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.

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Official Olympus press release.

Your responses to the E-1 price cut news discussed

Discuss this discussion!

Two weeks ago we ran a news story on the E-1 DSLR price cuts announced by Olympus. We also invited your comments via our feedback mailbox. Only five responses were received and here they are:

Keith's message was the one and only only succinct one:
As one who paid full price, and could not even take advantage of the £200 rebate, all I can say is ARGHHHHHHHHH. - why didn't I wait?

But I would think that Keith knew there was a fair chance that the price would drop – after all, it's an occupational hazard of early-adopters in this hi-tech world we live in, isn't it?

Graham puts things in a more down to earth manner:
As an early E-1 buyer and delighted user I'm not surprisingly p***ed off that I have effectively spent £400 more than was ultimately necessary. However, the quality of the camera, lenses and flash systems has meant that I've produced some stunning images and so can hardly complain. Indeed, if this brings more people to the E-1 system, it will encourage Sigma and other four-thirds adopters to produce more lenses and that will ultimately drive down the prices of all lenses, probably including those of Olympus. The four-thirds system is such a well thought-out approach to digital photography that it may become the norm one day - no compromises required.

As for the one of or two limitations of the E-1 - burst speeds, etc, let's wait and see what the specs of the forthcoming bodies are - rumour has it that one will be a higher spec than the current E-1 and the other a lower and less expensive version (ideal as a back up with a Sigma lens). Can't wait - I gather Sigma has already shown a second lens for the E-1.

I loved the E-10 and E-20 but the E-1 encourages me to take even better images. Great stuff - and now more people can enjoy it!

Sigma has already announced a couple of budget-priced lenses and these should be available soon. Other big names to have added their support to the Four Thirds standard include Matsushita (Panasonic), with regard to sensor technology, I understand and Sanyo, which is an OEM digital camera manufacturer – in other words they make cameras for other companies. Although Fujfilm, another Four Thirds consortium member, has announced the Nikon mount-based FinePix S3 Pro, its gestation does seem excessively long and rumours (but it has to be stressed that's all they are) persist that a cheaper Four Thirds alternative to the S3 Pro will eventually bear a FinePix logo. And then there is Kodak, one of the original Four Thirds signatories and supplier of the CCD sensor chip in the current Olympus E-1. Kodak already has pro DSLRs with Canon and Nikon lens mounts, so why not a Kodak-branded Four Thirds model as well?

Kodak documentation states that an eight megapixel version of the five megapixel chip used in the E-1 is in their development roadmap. Eight megapixels would be a definite sweet spot for a DSLR of the E-1 form factor – witness the remarkable Canon EOS 1D Mark II.

As for burst speed being a limitation – being able to shoot as much as 3fps for four seconds saving RAW and highest quality JPEG image versions simultaneously, to me, is pretty good. Nothing else close to the E-1 price (even before the price cut) can match this burst performance.

Oliver Tritschler isn't yet convince by the price cut.
While acknowledging the E-1's nice handling but, in his eyes, disappointing out of the camera image quality is holding him back. He's clearly convinced by the Four Thirds concept, but wants to see what a next-generation camera will have to over first:

After having tried the E-1 for a couple of hours, I have to say that this camera is the best I've ever have had in my hands - ergonomically-wise.

Nevertheless except for of its colours I was disappointed about the image quality of images which came straight from the camera (resolution and noise).

Personally I think that images aren't as crisp as for example those of a 10D or a D70 (especially with landscape shots, leaves in trees and so on). I prefer to have good image quality straight from the camera instead having mediocre quality and the need to do post processing in PS to get excellent results. I've tested the C8080WZ short after and the resolution of this camera is what I expect (not talking about the noise level at 400 ISO...).

Another point is the flash unit: Having downloaded several E-1 images which were made with the FL-50 flash unit, my conclusion on this is that the camera seems to have focussing problems in the dark (or all photographers were unable to use the camera correctly).

So even after this price reduction I will not buy the E-1 in its current version. But I also won't buy a 10D because the concept of the Olympus SLR system is the right way to go (for me). I'm looking for a light DSLR system with a bright and large viewfinder which is easy to operate and which I don't have to carry around like pile of bricks.

To raise confident level for the new standard for DSLR's Olympus should release more bodies as soon as possible: A 5 or 6 MP prosumer model (because MP's count for the masses) and an 8 MP version of the current E-1 with quicker and better image processing. If this doesn't happen I may consider a successor of the D100. The constant focal length multiplier of 1,5 combined with specific DX lenses versus the different crop factors of 1,3 and 1,6 at Canon with its heavy and bulky L-lenses is at least a compromise between 4-3rd and DSLR's based on the traditional 35 mm system.

By default, the E-1 applies minimal in-camera sharpening. This does make out of the camera results appear soft. But Olympus deliberately made low sharpening the default for the E-1, leaving the amount of final sharpening down to the photographer. You can, of course, change the in-camera sharpening level via the system menus.

Noise has been a thorny issue for the E-1. My own conclusions seem to match most other reviewers and that is, up to and including ISO 400, there isn't much difference compared to other DSLRs the E-1 is sensibly compared with, but its starts to lose the argument at ISO 800 and above. But the character of the noise you do get with an E-1 has also come in for some positive comment – with some describing it more akin to film grain, which makes it more acceptable. That's a very subjective point of view, but the noise issue does, I fear, distract undeservingly from the E-1's plus points.

But I do agree that if Olympus is going to make the Four Thirds and E-Systems fly, they need to introduce a body plus standard zoom to compete at the price level of the Canon EOS-300D and the Nikon D70 and they need a faster eight megapixel model to compete in the Canon EOS-1D Mark II and Nikon D2H world.

As for flash performance, any shooting in dark situations will challenge an autofocus system. The only largely foolproof system I have used is that from Sony, which uses a holographic laser to assist the AF system. But the E-1 does have an AF assist system of its own and I find it's effective enough at moderate distances. One valid criticism of the E-1 flash support has been over-exposure, but this has been addressed in the latest firmware updates.

Andrew Denny isn't happy about the lack of a built in pop-up flash unit:
As someone who had over 20 years of loyalty to the OM system until switching to Nikon Fxx cameras, who is still with 35mm film, and who still can't get used to the bulk of a modern Nikon, I still have tremendous brand loyalty to Olympus. I'm dithering about finally switching to digital - almost all my (film) work is in the 24-35mm focal length range, and it's tough finding an affordable wide-angle lens camera (I have an alarming tendency to lose and damage them!). At £250 for a film SLR that's not so much of a deal as for a digital camera 4-8x the price.

But for my PR and photojournalism work I'm also now spoiled with the convenience of compact on-camera flash, and can't do without it. I don't want the bulk of an add-on gun if possible. That's why the E1 still feels overpriced at £1,400, and not *quite* the right camera.

The argument goes that 'pro' cameras simply don't have pop-up flash units. Hardly anyone criticises Nikon and Canon with this regard. For better or for worse, Olympus has steadfastly marketed the E-1 as a pro camera and, in many ways, they are justified in this strategy. But, ironically, as it's a low-priced camera in pro-terms, it is often compared with cameras that are not marketed to professionals and most of these have pop-up flash units. Of course you can fit the compact FL20 flash unit, but that does add to the overall cost.

Finally, with just a couple of reservations, Kevin Slegg puts in a stout defence of Olympus and the E-1:
I can imagine that there's going to be a number of people, who paid the full price, who are going to be rather miffed by the news. However, in reality I don't think they should be as, in any market be it cameras, computers, mobile phones or cars, those who buy a product when it first comes out always pay a premium compared to those who wait a while. Indeed, you only have to look at how the price of the E-10 fell when the E-20 was announced or the E20 when the E-1 came out.

Those who brought the camera straight away had the clear advantage over those who waited by having a camera that is just simply a joy to use and handle and is capable of producing stunning images.

I can't agree what is hinted at in your editorial comment that the E-1 sensor is inferior to those of its 6MP rivals. Although it's difficult to get direct comparisons of pictures those I have managed to download from DP Review, IMHO, certainly show the E-1 as being able to take pictures of an equal, if not better, quality especially when it comes to the colour and 'life' shown in the pictures and I include the Sigma SD10 in that comparison as well. Although Olympus was criticised by some for using a Kodak sensor, I for one are pleased they did.

My only gripe with the way Olympus marketed this camera is the way that they restricted who was going to sell it and, allegedly, what as the minimum price they could sell it for (what if true would probably be against European Law!!!). I don't know how well the E-1 is selling but I do believe had they just indicated a Manufactures Recommended Retail Price and allowed the shops to sell it for what they wanted below this price (thus giving a purchaser the feeling of obtaining a bargin) they would have sold a good few more.

I also think that Olympus needs to wake up to the fact that people are more aware of the 'global' market. I note in the USA they are doing a cash-back on the lenses - so what's the point of not doing that in the UK? Originally the 'trade-in' offer was available in the USA a few months before the UK so presumably the same lens offer will eventually come here. All this means is that those who know about it will postpone any purchasing decision - I certainly will.

Finally, another thing I think they should do is include the Studio software as standard - or greatly reduce the price. Compared to other imaging software the cost just seems ridiculous.

Let me first deal with your comment: "I can't agree what is hinted at in your editorial comment that the E-1 sensor is inferior to those of its 6MP rivals," first. If you read my review of the E-1, you will see that I have no big concerns about the E-1's image quality at ISO speeds below 800. Indeed, I argue in my review that many of the extra million pixels in some rival six megapixel DSLRs are wasted through inaccurate viewfinders anyway. What I did suggest in the news story is that many people assume that the smaller, lower resolution, sensor of the E-1 is a fundamental disadvantage.

As for the marketing – here in the UK only selected dealers have been authorised to sell the E-1. My guess is that this was partly because initial supplies would be limited and that as a complicated and brand new system, those dealers would need specialist training. You still can't buy an E-1 in the UK via Amazon, but Olympus does seem to be increasing the number of stockists.

The cash-back marketing ethos is much more mature and accepted in the USA than in the UK and the rest of Europe, but Olympus has offered this incentive – don't forget the promotion last month, for example.

With the Studio software, I tend to agree. But there is a lot of additional functionality I the Studio package, like camera control, for example. I personally think that Olympus Viewer should at least get the RAW file processing and conversion functionality of Studio as standard.

If you have anything to add to the E-1/Four Thirds debate, try the dpnow Olympus E-1 discussion forum. It's been a little quiet of late…