Four Thirds digital standard boosted by E-1 price cut

Update 15th May - your responses to this story discussed Official Olympus press release.
dpnow Olympus E-1 discussion forum



Olympus' E-1 digital SLR marketing effort has stepped up a couple of gears today with the announcement that the E-1 body on its own has been reduced by £400 to £999, while the body plus 14-54mm f/2.8 (28-108 equiv) Digital Zuiko standard zoom has been reduced similarly from £1799 to £1399. These prices include VAT.

The announcement came immediately after the end-of-April expiry of an aggressive trade-in offer since mid-March that was worth around £400 in selected additional E-1 system items or £200 cash-back.

Now at just £100 more than the Canon EOS-300D DSLR (body-only) budget price benchmark and with promised availability of a compatible £99 Sigma 18-50mm F3.5-5.6 (36-100 equiv) standard zoom, the E-1 is suddenly in the reckoning as one of the most affordable DSLRs on the market. Perhaps closest in terms of specification is Canon's EOS-10D, but typically a 10D body-only sells for just under £1400.

Our review of the Olympus E-1 indicates that the camera is excellent in its own right, but as it is part of a new, if very innovative, system and there has been little or no third party lens choice until now, taking the plunge to buy one has not been an easy decision for some potential customers.

On top of that, Olympus has, with some justification, marketed the E-1 as a pro camera and, until now, with a pro price tag. It's certainly built to pro standards, with its magnesium alloy and weather-sealed body, plus advanced support software for professional workflow and remote camera control, but its five megapixel sensor and relatively slow continuous shooting rate of three frames per second for 12 frames hasn't compared favourably with some more expensive pro models from Canon and Nikon.

But now Olympus has, in my opinion, removed the last hurdle to deserved mass market success for the E-1 with this substantial price cut. Sigma's third party lens supply commitment to the Olympus-inspired Four Thirds standard, which has also received statements of support from Panasonic, Sanyo, Fujifilm and Kodak, adds to growing belief that the true potential of the standard is beginning to be realised at last.

Does this change your mind about the Olympus E-1? Share your thoughts on the E-1 price cut.

Find out more about the Olympus PIX (Photo Imaging Experts) dealer network.

Official Olympus press release.