Introduction.
A small group of visionaries at the Olympus Imaging Business introduced the E-Volt E-1 in 2003 with a new digital sensor format. In the years following, we saw competitors forming a collective full-frame community with the promise of having "perfect" image quality. The oversimplified "size and capture" theory followed while targeting the new 4/3 format with ongoing counter-marketing actions.
The camera segment and supplier marketing strategies are perfect case studies for future marketing students. We learned that innovation means nothing without an aggressive and agile marketing team. The result is those who discover Olympus cameras have a great innovation experience. Let's take a closer look at Olympus cameras and why the joys of owning one of these cameras.
See this article for more about the drive for innovation and Olympus cameras.
It's fun to study the Olympus digital 4/3 (M43) sensor format, the general evolution of image sensors, and the vision the Olympus engineering team had as they pioneered the future of mirrorless cameras. It's also exciting to see photographers break away from the collective full-frame mediocracy to discover Olympus M43 cameras like the Pen F, EM5 II/III, EM1 II/III, OM-1, and now the OM-3.
Why a collective full-frame mediocracy? Well, it takes a seriously simplistic view of the world to accept something as basic as the "bigger one is better." Every full-frame talking point applies to all digital cameras. For instance, ALL image sensors have a noise floor with visible noise at lower SNRs. The full-frame mediocracy cannot explain the unique differences between the sensor's technical and optical characteristics because the "size and capture" theory assumes the "bigger one is better." In fact, the "size and capture" theory became so charged on social media that it's impossible to believe anything social media advisors say in 2025. Consider the absurdity of investing thousands without seeing one credible technical paper generalizing the "bigger one captures more light" theory.
More about an almost-perfect photography solution...
The Olympus Imaging Business completed its photography solution before closing the activity. For example, they replaced some 16MP and 20MP Live MOS sensors with new sensors, FW updates, and the first Stacked M43 BSI sensor for the Olympus OM-1. They created an advanced Image Processing typology with dedicated Image, Autofocus, and Art Processors. Similar processing features are found in Workspace and the Enhanced Raw Format. One can summarize the evolution of this unique digital photography solution in 3 R&D phases. The result is an M43 camera solution that records an image and processes the JPEG in the camera, OI Share, or Workspace via the Enhanced Raw Format.
Did you know it's possible to tweak the image tonal response (Gradation, highlights, mid-tones, and shadows) in Workspace? This was made possible with the Enhanced Raw Format...
Development Phase 1
Olympus introduced 6 ART filters in 2008 when they launched the new E-30 with a dedicated Creative Processor. Subsequent cameras like the E-30, E-620, E450, E-P1/2, and E-M5 also received these ART filters. Towards the end of this phase, Olympus launched the new EM5 II with computational functions like the 40MP high-resolution mode, Live Time, and Live Composite. Did you know that it's possible to apply almost any aspect ratio to Olympus photos (frame below) in Workspace?
This article discusses photography enthusiasts discovering Olympus.
Olympus realized that the old-school configuration of cameras consisting of a sensor, processing, and lens was not enough to supply future solutions to photographers. This led to an innovative strategy focussing on IBIS, creative functions, and advanced computational features. Olympus introduced its new Corporate Innovation program with the E-30 in 2008. It probably looked like this:
- Mirrorless cameras (digital sensor design with a focus on optimizing size and weight)
- A wide range of high-quality Zuiko lenses to complement the new sensor design
- New TruePic image processors with multiple processors handling the new features
- A digital sensor design with a focus on Sensor Sensitivity and advanced noise control
- Advanced technologies like image stabilization IBIS and Dual AF with AI solutions
- Class-leading creative functions, computational options, Enhanced Raw Files, and WS
Development Phase 2
In this phase, Olympus improved our control over the camera's tonal or gamma curve. This included the "Auto" Gradation function, Highlights/Shadows and Midtones, plus the Workspace Tone Curves function. The Color Creator lets photographers add a "chrome" or "global" color effect, and the Color Adjust or Monochrome Profile functions gave us the flexibility to target individual colors with the E-P7, the Pen F, and Workspace. These were huge steps in growing the camera's functionality.
Development Phase 3
This is an exciting phase for M43 photographers. Olympus introduced the next-generation ART filters and gave us more control with the E-M1 II/III, E-M10 III/IV, E-P7, E-PL9/10 E-M5 III, and the OM-1. More Workspace improvements enabled M43 photographers to apply Color Profiles (Color-Adjust tool) to almost all Enhanced Raw files. This phase also introduced new computational features like Pro Capture, handheld High Ress Mode, advanced AF, Starry Sky AF, and ND filters.
It's only possible to provide a high-level overview of Olympus cameras in a short article like this. For example, the illustration below is crucial to master digital photography and Olympus cameras. Break away for an hour, get a cup of coffee, and see this video explaining the illustration below.
The 6 steps to unlock your creativity with Olympus cameras...
Your creative photography with Olympus cameras will radically improve if you:
- STOP the counter-marketing smear by avoiding social media advisors at all costs.
- Accept that the Olympus Imaging Business was part of the Olympus Corporation.
- Break away from the hold and negative programming effect of counter-marketing.
- Improve your knowledge and experience of photographing with digital cameras.
- Work hard to rediscover the M43 format and your Olympus or new OMS camera.
- Be part of the discussion and constructive criticism of OM-System and the future.
Imagine what if... Fuji photographers had access to these features...
Fuji developed a wide range of new mirrorless cameras plus firmware upgrades to support a growing community of photographers who appreciate their "Color Science" and the community's Color Profiles. It's interesting to see what Fuji photographers do with only a few camera settings. For example, study the camera settings in this Color Profile (recipe) from a well-known Fuji photographer.
One can indeed do much with Fuji cameras and Fuji's Raw Studio. Knowledge and experience are equally important when working with Olympus or Fuji cameras. I like Olympus photographers to see what Fuji photographers achieved with only a few camera settings. The following illustration is only a snapshot of what M43 photographers can do with Olympus M43 cameras and Workspace...
Conclusion
Olympus created an M43 digital camera solution that lets photographers enjoy unique photography styles. Workspace and the Advanced Raw Format are integral to this complete solution. This includes a comprehensive lens offer and cameras like the older E-series (E-30, E-620, E-450) plus M43 cameras like the E-M1, E-M5 II/III, E-M1 II/III, the EM10 series, the Pen series, and the OM-1.
Folks, I apply my Olympus cameras differently to the social media version focusing on image noise, high dynamic range, diffraction, and worrying about "plastic bodies" and lens quality. I gained a good understanding of image sensors, digital cameras, M.Zuiko lenses, and the features Olympus created to manage the image-taking and post-processing process with Olympus cameras...
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