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This post has been sitting in my “pending blog post“ folder for more than one year now. I have been patiently waiting to see if Fuji would address these issues. But after this wasn’t even talked about during the “5 years of Fuji X celebrations“ I have updated this post and will share it now.
One of the most amazing things that Fujifilm has done with their X-cameras compared to their established competitors was, that they updated the camera firmware to fix bugs and to enhance speed and camera/lens functions. These updates have been constant. But on top of that, they even added new features to existing cameras! Nobody does that.
It was a given that if you wanted to have new features in a camera, you had to buy the next model of that camera. Fuji took a different path and explained this to be the “Kaizen” philosophy. The Japanese word “Kaizen” means “improvement” or “change for the better” and in business terms it is understood as “continuously improve all functions.” This does not need to be limited to products, but can apply to all processes in a company.
Fuji stunned the industry when they continuously “Kaizen” fixed and improved the original X100 camera (and the early firmware really needed a lot of fixing!)
In early 2014 a senior Fujifilm Sales Manager said in an interview with dpreview:
“… in the long run customer trust is very important. We’re a relatively new brand and we need to build trust. There was some internal debate about the X100 update, and some people within Fujifilm didn’t think we should upgrade a discontinued model but we decided to do it anyway.”
The X100 entered the market in early 2011. And besides the X100, other cameras such as the X-Pro 1 and X-E1 did get the Kaizen way of fixes, improvements and features, too. And if you take a look at the more recent and very popular X-T1 camera, you will see that Fuji has made three major speed and feature improvements to this camera (from FW version 1.00 to 4.20 by now).
Looking at all this one could assume that Fujifilm will give the Kaizen treatment to all of its premium cameras. Many were under the assumption that if you invest into a Fuji X-camera you can expect to see continuous camera improvements via firmware upgrade, right? Well not really….
There is one camera line that has received especially little speed and feature upgrades lately. And that is the Fuji X100s and X100T. The camera line that has started the “X-revolution” for Fuji five years ago appears to have been forgotten in that respect.
The X100s was released in early 2013 and has seen minor fixes from FW 1.00 and is now at 1.21 And the X100T was released in September 2014 and has seen tiny fixes from FW 1.00 to the current 1.11.
The biggest disappointment for many X100s photographers was, that while the X100T is based on the same lens, sensor and processor hardware, it did not get a final update (mainly the slight AF improvement and Classic Chrome jpg film simulation update) that the X100T was shipping with. These cameras retail for $1300 US. And that is quite an investment for a fixed focal length APS-C camera. The Fuji X-E2 (which retails for “only” $700) has received many FW upgrades – and it is even brought on par with the just now announced X-E2s. Because of this many X100s photographers feel cheated.
I have watched many discussions (and even participated in some of them) over the past 1 ½ years regarding the X100s & X100T firmware drought. And as a X-Photographer with the X100, X100s and X100T each bought on day one, I can understand the huge disappointment by those photographers who have expected to see the Kaizen treatment to their cameras, too. I saw some official X-Photographers (like Zack Arias) in action with their X100s and some of the X100T features (like the Classic Chrome film simulation) in a test software at Photokina 2014. And porting these kind of improvements and features over should be a manageable task for two almost identical cameras with the same basic Sensor, lens and processor hardware. This raises the question if the X100S to X100T update was the first time when Fuji wanted to test if they should just sell a new model and charge for improvements of current hardware like most other camera manufacturers?
I have heard many photographers (especially those who use cameras from manufacturers that don’t update features in FW and charge their customers for the next hardware model upgrade) say there is something wrong with X100s and X100T photographers feeling entitled to get free speed and feature upgrades for their cameras. And looking at it from their point of view, they do have a valid argument. But looking at how strongly Fuji has marketed the Kaizen improvements as a feature in the past, and having heard from sales people that this is still one very convincing point when trying to win a new Fujifilm X-camera customer, I really think that Fuji has seriously failed here and did noticeable damage to loyal customer trust.
With all this said, I want to raise the question if Fuji will continue to omit speed and feature updates from their X100 line? If so, Fujifilm please be open about it and tell the customers that this is how it’ll be for certain camera lines. Otherwise this will (in my eyes) inevitably hurt customer loyalty and may cost more in respect of cameras not sold than it does benefit by selling a new model with these improvements.
We have seen the numbers and know how competitive the camera market has become. Fuji has seen solid sales numbers thanks to the great engineering achievements in cameras and lenses that they make. But the marketing side (with the Kaizen firmware updates) has certainly contributed to this success in the past, too. Let’s hope that the sales & marketing department make the right decisions in the future.
So please Fujifilm, finally send some Kaizen love towards the X100 cameras.
Author: Marco Larousse
For more information on Marco follow him on Twitter @hamburgcam
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Jermaine says: January 29, 2016 at 1:30 pm As an owner of both the X-T1 and X100S, I wouldn’t mind if Fuji didn’t update the X100S if that was my only camera. But the lack of update on not getting Classic Chrome, though a small feature, poses workflow issues, which is annoying. Let’s say I shoot at an event with the X-T1 on CC and the 35mm F2 . At the same event, I also want to shoot with my X100s, but there is no way I can replicate CC on it, so I am stuck shooting at Pro Neg Std. or something. Even in RAW for batch editing, it’s the same deal. So I would hope that, moving forward with the the new X-Trans III bodies, they identify which firmware functions will be shared across the board, without having to short change other models. Like Like Reply
As an owner of both the X-T1 and X100S, I wouldn’t mind if Fuji didn’t update the X100S if that was my only camera. But the lack of update on not getting Classic Chrome, though a small feature, poses workflow issues, which is annoying. Let’s say I shoot at an event with the X-T1 on CC and the 35mm F2 . At the same event, I also want to shoot with my X100s, but there is no way I can replicate CC on it, so I am stuck shooting at Pro Neg Std. or something. Even in RAW for batch editing, it’s the same deal. So I would hope that, moving forward with the the new X-Trans III bodies, they identify which firmware functions will be shared across the board, without having to short change other models.
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hervan says: January 30, 2016 at 6:30 am I agree the X100T release (only one year after X100S release) was a test for Fuji, and seen so many reviews praising it annoyed me a lot. There wasn’t too much changed over X100S – or at least most of them we’d take for granted that they’d come in a firmware update – and these reviews where sending Fuji the exact message they wanted to hear, “Yes, we’re happy with this approach, trying to sell us (almost) the same camera just one year later for $1300”. Of course, the ultimate confirmation they’ll look for is the number of sales, but of course this is strongly influenced by these reviews. The worst part, for me, is that Fuji concluded it was a successful experiment; I can tell it by the release of X-E2s, following the same principle, although with a larger time frame between releases, but with a host of further wrong approaches (admitting no changes in hardware, not including many simple firmware changes present on the cameras released on the same day, to name a few). Like Like Reply
I agree the X100T release (only one year after X100S release) was a test for Fuji, and seen so many reviews praising it annoyed me a lot. There wasn’t too much changed over X100S – or at least most of them we’d take for granted that they’d come in a firmware update – and these reviews where sending Fuji the exact message they wanted to hear, “Yes, we’re happy with this approach, trying to sell us (almost) the same camera just one year later for $1300”. Of course, the ultimate confirmation they’ll look for is the number of sales, but of course this is strongly influenced by these reviews. The worst part, for me, is that Fuji concluded it was a successful experiment; I can tell it by the release of X-E2s, following the same principle, although with a larger time frame between releases, but with a host of further wrong approaches (admitting no changes in hardware, not including many simple firmware changes present on the cameras released on the same day, to name a few).
Pinkpank says: January 30, 2016 at 7:02 am Also for xpro1 thanks! Like Like Reply
Also for xpro1 thanks!
Richard Owen says: February 1, 2016 at 7:32 am I think you can add the X-E1 to this list as well. When I retired, I sold all my Nikon gear ( 2 bodies, lenses ranging from 12mm to 300mm, etc.) as I wanted to lighten the load. I also wanted to shoot differently. I preordered the X100S and then picked up a X-E1 and XF35mm lens. As the f/w upgrades came out they were instantly loaded into the cameras. I did not make use of all the new functions but there was always something in each f/w upgrade I wanted. But it has been quite a while since Kaizen upgrades have come out for either of these cameras and I am sure there are some benefits from the later models that could help improve the function of these two cameras. Hopefully, your discourse here will help!! Like Liked by 1 person Reply
I think you can add the X-E1 to this list as well. When I retired, I sold all my Nikon gear ( 2 bodies, lenses ranging from 12mm to 300mm, etc.) as I wanted to lighten the load. I also wanted to shoot differently. I preordered the X100S and then picked up a X-E1 and XF35mm lens. As the f/w upgrades came out they were instantly loaded into the cameras. I did not make use of all the new functions but there was always something in each f/w upgrade I wanted. But it has been quite a while since Kaizen upgrades have come out for either of these cameras and I am sure there are some benefits from the later models that could help improve the function of these two cameras. Hopefully, your discourse here will help!!
Like Liked by 1 person
Sebastian37 says: February 1, 2016 at 7:47 am I only have had the X100T for a couple of months and have to admit I love the camera. I also own an X-T1 with several lenses and have been shooting Olympus, Canon and Nikon before, but never had as much joy as using this cam. That being said, I think you have a valid point, Marco. Especially the film simulation modes should be available on all X-cameras. As a previous commenter put it. When you are out shooting with two cameras and end up not getting the same look from both of them, that is pretty annoying. Fujis reasoning may be that they want to keep x-system camera shooters happy so they continue buying lenses. This logic is flawed though. Many people I know own both a Fuji x100/S/T and a x-system camera. Therefore you are alienating and wooing your customers at the same time. That does not make much sense to me. Regarding the comparison X-E2 and X-E2S vs X100S and X100T someone made: To me this is not the same. Fuji is not trying to get existing S-E2 users to buy the X-E2S. They specifically announced a firmware update that will bring the X-E2 up to speed. The X100T on the other hand had some Hardware improvements which could not be offered with a firmware update (Better screen/OVF/EVF/ERF, ⅓ incremental aperture settings on the aperture ring, exposure compensation dial with +-3, Rear dial instead of toggle, WiFi). Now I will admit the photos coming out of the camera will not be better because of these enhancements. But the hardware has been improved to create a better shooting experience and having tried both I think this makes the X100T a valid upgrade to the X100S. The changes in software were comparatively small imho. Like Liked by 1 person Reply
I only have had the X100T for a couple of months and have to admit I love the camera. I also own an X-T1 with several lenses and have been shooting Olympus, Canon and Nikon before, but never had as much joy as using this cam. That being said, I think you have a valid point, Marco. Especially the film simulation modes should be available on all X-cameras. As a previous commenter put it. When you are out shooting with two cameras and end up not getting the same look from both of them, that is pretty annoying. Fujis reasoning may be that they want to keep x-system camera shooters happy so they continue buying lenses. This logic is flawed though. Many people I know own both a Fuji x100/S/T and a x-system camera. Therefore you are alienating and wooing your customers at the same time. That does not make much sense to me.
Regarding the comparison X-E2 and X-E2S vs X100S and X100T someone made: To me this is not the same. Fuji is not trying to get existing S-E2 users to buy the X-E2S. They specifically announced a firmware update that will bring the X-E2 up to speed. The X100T on the other hand had some Hardware improvements which could not be offered with a firmware update (Better screen/OVF/EVF/ERF, ⅓ incremental aperture settings on the aperture ring, exposure compensation dial with +-3, Rear dial instead of toggle, WiFi). Now I will admit the photos coming out of the camera will not be better because of these enhancements. But the hardware has been improved to create a better shooting experience and having tried both I think this makes the X100T a valid upgrade to the X100S. The changes in software were comparatively small imho.
Martin Smehyl says: February 2, 2016 at 4:21 am Marco, thumbs up. I totally agree. As X100T owner I feel cheated by “KAIZEN”. The camera is great and I enjoy shooting with it, but if it shares same internals with XT-1, and they can constantly update XT-1, I wonder why not X100T. I red they have dedicated SW teams for each model in Fujifilm. I understand that. But please if someone from Fujifilm is reading this, start doing something with it. KAIZEN was one of the main reasons why I choose Fujiflm and it is one of the main buying point when I’m asked to recommend Fujifilm. Like Liked by 1 person Reply
Marco, thumbs up. I totally agree. As X100T owner I feel cheated by “KAIZEN”. The camera is great and I enjoy shooting with it, but if it shares same internals with XT-1, and they can constantly update XT-1, I wonder why not X100T. I red they have dedicated SW teams for each model in Fujifilm. I understand that. But please if someone from Fujifilm is reading this, start doing something with it. KAIZEN was one of the main reasons why I choose Fujiflm and it is one of the main buying point when I’m asked to recommend Fujifilm.
Davod says: February 7, 2016 at 6:01 pm as an X100S owner and it being my primary camera. I am quite annoyed that frustrated that Fuji ignored our cameras for any of the newer firmware upgrades. I bought my X100S literally 6 months before the X100T was released. Now Im not complaining about that, but the X100S has many quirks and annoyances that come with it. I would love to have zone select for street shooting. I miss way too many shots because my subject is out of focus with this camera. You have to rely on selecting 1 single focus point, and even doing that is a slow tedious task. Having the option to chose a big zone or even wide tracking would be fantastic for this camera. I do not like to focus and recompose, actually this method I find in my opinion does not work very well with the X100S. The lens is just too wide for it, and 8 times out of 10 my original focus point is no longer in focus when i release the shutter. I honestly feel like Fuji used me as a Beta tester. Every camera that has been released since i purchased mine has the exact same image sensor and processor but they have no provided me with the newer AF system. Frankly I am salty about it lol, and I don’t feel confident in purchasing another Fuji camera because they might release another body in a few months with better features or software. They cant say it cant be done, David Hobby and Zack Arias were handed X100S bodies with Classic Chrome installed on it. They are just neglecting the original user base of this camera. Like Liked by 1 person Reply Sebastian37 says: February 7, 2016 at 9:42 pm I am not sure you need to complain too much about not getting the newest AF system. I own the X100T and the X-T1 and I can assure you not even the X100T has the newest AF system as the X-T1, X-T10 and now the X-E2 have it. Selecting a focus zone is impossible to my knowledge with the X100T. You can choose a single point which can be varied in size or multipoint AF. The options of the x-system cameras are not there. Still, this only makes your ans Marcos criticism even more valid. The x100 series is not getting the same treatment Fujis other cameras get. Like Liked by 1 person Reply
as an X100S owner and it being my primary camera. I am quite annoyed that frustrated that Fuji ignored our cameras for any of the newer firmware upgrades. I bought my X100S literally 6 months before the X100T was released. Now Im not complaining about that, but the X100S has many quirks and annoyances that come with it. I would love to have zone select for street shooting. I miss way too many shots because my subject is out of focus with this camera. You have to rely on selecting 1 single focus point, and even doing that is a slow tedious task. Having the option to chose a big zone or even wide tracking would be fantastic for this camera. I do not like to focus and recompose, actually this method I find in my opinion does not work very well with the X100S. The lens is just too wide for it, and 8 times out of 10 my original focus point is no longer in focus when i release the shutter. I honestly feel like Fuji used me as a Beta tester. Every camera that has been released since i purchased mine has the exact same image sensor and processor but they have no provided me with the newer AF system. Frankly I am salty about it lol, and I don’t feel confident in purchasing another Fuji camera because they might release another body in a few months with better features or software. They cant say it cant be done, David Hobby and Zack Arias were handed X100S bodies with Classic Chrome installed on it. They are just neglecting the original user base of this camera.
Sebastian37 says: February 7, 2016 at 9:42 pm I am not sure you need to complain too much about not getting the newest AF system. I own the X100T and the X-T1 and I can assure you not even the X100T has the newest AF system as the X-T1, X-T10 and now the X-E2 have it. Selecting a focus zone is impossible to my knowledge with the X100T. You can choose a single point which can be varied in size or multipoint AF. The options of the x-system cameras are not there. Still, this only makes your ans Marcos criticism even more valid. The x100 series is not getting the same treatment Fujis other cameras get. Like Liked by 1 person Reply
I am not sure you need to complain too much about not getting the newest AF system. I own the X100T and the X-T1 and I can assure you not even the X100T has the newest AF system as the X-T1, X-T10 and now the X-E2 have it. Selecting a focus zone is impossible to my knowledge with the X100T. You can choose a single point which can be varied in size or multipoint AF. The options of the x-system cameras are not there. Still, this only makes your ans Marcos criticism even more valid. The x100 series is not getting the same treatment Fujis other cameras get.
Raymond says: February 10, 2016 at 5:45 pm Totally agreed with the post here. I was wondering the same thing about any other firmware updates with X100T. If there is one, I hope it includes grain simulation as well as Acros film simulations. Like Like Reply
Totally agreed with the post here. I was wondering the same thing about any other firmware updates with X100T. If there is one, I hope it includes grain simulation as well as Acros film simulations.
Cosmin Davidescu (@holomorph271) says: February 12, 2016 at 3:12 am My 2 cents about this: while I certainly understand the frustration that people feel, I haven’t myself seen any examples of Fuji themselves making a marketing point out of the Kaizen approach at all. If they actually have this becomes a somewhat different story, but otherwise I don’t really see how they can be held responsible for these expectations if they only come from the community and sometimes non-Fuji salespeople. This is partly why I feel the “sense of entitlement” argument isn’t entirely misplaced, since a lot of people seem to be blaming Fuji for not 100% following an excellent trend that they themselves have set and (as far as I can tell) never in any way tried to guarantee to customers. Contrary to what someone else is saying above, the X-E2s release actually shows how committed Fujifilm is to this approach since nothing forced them to massively update the existing X-E2 at the same time as the X-E2s release. Many other companies would have just released the X-E2s and made money off of the firmware upgrades with no second thoughts to their existing customers. I agree that certain things seemingly could be updated on the X100S (e.g. Classic Chrome) seemingly without much effort (although I’m also sure that from Fujifilm’s perspective they would have to dedicate a certain amount of company ressources towards this, so it might not be completely trivial) and I’m reasonably convinced the X100T will actually get a significant firmware update in the future (e.g. with the AF improvements), but at the end of the day I think it’s reasonable to buy a camera for the available features and not expect it to be a given that it will receive lots of firmware improvements in the future. Like Like Reply
My 2 cents about this: while I certainly understand the frustration that people feel, I haven’t myself seen any examples of Fuji themselves making a marketing point out of the Kaizen approach at all. If they actually have this becomes a somewhat different story, but otherwise I don’t really see how they can be held responsible for these expectations if they only come from the community and sometimes non-Fuji salespeople. This is partly why I feel the “sense of entitlement” argument isn’t entirely misplaced, since a lot of people seem to be blaming Fuji for not 100% following an excellent trend that they themselves have set and (as far as I can tell) never in any way tried to guarantee to customers.
Contrary to what someone else is saying above, the X-E2s release actually shows how committed Fujifilm is to this approach since nothing forced them to massively update the existing X-E2 at the same time as the X-E2s release. Many other companies would have just released the X-E2s and made money off of the firmware upgrades with no second thoughts to their existing customers. I agree that certain things seemingly could be updated on the X100S (e.g. Classic Chrome) seemingly without much effort (although I’m also sure that from Fujifilm’s perspective they would have to dedicate a certain amount of company ressources towards this, so it might not be completely trivial) and I’m reasonably convinced the X100T will actually get a significant firmware update in the future (e.g. with the AF improvements), but at the end of the day I think it’s reasonable to buy a camera for the available features and not expect it to be a given that it will receive lots of firmware improvements in the future.
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