Fujifilm X-30: Small But Powerful Enthusiast P&S. Can it keep up with the competition? Does it have to?

Fujifilm X-30 @ 50mm equiv. 1/250th sec, f/6.4 @ ISO 200 with EF-X20 flash @ 1/8 power

When I first heard about the new X-30, I was a bit hesitant. Did I want to review it? When I finally got my hands on it, I liked it immediately. It wasn't about image size or if it had an optical or electronic viewfinder. It was about how it felt in my hands. This camera makes you want to shoot with it, period. It feels like a compact X-100 series camera with a zoom. It's solid build quality and ergonomics makes me want to run out and start taking pictures immediately. 

There has been much talk about the smallish 2/3" sensor that is no longer considered large compared to the 1/1.7" sensor that was the previous standard in most enthusiast point-and-shoot cameras. Canon and Sony have 1" sensors, and now Panasonic has leap-frogged everyone by going M43 with the latest LX100. Can the X-30 keep up in this very competitive enthusiast market? Does it have to? Let's take a look and see what this camera can do...

Fujifilm X-30 YouTube Video Review: Is the 2/3" Sensor Too Small?

Fujifilm X-30 @ 50mm equiv. 1/500th sec f/5.6 @ ISO 200. Provia film simulation JPEG

I thought I would quickly release my YouTube video review of the Fujifilm X-30 before my full written review. Not everyone wants to read through an entire article. I understand. As mentioned on my previous preview video, I really like the X-30. It handled really well and the control features are very 'Fuji intuitive'. It's everything the X-100S should have been in terms of ergonomics and functionality. In fact, I would argue the shooting experience on the new X-30 is better than the X-100S (except for the optical viewfinder option on the X-100) in a more compact, lightweight package. The only minus is the sensor size. Is it too small? Look forward to my full review for my full answer. Until then, enjoy my full review video. 

Camera Preview: Fujifilm X-30. Is it worth it?

Fujifilm X-30 @ 35mm equiv. 1/140th sec f/4 @ ISO 400. Classic Chrome JPEG

I have always had a love-hate relationship with the Fujifilm X-10 and X-20. I loved the concept, build quality and principle behind the design and features of the compact camera series. Manual on/off and zoom ring, optical viewfinder, larger than normal 2/3" sensor (the competition all had 1/1.7" sensors), retro styling. It all made sense. However, when I looked at the image quality, it was only slightly better than my Ricoh GR-D IV at low ISO. The X-20 added the X-Trans technology, but I still wasn't blown away. I classified the X-10/20 as an EDC (every day carry) camera, and I wasn't convinced of its place in the market place (although the camera did reasonably well and beloved by many fans). I believe that Fujifilm was targeting the Canon G series cameras, but it's a shrinking market, even for Canon. The Sony RX-100 was the game changer, and Canon had more success with their smaller S100 series cameras, which had the same sensor as the G series, but in a much smaller form factor. The industry is moving towards a 'bigger sensor in a smaller body is better' philosophy, which isn't horribly wrong. But it also needs to shoot well and have the right functions and ergonomics to make it a success. The Panasonic LX and Canon S series proves this philosophy correct, as they both have smallish 1/1.7" sensors.

However, when I heard there was a new X-30 coming out, I was convinced Fuji was going to upgrade the sensor to at least a 1" (although this means they would have to design an all new X-Trans sensor, and not just buy it from Sony). It makes business sense to keep the 2/3" sensor, I understand. Why gamble producing an all new sensor if they weren't positive that it was a growth market for them? My guess was that they were either going to shoe-horn an APS-C X-trans sensor into a compact body (similar to the Ricoh GR), or shrink the size of the camera. Fuji did neither. Instead, they added tons of new features, updated the software, and improved the ergonomics and functions while making the camera slightly bigger. Is this enough to keep up with the current and upcoming competition? Let's see...