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RED founder Jannard admits 'consumer' cam was mistake

updated 04:15 pm EDT, Tue October 5, 2010

Scarlet future becomes unclear

RED founder Jim Jannard has admitted that his company should not have attempted to engage the consumer market with its upcoming Scarlet camera. The comments come just days after RED announced that it would raise the price of the Scarlet video camera by $1,000, which was said to be necessary to integrate a high dynamic range feature.

"The concept of RED was to build a camera with as much capability as possible... for the professional market," Jannard said. "Then we thought we could extend it down a bit to the prosumer level. Apparently, that was a mistake."

Jannard went on to bash prosumer cameras, which were described as "almost right." He suggests RED will now maintain a focus on the professional market, building products for those who want to "man up."

"If you want a serious tool to use for professional projects... think RED. No more 'soccer mom' thinking," Jannard added. "Pros only. Life is short and the clock is ticking. We have decided who we are."

RED has been blunt with customers regarding development delays and changing specs for its upcoming cameras. The entry-level Scarlet pricing now sits around $3,750, while the high-end S35 edition brings the price up to $8,000. As expected, the launch time-frame remains unclear. [via EOS HD]

by MacNN Staff



  1. bjojade

    Joined: Dec 1969


    Good for them!

    Too many companies get diluted by offering too wide a variety of products. When you start competing with price conscious buyers instead of quality conscious buyers, your products tend to spin downward in quality, as the price is never low enough.


    Joined: Dec 1969


    What difference does it make?

    So he admitted the "Consumer" camera was a mistake - you mean, the "Myth" of the forthcoming camera...the one only talked about... the one that sits upon the golden carrot throne tempting the digital masses...

    "oh...hear ye, hear ye - the camera is coming!"

    don't forget it's been over (2) years and it's STILL just a MYTH!

  1. rvhernandez

    Joined: Dec 1969


    Real Artists Ship

    I like what he's doing, but "Man Up" yourself and ship the stuff or don't pre-announce stuff. Take a note from Apple...

  1. Feathers

    Joined: Dec 1969


    End of Democracy!

    So Jim's early comments about a camera for everyone and the democratization of pro-quality equipment was actually for "soccer moms". Hypocrite. Surprised to actually hear him admit to a mistake. What firmware are they up to on the Red One? Twenty something? I think that's a lot of mistakes, Jimbo!

  1. richardh99

    Joined: Dec 1969


    comment title

    So, absolutely nothing to do with the HD shooting capabilities of the new generation of DLSRs and EVIL cameras, then?

  1. serkol

    Joined: Dec 1969


    Their problem is - they don't have Image Stabiliza

    The fixed-lens Scarlet could be a wonderful prosumer camera - but Red does not have Image Stabilization technology (in-lense or sensor shift). A pro can live with that - they can use tripods or similar gear. A fixed-lens prosumer camera with no image stabilization - nonsense. They had to admit this a year ago.

  1. rvhernandez

    Joined: Dec 1969


    Jannard - Read This

    Found the perfect article for you to read (via Daring Fireball)

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