There will be battle coming, and Fujifilm will find themselves in the thick of it.
Nikon has announced their mirrorless is coming spring 2019 and there is no doubt that Canon will release something more substantial than the current M series, with a full frame likely to be released in the next 12 months.
With that will come a mirrorless Armageddon, with many manufacturers battling for a declining ILC market. Whilst it does open the door to greater market shares with mirrorless being considered main stream, I don’t think Fujifilm can afford to rest on the success they have had to date. When Nikon and Canon release their mirrorless cameras, the pressure will be on all of the current mirrorless brands, despite their perceived advantage and they have. I wouldn’t be surprised if one (or two) of them falls away as a result. Continue reading Weathering the onslaught – the battle ahead for Fujifilm