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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The Switch

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Advance warning: this post contains nothing but gear p***, since it is an equipment-centric post after all…and I make no apologies whatsoever for that. And that thing isn’t a carrying handle, it’s the HTS.

I suppose many of you will have seen this coming: I have switched primary camera systems from Nikon to Hasselblad. And you’ll also probably know I’ve got extremely good reasons for doing so, even more so since this is a significant commitment by any standards. I’ve also had several conversations with various people in the organisation that have convinced me that their future is also going to be pretty exciting indeed. Judging by the number of people who commented and emailed me after the previous recent posts on medium format (here, here) – there’s quite a lot of curiosity and more medium format shooters here than I previously thought. Today’s post is an explanation of that rationale, and the comments will be an attempt to answer any questions from the curious.

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