Olympus strikes back

Olympus announced another prime lens for m43 mirrorless cameras, M.Zuiko Digital 17mm f/1.8. Right now m43 has the biggest selection of the dedicated lenses for mirrorless cameras. "Dedicated" is the key word here because generally lenses from SLR cameras have slow autofocus on mirrorless cameras.

Olympus is known for its lenses. The first DSLR from the company, Olympus E-1, was aimed on enthusiast photographers: professional grade camera coupled with good glass (ZUIKO 50-200 F2.8-3.5, 14-54mm F2.8-3.5, 50mm F2.0 Macro - the first lenses released alongside with the E-1). Unfortunately, the benefits of smaller sensor were not obvious on DSLR cameras. While the ZUIKO lenses were somewhat smaller than these from competitors, the camera bodies were the same. While Olympus DSLRs (4/3 system) got their share of passionate followers (I had two 4/3 DSLR bodies and some lenses :-), the whole system was less popular than Nikon or Canon.

Probably because of that experience with 4/3 camera Olympus had changed the strategy with m43 (mirrorless) cameras and initially targeted mainly "entry level" crowd. Camera bodies had a limited external control, the lenses were mainly of "kit" class. In fact, their PENs became popular with DSLR users who want a smaller capable cameras. Responding to the demand Olympus started to produce dedicated high grade lens and made top spec camera, Olympus OM-D E-M5.

In contrast, with the X system Fujifilm had targeted enthusiast photographers from the start. Granted, the technology was not there at the birth of mirrorless cameras, and Fuji watched the experience of first players in mirrorless cameras.

At the moment Olympus does not have PEN-shaped camera with good external controls. I do like E-PL5 because of it's sensor and IBIS but I don't like the lack of the controls. It may work perfectly for some people. The OM-D E-M5 is fine camera but it feels relatively small in my hands. The size is OK if I use the rear screen for shooting. Frankly, I would rather get an E-PL5 with external viewfinder. It will be truly compact and light camera, and it will probably cost less than the OM-D E-M5. But I would not like the external controls.

It seems that Olympus is in difficult situation. The company still has DSLR line and according to the rumors develops a new DSLR body. Considering that DSLRs are now follow the dinosaurs' path and grow bigger, it would be hard for Olympus to succeed in with E-7 or whatever. No doubt, the body will make quite a few people happy but it probably would not attract new users to the 43 system.