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Pentax cameras at PMA

Ilse Jurrien
PMA 2010 Report
Tuesday 10th, March 2009
Posted by: Ilse Jurrien

Pentax also attended PMA 2009, but the booth didn’t leave much to the imagination. The compact, completely white booth looked more similar to a sales booth than one for demonstrating and showcasing products. Naturally, the digital SLR cameras of Pentax were showcased as well as a new 15mm f/4 lens, although there was hardly any news, if even any at all, about DSLR cameras. Obviously, Pentax did not consider the PMA to be the right time to make an announcement. If you have doubts about a Pentax announcement coming up, be patient... for one or two months. By that time, we will reopen the Pentax book to add a new chapter...

Pentax cameras

New Pentax cameras
During the weeks before the PMA started, a list of brands that were going to attend the Sneak Peak got unveiled. The Sneak Peak is usually held the day before the PMA kicks off, to give reporters the opportunity to view products beforehand and to arrange meetings with attending exhibitors. On this list, it said that Pentax would reveal a hybrid digital camera, which is supposed to be a camera that sits in between a compact and a DSLR. After Samsung's revelation of the NX concept, guesswork never stopped and the Pentax hybrid digital camera was supposed to make its grand entrance.

Pentax Megezoom camera
Therefore, it was rather disappointing to find out that this so-called hybrid camera is just a simple Megazoom camera. This is a camera that has long been in the market, and has been delivered for years now by competitors. It can't be called revolutionary by any means. The big news about this hybrid camera faded out in no-time, while the question remained if it was really necessary to announce the introduction this way. The consumer obviously had a different view and different expectations of Pentax, which do not comply with reality. 2009 is a very difficult year and all nerves have to be strained in order to try and survive. Perhaps certain introductions found on the roadmap will have to be postponed, and risks should not be taken at the moment.

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Pentax cameras

Pentax X70 camera
The new compact camera line was showcased in a glass showcase, and could actually be touched and held upon request. The Pentax Optio cameras do not really stand out and seem to be a replacement of the current line rather than an actual renewal. That said, there are some new features integrated, although this does not mean genuine new developments are carried out. Pentax have now added a Megazoom camera to its assortment for the very first time: the Pentax X70. Better late than never.

Pentax digital medium format camera
Something else that seems to confuse Pentax is the story about the digital medium format camera. For years, we have seen the concept showcased behind glass, and every single time the introduction date got postponed with the excuse that the camera was still being developed. At one point, a name was even given to the concept: the Pentax 645 Digital, and it seemed close to actually turning into an end-product. However, the situation changed, and Pentax seemed to have given up on it. At the PMA 2009, no Digital Media format camera of Pentax was in sight.

Pentax cameras

Pentax 645 medium format camera
However, it seems that the Pentax 645 Digital did not completely come to an untimely end. According to the English magazine Amateur Photographer, Pentax will take the Pentax 645 Digital along to the upcoming Photo Imaging Expo in Japan at the end of this month. Perhaps there will be an actual introduction then. The Japanese market could hold great potential for Pentax to introduce a system like this. I doubt it, to be honest, but I can imagine the concept having been so far developed that Pentax wants to earn back costs. And perhaps, Japan is the perfect controllable market to bring out the medium format on cost-covering conditions. To be continued...

New Pentax cameras
• Pentax medium format camera
• Pentax X70
• Pentax Optio E70L
• Pentax Optio P70
• Pentax Optio E70

Pentax cameras

PMA 2009 Booths - Digital Camera Manufacturers
• Canon digital cameras
• Casio digital cameras
• Fujifilm digital cameras
• Kodak digital cameras
• Nikon digital cameras
• Olympus digital cameras
• Panasonic digital cameras
• Pentax cameras
• Samsung digital cameras
• Sony digital cameras

Pentax cameras

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The PMA show, or Photo Marketing Association, continues its yearly tradition of maintaining a network of photo imaging as well as the experience and know-how of the industry. The PMA represents 20,000 members from over 100 countries, who are all active within the imaging industry. As a reflection of the changes in the market, the PMA organization has also changed and has become more diverse. Nowadays, the member group consists of representatives coming from photo retail, manufacturers, commercial photo labs, professional sports and news photography, in addition to small album print suppliers and photo processing centers. The PMA 2012 Trade show focuses on an industry which is heavily affected by the unstable situation of the global financial economy. However, whether the latter will also stand in the way of the innovation and product introductions, remains to be revealed by the PMA International Convention & Trade Show in Anaheim Convention Center (California, US).