Brand (dis)loyalty, mirrorless and why it’s good for everybody

Switching camps has never been easier: with the increasing number of companies going mirrorless, photographers can now have their cake and eat it – at least in theory. With the whole premise of mirrorless being smaller, mechanically simpler and cheaper, there are several key implications for every company: firstly, new mounts and optics are needed to at least attempt to keep to the brief. Secondly, the form factors are going to land up much the same: EVF in the centre position (or off to the left); thin body with large mount since the final element has to be very close to the sensor and therefore large to avoid extreme ray angles and all of the things this implies; some sort of decent handgrip both to house the substantial battery to power an always-on sensor and display; not quite enough body real estate to place the buttons for all of the features demanded by today’s buyers; and lastly – a bonus feature. Basically: make it as attractive as possible to the buyer to adopt, but remembering that as a company, you are also going to have to convince your existing brand loyalists to reinvest heavily, too. I’m opening with fighting words, but there is a point to all of this especially with the last two big holdouts joining the game.

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