Why Fujifilm thinks smartphones are an opportunity to sell mirrorless cameras
While Fujifilm is known for its old-school Instax range of cameras, the company wants to be a strong player in mirrorless cameras, where another Japanese company Sony is now the undisputed titan.
Fujifilm’s latest X-A7 is a mirrorless camera that features a large 3.5-inch flip-out touchscreen and ability to shoot 4K videos at up to 30 frames per second. (Image credit: Anuj Bhatia/Indian Express)
Fujifilm says the rise of the smartphone era has been beneficial for the digital camera industry and has not destroyed it. In an interview with indianexpress.com, Arun Babu, General Manager Electronic Imaging and Optical Device, Fujifilm India, said the smartphone has introduced the “habit” of photography to vloggers and YouTubers and the company now wants those users to switch to more advanced but light-weight mirrorless cameras.
Babu pointed out that smartphones in a way have made the new age content creators more “cautious’ about photography, which he thinks is a golden opportunity for Fujifilm. “Vloggers want their content to be good and given the smartphone has a limitation due to the size of the sensor, they instead opt for an entry-level professional or mirrorless camera,” he said.
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While Fujifilm is known for its old-school Instax range of cameras, the company wants to be a strong player in mirrorless cameras, where another Japanese company Sony is now the undisputed titan. But Babu thinks Fujifilm has a great chance to succeed in the mirrorless camera segment, which is growing rapidly in India. The company recently launched Vlogger-centric Fujifilm X-A7 mirrorless camera, which has a 24MP APS-C sensor, a large 3.5-inch flip-out touchscreen, ability to shoot 4K videos at up to 30 frames per second, built-in creative shooting modes, and compatibility with Fujifilm’s XF lens lineup. The classic-looking Fujifilm X-A7, which comes with a XC 15-45mm lens kit, is priced at Rs 59,999.
Fujifilm X-A7 is made for Vloggers, wedding photographers, and content creators. (Image credit: Anuj Bhatia/Indian Express)
Over the past few years, mirrorless cameras have soared in popularity. “In 2018, the mirrorless to DSLR ratio was close to 40 per cent. This year, mirrorless cameras have already surpassed DSLRs. In India, we can already see a big trend happening towards mirrorless and by 2023, mirrorless cameras will surpass DSLRs,” he said.
As the name suggests, mirrorless cameras have no mirrors — and they are unlike digital single reflex cameras, better known as DSLRs. They give photographers full control over the camera’s settings and the ability to change lenses so that users can take professional-looking shots in every situation. Plus, mirrorless cameras are known for being compact and lighter than DSLRs.
Fujifilm X-A7 is a compact and lightweight mirrorless camera. (Image credit: Anuj Bhatia/Indian Express)
“The DSLR is degrowing as a trend and mirrorless is growing,” Babu said, adding that “two years down the line a majority of camera brands will come to the mirrorless camera category in every segment”. Fujifilm only sells mirrorless cameras, ranging from Rs 34,999 and going up to Rs 7,86,999.
As the digital camera market shrinks with the influx of smartphones, major camera makers have started moving to mirrorless cameras to offer features a smartphone can’t. Canon and Nikon, two of the biggest names in the digital camera business, are gradually moving away from pricey digital single-reflex (DSLR) cameras to mirrorless cameras. However, industry experts say it would be tough for Canon and Nikon to catch up with Sony which produces the most advanced full-frame mirrorless cameras in the market today.
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For Fujifilm, however, the growth opportunity lies in increasing sales of entry-level mirrorless cameras. The company is banking on a new crop of wedding photographers, amateur fashion photographers, vloggers, YouTubers, and Instagrammers to sell mirrorless cameras in India. “Last year, the quantity contribution of mirrorless cameras was close to 10 per cent of the total industry and we believe that this year, it will become close to 20 per cent,” Babu said.
Anuj Bhatia is a seasoned personal technology writer at indianexpress.com with a career spanning over a decade. Active in the domain since 2011, he has established himself as a distinct voice in tech journalism, specializing in long-form narratives that bridge the gap between complex innovation and consumer lifestyle.
Experience & Career: Anuj has been a key contributor to The Indian Express since late 2016. Prior to his current tenure, he served as a Senior Tech Writer at My Mobile magazine and held a role as a reviewer and tech writer at Gizbot. His professional trajectory reflects a rigorous commitment to technology reporting, backed by a postgraduate degree from Banaras Hindu University.
Expertise & Focus Areas: Anuj’s reporting covers the spectrum of personal technology, characterized by a unique blend of modern analysis and historical context. His key focus areas include:
Core Technology: Comprehensive coverage of smartphones, personal computers, apps, and lifestyle tech.
Deep-Dive Narratives: Specializes in composing longer-form feature articles and explainers that explore the intersection of history, technology, and popular culture.
Global & Local Scope: Reports extensively on major international product launches from industry titans like Apple and Google, while simultaneously covering the ecosystem of indie and home-grown tech startups.
Niche Interests: A dedicated focus on vintage technology and retro gaming, offering readers a nostalgic yet analytical perspective on the evolution of tech.
Authoritativeness & Trust
Anuj is a trusted voice in the industry, recognized for his ability to de-jargonize trending topics and provide context to rapid technological advancements. His authority is reinforced by his on-ground presence at major international tech conferences and his nuanced approach to product reviews. By balancing coverage of the world's most valuable tech brands with emerging startups, he offers a holistic and objective view of the global technology landscape.
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