
In the compact camera market, Fuji had previously built a great reputation for fantastic colour rendering, and made some really excellent cameras ...F10, F11, F30 ... to the extent that it would previously have been awkward for its users to change to another brand. The feeling was that they'd have to 'put up' with the way the image would look, from a colour viewpoint ... clearly an area that Ricoh have worked very hard at, and a good sign for future models.