Olympus to axe V-series point-and-shoot cameras


According to a report in the Wall Street Journal, Olympus is to cease production of its cheapest V-series point-and-shoot compact digital cameras. This follows a financial report this week which showed a group net profit of 8.02 billion Yen in 2012, driven by the company’s medical instrument business, but a loss of 23.07 billion yen for its imaging business. In response, according to the WSJ, the company has slashed its sales targets for compact cameras from 5.7 million units in 2012 to 2.7 million for the current business year. 

Olympus is to cease production of its V-series compact cameras – a range of cheap point-and-shoot models which includes the sub-$100 VG-160.

Olympus’s V-series compact cameras are priced under $200, but despite their low cost, Olympus (and every other camera manufacturer) has struggled to sell them in the face of ever stiffer competition from smartphones and tablets at the bottom of the market. Rather than slug it out at the entry-level, Olympus is focusing on higher-end compacts and its growing range of mirrorless interchangeable lens cameras, including the 16MP E-P5, announced just last week.

via Imaging Resource


Henry M. Hertz

olympus…. you would think with all the OM-D praise they are able to make a dollar or two.

with the huge loss in the imagine sector i would not be suprised when they stop making cameras one day.
at one point shareholders won´t accept that cameras ruin the results.

same for panasonic…

Just Having Fun

P&S sales (and losses) dwarf higher end camera sales.


When the quality is not better than a current smartphone. Why would you buy a compact. Just leave it for one or two players to slug it out in this area.

Why doesn’t any of these big players compete in the go pro market?

That’s a growing sector and they have the manufacturing processes to make it.

Make a tiny lightweight wireless weatherproof camera module that can be controlled by a smartphone.


I can’t see why any company would continue to make low end cameras at this point. If you are the kind of person interesting in a short zoom, sub $150 camera, you probably are fine with your phone.


It’ll be interesting to watch how much the smartphones are going to cannibalize the P&S market in the near future.

My prediction is: pretty much totally up into the mid-range segment as technology advances further and results of an average smartphone and an average P&S will become almost indistinguishable from each other in 98% of shooting situations.


I think this will be part of larger trend wherein companies will get rid of all the low end P&Ss mostly due to advances in camera phone tech. In a few years the only P&Ss will be the higher-end bridges and environmentally sealed cams.

Just Having Fun

Smart move. P&S is a money losing sector. Others won’t mind selling at a loss to keep name recognition, and Olympus can’t compete that way.

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