Leica and LUMIX About Perspectives on L² Technology at CP+2023
Stories from top management of Leica and LUMIX about perspectives on L² Technology. These are the two speakers: Jesko von Oeynhausen, Global Director Product Division Photo, Leica Camera AG, and Yosuke Yamane, Executive Vice President, Panasonic Entertainment & Communication Co., Ltd. Director, Imaging Business Unit.
Mr. Yamane:
As you may know, on May 31 last year, Leica and Panasonic announced the signing of a strategic, comprehensive collaboration agreement and developed “L² Technology” as a new trademark of the collaboration. We started working with Leica when LUMIX was first created, but this collaboration is on a different level. This is not a limited collaboration, such as a licensing agreement or technology partnership to put the Leica logo on Panasonic products. We have comprehensively deepened our collaboration under mutual agreement between the two companies as business partners.
Mr. von Oeynhausen:
For more than 20 years, Panasonic and Leica have worked together in strong partnership and mutual trust. From now on, the two companies will jointly invest and develop technologies that create new expressiveness by taking advantage of the individuality and strengths of both companies, and the technologies developed there will be used in marketing activities under the name of L² Technology. In other words, we will strategically deepen our collaboration through the three pillars of joint investment, joint development and joint marketing.
Mr. Yamane:
Please note that it is not “L Two,” but “L²”. The L symbolizes the initials L for Leica and LUMIX. Rather than simply adding 1 + 1, the expression “squared” symbolizes the infinite scope of collaborative outcomes.
Phase Detection AF and L² Technology
Mr. Yamane:
This year, LUMIX introduced the S5 II/S5 IIX, the first series of products incorporating L² Technology. These products are equipped with a new engine, which was developed in collaboration with Leica. So, what has changed? I think that is what everyone is most interested in. The main thing is the platform. It was developed together with Leica with the future in mind. One example is LUMIX’s new “Phase Detection Autofocus (PDAF),” which is implemented with a new engine developed in collaboration using L² Technology. In other areas, I believe that Leica’s essence is being added as part of the DNA of picture-making, although it may be difficult to see it in the form of joint development.
Will L² Technology be incorporated into Leica’s products?
Mr. Yamane:
By the way, Jesko-san, Leica is also developing a new product with L² Technology, right?
Mr. von Oeynhausen:
Yes, maybe (laughs). Today I cannot say concretely when or which kind of model we are considering, but we believe that the benefit of our collaboration is that the positive DNA of both companies will be embedded in each other’s products. For example, some of Panasonic’s cutting-edge digital technologies, as well as its manufacturing experience, have been passed on to our company’s products as L² Technology, which will be used to offer new functions for future Leica products. I feel its value there.
Mr. von Oeynhausen:
By the way, what does Panasonic expect from Leica to develop new L² Technology in future?
Mr. Yamane:
Leica has a reputation and extensive history of superior image quality, so we would like to learn your impressive picture-making philosophy. Could you explain more about what you are thinking for L² Technology in the future? What are some things that Leica expects from Panasonic?
Mr. von Oeynhausen:
Firstly as technologies, we are trying to work on miniaturization and improving image results directly out of cameras by using AI technologies. We would like to develop technologies that take such trends into account. And also over a longer period of time, we would like to think and build together the technologies necessary for the future of the imaging industry. I think this is what makes it meaningful for two companies to do it together. We are very happy to work jointly with Panasonic on technology that is relevant to the customers of both brands.
Mr. Yamane:
I hope we can work together in friendly competition to develop it! Leica and Panasonic engineers are already working together very closely to address these challenges on a daily basis. We have online technical discussions almost every week, and although they have become less frequent due to COVID-19, many engineers from Germany have also visited Japan, and we continue to have really passionate discussions. We hope that in the near future, we will be able to provide that quality to each other’s products in a good way.
Mr. von Oeynhausen:
We thus create the core technologies together, but the products of each brand have their own specifications and the way we use the technologies will still be different regarding the positioning of each company’s DNA. We hope LUMIX fans will also be interested in Leica’s products!
Mr. Yamane:
I hope now you understand what L² Technology is and what our vision is for the future. Today let us show you our new key visual of this joint collaboration. Based on the symbolic company colors (Leica red and Panasonic blue), it shows infinite possibilities of our collaboration by the ripples on the back. As indicated by the tagline “Future-enabled” = “Enabling the Future,” both companies will continue to work together to think about and realize the technologies needed for the imaging industry in the future. Please stay tuned. This key visual will be also shared on our social media, so we hope that many people will post their opinions, including their expectations for L² Technology.
