Fuji manager Toshihisa Iida said: “Initial [X-T1] demand is roughly twice what we’d planned“
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There is an interesting interview with a Fuji manager at the CP+ on dpreview here. Here some excerpts:
Kaizen… or new firmware updates coming soon
This is a good news for X-E2 owners like me. Fuji will “release new firmware for the X-E2 soon which will improve the refresh rate of the EVF bringin it to the same level as the X-T1 and also add an interval shooting function.”
The Kaizen philosophy has a negative impact on the sales of newer models, but “in the long run customer trust is very important. We’re a relatively new brand and we need to build trust.”
DEFINITION: Kaizen: continuous improvement philosophy. Japanese for “improvement” or “change for the best”, refers to philosophy or practices that focus upon continuous improvement of processes in manufacturing, engineering, and business management.” src-wikipedia
X-T1 pre-orders
“Initial demand is roughly twice what we’d planned, so we’re increasing the capacity at our factory as much as possible, at least for the next few months.”
[admin: The latest Fuji report says that, despite the good sales of the X-E2 and X100S, Fuji’s imaging divsion is still losing money.]
Fuji vs DSLR and FF
“Q: Do you you want to compete against professional full-frame cameras? A: Inevitably yes, we have to compete against full-frame. The professional market is very segmented, and for example for sports photography I think the X-T1 is already competitive. So yes, I’d like to challenge full-frame.”
“We need to educate customers that mirrorless is not inferior, it can be better than DSLR.”
the future
Fuji thinks that, in future, 50% of the market could be mirrorless, but, at the moment, “what’s missing is awareness on the part of the consumers about the benefits of mirrorless. […] In my opinion this is due to the lack of focus on mirrorless from the two big brands, Canon and Nikon.”
X-A1 vs X-M1: Fuji is currently testing how well the X-A1 (Bayer sensor) sells compared to the X-M1 (X-Trans sensor), because “going forward we don’t need two entry-level models. It’s undecided at this point.”
The strategy for the future: “The only way is to keep innovating.”
“Q: Will X-Trans sensors get bigger, in the future? A: At the moment we’re focusing on the APS-C format but in the longer term, after we’ve completed our lens lineup… I can’t deny the possibility.”
X-T1 pre-orders
X-T1 body only ($1,299): USA: AmazonUS / BHphoto / Adorama / Pictureline / EU: wexDE / wexUK / PCHstore /
X-T1 with 18-55 ($1,699): USA: AmazonUS / BHphoto / Adorama / Pictureline / EU: wexDE / wexUK / PCHstore /
76 Responses
Please add the wifi remote control to XE2 !!!
Thats all ready talked about, before the X T1 came out that the wifi was to be updated.
It’s a great interview Patrick, very good questions and answers. I love the Fuji philosophy. One thing I realised, he mentioned the upcoming firmware for the X-E2. Does it mean the remote software will not be upgraded to the level of the X-T1? Also what about the predictive AF?
Btw thanks to your site, I’ve now made the jump to Fuji using your link to the X-E1 before the prices went back up and it’s now shipped! Can’t wait!
Please Fuji ….. If possible technically, can u upgrade the AF performance of XE2 for low light? That would be so sweet!
I don’t know Percy the AF on my XE2 is faster then my last Canon DSLR before I sold it. you still have to see to AF.
Hi Scott. I’m using X-E2. In general, X-E2’s AF is brilliant. However, I still feel that OMD is a bit better for extreme condition i.e low light or very low contrast.
Brilliant. That helps with my GAS LOL. Another reason to not get tempted by the X-T1, as the EVF is the most tempting part of X-T1 for me. I don’t really need weather sealing and fast focus tracking.
Yea, I think the best things about the T’s AF isn’t on the X E2 but they are not far apart. My XE2 tracks well for the testing I did so far.
““Initial demand is roughly twice what we’d planned, so we’re increasing the capacity at our factory as much as possible, at least for the next few months.””
So what is the ‘initial demand?’ What had they planned? What is their formula for determining how closely ‘initial demand’ numbers translate into actual sales?
Without specifics, it’s really difficult to assess the volume and success. And, hint: unaudited numbers of non-sales posted by Amazon does not have a direct bottom line link to the manufacturer’s income statement.
If they estimated for example 10,000 units per month, got 20,000 pre-orders, but found that because of duplicates and second thoughts, pre-orders typically only result in 70% actual sales, then they will build capacity for 14,000 units. If their product lifecycle marketing analysts show a 50% unit volume falloff within six months of launch, and a more smooth, gradual falloff for the next 18 months, those are other data points.
But just to triumphantly share vague self-serving statements when one is already no doubt under close scrutiny by shareholders is nice. But unverified and unexplained, it sounds a little more like more marketing. Charts, Fuji, charts! (To be fair, Fuji is not the only manufacturer to do this). Will help us decide if we want to take a long term commitment to a vendor with shaky financials.
“Since we launched the X-series with the X100 we created a lot of cameras, and even since the X-Pro 1 was launched we made the X-E1, X-E2, X100S, X-M1, X-A1 and X-T1. I think we did too much too fast, and made too many models. Some customers have told us that it’s confusing. So now we will slow down, step back and look at what our customers are buying, and what they want. We also need to refresh our lens lineup.”
Is this the reason why they are giving heavy discount on current lenses?
May be the older lenses 18mm, 35mm, 60mm will be improved with faster, quieter focusing? I just hope they don’t make them bigger and heavier.
I think so Selling older cameras or lenses cheeper gets body’s in the hands of more and they will need glass. They had to make a market from 0 they had 0 to start. Unlike Canon or Nikon who had tons of photographers to sell to Fuji needs a market! and they do now!
Hard to say but unlikely tipping their hand to other companies. They make a said block or run then switch but to what? Even Canon if they need to make more will update the line with a mark 2 ? may as well add to sales!
You’re really overthinking this. Most likely: Based on previous launches and current research they forecasted a certain amount. Upon opening up pre-orders that amount was doubled. It is good no matter how you look at it. Especially when considering what we already know about the growth and success of the X series. 700,000 bodies sold and likely around 2.5M lenses sold (my guess).
They are entering a highly saturated market with a new brand and a new system against highly entrenched competition with superior technology. They have more working against them then for them. E.g. near nonexistent brand recognition and popular perception of the DSLR as the only choice for professionals. Even without hard numbers it is very impressive to see how they have grown in a such a short time.
I agree with guhman, you are overthinking this. It is not up to you to assess their success. Of course, they won’t give you the information, that wouldn’t make any sense. Also, it hardly makes sense for them to lie to their shareholders.
No matter what they planned, it wasn’t to lose money, but to make profit. Well, now they are making twice as much.
What do you expect a full sales report???
He is the Senior Manager Sales & Marketing and he is just speaking to a review site.
Hope they will update the refresh rate on the x-e1 as well…
Im sure the cpu can’t handle it? the rate that is and still AF too just to small to start with. The XE 1is still a great camera tho.
Will I need a XT1 not right off. will I get one yes I will. Have I ordered no not yet. I need lenses and I think the 2 I will need are not going to be the cheep ones in the line up. The 16-55 f2.8 is needed not that the 18-55 won’t work its a great lens but a touch slow at the long end and starts at 18 not as wide as I need.
The 120-400 is needed 1/3 of my shots I need are longer then 200. I hope they keep the speed up to a point f 4 or f 4.5 to f 5.6 works but the side market sales of long lenses that end in 6.3 won’t get a sale from me to slow! Thats what I think hope I near the mark!
Thanks Patrick I do like your page!
Scott
What’s wonderful is that the market for used DSLR prime/premium lenses is very strong among the younger set. This makes the switch to Fuji X smooth and painless, except for learning the camera. It seems Rico currently has the book market all to himself. I’m looking forward to his X-E2 book due out shortly.
With all those firmware updates, Fuji is a nightmare for book writers. Plus, the market is so small that there’s no money to be made with professionally published books—at least not for the author. It’s very similar to Fuji’s own situation: Everybody (distributors, dealers) is making a nice profit with Fujifilm cameras—everybody except for Fujifilm themselves.
Haha Rico! I just posted something similar on the DPReview forum – all the firmware updates means they need to keep revisiting their camera reviews, since they become totally different cameras!
Well, since DPR needs about as much time to review an X-E2 as I need to write a book about it, they are doomed for sure. 😉
A question then, since I’m waiting for my X-E1 to arrive, is the e-book up to date with the latest firmware? Want to read it ahead of it’s arrival 🙂
Doomed? No, I think reviewers should love it. Revisit the camera six month slater and do an update review as new content and new page view counts.
I cover updates here in X-Pert Corner, like “Exposing Right”.
Sweet 🙂
Thanks for all you do, Rico.
Good to hear! I just ordered the X-E1 from AmazonDE (739€ for the kit!). Next should be your book.
I would think there’s some way to alter that paradigm, e.g. self-publishing of some sort. I’m currently working on a book (another realm) and will need to research the options myself.
It’s a possibility, but the quality of the result would suffer.
Alternatively, I could just get a proper job where one is actually getting paid for what one does. 🙂
Markup for Fuji US dealers is barely above 10%, whether or not that is a nice profit…
Add the same refresh rate to the X-Pro1 and I may change my mind about Fujifilm.
That’s a bit extreme for someone wanting to change its mind, I hardly think you really want to change your mind, more likely creating an excuse not to. X-PRO1 is 2 years old with older hardware, the X-T1 and X-E2 at least share the same sensor AND processor, your demand seems quite unreasonable.
‘Quite unreasonable’? The X-Pro1 is still on top of the range? Like many I’ve wanted to like the X-series but the unpredictable AF and most of all the problems with shutter lag made me take a serious distance from everything Fujifilm is doing. Maybe a lot of forum visitors don’t mind to buy a new camera every 12 to 18 months (being precisely the time that the X-Pro1 is on the market) but I can’t. My Nikons served many years and didn’t even require FW updates. Like any Fujifilm camera this X-T1 will also reveal its secret quirks and FW-issues soon – see: it’s happening with the X-E2 right now, the perfect camera isn’t perfect anymore, first FW update promised. This is just how Fujifilm engineers their stuff: I don’t call that Kaizen but just a miss of competence.
X-Proof,
Cameras generally don’t get worse over time or lose functionality or performance. The XPro-1 you have now is the same as the one you originally purchased… but with a few firmware improvements.
This isn’t to suggest that it was (or is) a perfect camera – it is not. Far from it. I bought one used and eventually sold it. I liked it when I had it but there were many, many things I didn’t like about it and eventually got rid of it.
I would advise against buying a camera based on what I wish it to be or hope it will eventually become (I am not suggesting that you did). I research, test, buy it and try it.
Obviously you can’t know everything about how a camera will perform or suit your needs without actually using it yourself but with enough due diligence hopefully you can minimize the disappointments.
You are getting things backwards.
Right now you surely has a better camera than you had 2 years ago, almost like a different camera since there were some significant improvements. Is it perfect? Of course not, it was the first generation of Fuji cameras, compare that to any other 1st gen and you’ll get to understand that nobody, NOBODY nailed it in the first try. You had Nikon, but I’m pretty sure that it wasn’t the first generation of Nikon’s DSLR and if you had one, it wasn’t perfect and you probably thought “film is still much better”.
Why you are getting backwards? Because instead of thinking that the camera has been improved by firmware you think that they should had all of that when it was first launched. If it was any other manufacturer those flaws would still be there, they would had never been fixed in the first place.
Sony A6000 seems to be the first to nail the AF the same way Micro4/3 had been doing, the first, because I’ve tested some NEX cameras even those with PDAF and the AF was no good, not quick enough and the hunting in video was horrible. Sony nenver improves their cameras via firmware, the flaws taht the camera came with are still there.
If you don’t think Fuji is good enough for you, you can go back to Nikon. I never try to convince someone when they are unsatified. But for my experience, I like Fuji’s commitment and focus. And yes, it’s indeed unreasonable to think that the X-PRO1 should get the same firmware update when the hardware limitation makes that impossible.
If you think it’s reasonable I can only reach two conclusions, you either bought it without considering it was the first gen and/or you think flaws should not be fixed because that makes the camera look better.
Does the x100s also share the same sensor and processor? Might it also get this EVF upgrade?
I believe the Kaizen philosophy is brilliant, adding integrity to both the manufacturer and the product line. I love quality and my XE2 is proving itself on a regular basis. In a world of consumer products that moves at the speed of light, cameras should be an investment and more like a valued friendship or marriage that gets better with time/age.
“I believe the Kaizen philosophy is brilliant” – yea, releasing half-assed firmware and then fixing it in next 10 patches over a year is “brilliant”. Seems like we have two opposite definitions of that word.
Lets not forget that Fuji is a new player in this market segment. Working with a software company, I understand the importance of getting the product to market and having valuable user/beta feedback. Not to mention how difficult it is to get it “perfect” the first time.
I think it’s impressive that for every complaint they have gotten there seems to be 3 other positive reviews. Kutos. They are not doing anything half assed with the hardware, and that’s what counts.
I didn’t want half-baked so I waited until it met my needs/standards. I bought the X E2 and it’s great.
Lets not forget that Fuji is a new player in this market segment. Working with a software company, I understand the importance of getting the product to market and having valuable user/beta feedback. Not to mention how difficult it is to get it “perfect” the first time.
I think it’s impressive that for every complaint they have gotten there seems to be 3 other positive reviews. Kutos. They are not doing anything half assed with the hardware, and that’s what counts.
I didn’t want half-baked so I waited until it met my needs/standards. I bought the X E2 and it’s great.
Way to go Fuji!
That’s a huge difference between Fuji and Sony. Both innovate but whereas Fuji shows commitment and focus, Sony change their mind all the time. Fuji will keep their focus until they feel they are giving enough support and Sony has focused during the past few years on several different fronts.
There was a time when they released tons of APS-C A-mount with the new SLT tech just so they abandoned it and went A-mount FF, and then they came up with new high-end NEX models and even released come lenses, and very recently they changed their focus to E-mount FF and no sign of APS-C E-mount lens roadmap whatsoever – or A-mount for what amtters -, tomorrow they can end up abandoning E-mount FF, who knows?
Totally agree and btw never read an interview with so many reasonable and (seemingly) honest answers. Seems to be a good manager and a nice guy.
It’s those straight forward answers that has me interested in Fuji. Try to get those answers from Canon.
At least they are aware of the issues I want addressed, video and flash.
Also Nikon. I own 10 Nikkors, but I’m really angry at the fact that Nikon insults their customers by releasing a D610 instead of fixing the D600.
I love what Fuji does with its Kaizen philosophy, and I might switch soon to the X-serie.
I still love my 85 1.4, and I’m not a big fan of the 1/180s X-sync though…
“Kaizen” PR stunt wouldn’t fix D600. Problem with that camera was hardware. No amount of firmware patches will fix it.
Exactly why I admire Fuji so much.
No matter how good an X camera is when it comes out you can be sure it will become an even better camera later on.
Go Fuji!
They may be still losing money but they are curring the losses, which is the right path for profit. Once the main tech, chains, distribution, R&D start to kick in, you can start to roll, the beginning is always harder since you have to develop the infra-structure.
I will need to audit Fuji’s books, have a tour of their facilities, and interview all the board memebers and employees before I even consider adding any Fuji products to my retirement portfolio.
Good luck!
Will you tell us about your results?
Higher refresh rate = more power required = higher power consumption !
buy some batteries = end of problem
So what’s the point of mirrorless again if you have to drag whole mountain of batteries with you everywhere? Might just as well buy DSLR.
2 extra batteries – a couple of ounces extra weight…
SLR… (well, you know)
I’m not sure if it’s as much of a problem with mirrorless as it is with low power batteries – 1200 mAh seems low doesn’t it?
It was stated the size was made small to keep the cameras small= yeah extra batteries add’s up of weight that would of been there if bigger to start and a bigger camera too. I live with it I like the size of the X line.
2 extra batteries – a couple of ounces extra weight…
SLR… (well, you know)
I’m not sure if it’s as much of a problem with mirrorless as it is with low power batteries – 1200 mAh seems low doesn’t it?
I hope, they will apply this on X100S as well.
“The Kaizen philosophy has a negative impact on the sales of newer models, but ‘in the long run customer trust is very important. We’re a relatively new brand and we need to build trust.’ ”
I think the people at Fujifilm have proven over time that they actually care about improving the X-mount platform. It is evident in issuing regular firmware updates that actually improve their camera bodies and lenses.
Soon I am going to purchase the X-T1, and this will be my first digital ILC. Had a film camera and a digital P&S. My view of Fujifilm? I see that they continually try to improve things for X-mount camera and lens owners. That makes me confident when purchasing their products.
I can’t vote this comment up enough. I’ve sold over 5k in Nikon gear and “downsized” to the X system and I’ve never been happier (I don’t shoot sports or weddings).
I’ve never questioned Fuji’s commitment to the customer.
Fuji manager Toshihisa Iida said: “Initial [X-T1] demand is roughly twice what we’d planned“
This is wonderful IMO!
It might mean anything. Including “we got more preorders than initially calculated 100 units”.
Or that everyone waiting for a X-Pro 2 or owning an older model (including point and shoots) are buying second/third cameras and going all in… as well as the new converts that were expected.
This is good news.
The assumption has been that our XF lenses only cover the APS-C format. Has anyone tested to determine if Fuli has actually designed some of them to cover full frame? I doubt it, but that could be part of a long range strategy they have up their sleeve. My personal opinion is that they are firmly committed to APS-C but just answer obliquely when asked about it.
YES, It has been confirmed that the Fuji lenses only cover APS-C. One of the many reasons that a FF Fuji X isn’t that likely.
I see that my comment has been removed…
strange
we have some problems with the server… workin on it
all the latest comments are, sadly, lost. s**t happens.
No worries. It happens
Patrick – has there been any word or rumour on when the new x-e2 firmware might arrive?
not until now.
So does this mean the XE-2 will have less EVF lag, I’d rather have that than a high refresh rate..
I hope they implement the Camera Remote application to the XE-2 as well!!
Thats the plan down the road from a ways back but how long?
I hope they implement the Camera Remote application to the XE-2 as well!!
“The Kaizen philosophy has a negative impact on the sales of newer models…” Not where I’m concerned. I own the Sony RX-1 and the Fuji X-Pro. I was very disappointed with the slow AF of the X-Pro initially, swore I’d never buy another Fuji camera. Fortunately, I was patient enough to wait out a few firmware updates that essentially turned the X-Pro into a completely different camera. As a result, I ended up buying two more X lenses and the X100S. In the meantime, Sony has yet to issue a single firmware update to address the battery drain issue for the RX-1 (the battery drains when the shutter button is held down even when the camera is turned off, bad news if you store it in a snug bag overnight). The Sony A7R was tempting, but Fuji’s responsiveness to their customers needs and wants is a deal maker for me. Now I’m looking at the X-T1. Negative impact on sales of future models? Probably not.
I see it as a sales tool, I have a XE2 and would be mad if it was over run by the XT1 dropping its worth at resale so soon. Updates give me a better tool and keep US all happy. Glad I jumped ship from Canon.