Will Fujifilm’s “Kaizen” Philosophy Survive? Mixed Messages From Two Fujifilm Managers

Fujifilm X-T4; 55-200mm f/3.5-4.8 lens @ 55mm; 1/140th sec. @ f/11; ISO 160 (click to enlarge)

Fujifilm had adopted the “Kaizen” or ‘continuous improvement’ philosophy since the introduction of their first mirrorless X-camera, the X100.  Since then and with every camera they have introduced and sold around the world, the company has given owners and users firmware updates in the form of bug fixes plus improvements to existing features.  Remarkably, Fujfilm also gave users new features for current as well as older model camera bodies.  Some cameras, even two generations old, received these improvements as well as the new features.  

For this, Fujifilm has enjoyed a huge loyal following.  In fact, other camera companies were forced into providing their user base updated, improved and new features as a result of seeing Fujifilm’s loyal user group grow and grow.  That “Kaizen” philosophy may now end. Or it may not.  Over the last couple of weeks there have been mixed messages from two Fujifilm European product managers providing us with contradictory information.

Fujifilm Germany manager Torben Hondong said this in a recent interview.  It is paraphrased as it was originally in German and translated by FujiRumors.com:

When asked if the X-T4 and X-T3 will profit from the new autofocus algorithm of the Fujifilm X-H2, the service manager for Fujifilm Germany says:

First off we have to say clearly that the Fujifilm X-H2S uses a new stacked sensor and a new processor, that are largely responsible for the fast readout and autofocus speed and at the end allow the new algorithm to realize such an autofocus performance.

This means you can’t bring that kind of performance one to one to other models like the X-T3 and X-T4, who use an older sensor and processor.

But we are committed to bring new features as much as possible to older models via firmware updates.

On the other hand, Fujifilm UK Group Marketing manager, Andreas Georghiades, had this to say during a recent question and answer event at the Fujifilm House of Photography in London before a live audience as was recorded in the latest episode of The Fujicast Podcast:

Q: How has Fujifilm’s viewpoint on firmware updates evolved over the 10 year history of the X-mount? (paraphrased)

• when Fujifilm started, they were learning how sensor and processors work and hence engineers were able to improve cameras via firmware updates over time, instead of just releasing new cameras to add new features
• now engineers understand more right at the start of a product’s life cycle and hence the amount of firmware updates bringing new features has decreased
• So, initially the Fujifilm team was learning, also thanks to a lot of feedback from photographers on what features Fujifilm cameras should have, what was possible from a firmware perspective, what needed hardware upgrades as well
• Fujifilm took the feedback, learned from it and delivered firmware updates to give back to the community (my note: Kaizen)
• at some point some people expected that things have to come with a firmware upgrade and everybody started demanding and expecting them
• but now product planers and engineers know more from the start because they have much more experience as opposed to when the X series started

So, when I listened to Mr. Georghiades' actual words on the podcase, I understood him to say that in the past Fujifilm engineers were novices at sensor capabilities and cameras were released before the full capability of a sensor was fully exploited.  Fujifilm then released firmware updates, improved and new features as their engineers learned more and more about a particular sensor's capabilities.  But now, Fujifilm engineers now fully understand the capabilities of any particular sensor and cameras are released fully featured so don’t expect new features through firmware updates.  He used the term "vicious cycle" in describing what customers expect and Fujifilm providing firmware updates, improved and new features on already released cameras.  From what he said, I would not expect future updates that include new or improved features.

One manager tells us that “Kaizen” will continue, at least for now, and the other says don’t expect additional or improved features in current or older cameras.

Personally, I think it is a big mistake if Fujifilm abandons the “Kaizen” philosophy.  It is one of those unique programs that sends the message to the customer base that the company is willing to give up some sales on behalf of treating their customers better than any other camera company.  It says customers are more important than maximizing profit.  I like a company that acts like that.  

Let’s hope Kaizen continues.

Join me over at my website, https://www.dennismook.com.  

Thanks for looking. Enjoy!  

Dennis A. Mook  

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