In conversation with Leica Technical Manager Stefan Daniel by Fotointern
There's a lot going on at Leica: After the Presentation of the M11 Leica is working at various exciting projects. On the occasion of the Leica Summit in Bern at the beginning of May, Fotointern had the opportunity to interview Head of Technology Stefan Daniel about the current models and developments at Leica. What's really new about the M11 and why doesn't it have image stabilization? Are the rumors that a mirrorless S and a Q3 are in development true? And will the analog M models remain in the range? Exciting questions, for which you can find the answers here.
Fotointern: Mr. Daniel, you are also Executive Vice President of Technology & Operations, responsible for product development at Leica. Can you tell us how big is the development department of Leica? How does one envision this, and how does it function?
Stefan Daniel: We now have about 170 Employees in Wetzlar and again about 15 in our second plant in Portugal. It's relatively new that there too we set up a development department which, however, primarily takes care of sports optics products, for instance binoculars, rangefinders, telescopic sights, spotting scopes, etc. The development department in the Headquarters was greatly expanded because in recent years electronics development and software has been added, with image processing which is becoming increasingly important. Then we've had our own design center in Munich for about seven years, where today a team of seven employees do everything as far as the photographic sector is concerned, from camera design to accessories to graphic icons. As Executive Vice President Technology & Operations, I am responsible for the development of the products, from the idea to production and quality management to customer service. Product management used to be part of the marketing department settled and development and production part of the technical area. We have combined those so that everything comes from a single source with efficient decision-making processes.
How long does it take to develop a new product?
The development process is twofold. On the one hand, we have advance developments that affect technology, such as the processor or the sensor, which could be used in different cameras. Then comes the real thing product development with the model-related specifications, the design specifications up to the manufacturing parameters. For a new product, the whole thing takes about two and a half to three years.
How do you come up with new ideas for your products?
That is very different. First, of course, we monitor the market trends and the new technologies. Then there are often reactions from our customers with specific requests for a new product or a further development. In addition, of course, the ideas of our developers are included, and this is how a product concept is created, which is then presented with mockups to selected groups of participants in different countries.
The youngest child is the M11. What was the biggest sticking point?
In the beginning there was the challenge of making something even better. As the M10 came out, we considered it the perfect M, which now was supposed to be further optimized. But how do you perfect something you think is perfect? At this point we're always very grateful for input from customers, from photographers that are using the product and tell us what they would like to see in the next M. We have carefully compiled these wishes with the result that there are over 50 improvements that flowed into the M11 compared to the M10.
One wish is the image stabilizer. Why doesn't the M11 have this?
Why doesn't the M11 have a video function? This was already omitted with the M10.
This is also based on customer feedback from M-Photographers who indicated that they would not need the video function. In addition, at the time of the development of the M10, the video function in the SL was pushed strongly, something that was greatly appreciated by that customer segment. So far, I haven't had any inquiries about a Video function for the M11.
The M11 offers three different resolutions, 60, 36 and 18 megapixels - with clientele very concerned about quality, both in terms of the camera and the picture quality. Who wants a reduced resolution?
Well, on the one hand, this has the advantage that smaller amounts of data are generated, which, depending on the task and memory reserve can be of an advantage. The lower resolution is also useful, if older lenses are used on the M11, which can’t utilize the full resolution of the M11 sensor. In addition, especially in the 18MP setting better light sensitivity and dynamics are available
You offer the additional electronic viewfinder Visoflex for the M11. Would it be conceivable that in the next M the very complex optical viewfinder would be substituted with an electronic solution?
M stands for rangefinder – and as long as I have something to say about Leica, it will have a range finder. Of course, it would be conceivable, but we would give away the most characteristic part of the Leica M, especially something that the majority of M users appreciate.
Would be a combination of an optical and an electronic viewfinder, similar to Fujifilm be possible with the M?
We examined this very intensively but came to the conclusion that one such solution firstly requires more space and secondly hardly has any practical advantages. That's why we decided on the attachable Visoflex accessory, that can also be tilted upwards by 90 degrees for extreme perspectives.
A question about the top model S: A mirrorless S is haunting the rumor mill. What can you say about that?
A mirrorless S is actually a consequent evolution, and it's not that amazing that speculation is doing the rounds. Here's the fact: A mirrorless S is a work in progress, but it's difficult to predict anything further in the future. Today there are so many impasses with the procurement of materials, assemblies and electronic parts that we currently have no specific statement on the time of the next market launch of the S.
Which materials are particularly scarce and how is Leica affected?
Basically, the procurement of all materials is uncertain. It starts with optical glass, a very energy intensive material. Then metals are very expensive or scarce, like magnesium and aluminum, for example, for the camera body casting, and then electronic components, of course, which the market is currently vying for. However, we were able to avoid major delivery bottlenecks thanks to enormous efforts and support of a good team that is well connected in the procurement world.
How about the Leica Q then? There are also rumors about a version with one longer focal length.
The situation is similar with the Q2. We are constantly working on all of our product lines. However, the Q2 is still great popularity with its 28mm focal length and the demands for a longer focal length Q no more than individual voices.
How important are the various Leica camera lines in the market in percentage terms?
From an economic point of view, we have four pillars, that is the M, then the Q and finally the S and SL. The largest part of our business is the M – it is the heart of Leica, with a long tradition since 1954. The Q has done a lot to bring Leica to a younger segment of buyers, with a very compact and trendy camera. There are also often users who maybe take pictures with a different camera, but still have a Q2 as an everyday or second camera. The S and SL system covers the highest demands, also in terms of functions, such as video, which in the photo area becomes more and more important. We do not communicate the relative percentages.
Then Leica still has the M-A and the M-P in its range, as rangefinder models for film. How is this market developing?
That's a pleasant surprise, because we can't handle the high demand at the moment. We've ramped up production as best we can, but with this highly complex product with more than 1200 optical and precision mechanical parts that is difficult because many production steps have to be carried out purely manually. The employees who can carry out such work are usually specialists in their field, and it is not easy to add staff to this area in the short term.
How has the Leica instant camera done in the market?
The Leica Sofort was an experiment for us when we introduced it in 2016. We wanted to know whether such an extreme product, which is also available from other brands, works at Leica. And - yes, it worked. Sofort has been far better received in the market than we have thought. In addition, it is also a ‘take-away item’ in the Leica stores – if someone who buys a new M, for example, often buys one in addition, maybe for fun or to give away.
And the monochrome cameras Q and M? How did that happen?
It was also an experiment when we released the M in 2012 as a monochrome version. Internally, opinions on this were also very controversial, but the market changed very quickly and responded positively. With the Q Monochrom and the M10 Monochrom we are now in the third generation, and we will certainly continue to follow this line.
Then there are always special series from Leica that are inspired by some artist and are only offered in small quantities. Is this a profitable business?
Absolutely! Not only economical because these cameras can be sold at a higher price to enthusiasts, but also because it gives us access to sales channels that we otherwise could hardly achieve. For example, the Leica D-Lux 7 Vans x Ray and the Barbee Edition have clearly shown this - that made Leica known in a segment for which we are otherwise would have had to make an enormous communicative effort. Also, the amounts for such actions are deliberately limited so that there is hardly any economic risk.
In addition, you still work with cooperation partners such as Panasonic,Sharp, Huawei and others. Can you comment on that?
We have been working with Panasonic for more than 20 years now and we even intend to intensify this a bit, towards a technology exchange, not last but not least, because this results in sensible synergies and our product portfolios do not really overlap. One of these synergies, for example, is the Leica L-Mount with Panasonic and Sigma, which has established itself very well in the market. The cooperation with Sharp is limited to the Leitz Phone 1, sold only in Japan. The cooperation with Huawei has been very successful.
The Leica product range is huge, from instant and compact cameras to the M, S, SL, Q, until recently still APS cameras, up to sports optics, watches, smartphones etc. Isn't that a waste for a company of this size?
The past has shown us that you shouldn't put everything on one card, and that growth in the photo and sports optics sector is not easily possible. Our range is indeed very diverse, but we also have our own management for each area as well as and various sales structures. Leica wants to go further in many areas to grow.
Finally, a somewhat philosophical question: Where does photography stand in five or ten years?
A difficult question! For me, photography is back where it was before digitization stood. If you look at the sales figures at the analogue time, then it is this is quite comparable to today's situation. This one is also relatively stable in which mirrorless full-frame segment is growing rapidly, that is, the development at that time with the digital compact cameras went up at breakneck speed and then again as well fast down. It follows that photography is aimed at the photo enthusiasts and professionals turns, while the casual photographer who used to buy a compact camera were content with the photo and video functions in smartphones today. And On the question of the future: I believe that high-quality cameras and lenses will continue to exist in the future will play a significant role, especially for people who have them want to use tools creatively.
Mr. Daniel, thank you very much for this interview.
The interview was conducted by Urs Tillmanns and Markus Zitt Interview portraits by Markus Zitt Assembly and product images: Leica press photos.
Short biography:
Stefan Daniel has been Executive Vice President Technology and Operations at Leica Camera AG since October 2021. In this function, he bundles the activities related to the product segments photography and sports optics and is responsible for the areas of product management photo and sports optics, research and development, quality management, purchasing and supply chain, the production sites in Germany and Portugal as well as customer care. Stefan Daniel started his professional Career with an apprenticeship as a precision mechanic at Ernst Leitz Wetzlar GmbH. After various national and international tasks in Leica Customer Care, he came to product management, where he played a key role in the development of a very successful product portfolio over many years in a managerial position.
For the original article go here
Translated from German by Heinz Richter
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