Pixel Magazine - Fujifilm Take-over Edition

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Fujifilm Edition

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INSIDE

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2016

FUJIFILM LAUNCHES THE X-T2, THE EF-X500 FOR X-SERIES DIGITAL CAMERAS, THE BIG INTERVIEW: 04/08/2016 17:44 pixel-press-adverts.indd 2 04/08/2016 DAVID HONEY, THE WONDER PHOTO TOUR, THE LATEST FUJIFILM NEWS AND MUCH MORE...

In This Issue...

• We explore the key features and ask the key questions to General Manager, Theo Georghiades about the all-new X-T2 from Fujifilm from P1.

• We quiz Fujifilm UK’s Photo Imaging Group Marketing Manager, Peter Wigington about their first ever Wonder Photo Tour on P10-13.

Fujifilm: Launches the Mighty X-T2

The new star of the X-Series lands, and amongst all of the excitement, Pixel takes a closer look at the major upgrades and what they mean in practical terms for consumers

• Fujifilm news and updates on P14.

The Big Interview: David Honey With so much activity going on within Fujifilm UK, we talk to Director of Photo Imaging, David Honey about the company’s intentions, their technologies, position in the sector and the arrival of a new Managing Director to the business in the shape of Mr. Masaharu Fukumoto.

Read the full interview on P8.

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The X-T2 Body The X-T2 boasts a rugged magnesium alloy weather-proof body, making it not only compact and lightweight but also solid and

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TRADE-IN BONUS ON FUJIFILM X SERIES

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Trade in any working digital interchangeable lens camera and get money off your new X Series camera. *PLEASE CHECK WITH THE RETAILER FOR ALL TRADE-IN MODELS THAT QUALIFY FOR THIS PROMOTION. TERMS AND CONDITIONS APPLY. ASK IN STORE FOR MORE DETAILS. FUJIFILM MODELS MAY CHANGE AT A LATER DATE.

highly durable. The X-T2 also offers outstanding image quality with advanced autofocus functions, 4K high definition video and Fujifilm’s colour reproduction, which has been developed over the last 80 years.

to join the X-Pro 2 at the top of the X series pile.

Following on from the significant successes of the hugely popular Fujifilm X-T1 camera and leaning on technological developments, the X-T2 builds on the existing template that’s been laid out before it, delivering an exceptional flagship camera

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PEOPLE

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RETAIL

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BUSINESS

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NEWS

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17:44

TRADE-IN BONUS *

ON FUJIFILM X SERIES Trade in any working digital interchangeable lens camera and get money off your new X Series camera.

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• 24.3-megapixel X-Trans CMOS III sensor • 4K video recording • AF presets to capture action • Dual UHS-II card slots • Unique 3-way tiltable LCD

• 24.3-megapixel X-Trans CMOS III sensor • Classic rangefinder-style weather-resistant body • Superb Advanced Hybrid Multi Viewfinder

• 16.3-megapixel X-Trans CMOS II sensor • Classic DSLR-style design with top-plate dials • Tiltable screen for multiangle shooting options

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*PLEASE CHECK WITH THE RETAILER FOR ALL TRADE-IN MODELS THAT QUALIFY FOR THIS PROMOTION. TERMS AND CONDITIONS APPLY. ASK IN STORE FOR MORE DETAILS. FUJIFILM MODELS MAY CHANGE AT A LATER DATE.

• 16.3-megapixel X-Trans CMOS II sensor • Classic DSLR-style weather-resistant body • Fast autofocusing and up to 8 frames-per-second continuous shooting

• 16.3-megapixel X-Trans CMOS II sensor • Compact rangefinderstyle design • Full Auto mode for highquality images with pointand-shoot simplicity

WELCOME

CONTENTS WELCOME To Pixel Magazine Fujifilm Edition

Welcome to the Fujifilm edition of Pixel Magazine for 2016.

Working with the editorial team at Pixel, we are proud to be collaborating to produce this, a comprehensive overview of products and activities coming form Fujifilm; one of the most recognisable photographic brands in the world.

It has been an exciting few months for us all at Fujifilm, announcing, as we did six months ago, the X-Pro 2 camera from our digital division. This feeling has only been perpetuated by the arrival of the new X-T2, our joint flagship model in the Fujifilm range. Read all about it through pages 4-7.

On top of this, we have hugely exciting news coming from our photofinishing division. Peter Wigington and his team have announced a substantial and fresh incentive to take the word of printing our photography to the streets. The tour will take in seven events through the summer months of 2016 and you can read all about it through the pages of this edition.

Along with all of this news, you can also catch up with many other goings on within Fujifilm, here in our very special takeover edition of Pixel Magazine.

Simon Skinner, Editor, Pixel Magazine Theo Georghiades, General Manager, Fujifilm UK

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Fujifilm: Launches The Mighty X-T2

The new star of the X-Series lands, and amongst all of the excitement, Pixel takes a closer look at the major upgrades and what they mean in practical terms for consumers

Fujifilm Also Introduce The Hot-Shoe Mount Flash: EF-X500 for X Series Digital Cameras The new EF-X500 enables flash photography at high shutter speeds and using multiple units in sync

The Big Interview: David Honey

With major product launches, new positions and huge marketing campaigns abound, we get the lowdown from Fujifilm’s David Honey

Fujifilm Hits The Road With The Wonder Photo Tour

Following on from the news in the June edition of Pixel Magazine that Fujifilm UK’s Photofinishing division are planning a substantial tour of events over this summer, Simon Skinner caught up with Fujifilm UK’s Photo Imaging Group Marketing Manager, Peter Wigington, to find out more

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The Lastest Fujifilm News • Fujifilm Expand the INSTAX Range of Instant Cameras • Louise Dickens joins Fujifilm • Fujifilm launches instax SHARE Smartphone Printer SP-2

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FUJIFILM X-T2

Fujifilm: Launches The Mighty X-T2 Continued...

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he body sports a 24.3MP X-TransTM CMOS III, APS-C sensor with no lowpass filter, which boasts the highest performance in the history of the X-Series as is the very same sensor that can be found in the X-Pro 2. This, as well as the X-Processor Pro high-speed image processing engine, which delivers outstanding colour reproduction and gradation of tones in both stills and videos with high ISO sensitivity and low noise.

Other upgrades to the body come in the form of the raised, lockable dials, which offer a simpler user experience with greater ease of function and locking buttons, simply popping in and out to lock/release the dial. A new four-way focus lever on the camera’s back offers the user a simple way to modify the focus region whilst framing their shots, and an impressive new three-way adjustable LCD monitor on the rear allows greater versatility for the user, giving more opportunities to be creative with shooting angles and camera positions.

EVF (Electronic Viewfinder) The X-T2’s 2.36-million-dot highresolution organic EL electronic viewfinder has the magnification ratio of 0.77x and maintains the display time lag of just 0.005 seconds, (or in real terms, nothing humanly noticeable). With the maximum brightness having been doubled from that of previous models, the viewfinder features the Automatic

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“The X-T2 should be an easy sell for counter staff. The staff in our dealer network are very much pro-Fujifilm and they have grown to love the X-Series, so we are confident that they will have no problems selling the X-T2 with confidence”

Brightness Adjustment function so that it is easy to see even in intense backlighting. It has improved resolution in the Live View mode and eliminates moiré or false colours to enable focusing with greater accuracy.

The EVF refreshes at a rate of 60fps, or as high as 100fps in the Boost mode to deliver smooth display of movements, and can continue displaying a moving subject without interruption. The fast rate of refresh is

FUJIFILM X-T2

4K VIDEO The X-T2’s video function supports 4K video recording; a first in the X-Series of cameras.

Approximately 1.8 times the amount of information needed to produce a 4K video file (3840x2160) video is captured to create stunning image quality. In addition to the introduction of 4K capability, the X-T2 has lost the ‘movie record’ button, which used to appear as a unique button on the body of the X-T1, opting instead for a selection point on the drive dial, which is located on the lefthand shoulder of the camera. The dedicated selection gives the user the ability to take full advantage of the complete range of simulation features and full manual control settings whilst shooting in (up to 4K) video.

The New X-T2 Vertical Power Booster Grip Key to the potential performance of the new X-T2 is the all-new Powerboost grip (VPB-XT2). Released consecutively as an optional accessory, in simple terms, the grip houses two additional batteries, giving three in total, but it’s the next-level performance that really makes the grip a valuable extra for any serious user. Using the grip in burst mode, shooting increases to 11fps, increases AF speed, reduces release lag and also interval blackouts. The grip also allows for the maximum legal period for shooting video (with

Theo Georghaides, General Manager Electronic Imaging UK

maintained even in low light for easy framing during night shooting.

The X-T2’s blackout time is less than half of that of the X-T1 due to the parallel processing of Live View display and fast shutter charging.

This has enabled continuous shooting of 5fps in Live View, giving users the ability to easily continue tracking a moving subject. This is reduced even further when used with the new Vertical Power Booster Grip.

a camera) of 30 minutes as opposed to the 10 minutes that can be achieved without the grip.

Other features on the grip include a shutter release button, focus lever, AE-L button, AF-L button, command dials, Q button and Fn button to provide the same level of excellent operability in vertical shooting as the user would see in horizontal operation.

It also features a headphone jack to enable audio monitoring during video recording and a battery-charging function. Using the AC adapter supplied (AC-9VS), the user can fully charge two batteries at the same time in approx. 2 hours.

Pixel Editor, Simon Skinner spoke with Theo

Georghaides, General Manager Electronic Imaging UK about the new addition to the X family.

Simon Skinner: The functions that appear in the new X-T2 appear to be streets ahead of its predecessor. Tell us a bit about the most exciting developments.

Theo Georghaides: The X-T2 is a camera that has evolved from the X-T1 and is a well thought out successor to the excellent X-T1.

The Sensor and Processor technologies are key drivers for the main improvements within the X-T2. The resolution, speed and AF customisation have come on leaps and bounds from the X-T1. We’ve also taken constructive feedback from the marketplace – both end users and pro Photographers alike – to make improvements to the ergonomics of the camera and overall functionality.

SS: What does this mean for the retail channel and for counter staff’s ability to sell the new camera?

TG: After a successful launch for the X-Pro2, this should be an easy sell for counter staff.

The staff in our dealer network are very much pro-Fujifilm and they have grown to love the X-Series, so we are confident that they will have no problems selling the X-T2 with confidence. The specifications are very similar to the X-Pro2 and the improvements over the X-T1 are visible, so training staff will be simple.

SS: What do the developments mean for Fujifilm and for the X-Series range in general?

TG: The new X-T2 will hopefully see a new wave of X-Series consumers and not just existing X-Series users upgrading. We want to show enthusiasts, prosumers and professionals around the world that the X-Series system is a

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FUJIFILM X-T2

Theo Georghaides, General Manager Electronic Imaging UK

“We have a trade-in programme running at the moment for consumers to trade up from their current X-Series mirrorless cameras and we’ll also be adding the X-T2 to this programme”

complete mirrorless system, which will improve their photography, and they won’t need to use a DSLR system any longer.

SS: Will you be introducing any incentives/ deals for existing X-T1 users to upgrade to the X-T2?

TG: We have a trade-in programme running at the moment for consumers to trade up from their current X-Series mirrorless cameras and we’ll also be adding the X-T2 to this programme. It’s very simple for the consumer; all they have to do is go to one of our Authorised Dealers and have their products valued, and Fujifilm will give an additional £100 bonus on whatever they trade in. This is a great incentive for anyone to upgrade. We also offer the same incentive to DSLR/CSC users who want to switch away from their old system to the Fujifilm system.

SS: Any bundles to attract new X-T2 customers through the Summer months for Fuji Dealers to promote?

TG: We will have the following offers for the X-T2: 1. Pre-Order your X-T2 either Body Only or 1855mm Kit + Vertical Booster Grip and you can receive £100 OFF the bundle. Offer runs from 7th July to 8th September.

2. Pre-Order your X-T2 either Body Only or

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18-55mm Kit and once you’ve received your product and you’ve registered it with Fujifilm you’ll be entered into a competition to win a space on an Experience Day with one of our X-Photographers. We have 30 spaces to give away with 3 different photographers.

3. Trade in your existing Fujifilm camera or any working DSLR/CSC and you can get a £100 Trade In Bonus. Also, when anyone buys their

X-T2, either Body Only or 18-55mm Kit, you’ll receive a 1 year membership to PixelRights.

SS: Anything to whet our appetites ahead of Photokina?

TG: Being a Photokina year, it is significant for Fujifilm as it coincides with the 50 year anniversary of Fujifilm being in Europe. Like every Photokina, it is an important event for us to showcase our latest and greatest products.

FUJIFILM X-T2

Fujifilm Also Introduce The Hot-Shoe Mount Flash: Ef-X500 for X Series Digital Cameras The new EF-X500 enables flash photography at high shutter speeds and use of multiple units in sync

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he EF-X500 hot-shoe mount flash’s support for the FP mode (high-speed flash sync) means, quite simply, that the flash can be fired at any shutter speed.

This means that the user can concentrate on shooting when a faster shutter speed is required. For example, in order to use a nearmaximum aperture to produce beautiful bokeh.

TTL lighting control is available with single flash and also in the multi-flash setup so that the user can start shooting without having to make cumbersome adjustments to light output.

How it works...

With cameras equipped with a focal plane shutter, when the shutter speed is high, the first and second shutter curtains move across at the same time, making the exposure through a narrow vertical slit between them. Because of this, light from a conventional flash can only reach a small section of the sensor. This is why a slower shutter speed must be used in flash photography, with the range of available shutter speeds severely limited.

EF-X500 supports the FP mode (highspeed flash sync), in which the flash outputs continuous light while the first and second curtains travel across the sensor, thereby enabling flash photography at any shutter speed.

The EF-X500 also supports multi-flash lighting, which allows you to set up multiple flashes to freely control light on a subject and background for a creative result.

1. The Semi wide-angle lens, XF23mmF2 R WR The semi wide-angle lens XF23mmF2 R WR gives the field of view equivalent to 35mm (in the 35mm film format). The compact, lightweight and stylish lens features a high-speed autofocus capability, making it perfect for casual snapshots.

Three Lenses Added to Fujifilm’s Roadmap:

2. Mid-telephoto lens XF50mmF2 R WR The mid-telephoto lens XF50mmF2 R WR has a field of view equivalent to 76mm (in the 35mm film format). Its beautiful bokeh and high-speed autofocus are ideally suited for portrait photography.

Similarly to the new XF23mmF2 R WR and existing XF35mm F2 R WR lenses, this lens features a compact, lightweight and stylish appearance and creates a new ‘compact prime

trio’ range within the complete line-up of interchangeable lenses for X Series digital cameras.

3. Mid-telephoto 1:1 macro lens XF80mmF2.8 R LM OIS WR This mid-telephoto macro lens with field of view equivalent to 122mm (in the 35mm film format) is the X series’ first 1:1 macro interchangeable lens.

It can be mounted with a teleconverter to be used as a telephoto macro lens equivalent to 171mm (in the 35mm film format) with the 1.4x teleconverter and equivalent to 244mm (in the 35mm film format) with the 2x teleconverter.

The lens, covering macro photography from mid-telephoto to telephoto range, also features a high-performance image stabilisation.

Pricing and availability: Fujifilm X-T2 Body only £1399 Fujifilm X-T2 with XF18-55 lens £1649 Vertical Power Booster Grip VPB-XT2 £299.99 Bottom Leather Case BLC-XT2 £69.99 Metal Hand Grip MHG-XT2 £99.99 Rechargeable battery NP-W126S £59.99 Shoe Mount Flash EF-X500 £449.99 EF-X500 Battery Pack EF-BP1 £169.99 N.B. pricing and availability for the three new lenses was not available at our time of going to press.

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THE BIG INTERVIEW

The Big Interview: David Honey

With major product launches, new positions and huge marketing campaigns abound, we get the lowdown from Fujifilm UK’s Director of Photo Imaging, David Honey

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t’s no secret that there have been significant changes behind the doors at Fujifilm UK. Not so much with radical changes of people necessarily, but with positions and responsibilities within the company.

Notably, and as covered with a front cover splash in our April edition, we caught up with Theo Georghiades who had recently been announced as General Manager for Fujifilm UK and he gave us all an outline of his intentions for the company in the coming weeks and months of 2016.

Looking further into the inner workings of the business, Pixel learned of the happy arrival of a new Managing Director to the business in the shape of Masaharu Fukumoto. Here, we speak with Director of Photo Imaging at Fujifilm UK Ltd, David Honey - who many of our readers will know, having been a part of the Fujifilm UK Ltd infrastructure for many years - about Mr Fukumoto, his role and the general landscape of the company as we head rapidly into the busy second half of the year Pixel: Hi David. So you have a new Managing Director for Fujifilm UK Ltd, can you tell us a little about Mr Masaharu Fukumoto, his history within Fujifilm and what has led to his current position within the company?

David Honey: I’ve had the pleasure of working with several Managing Directors of the UK business during my many years working at Fujifilm. Each of them has had their own special blend of experience and skills that they have brought into the mix; and with Masa, we have both youth and dynamism. He is an extremely bright gentleman and with our world becoming evermore complex, having such a good brain around is a real asset to us all within the business.

David Honey, Director of Photo Imaging at Fujifilm UK Ltd

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Pixel: What would you consider to be the company’s major objectives over the coming months and into 2017, David?

DH: We’ve already made quite a significant change in the UK business this year. We’ve changed our ‘SAP’ system and have implemented a big change in the way we distribute products in general. These two major changes still need a bit of bedding down so there’s a lot of focus from all of the staff to

THE BIG INTERVIEW

- David Honey, Director of Photo Imaging at Fujifilm UK Ltd

make things work in the best way that they can for our customers. As we progress through the rest of the year, we will be applying extra effort in Instant Photo with a beefed-up marketing campaign for Instax, as well as for Imagine mobile (our app for photo prints and gifts/ personalisation). We’ll also be looking at how we can help customers face their challenges for adopting dry-lab systems and other impacts of printing technology in general.

Pixel: And what impact will the arrival of your new Managing Director for the UK, Mr Fukumoto have in achieving these objectives?

DH: Masa is highly supportive of the whole team at Fujifilm UK and I would expect that, as we roll out our programme of activities, he will be extremely closely involved in playing his part to ensure that they are as successful as they can be.

Pixel: What is the intention from here, David? Where does the UK team intend to take the Fujifilm brand in the UK market, so far as market share is concerned?

DH: That’s a good question, Simon. Over the years, the Fujifilm brand has continued to grow to the stage that we know it to be today; but it’s a little confusing perhaps, that ‘Fuji Film’ (the brand of film) is a much smaller part of our business, and ‘Fujifilm’ (the name of our Corporation) has taken a more ‘corporate’ brand flavour. Nowadays, the many sub-brands like ‘Instax’, like ‘Imagine’, like ‘Frontier’ etc. all need their own distinct identity and promotion, which of course, requires additional effort and expertise from our team.

Pixel: Instax sales are reportedly continuing to grow, so what are your plans to consolidate this growth and maintain your market share?

DH: That’s something that we’re working on right now and we will be in a position to share with you, the readers and our retail customers in a very short while. As I mentioned earlier though, we will be applying extra effort with our Photo division with a considerable marketing campaign for Instax as well as for Imagine mobile (our app for photo prints and gifts).

Fujifilm has always been very respectful of our competitors, and with instant photography,

Fujifilm UK, Managing Director Masaharu Fukumoto

We would hope that in order to continue to grow our business, the main elements of quality and design of Fujifilm will ultimately shine through!

we do have some. We would hope that in order to continue to grow our business, the main elements of quality and design of Fujifilm will ultimately shine through!

Pixel: Pixel are hugely excited to learn information about the Wonder Photo Tour as discussed with Fujifilm’s UK Marketing Manager, Peter Wigington (on pages 10-13 of this edition). What do you anticipate the potential benefits might be for the photofinishing division from such a proactive incentive, and are there any plans for similar activities for the camera division?

DH: Along with our supply of products and brands into this industry we feel we have a certain responsibility to help to promote the brands also. It’s amazing that, in 2016, how

many people still don’t know that you can get printed photos directly from a smartphone or any kind of mobile device, and many, many people have yet to enjoy the delights of a high quality, modern photobook, or a beautiful canvas displaying their printed memories in the home. There is a huge potential still to be explored and this is the essence of the Wonder Photo Tour from Fujifilm. Besides canvassing the photo-taking public about how they use photo, we are going to be showing them how you can enjoy photos in such a diversified and connected world, and of course we’ll be showing off our Instax camera and film range too.

Pixel: Can you tell us of any Fujifilm plans for photokina?

DH: We’ve all been working hard towards the major event, but everything is under wraps I’m afraid. You’ll have to come to the show to find out. I can, however, promise you that you won’t be disappointed and that we very much look forward to seeing you and everyone else there!l

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Fujifilm Hits The Road With The Wonder Photo Tour

Following on from the news in the June edition of Pixel Magazine that Fujifilm UK’s Photofinishing division are planning a substantial tour of events over this summer, Simon Skinner caught up with Fujifilm UK’s Photo Imaging Group Marketing Manager, Peter Wigington, to find out more

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printing solutions have also come a long way.

Quietly, and in the background, they have evolved to a point where we can now see a whole array of reasonably priced, off-theshelf, quality products, including photobooks, alongside all manner of personalised photo gifts - all more accessible and simpler to fulfill than ever before. Peter Wigington and his team have been steadily pushing this message for the last few years now, and with more FDIS (Fuji Digital Imaging Services) franchises on board up and down the country than ever before, it’s a message that seems to be sticking.

So beyond preaching to the converted, Peter, Fujifilm and the entire team supporting the FDIS network have been behind the scenes, organising a tour of prolific UK events, cherry picked to take the ‘print’ message to the masses.

Simon Skinner: Hi Peter, very exciting to hear the news about the forthcoming string of events. It seems like your roadshow has been intentionally aimed at a family audience. Is this the case?

Fujifilm UK’s Photo Imaging Group Marketing Manager, Peter Wigington

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here are and have been many arguments surrounding the current state of play when it comes to the consumer appetite of the printed image. Aside from all of the scaremongering and stories of photo-albumless homes in our modern age, there appears to be an emergence of interest in printing ‘real’ photographs once more.

Many opinions have been touted on the subject since digital photography, as well as the development of mobile technology and wireless connections, caused a significant blip in mainstream engagement with physical photo printing, but the tide is definitely turning and Fujifilm are taking the lead and putting the word to the streets.

In a similar way to that which we’ve seen with other analogue technologies, it appears that people who have been historically used to printing their photography, are now returning to the practice in order to preserve their memories in a way that’s fool-proof and guaranteed to last beyond the next hard-drive crash or phone upgrade.

Aside from digital imaging technology, photo

Peter Wigington: It is. We’re working with a company called i2i events, who are building the infrastructure of the tour. They are very experienced in organising these kinds of events, organising product demonstrations for

For further information on The Wonder Photo Tour please

WONDER PHOTO

companies and all manner of other types of events too. They have sourced the events that we collectively agree would be a good fit, to reach the family audience.

SS: So is this initiative a brand new idea?

of us, as a photo industry, to talk about photo, as it will benefit all of us ultimately. As Fujifilm though, we are a photographic brand, and we should have that front and centre of our growth plans.

SS: So the Wonder Photo Tour is a PW: Actually, no. We’ve been talking over significant part of those growth plans? the concept for a good couple of years now and PW: It is indeed. We need if you remember, you and to consider the future of “If you look at the I had a lunch even further photography and where successes of Instax, the back than that, where it is going to come from. you suggested touring We need to engage with amount we’ve sold and festivals in a big green the younger audience and the amount that we will Fujifilm bus, to drive the those who are perhaps print message primarily to not so aware (or would sell moving forward, it tells smartphone users. even care) about our you that the printed image history. is still a very powerful SS: That’s right, I remember. At that SS: Have you seen a thing” time there was the shift in the general obvious conflict that a interest in printing single brand, running then? that kind of activity, could simply drive consumers into competitor franchises.

PW: Absolutely, and a positive one. If you look Ultimately though, somebody has to take at the successes of Instax, the amount we’ve ownership of the wider message and bang sold and the amount that we will sell moving the drum. forward, it tells you that the printed image is still a very powerful thing.

PW: Yes, in fact the recent round table event that Pixel organised at the Photography Show SS: We have to remind ourselves about in Birmingham was good for that exact reason. the fact that, to the younger generation, I think that we (kind of) agreed that it needs all instant photography is new technology.

I was on my holidays just recently and was asked to take a picture by a young group of friends, on the back of a ferry trip, and was handed a bright yellow Instax camera.

It was great to see, and even better that it was being carried with pride, in a bright yellow leather case.

PW: I have a similar story; I was recently in a restaurant with my niece, my sister and her daughters. We were at our table having a meal and the young waitress came over as we were playing with a mini Instax 90. The waitress was extremely interested and hadn’t seen anything like it before. She was about 18 and asked “What’s that? That’s amazing, I really like it” incredible and immediate feedback. So on the back of these incidents, we have realised that there is an interest and that we need to go and see these people. So the idea that blossomed a couple of years ago has grown to the point where we got in touch with i2i, and now here we are.

SS: How did you decide which events to visit?

PW: We were discussing our options initially and we were either going to hit family shows or music concerts. The issue with concerts is that it’s difficult to get inside the venues to set up etc.

SS: And there’s not a huge amount of time,

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contact Peter via pwigington@fuji.co.uk or call 01234 572138

WONDER PHOTO

outside of the performance, for people to find your exhibit.

SS: Tell us a little about the form that your exhibit will take during the tour.

PW: That’s true, so we started to look at attractions aimed at a family audience.

PW: Originally, we had looked at running the Fujifilm bus as mentioned earlier, but we decided that that would be too restrictive and it would mean us having to encourage people onto the bus. Also, when you do enter, you’re faced with a long gangway, which would restrict us with layout.

Instead, we’ve ended up using a 15’ trailer which opens out over a 15x10m plot and we’re setting it up as a house.

SS: How many stops will you be making through the tour?

PW: There are 7 dates in total, over 23 days.

SS: And what’s the anticipated footfall for the events combined?

PW: Over 2 million people are predicted to come through the events in total, with the vast majority paying to visit.

“Over 2 million people are predicted to come through the events in total, with the vast majority paying to visit”

SS: So, what has been the major catalyst to getting the tour off the ground, Peter?

PW: We have a new MD, Masa, who’s been getting himself settled in and talking to everyone. We mentioned the project to him and he thought it was a fantastic idea, so for us it was great to have that kind of enthusiasm at the top of the business. He told us that we had to go for it.

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SS: How did you arrive at the name ‘Wonder Photo Tour’?

PW: We had a number of ideas, one of which was ‘The Home That Photo Built’, but we wanted to align the name more with the Wonder Photo shops that we have. The idea was along those lines; if you can imagine an IKEA store, you walk through and are offered ideas and inspiration for the various areas of your house. We’ve taken that concept and built it into the exhibit, along with an area containing a number of kiosks, where we can print pictures for visitors in the popular square format, which they can take with them along with a magnetic frame. We’ve also got the brand new Instax VW

camper with us on the exhibit, which is great.

SS: What else can visitors expect to see?

PW: We will be encouraging as many people to download the mobile app as we can, getting people to become more familiar with our kiosks and really just to show everyone what fun they can have with their photography, making prints for their house.

SS: Do you anticipate a direct benefit for the existing FDIS channel with the tour?

PW: There will be, yes. As this is a first for Fujifilm, there are clearly constraints on time and budget for the project and that really means that the majority of the events are based in the south of the country. We will be running some regional press, so the stores in those areas should see an immediate benefit from the activity.

SS: By the very nature of the mobile app though, and considering that many will travel to the events from around the country, I’m sure that FDIS members nationwide will also see benefit?

PW: That’s right and we have taken on a new person, Louise Dickins, to work in digital media marketing; basically to enhance our social media and web profile, so this is likely to have a direct benefit to existing members.

Beyond this, we’re also producing literature for

For further information on The Wonder Photo Tour please

WONDER PHOTO potential dealers to demonstrate what is one of our key benefits - our support structure. We work with our dealer channel on every step, from pre-site checking, equipment checking, on-site training and software updates; we help all the way down the line. It’s important for us to be more vocal about these things, because when dealers are being faced with a choice of hardware suppliers, it’s the information that they need to make the right choice, and when it comes to the crunch, we don’t want that decision to be based on price alone. Activities like the tour can only help to highlight our passion and drive to spread the brand and the print message in general.

SS: Absolutely, I’m sure that many stores would love to engage with the events themselves but are likely to be limited by resources when it comes to organising and manning etc. What you’re doing essentially, is taking their stores and putting them in front of people on their behalf. It’s a fantastic initiative, Peter; you must be excited for the launch.

PW: It’s something that I’ve wanted to get off the ground for a long time now and it’s great to see it finally happening.

SS: And providing that it’s a success, where can you see this leading?

PW: We’ve already been talking through potential plans and ideas for the future - maybe a tour bus. Another idea is to organise popup photo printing days. We’re built for this concept, simply as we have the equipment, can turn up practically anywhere, and can encourage people to come and get involved with printing.

SS: That’s right, and now that technology has evolved to a point that must make the logistics and workflow in that scenario so much simpler.

PW: Of course, it’s so simple to do. The technology is great, the labs are smaller, easier to transport, they use hardly any power, and so long as you have a wireless set up, transferring images is easy too.

SS: With the introduction of Airprint.

PW: Yes, it makes it so simple.

SS: In our June edition, we spoke with Wendy Gray from Frosts Photo and she told us that she considered the introduction of Airprint to be the single best thing that Fujifilm have done in years.

PW: I would agree, it is. Because we know that 70% of all of our app downloads are on iPhones, it means that we can cut the waiting

“The technology is great, the labs are smaller, easier to transport, they use hardly any power, and so long as you have a wireless set up, transferring images is easy too”

time (for these users) from 10 minutes to 2 Minutes for printing.

SS: With as few steps as possible.

PW: Yes, it’s exactly as it should be and what we’ve been striving for, for a long time.

SS: So the Wonder Photo Tour is really built to demonstrate the modern processes of printing photos to the general public.

PW: It is. We speak to lots of other territories around the globe all of the time and they face the same issues as us with regards to printing.

Volumes are down and so we have to introduce ways to bring our services to our customers and potential customers. We need to remind people that we are a photo company and what that means to them.

SS: So what’s the first date on the schedule?

PW: The 18th of July at the Royal Welsh Show.

SS: Hopefully the sun will be (or was, depending on your time of reading this interview) shining.

PW: It’s the right time of year for outdoor events, so fingers crossed.

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contact Peter via pwigington@fuji.co.uk or call 01234 572138

NEWS

The Lastest Fujifilm News Fujifilm Expand the INSTAX Range of Instant Cameras

Two new colours have joined the INSTAX Mini 70 family.

The striking Passion Red and Midnight Black cameras feature stylish design, improved image

quality and a brand-new selfie mode.

The new colours add to the already popular Mini 70 family of colours, including Canary Yellow, Island Blue and Moon White. With instant photography having seen a significant increase in popularity, the Mini 70 intends to broaden its appeal to the fashion conscious market of both men and women in their 20s and 30s. The newly added selfie mode on the Instax mini 70 ensures instant selfie photos

are a guaranteed success every time.

The camera automatically adjusts the focal length and brightness to the level optimized for close-up selfie shots. Combined with the dedicated mirror beside the lens, users can check their framing and achieve the best angle and look for their shot.

The new colours of the instax mini 70 are on sale in the UK now with a retail price of £99.99 including 10 shots of instax mini film.

Contact the team at Swains these great cameras: International PLC for supply of 01485 53620.

Louise Dickens Joins Fujifilm UK Twenty-four-year-old Louise Dickens always had a passion for reading.

This was what led her to pursue a degree at Nottingham Trent University in Broadcast Journalism, which she concluded in 2013, achieving a high grade of 2:1.

Following on from her completion of university, Louise then went on to work for digital agency, Apititude as a Junior Content Marketer, producing and writing content in the

form of blogs. This was something she carried on throughout her growing career, and she currently owns a book review blog, ‘Dickens Does Books.’

Although enjoying her job at Aptitude, Louise felt she had outgrown her role at the business, pushing her to take the same position at Fujifilm UK. Now, Louise is Fujifilm’s Digital Media & Marketing Assistant in the Photo

Imaging department, where she uses her skills to grow engagement, traffic and sales for Fujifilm Photo Imaging services.

Although content in her new role, Louise plans to keep pushing forward, working with others at Fujifilm to develop a unified and successful brand.

Fujifilm launches instax SHARE Smartphone Printer SP-2 Fujifilm’s instax SHARE Smartphone Printer SP-2 features new exposure technology, allowing users to create instant credit card-sized prints of photos from smartphones and compatible Fujifilm cameras.

The SP-2 offers a range of features, including a new

CREDITS & CONTACTS

design as well as improved image quality.

The instax SHARE Smartphone Printer aims to put the fun back into smartphone photography, enabling users to print within 10 seconds of taking the photo. Thanks to it’s attractive and lightweight exterior, the SP-2 is portable, stylish and offers a new

rechargeable battery, so it can be taken anywhere.

It also allows users to reach a higher image resolution and contrast with a new exposure system.

Combined with the instax SHARE app, the user is able to adjust certain details, allowing individuals to put their own stamp on their images.

The SP-2 will be available from Swains International PLC at the end of August, with a retail price

Managing Director: Lee Mansfield 01323 819007 lee@lifemediagroup.co.uk

Features Editor: Thomas Allen 01323 819007 tom@lifemediagroup.co.uk

Sales: Geoff Diamond 01323 819007 geoff@lifemediagroup.co.uk

Group Director/Editor: Simon Skinner 01323 819017 simon@lifemediagroup.co.uk

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Operations Director: Clare Fermor 01323 819016 clare@lifemediagroup.co.uk

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Production Designer: Amy Watson 01323 819018 amy@lifemediagroup.co.uk

Deputy Editor: Jenny Ardagh 01323 819011 jenny@pixel.co.uk

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Accounts: Amelia Wellings 01323 819016 amelia@lifemediagroup.co.uk

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Subscriptions: Linda Grace 01323 819015 linda@lifemediagroup.co.uk Published by: LMG SE LTD (Life Media Group) 1 Swan Business Centre, Swan Barn Road, Hailsham, East Sussex, BN27 2BY Printed by: Gemini Press Unit A1 Dolphin Way, Shoreham-by-Sea, West Sussex BN43 6NZ

of £164.99, including 10 shots of instax mini film. For more information, call 01485 536200.

Fujifilm UK Limited: 01234 572000 Swains International PLC: 01485 536200 All material in this publication is strictly copyright and all rights reserved. Reproduction without permission is prohibited. The views expressed in Pixel Magazine do not necessarily represent the view of Life Media Group LTD. Every care is taken in compiling the contents but the publishers of Pixel Magazine assume no reponsibilty for any damage, loss or injury arising from the participation in any offers, competitions or advertisment contained within Pixel Magazine. All prices featured in Pixel Magazine are correct at the time of going to press.

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The The perfect perfect picture picture A A members members only only partnership partnership with with the the market market leader leader in in photo photo imaging. imaging.

Providing a modern marketing solution Providing a modern marketing solution for for photo photo retail retail within within your your business. business.

The The perfect perfect solution solution to to increase increase your your profit margins from photo retail. profit margins from photo retail.

For more information For more information For more information For more on the benefits of FDIS membership or to please callinformation 01234 572138 or on the benefits of FDIS membership to request a brochure please call PeterorWigington please call 01234 572138 or visit www.fdisphotoretailers.com request a brochure please Peter Wigington on 01234 572138 or emailcall pwigington@fuji.co.uk visit www.fdisphotoretailers.com on 01234 572138 or email pwigington@fuji.co.uk

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