Optical Opportunities in 2011

Lens Reviews

DON’T LOOK NOW, BUT THE ROBUST MARKET IN INTERCHANGEABLE LENSES IS CHANGING ITS POINT OF FOCUS, AND IT’S EXPANDING BEYOND THE TRADITIONAL REALM OF DSLRS. The brave, new world of interchangeable-lens compact cameras and DSLR-like EVF (electronic viewfinder) cameras offers consumers exciting new options in enhancing their picture-taking experience. 

The opportunity for dealers in generating bigger ticket sales and repeat sales is unprecedented, and of course lenses offer somewhat higher profit margins than cameras, further sweetening the pot. But to capitalize on these emerging trends you really have to understand how the topography of the marketplace is changing, as more of your customers at all levels step up to more advanced DSLRs and other interchangeable-lens cameras.

Until recently, the first-time DSLR buyer was king, and the kit lenses sold with entry- and mid-level models comprised a large percentage (perhaps 50% ) of the retail lens market. At the time of purchase, or shortly thereafter, the average DSLR buyer acquired a second lens, usually a basic (read economy priced) telephoto zoom such as a 70–200mm, or maybe a longer range zoom in the popular 18–200mmm class. 

Now that the installed base of DSLRs numbers in the millions, many consumers are buying their second and third DSLR. They’re much more knowledgeable and have a clearer idea of what they want to do next, and which lenses they need. At the same time, a percentage have joined the swelling ranks of serious enthusiasts, and many are prepared to spend $1,000 or more on a pro-caliber 70–200mm f/2.8, a 24–70mm f/2.8 or even a 300mm f/2.8 for wildlife and sports. Pros and ultra-serious enthusiasts tend to buy the best lenses they can afford, whatever the cost, and there’s no doubt that so-called high-speed luxury lenses comprise an active sector of the marketplace.

The less-deep-of-wallet are also seeking high-speed and portrait lenses in the $150–$250 class for their APS-C format DSLRs, sparking a hot trend in prime (single focal length) lenses like Nikon’s affordable 35mm f/1.8 or Sony’s new line of DT SAM lenses for APS-C format DSLRs, ranging from a 30mm f/2.8 to an 85mm f/2.8 that covers both APS-C and full-frame formats. 

At the other end of the prime lens price spectrum are luxury high-speed lenses like the 24mm and 85mm f/1.4s from Canon and Nikon, and Zeiss (in Sony mount)—optics that can provide pro-level pictorial effects using shallow depth of field at wide apertures. And users of compact interchangeable-lens cameras from Olympus, Samsung and Panasonic are gravitating toward telephoto zooms and faster prime lenses, often to expand their HD video horizons. 

In short, the interchangeable-lens market is becoming more sophisticated, and specialty dealers with the technical savvy to target their best customers, and the relationship marketing skills to identify their needs, will have a definite edge on the big-box store competition.   

Lens Psychology 101

Lenses are a very attractive proposition for consumers and dealers for a number of structural and psychological reasons. To begin with, as camera technology advances along the computer or consumer electronics paradigm, even DSLRs have a relatively short shelf life. The typical entry-level model is superseded in about 18 months by a more advanced replacement. But lenses, which are (mostly) optical and mechanical creations, age out far more slowly. Lenses are keepers and many advanced photographers purchase them as long-term investments that can be used on a succession of ever-more-advanced camera bodies. 

Photographers buy lenses to increase the photographic range of their cameras, which is why consumers who opt for an all-in-one zoom like an 18–200mm eventually supplement it with an ultra-wide-angle zoom, a super-telephoto zoom, a single-focal-length macro lens, or a faster, shorter range zoom. These folks are doing the intelligent thing—building up an optical arsenal that will endure. 

In light of all of this, dealers who know how to custom configure lens outfits for their customers and aggressively market these tempting and useful products to legions of DSLR and interchangeable-lens camera owners are the ones most likely to prosper in 2011 and beyond. Lasting value always sells.

A Dealer’s Guide to Trendy Lenses for 2011

All the lenses listed here by manufacturer were selected on the basis of their customer appeal in today’s marketplace. Many, but not all, are recent introductions. We’ve included full-frame and APS-C DSLR lenses, lenses for compact interchangeable-lens cameras and, just for fun, a couple of intriguing new lens accessories from Lensbaby that can be used with a variety of cameras.

Sony

Sony’s exciting new SAM line of affordable high-quality prime lenses for APS-C DSLRs includes: the Sony DT 35mm f/1.8 SAM, a 52.2mm equivalent high-speed normal lens ($199.99) that focuses down to 9 inches; and the 85mm f/2.8 SAM, a 127.5mm equivalent portrait telephoto that focuses as close a 23.6 inches and covers APS-C and full-frame formats ($249.99). Both compact, lightweight lenses feature seven-blade diaphragms for smooth out-of-focus image quality and large apertures for appealing pictorial effects. 

At the other end of the price spectrum is the superb Sony Carl Zeiss Distagon T* 24mm f/2 ZA SSM wide angle primarily aimed at users of the prosumer Sony Alpha 900. Its street price of $1,249.99 is about half that of competitive 24mm f/1.4 lenses. sony.com

Tamron

Tamron’s optical blockbuster is its innovative new AF18–270mm f/3.5–6.3 Di-II VC PZD ($649) a 15x (28–419mm equivalent) super telephoto zoom for APS-C format DSLRs that introduces Tamron’s exclusive piezoelectric-drive (PZD). This ultrasonic AF motor makes the lens lighter, shorter, slimmer and quieter than its non-PZD predecessor that’s still in the line. It also features Tamron’s tri-axial VC (vibration compensation) image stabilization system.

Another upmarket long tele zoom is the Tamron SP 70–300mm f/4–5.6 Di VC USD ($449), a high-performance lens for full-frame and APS-C format cameras featuring LD (low dispersion) and XLD (extra-low dispersion) glass for enhanced contrast and color correction. 

Finally, the Tamron SP 17–50mm f/2.8 Di-II VC ($649) provides APS-C format DSLR shooters with a high-quality wide-aperture mid-range zoom covering the popular 26–78mm equivalent range. tamron.com

Sigma 

Sigma’s extensive range of DSLR lenses includes this engaging trio available in Nikon, Canon, Sony, Pentax and Sigma mounts and aimed at serious shooters. The ultra-wide Sigma 8–16mm f/4.5–5.6 DC HSM zoom for APS-C format DSLRs ($1,100) covers an equivalent focal length range of 12–24mm, is well corrected for distortion, focuses down to 9.4 inches and uses Sigma’s new FLD glass element, said to equal fluorite glass. 

The impressive Sigma 120–300mm f/2.8 EX DG OS APO HSM ($4,700) is clearly aimed at pros and prosumers who need a long, fast zoom with fixed maximum aperture, OS (optical image stabilization) and rugged splashproof construction. 

Finally, the fast, compact Sigma 150mm f/2.8 EX DG OS HSM APO Macro lens for full-frame or APS-C format models ($1,600) delivers a very useful combination of speed, performance, ultra-close focusing down to 1:1 macro and splash-proof construction. sigmaphoto.com

Samsung

Samsung’s hot new optical array, aimed at owners of compact APS-C format NX10, NX11 and NX100 cameras, will include a fast pancake 16mm f/2.4 ultra-wide NX iFunction lens ($399) that measures less than an inch in length, provides apertures to f/22 for amazing depth of field and i-Function—Samsung’s convenient one-touch access system providing manual camera settings via the lens. It’s due out in July. A new 85mm f/1.4 CSC premium portrait lens (MSRP to be announced this fall) features AF, full-time manual focus and apertures to f/22 for full depth-of-field control. The NX lens line also includes an 18–200mm f/3.5–6.3 long-range zoom and a 60mm f/2.8 Macro. samsung.com

Canon

Canon introduced the EF 70–200mm f/2.8L IS II USM ($2,499) as an upgraded version of its acclaimed predecessor of the same focal length and aperture. Improvements include second-gen IS said to provide up to four stops of image stabilization, closer focusing (down to 3.9 feet), enhanced resistance to dust and moisture, and improved color correction and sharpness. It has proven to be an outstanding success in the marketplace as a mainstay of pros and serious enthusiasts. 

At the other end of the focal-length range, Canon offers an EF 8–15mm f/4L Fisheye USM zoom ($1,399) that yields both circular and full-frame fisheye coverage and also works with APS-H and APS-C format cameras for a full-frame fisheye view. C and H markings on the zoom ring help prevent any vignetting. Performance is outstanding. 

For the ultimate in fast, long telephotos, the Canon EF 400mm f/2.8L IS USM ($7,999) is hard to match for speed, reach and quality, and it covers all formats. usa.canon.com

Nikon

Nikon has no shortage of excellent DSLR lenses in its extensive line, but three that stand out are the long-range AF-S Nikkor 28–300mm f/3.5–5.6G ED VR zoom ($1,049.95) that covers both FX (full frame) and DX formats, focuses to 18 inches at any focal length, features the latest VR II image stabilization and has a rounded nine-blade diaphragm for smooth out-of-focus image quality. 

Another outstanding FX-format pick is the AF-S Nikkor 24mm f/1.4G ED wide angle ($2,199.95) that incorporates two ED (extra-low dispersion) and two aspheric elements to deliver distortion-free imaging, and a “silent wave motor” (SWM) for discreet shooting. 

There’s also a neat long-range 5x telephoto aimed at consumer (DX format) DSLR shooters. The cool AF-S DX Nikkor 55–300mm f/4.5–5.6G ED VR lens ($399.95) delivers an equivalent focal length range of 83–450mm and features VR II image stabilization, a SWM and focusing to 4.6 feet at all focal lengths. nikonusa.com

Pentax

Pentax lenses have an excellent reputation for quality, and here are two innovative examples. The new smc Pentax DA 18–135mm f/3.5–5.6ED AL (IF) DC WR ($529.95) provides coverage equivalent to 28–207mm on Pentax DSLRs, focuses down to an impressive 1.3 feet, features weather-resistant construction, and incorporates ED glass and a hybrid aspheric element to deliver impressive performance. 

In the prime lens category, Pentax offers the unique ultra-compact smc DA 70mm f/2.4 Limited Silver ($549.95), a fast lens for portrait and landscape equivalent to a 105mm that features a special SP water- and grease-resistant coating and quick-shift focusing for seamless switching between AF and manual. It weighs only 4.6 ounces and comes in a special silver finish to match the limited edition silver Pentax K-5. pentaximaging.com

Olympus

Olympus has just brought out two new high-performance M.Zuiko Digital Micro Four Thirds system lenses for their acclaimed line of Olympus Pen compact digital cameras. The 40–150mm f/4–5.6 M.Zuiko Digital ED zoom ($299.99) provides an equivalent 80–300mm focal range that complements the standard M.Zuiko 14–42mm f/3.5–5.6 lens that comes with the Pen kit, and it weighs in at just 6.7 ounces. 

The M.Zuiko 75–300mm f/4.8–6.7 ($899.99), claimed to be the world’s smallest, lightest super-telephoto lens providing a 150–600mm equivalent focal range, weighs in at 15.2 ounces. It’s aimed at video shooters, for nearly silent HD recordings, as well as still picture takers. olympusamerica.com

And now for something completely different . . .

Lensbaby

Lensbaby, the Oregon-based company renowned for its wild, weird and wonderful selective-focus lenses and accessories for creative effects, added the Sweet 35 Optic ($180) into its Optic Swap system. It’s a 35mm selective-focus optic with an internal 12-blade adjustable aperture (a first for the company) that creates a “sweet spot” of sharp focus that photographers can move around at will using the tilting mechanism built into their existing Lensbaby Composer, Muse, Control Freak or Scout lenses. It allows focusing down to 7.5 inches from the front of the lens.

If you think that’s over the top, hold the presses. As this article was being put to bed, Lensbaby announced the Composer Pro, a refined and enhanced version of the Lensbaby Composer. Its metal swivel ball design is claimed to deliver ultra-smooth focusing and tilting action, employing an updated focusing mechanism with an accurate fluid-damped focus ring said to be comparable to that found in high-end manual-focus lenses. Like the Sweet 35 Optic, it’s fully compatible with the Lensbaby Optic Swap system. It ships with either the Double Glass optic installed for $300 or the Sweet 35 for $400. lensbaby.com