a plastic body and a lower grade sensor.

2. Have an advance LCD only camera like the GX-1. It will have a metal weather-seal body and a top-of-the-line sensor and a tilt-lcd screen.

3. Have an advance EVF model model with a metal weather-seal body in a rangefinder style body and a top-of-the-line sensor and a lcd screen like the GH-2..

4. A pro-level body with built-in EVF with a metal weather-seal body in a slr sytle body and a top-of-the-line sensor. Kind of like a better GH-2.

This four body line-up should give a wide range of products. The G-3 is a good camera but wouldn't find a place in my product line-up. It would be replace by a range-finder style EVF camera.

Now for Olympus where is the pro-level MFT camera with a built-in EVF.

Dave
--

I wouldn't find it confusing having an RF with viewfinder added to the lineup. Canon/nikon have been in this market a long time and have plenty of bodies to choose from with clear differentiation and they all have VF's

Hi, my take on this inline:

danstroud said:

With all the disappointment directed at the GX1, I was thinking about how Panasonic's main problem may be with their marketing and product differentiation. A rangefinder-styled camera is going to happen eventually, but Panasonic seems to be doing their best to muck things up in the meantime.

Click to expand...

I have much to say about that further down my post.

danstroud said:

They managed to take the well-received GF1 enthusiast camera and simplify it to the point of being an entry-level camera. While I like the GF3, it gets slammed in reviews since it's naturally compared against it's predecessors.

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On the contrary, I think reviewers are willing to accept the GF3 for what it is - a point and shoot camera that accept interchangeable lenses. As such it is actually quite nicely accepted.

danstroud said:

I think that the GX1, on the other hand, would have been somewhat well-received as a GF1/2 successor had they not set the expectation that it would be something new and different. Instead, it's really the successor of the GF line.

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This has more to do with the dynamics of the forums than it has to do with Panasonic. More on that later.

danstroud said:

I also think that the G3 and GH2 are really too similar in form and function.

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In form maybe, in function I think not. Besides the larger body and much better video performance, the GH2 has a multi-aspect sensor. Having a pentaprism-like hump does not make them similar to one another.

danstroud said:

So my question to you folks is, what would you do to clean up the Micro 4/3 product line if you were a product manager at Panasonic?

Here's what I would do:

1. Make a cheap entry-level Micro 4/3 with low margins to get out to the big box retail stores.

Click to expand...

GF3

danstroud said:

2. Combine the GX1 and G3 for the rangefinder-styled camera that we're clamoring for.

Click to expand...

Personally, I couldn't care less about where the EVF is positioned (SLR / RF style).

Panasonic's (or whatever company that makes those EVF) current technology mandates a certain size to the EVF, therefore a camera could not be rendered smaller just by moving the VF to the side of the camera - it would still be placed on top of the LCD (unless users will be willing to give up LCD real estate) and will still protrude from the back of the camera.

That said, a camera with an EVF positioned at the top left corner would not only calm down the loud minority that has hijacked this forum, it would also likely sell very well. I think Panasonic would have done that if it could.

danstroud said:

3. Successor to the GH2 aimed at video.

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I'm sure Panasonic is working on it. That camera will almost definitely have an integrated EVF placed at the center - top, it will definitely have a large grip and an articulated LCD screen and it might even have a second dial. This is because the video crowd is more concerned with technological as opposed to the stylistic aspects of their gear.

[EDIT]

Another point in favor of the SLR style design for the videcentric camera is that it makes it easier to adapt to video rigs. I would expect a more streamlined, curvaceous design - in line with the GF3 and G3.

danstroud said:

What do you think?

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I agree with you that Panasonic doesn't need more than 3 lines of m43 cameras, unfortunately it seems like they are going to develop 4 parallel lines. Too bad, as the wasted resources could have been used to produced better cameras.

--
Jonathan

Jake, you are a genius. For 2012, we will release all the same cameras but bundle them with Billingham bags. Naturally, we will had to come up with completely new model designations for these cameras.

Here's how I'd set it up:

Four lines (as now): GF, GX, G and GH

GF and GX are rangefinder style, with GF as entry level and GX as the enthusiast level;

G is SLR style, emphasis on stills;

GH is SLR style, emphasis on video.

Hmm ... seems to be exactly what we have already.

I think only one thing is missing. In addition to the GX1 there should be a GXX with built-in EVF and tilt/swivel LCD.

It's not so simple. Panasonic, and in fact m4/3 has competitors. What I would do is this:

1. Make a NEX-5N competitor with better build and possibly weather sealed (aka GX1).

2. Make a NEX-7 competitor with built-in EVF and sell it with a two-prime kit (14 and 25) for a bargain price.
3. Announce the fast X duo ASAP.
4. Make a lovely GH3, slightly smaller than GH2.
5. Kill the G series (nothing special about it).
6. Keep refreshing the GF series at my leisure.
--
Gallery: http://weatherloony.fruitsens.com/snphoto.html

FlashInThePan said:

On the contrary, I think reviewers are willing to accept the GF3 for what it is - a point and shoot camera that accept interchangeable lenses. As such it is actually quite nicely accepted.

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I agree with many of your other points and I think that the GF3 has been nicely accepted in the sense that the ratings have been positive. The DPreview scores increment with every model.

However, just about every review I have seen highlights the simplification of the GF line and it's not always portrayed as positive. It's really just a matter of customer perception rather than a problem with the product. I would argue that it's better to keep adding features to an existing model and, if you want to simplify, to create a new model.

Above all else, the regression with the GF1 and the sudden "reintroduction" of the GX1 looks to me like Panasonic has trouble with longterm planning of their product lines. Optimally, they would have a product pipeline a few years out which would establish some consistency. Instead, I'm getting the impression of a company that rushes to market with whatever they have at the moment.

There is a Steve Jobs quote that could be relevant to the ballooning product line: “Focus is about saying, 'No'. And the result of that focus is going to be some really great products where the total is much greater than the sum of the parts.”

Sir, did your engineers realize yet that they crippled the pin pont focus function by not giving an option for "no preview"in G3 and are they fixing it in the new model? And would the single point focus point stay in the corner where i left it until I move it and not reset even after i switch it off and on?

--
http://www.twitter.com/gavphotography

danstroud said:

I think that the GX1, on the other hand, would have been somewhat well-received as a GF1/2 successor had they not set the expectation that it would be something new and different. Instead, it's really the successor of the GF line.

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I have to take issue with this statement. I don't think Panasonic EVER said this would be something new and different. Because a bunch of fools who like seeing their words in print blogged a bunch of unsubstantiated rumors to that effect, and another bunch of equipment whores wanted to believe it, and re-posted those rumors all over the place, we end up being disappointed the camera isn't what we'd hoped it would be.

You can't blame Panasonic for the rumor mill, nor for people's gullibility.

I also take issue with the statement that the GH2 and G3 are "too similar" to each other. You can't possibly have handled both of them and come away with that opinion. The G3 is dramatically smaller, and dramatically different in use because of the removal of the buttons and dependence on the touch screen. It's like saying the Canon 1D X and a Rebel are "too similar" because they both have EVFs and shutter buttons.

Jake Rubicon wrote:
I can't be seen carrying around a lowly DSLR-wannabe camera.

I can't believe people really buy expensive cameras based on how the camera looks, as opposed to how the images it produces look. Shallow, shallow, shallow.

sigala1,

Your 1st proposal (" ... and worry about profitability later") will make Panasonic and Olympus shareholders really happy, I imagine, - especially those still treasuring Oly stock.

You'd get fired before You could even complete the arrangement of the photos of Your wife and kids on Your desktop .

Helmut

Schira said:

Sir, did your engineers realize yet that they crippled the pin pont focus function by not giving an option for "no preview"in G3 and are they fixing it in the new model? And would the single point focus point stay in the corner where i left it until I move it and not reset even after i switch it off and on?

Click to expand...

USER ERROR!!! Whatever it is you're talking about, it is clearly user error!!