Olympus released an official statement at Photofocus. Before to read the Olympus statement Photofocus reminds us that:

It was implied in the (Bloomberg) article — without a quote from Takeuchi — that Olympus was not opposed to selling its Imaging division.

But here is the official Olympus statement answering the Bloomberg article:

“As announced in our Corporate Strategy, Olympus is further focusing on our Medical business and follows the strong ambition for all of our businesses to be profitable and contribute to our overall business objectives. In that regard, we are continuously evaluating our overall portfolio, as announced in our Corporate Strategy on November 6, 2019.

“For Imaging, however, we currently have no plans to sell the business. The task is therefore to stabilize and strengthen its market position. To achieve that, we are actively running marketing activities, and have already established a clear and exciting product roadmap for the coming months and years. We are actively pursuing future technology developments that will enhance photography and video for creators. Furthermore, Imaging is and will continue to be an important technology and innovation driver for our other businesses.

“Our Imaging business features a unique product portfolio. Olympus products are compact and lightweight, feature market leading image stabilization and autofocus. Many of our high-end products are also splash-proof. No other product offers customers this level of optical excellence paired with the highest mobility.

“Just last month we launched our new OM-D E-M5 Mark III – a light yet feature packed addition to our semi-pro camera portfolio, inheriting pro-features like a high precision AF from our OM-D E-M1 Mark II model. Furthermore, we have announced the development of M.ZUIKO DIGITAL ED 150-400mm f/4.5 TC1.25x IS PRO earlier this year to be launched by next year. Customers can follow our break-free campaign on various channels and worldwide.”

Photofocus writes:

After reading both the Bloomberg article as well as Olympus’ statement, it’s pretty clear that Olympus is in this for the long haul. Without a direct quote from Takeuchi in the Bloomberg article, the article at best creates another rumor, and lacks the journalistic integrity necessary in these types of situations.

I am pretty sure this will keep getting back and forth the next months. Let’s hope the new 2020 Olympus products will convince us all they are on track to make the business profitable again.

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Thanks Bryan Esler!

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Mapcamera interviewed a bunch of Olympus managers present at the “Olympus Photo Festa 2019” in Tokyo. The main hint  about  their future  strategy was the following statement:

“We will use this to develop products at the pace of 2 bodies and 3 lenses every year.”

Olympus did also show the new Zuiko 150-400mm F4.5 TC1.25x IS PRO lens behind glass. The lens will be released in 2020:

Olympus has officially launched the E‑PL10 in Europe. More info at Olympus UK.

Today Chief Executive Officer Yasuo Takeuchi said:

“The issue of personnel will naturally need to be addressed. It’s a strategy to improve performance, and something that will come about in due course.”

And Bloomberg writes:

Takeuchi also backtracked on some of his comments in the past that the camera business was not for sale, saying that may not be the case anymore. The imaging unit, which makes up 6% of sales, is the lowest margin and lowest growth businesses in Olympus’s portfolio, according to past company presentations. Olympus is working to stabilize the imaging business by focusing on its main markets, a spokeswoman said.

As suspected Olympus will keep trying to cut costs and personnel to reduce the imaging business losses. Not an exciting business strategy :( But again, it’s something nearly all companies have to do to survive the shrinking market.

And as I reported in these weeks there is no valid evidence for the “rumor” saying they will sell  the business within 8 months. I am actually  certain that  in the short-mid term Olympus will keep the Imaging Business.  And that statement they made today may  be just a way to please certain US  investors…

The new firmware update programs for LUMIX S1R, S1, GH5, GH5S and G9 allows use of Profoto wireless transmitters “Air Remote TTL-O/P” and “Profoto Connect-O/P“, enabling wireless connection and control of external strobes for professional shooting. Here’s the first impression from LUMIX US Ambassadors Charles and Jennifer Maring