Since Olympus sold its camera division to Japan Industry Partner five years ago, OM System has not really been able to impress with new products that were not already in development when the division still belonged to Olympus. Now, with the help of OM Digital Solution and a lot of support from influencers, it has introduced the M.Zuiko Digital ED 50-200mm F2.8 IS PRO. Is this the beginning of a new era, and can OM System convince the photography world to choose the Micro Four Thirds system with this lens? I haven’t had the opportunity to try it out yet, but its appearance, which is very similar to that of the M.Zukio Digital 150-400mm F4.5 IS PRO, is already fuelling very high expectations. After all, this lens is without question one of the best lenses currently available on the market.
Expectations for the new lens
When I read the reports online, it’s not just about the lens and its optical quality. It’s about whether the Micro Four Thirds system has been underestimated so far. Some reports give me the impression that the lens is being praised so highly that it has been chosen as the saviour of the standard. I am sure that the quality of the lens will be outstanding. However, even in combination with the M.Zuiko Digital ED 150-400mm F4.5 IS PRO, the introduction of the M.Zuiko Digital ED 50-200mm F2.8 IS PRO will not be able to save the Micro Four Thirds system. Much more is needed for that. I even believe that it does not depend on Micro Four Thirds technology. Issues such as noise, dynamic range, and resolution, which were previously important, are becoming increasingly less relevant. With the help of artificial intelligence, you can get a lot out of images. In the future, it will be crucial for OM Digital Solutions to not only retain customers but also attract new ones. Otherwise, customers will gradually disappear. However, the introduction of the lens still has the potential to bring the MFT system back into the minds of photography enthusiasts. It evokes emotions that ultimately move beyond the discussion of sensor size and image quality, highlighting the advantages of the system.
What makes this lens so interesting?
Why is OM Digitalsolutions investing in a lens that already exists in a similar form? With the M.Zuiko Digital ED 40-150mm F2.8 PRO, OM Digitalsolutions already has a lens in its portfolio that covers a similar focal length range with the same aperture. So why was the M.Zuiko Digital 50-200mm F2.8 IS Pro introduced? There are certainly several reasons for this. First of all, at 200mm, it offers 50mm more focal length at the longer end of the range. This may seem like a minor detail, but for wildlife photographers, it is a detail that should not be underestimated. As a result, it overlaps with the M.Zuiko Digital ED 150-400mm F4.5 IS PRO. This means I no longer have to change lenses as often when shooting at the limits of the range. When it comes to time-critical shots, this can be essential.
The 40-150 mm F2.8 also lacks an image stabiliser. With a built-in image stabiliser, it is possible to achieve longer exposure times without a tripod when shooting handheld. This is a crucial feature that stands out from the crowd, for a system that is primarily due to its mobility. Lastly, the lens is significantly more expensive. OM Digital Solutions has been moving towards bringing higher-priced products to market for some time now. With declining unit sales and occupying a niche market, this is certainly necessary from an economic standpoint. The new lens introduces a new class of white lenses. I wouldn’t be surprised if the next step is an M.Zuiko Digital ED 12-60mm F2.8.
Why can’t the lens save the brand?
I have already mentioned that the lens is being hailed as the saviour of Micro Four Thirds, and thus of OM Digital Solutions. The reason I believe this cannot be the case is, on the one hand, the price, and on the other, the positioning. OM Digital Solutions’ market share in the camera market has been falling for some time. To a certain extent, this is due to its positioning in the niche market of outdoor cameras for wildlife, landscape, and macro photography. For this reason, the employee structure has been adjusted in recent years to reduce costs. In the long term, however, it is not possible to keep cutting costs. There is a lower limit here. For the brand to be successful, it must grow again. To achieve this, new customers must be given the opportunity to enter the system.
What is missing from the portfolio
However, the system lacks an entry-level camera. Neither the Pen series nor the E-M10 series has been updated since the sale to JIP. Both cameras still bear the Olympus logo. Therefore, these cameras will certainly disappear soon. Olympus will not allow OM Digitalsolutions to continue using the logo indefinitely. Only if there is a new entry-level camera will OM Digital Solutions succeed in appealing to new groups of buyers and drawing them into the system. Hoping that people will switch from other systems is simply naive. The costs of switching are too high, especially if you already own several lenses from your preferred brand.
I can’t comment on the quality yet. Unfortunately, I haven’t had the opportunity to test it out. However, I have been promised that I can borrow it for my trip to Africa in November. I will publish a separate article about it after my return from the trip. Until then, you can read reviews online. I was recently on Frank Fischer’s livestream and had a brief discussion about it. If you’re interested, you can watch it here.
I’m curious to see if I’ll need to update my article on the best OM System lenses for wildlife photography. It’s very likely. I’ll let you know after my trip.
Fazit
Finally, after almost five years, OM Digitalsolutions has launched a product that was probably developed solely by OM Digitalsolutions. The plans for this may have already been in place during the Olympus era, but development only began after the split. There is renewed hope for the Micro Four Thirds system within the community. That’s a good thing, because for me it still has an unbeatable advantage. It is small, lightweight, and above all, the best-sealed system on the market. I hope that the lens will be a great success and bring in enough money to give OM Digitalsolution the freedom to continue investing in new products. What do you think, can the lens help with this, or are expectations for this product too high?