The Reinvention of a Camera Giant

As the saying goes, “the best camera is the one you have with you.” For most people today, that’s a smartphone. Over the past decade, the rise of mobile photography has gutted the compact camera market, forcing legacy imaging giants to reinvent themselves or risk irrelevance. Canon and Nikon doubled down on mirrorless, Sony staked its claim with Alpha, and Fujifilm leaned into retro aesthetics with pro-level performance. What was once a mass-market business has become a more focused, creator-driven industry where innovation is about ecosystems, not just equipment.

For OM SYSTEM, a Japanese company,  the journey has been particularly significant. Spun out of Olympus’ imaging division in 2021, the company inherited a legacy brand at a time when the market was consolidating and competition was intensifying. Its challenge: to retain loyal Olympus users while carving out a distinct identity in a creator-led, highly competitive landscape. India and APAC, with a rapidly growing base of content creators and professionals, are now emerging as critical testbeds for this repositioning.

It’s against this backdrop that BrandWagon Online spoke with Shigemi Sugimoto, CEO, OM Digital Solutions Corporation, and Vivek Handoo, Vice President – Head of APAC/Managing Director, OM SYSTEM. In this conversation, they discuss the rationale behind the rebranding, how the company is adapting to the new realities of the imaging business, and where India fits into their global roadmap. (Edited Excerpts)

How has the rebranding from Olympus to OM SYSTEM impacted the brand’s perception and positioning globally and in India?

Sugimoto: The rebranding has allowed us to retain Olympus’ trusted legacy while creating a fresh identity that is more agile and forward-looking. Globally and in India, the shift has reinforced our positioning as a brand built for explorers and creators, with a renewed focus on outdoor imaging. By combining heritage with innovation, we have been able to assure loyal users of continuity while also attracting a new generation of creators who value mobility, reliability, and sustainability.  

What differentiates OM SYSTEM in the Indian market compared to other regions, especially in the context of a competitive imaging landscape?

Handoo: In India, our differentiation lies in our focus on outdoor creators and photography communities. Globally, the company is well established and performing strongly, and we plan to mirror that success in India. The country’s diverse landscapes, vibrant culture, and growing pool of wildlife and travel photographers make it an ideal market for compact, durable, and high-performance systems. Our cameras and lenses are uniquely designed for creators who want reliability, portability, and professional-grade results even in the most challenging outdoor conditions, which sets us apart in a market that often prioritises size or megapixels alone.

Another key differentiator is our approach to engagement. Unlike many competitors, we are committed to nurturing grassroots connections through community initiatives, competitions, workshops, and learning platforms. We are also investing in strengthening dealer partnerships and training networks, ensuring that photographers not only have access to the best technology but also the right support and guidance to use it to its full potential. By building this ecosystem of products, partners, and creators, OM SYSTEM ensures that Indian users feel directly supported by the brand, while being part of a global community of explorers and storytellers.

How is OM SYSTEM evolving its product portfolio to cater to the growing creator community and professional users?

Handoo: We are evolving our portfolio with products that combine advanced optics with portability, such as the OM-5 Mark II and the new PRO lenses. For creators, this means tools that are lightweight, versatile, and reliable in challenging environments. For professionals, it means uncompromising performance, high-quality glass, and robust build standards that meet the demands of wildlife, macro, and cinematic storytelling. Beyond individual products, our portfolio strategy is about creating a complete ecosystem that supports creators through every stage of their journey. Whether it is durability for fieldwork, computational features for advanced creativity, or accessories that extend possibilities, OM SYSTEM is ensuring that both aspiring creators and seasoned professionals find the right tools to push their boundaries.

 

How do you see the imaging industry and related categories evolving over the next few years, and what trends are shaping OM SYSTEM’s strategy?

Handoo: The industry is moving toward mobility, computational imaging, and creator-driven ecosystems. Content creation, especially in outdoor and travel contexts, is shaping demand for compact yet professional-grade equipment. At the same time, sustainability and durability are becoming central to consumer expectations. OM SYSTEM’s strategy is shaped by these trends, with an emphasis on innovative stabilisation, weather-sealed designs, and computational features that allow creators to achieve more without compromise. We also see a growing convergence between still photography and video, which is why our systems are being designed to meet the dual demands of photographers and filmmakers alike. By staying close to the needs of the creator community and responding quickly with practical innovation, we ensure that OM SYSTEM remains a trusted choice in a rapidly changing industry.

What are OM SYSTEM’s key growth priorities in India and the APAC region, and how are you planning to achieve them?

Handoo: Our key priorities are expanding our community of outdoor creators, strengthening our partner ecosystem, and introducing globally benchmarked products tailored to the region. In India and across APAC, we are investing in dealer networks, consumer engagement initiatives, and education-driven programs that inspire more people to take up photography. This combination of product excellence and ecosystem building will drive sustained growth across the region. Importantly, India is not just a growth market but a strategic hub in our APAC roadmap. By combining product innovation with localised support and strong community building, we intend to replicate the success OM SYSTEM has achieved globally and build a long-term, sustainable business in this region.

What product launches or innovations are planned for India, and how do they align with your global roadmap?

Handoo: India will continue to be part of OM SYSTEM’s global product rollout, with launches like the OM-5 Mark II and the M.ZUIKO 50-200mm F2.8 IS PRO lens underscoring that approach. Future launches will align with our roadmap of serving outdoor creators with compact, weather-sealed, and high-performance systems. These innovations are designed to not only meet global standards but also to resonate with the unique demands of Indian photographers. We are also looking at innovations that expand beyond hardware, including computational features, accessories, and bundled experiences that create added value. In this way, India’s launches will not be isolated events but will remain tightly connected with our global strategy of empowering outdoor creators everywhere.

How is OM SYSTEM leveraging its technology and brand strength to expand into industrial and B2B imaging applications?

Handoo: OM SYSTEM’s expertise in precision optics and digital imaging extends beyond consumer products. We are actively exploring opportunities in industrial and B2B imaging where reliability, accuracy, and compact system design are equally critical. By leveraging our brand strength and core technologies, we aim to expand into areas such as scientific, medical, and enterprise imaging solutions, reinforcing our role as a versatile leader in optics and imaging. In these sectors, our advantage lies in decades of experience in precision engineering and the ability to translate consumer innovations into professional and industrial applications. As demand for imaging grows across industries, OM SYSTEM is well positioned to contribute with solutions that are innovative, robust, and trusted worldwide.