Post Olympus, I think the future is looking bright for OM System cameras

OM System OM-1 Mark II
OM System OM-1 Mark II (Image credit: OM System)

A couple of years on from the ejection from the parent ship, things are starting to look a lot brighter for OM Digital Solutions… which you and I previously knew as Olympus. There was much murmuring at the times that a hard road lay ahead and, to some extent, it did, but there were benefits from getting out of Olympus…specifically that the camera business started to get the attention it deserved, both creatively and fi financially. Previously, it was third in line behind the scientific and medical operations.

The OM System branding is starting to gain recognition and here in Australia OMDS is working on a global marketing strategy anchored on the tagline “It’s in our nature”… which I’ll get to in a minute. 

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Paul Burrows

Paul has been writing about cameras, photography and photographers for 40 years. He joined Australian Camera as an editorial assistant in 1982, subsequently becoming the magazine’s technical editor, and has been editor since 1998. He is also the editor of sister publication ProPhoto, a position he has held since 1989. In 2011, Paul was made an Honorary Fellow of the Institute Of Australian Photography (AIPP) in recognition of his long-term contribution to the Australian photo industry. Outside of his magazine work, he is the editor of the Contemporary Photographers: Australia series of monographs which document the lives of Australia’s most important photographers.