OM System is making a significant impact at the 2025 Photo Salon with three major new product launches: the OM-3, OM-5 Mark II, and the M.Zuiko ED 50-200mm f/2.8 IS PRO telephoto lens. The company is positioning itself strategically around creativity, street photography, and sports photography, marking a pivotal year for the brand's evolution beyond its traditional focus on nature and wildlife photography.
Thierry Bourque, Product Specialist and Training Manager at OM Digital Solutions, explained the company's strategic direction for 2025. "This year is marked by three major innovations that open up varied themes beyond traditional nature and wildlife photography," Bourque stated. "The OM-3 allows exploration of urban photography, while the 50-200mm opens the door to sports, wildlife, and macro photography, attracting many photographers."
The financial health of OM Digital Solutions appears robust, with Bourque noting that the company is "always on track and in line with development perspectives." He emphasized that it has been a very long time since the company released three products in the same year. The transition from Olympus has brought fresh investment in research and development, while preserving the heritage and expertise of the Olympus brand.
"At the end of the Olympus era, there were few new products due to a lack of research and development funding in photography," Bourque explained. "Following the acquisition by JIP, there is more fresh money for R&D, while maintaining Olympus's legacy and know-how." The M.Zuiko ED 50-200mm f/2.8 IS PRO, for example, is entirely designed by OM Digital Solutions and features the company's proprietary ZERO coating version 2.
OM System has experienced a strong start to the year, with the market responding well to new products and range renewals. The OM-3 represents a complete innovation, the M.Zuiko ED 50-200mm f/2.8 IS PRO is another breakthrough product, while the OM-5 Mark II serves as an evolution of the OM-5. There has been renewed interest in the OM-1 Mark II, particularly thanks to commercial offers.
Regarding market differences, Bourque noted significant variations between Japanese and European markets. "The Japanese market has perfectly assimilated the transition between Olympus and OM System, and this dynamic is confirmed year after year," he said. In Japan, there's a strong preference for compact cameras, with the PEN range enjoying continued success. The European market, conversely, remains more oriented toward ergonomic and substantial camera bodies.
Consumer expectations are evolving, with lightness and compactness becoming essential criteria. "Photographers, especially younger generations, no longer want to be burdened with heavy equipment," Bourque observed. "They seek practical solutions that are easy to transport without sacrificing quality." The success of models like the OM-5, OM-5 II, and E-M10 Mark IV reflects this approach of offering a coherent system combining ultra-compact, lightweight bodies with matching optics.
When asked about their biggest success in the past 12 months, Bourque highlighted the M.Zuiko Digital ED 90mm f/3.5 Macro IS PRO as a real success, while the OM-5 Mark II was highly anticipated. However, the biggest launch success is the M.Zuiko ED 50-200mm f/2.8 IS PRO. "It's clearly a flagship product," he stated. "I'm convinced it will remain a reference optic in 10 years and will mark the brand's history."
Addressing concerns about moving away from the compact and affordable philosophy that made Micro 4/3 successful, Bourque defended the 50-200mm's positioning. "The reception of the 50-200mm is excellent, and there's no criticism about its price. People understand why it's priced this way, which is consistent with the value offered by its focal range, aperture, and stabilization."
The OM-3, oriented toward street photography, represents a fresh start in this domain. "Unfortunately, the PEN range dates back a long time. It's necessary to prove again that OM is well-positioned in the street photography segment," Bourque explained. The camera needs to establish itself and find its clientele, requiring different presentation approaches that emphasize creative functions and computational photography capabilities.
Regarding the relationship between the OM-3, OM-5 Mark II, and OM-1 Mark II, Bourque clarified that these cameras serve different purposes. "The OM-3 and OM-5 Mark II are not at all in the same technological world. The OM-3 is very close to an OM-1 Mark II in terms of computing power and computational photography." The OM-1 Mark II, with its large buffer capacity, is more designed for sports or wildlife, while the OM-3's design makes it ideal for small prime lenses or compact zooms like the 12-45mm.
For budget-conscious photographers, OM System still offers options like the E-M10 Mark IV and E-P7. The company observes a return of consumers wanting cameras priced between $500-600, even if it means giving up some advanced technologies. "What's important for them is getting started in photography, and they're ready to make compromises to achieve this," Bourque noted.
The used market ecosystem for Micro 4/3 shows great dynamism, which Bourque sees as an asset. Many photographers start with an OM-5, then seek to upgrade to higher-end equipment once familiar with the system. This creates opportunities for advantageous trade-in solutions and allows access to quality optics without breaking the budget.
OM System's "Test & Wow" program, launched last year, has been successful but remains underutilized. The program allows testing the system for seven working days, twice per year, with all transportation costs covered by the brand. "All the people who have tested it are super happy with the procedure," Bourque said. "People often wonder where the catch is, but there isn't one! This proves how confident we are in our products."
