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OM System – brand new brand

The business formerly known as Olympus Imaging has been conspicuous by its inactivity since being acquired by Japanese buyout specialist Japan Industrial Partners in 2020, but today announced a brand change from Olympus to OM System.

The announcement also revealed OM System had a new camera in development. Since Olympus off-loaded the struggling business unit over 12 months ago it has made few new product announcements of any note.

The press release severing Olympus photographic technology from the Olympus brand is, to use the technical jargon, a doozy, which manages to say virtually nothing in several hundred words of exceptionally florid prose: OM SYSTEM expresses our determination to continue to deliver unparalleled experiences to our customers through our mission to constantly challenge convention and a philosophy of continuous product development, which we have adhered to since the establishment of OM Digital Solutions.

Through our products and services, we hope to create exciting experiences that bring joy and inspiration. Going forward, we will strive to be the brand that customers will treasure for a long time to come, devoting ourselves to craftsmanship that demonstrates a commitment and fulfils people’s lives.

OM System reckons the new M43 camera it is developing does no less than ‘brings photography to the next level’: Compliant with the Micro Four Thirds System standard, the interchangeable lens camera that we are now developing combines our industryleading manufacturing capabilities and cuttingedge technologies to significantly improve performance and provide an unrivaled photographic experience.

About 6 months ago we wrote: ‘With the contraction of the camera market continuing, albeit at a slower pace, most camera company executives would probably like to see one or two fewer camera brands competing for the shrinking demand – so long as it wasn’t the one they are employed by!’ We suggested the company now known as OM System might be a worthy candidate.

It’s worth noting that of the two camera manufacturers referenced in that article, Nikon this week announced a new and impressive flagship camera, the Z 9, two premium lenses, a lens road map to 2023 and some new software. The other one announced a name change.

Too many in the lifeboat?




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