Hasselblad And DJI Form Strategic Partnership

[Aeoutsider]

Hasselblad and DJI Form Strategic Partnership | DJI
Gothenburg and Shenzhen, 5 November 2015 – Hasselblad Group, the leader in high-quality professional cameras, and DJI, the world’s most-innovative aerial technology company, today announced a corporate partnership through DJI’s acquisition of a strategic minority stake in Hasselblad. DJI joins Hasselblad’s Board of Directors.

 

[The Editor]

EXCELLENT!!... So DJI partner with a company that knows everything about medium format (a format that really doesn't lend itself to lightweight smaller form factor devices) and absolutely nothing about video cameras!

You just couldn't make these things up if you tried....

 

[lake_flyer]

Either
1. Somebody in the DJI BoD must be a Hasselblad fan, or:
2. Hasselblad simply is the one and only camera manufacturer in the world that didn't already have a 'flying camera' strategy in place for the near future, or:
3. Someone in the Swedish government pulled a leg or two, as our PM did to get DJI to open Europe HQ in the Netherlands.

I think all 3

 

[JayBurd]

Maybe they will make a X9 camera together. X7 moniker would be reserved for a full frame sensor.

A5D Aerial - Hasselblad

Without lens the A5D weighs 3 lb
http://static.hasselblad.com/2015/06/A5D-mini-brochure_2015_v3.pdf

 

[The Editor]

Maybe they will make a X9 camera together. X7 moniker would be reserved for a full frame sensor.

A5D Aerial - Hasselblad

Without lens the A5D weighs 3 lb
http://static.hasselblad.com/2015/06/A5D-mini-brochure_2015_v3.pdf

Yup - like I said.....no mention of a video camera anywhere in sight. Because they are clueless about them.
While I'm at it, I notice they have that great interface Firewire 800...... That basically died in 2008. Good to see DJI have teamed up with a company that has their finger on the pulse of data transfer protocols!

 

[JayBurd]

Does seem like an odd partnership. The A5D is a photo camera from reading the spec (as The Editor pointed out). Lens collection for it looks OK but I'd have preferred that DJI work on a full frame sensor aerial camera that uses either Canon mount of Nikon mount or even a Sony mount before tackling a bigger format. Not sure what they are thinking but they surely aren't going to tell us what they are cooking with Hasselblad. A partnership or joint product development with Blackmagic would have been much more exciting -- thinking of aerial version of BM micro.

 

[The Editor]

I agree - also, at the weights involved with medium format plus the glass they are obviously not gearing this towards the Inspire but rather a heavy lifter.

I can't imagine for one minute that DJI hasn't already approached the big boys (Sony, Panasonic, Canon, Arri, maybe even For.A) but perhaps they have all had Frank wang thrown out of their HQ's by their security staff - Maybe Hasselblad is the only ones left who will talk to them

 

[AutoAir]

Hasselblad sublicenses other manufactures stuff similar to leica. I'll wait and see but this could just be a branding thing for a higher end price point product aimed at the pro photography market.

 

[Bryan Conover]

Wake me when Sennheiser is a part of the process (improved audio on the OSMO)

 

[DaBone]

Is it April 1st already?

My first thought was .. WHAT?

Then you begin to see all the big heavy medium format cameras, which will hang under drones in the future ..

Hasselblad is in the most eyes pretty dead, as camera brand.
So a restructuring and new areas to work in, are probably not wrong ..

They came way too far behind, when they didn´t took the step into the digital market directly.
Thought that they could live on their name..

 

[The Editor]

They came way too far behind, when they didn´t took the step into the digital market directly.
Thought that they could live on their name..

And Lord Lichfield and David Bailey's!

 

[DaBone]

And Lord Lichfield and David Bailey's!

What have two photographers who worked under the Hasselblad´s days of glory, with this?

It was when the digital age of cameras came, that Hasselblad continued on the analog path. They came significantly behind and lost large parts of their customer base. A customer base that they do not have regained.

 

[huppe]

Better start saving my money.Great news.Curious how this will work out.

 

[The Editor]

What have two photographers who worked under the Hasselblad´s days of glory, with this?

It was when the digital age of cameras came, that Hasselblad continued on the analog path. They came significantly behind and lost large parts of their customer base. A customer base that they do not have regained.

Sorry - too subtle for you.

 

[DaBone]

Sorry - too subtle for you.

You are always welcome to explain if you like..

 

[The Editor]

You are always welcome to explain if you like..

You mentioned that Hasselblad thought they could live on their name, Lichfield and Bailey were two of the most famous photographers of the era and both used Hasselblad cameras which the manufacturer used at every opportunity. So I mentioned they also lived on Lichfield's and Bailey's name.

 

[DaBone]

You mentioned that Hasselblad thought they could live on their name, Lichfield and Bailey were two of the most famous photographers of the era and both used Hasselblad cameras which the manufacturer used at every opportunity. So I mentioned they also lived on Lichfield's and Bailey's name.

Ok, now I understand.. Thank you!

It was before my time, but my father would problebly have known. He worked on Hasselblad in the 50´s..

 

[Hugh4G]

as a daily user of a digital Hasselblad, I for one am glad that dji haven't got into bed with phase one, and their bossy processing protocols and their policy of not talking to customers.... Pick up the phone and at least Hasselblad will talk to you.

Interesting future...the xpan by hass was a very good 35 mm camera with superb lenses made under licence by Fuji...

 

[Farnk666]

Look beyond the spin, this is the sale to DJI of a minority stake of shares.
There is nothing strategic here, no alignment of technologies and no common ground between the two.

Simply a cash transaction.

Hassy is mostly just a brand nowdays - they have been aggressively targeting the China market with clumsily re-branded Sony 4/3 consumer gear for the past couple of years.

Yes, I'm a Hassy shooter - still on silver though.