Leica news, before it happens

A very intersting interview on the new Leica M10 camera with Stefan Daniel (Director of Product Management) dan Jesko von Oeyenhausen (Product Manager of Leica M) courtesy of Enche Tjin:

Most of us are curious to know why the video function is removed from M10?

Stefan : The point is that we have intensive customer survey. It also because somehow we’re the customer too, because we use the camera quite often. What came across, many people said that is not really necessary. I hardly or rarely used. Some even say I don’t get M 240 because it has video on it. So we say okay, let’s remove it, because it is not that popular. Many even requested us also a firmware update to disable the video button in M 240.

Jesko : That’s another reason we figured out the video function in M 240. It is very popular with professional video user, but as we target to develop function for professional needs. We learned that they have additional need like HDMI connection, microphone in and out.

If we have to continue to make pro video camera, we would have to add these plugs. And we decided to make a pure product for rangefinder photography.

Now, we have Leica SL, which has a very good video function. We’re in a more comfortable position to focus on customer for M rangefinder and SL for the video. We will also continue selling Leica M 240 and MP 240 if M user want to have video function.

I can’t see the Typ number designation. Is Leica back to original numbering system?

Stefan: The point is that when we decided to skip the number, the basic idea was to say an M like Dr Kauffman said last night is The M is the M is the M. The next Porsche 911 is not the 912, or 913 but it is always 911.

What’s in the reality took place, is that people need to differentiate and then the Typ number comes into the play. It was what a bit undesired. It became the product name, which is not our intention. The Typ number was just meant to be the way of differentiation.

It became part of the product name, and we don’t like that. So that’s why we said let’s back to the number, because it is more bold, it is more clear and by the way that will happen with other product lines when the new product comes along.

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