Fuji wants to join the big guys

There was a time when there were fewer cameras especially small ones. Now it's very hard to keep up with the sheer volume of different models. Many are very similar and tend to consume the buyer.
However, there also was a time when Fuji was a serious contender with their S Pro series that had given Fuji the wedding industry practically all to itself. There was no sequel to the famed S-5 Pro and that was too bad in view of their novel sensor approach. Their X series is now their high end system but it's pricey and in steep competition with other similar designs. It's too bad that Fuji has refused to embrace the micro four thirds system that is growing rapidly. We shall see what Fuji has in mind in the near future.

FujiFilm is planning to eliminate 50% of their compact camera models.

FujiFilm has been known for producing a wide range of affordable point-n-shoot cameras over the years, however after a recent report from Amateur Photographer (AP), it appears that Fuji will be scaling back production of their "low-end" models.

AP notes that approx. 50% of Fuji's compact offerings will be cut, which today consists of about 20 models. The reasoning for the cuts is likely due to smart phones taking over as a user's means to capture simple snapshots, but according to Fuji's Optical Device and Electronic Imaging Products Division general manager, Hiroshi Tanaka, it's due to low profit margins on these models.

During an interview with Nikkei last week, Hiroshi Tanaka also noted that Fuji is planning to combine its digital camera operations and optical devices business, which they claim will help decrease 'procurement costs' by as much as 10%. AP reports that Fuji already has a plant producing optical parts in the Philippines, and that, 'assembling digital cameras there would help boost efficiency.'

The good news from all of this is that Fuji is going to focus more on their popular high-end models, like those in their X-series. Yesterday, Adrian Clarke (VP for FujiFilm Europe) told AP, 'We are overwhelmed by the positive reaction from photographers to the introduction of models like the X-E1, X100s, X20 and the lens line-up. Although we enjoy the compact market, it's fantastic for Fuji to get back to "real" photography.'

While it's uncertain whether Fuji will choose to produce their remaining low-end models in the Philippines, AP notes that they understand that Fuji's prosumer, X-series models will continue to be produced in Japan.