What Pentax values most in future cameras and their commitment to SLR cameras

Ricoh released two new videos and a dedicated website confirming their commitment to SLR cameras:

Here are the five principles of Pentax:

1. We design new cameras through sheer devotion.
It is our intention to produce cameras that will be the preferred choice for photo enthusiasts, because we love photography and have an in-depth knowledge and understanding of cameras.

2. Our goal is to produce cameras with the power to capture images that allow for direct communication with the subject.
We intend to design cameras that create memorable images, that make us feel as if we’re connecting directly with the subject, capturing our imagination and captivating our senses.

3. We design cameras that allow our users to enjoy all the processes involved in taking a picture.
We pursue every essential element involved in the joy of photography. From looking through the viewfinder to composing the image, focusing on the subject and releasing the shutter.

4. We pursue a level of quality and performance that can’t be measured by numbers alone.
We produce our cameras not only by pursuing higher performance based on numerical values, but by integrating our designers’ sensory feedback into the design and development.

5. We respect and value the photographic experiences of our users and view this as an invaluable asset.
We want to share all the inspiring experiences of our users, from the hardware to the shooting processes, creating and viewing the images.

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