IQ260 / 280 Wireless Video

March 21, 2013 ·

Michael Reichmann

© 2013 The Luminous Landscape Inc. All Rights Reserved

The new IQ200 series backs from Phase One all have wireless tethering built-in. Phase One has managed to squeeze a Wi-Fi transmitter / receiver into their basic back design and this now allows for wireless hookup via theirCapture Pilotsoftware for the iPad and iPhone.

In early March, 2013 Kevin Raber visited and brought a pre-production IQ260 for us to test. The above video shows how it performs in the field. Even at this stage, still a few months before commercial introduction, the speed and convenience of working with the IQ260 was most impressive.

March, 2013


During mid-March, 2013 I was visited by three executive from Phase One. This allowed me to produce four brief videos about the new backs, along with an interview with the company’s CEO. But I also received more than a few emails by people wondering why I was giving so much coverage to one company. Did I have a special relationship with them?

The answer is that Phase One knows how to play the public relations game. Visit an influential reviewer, bring a new product for evaluation, and make senior executives available for interview. Works like a charm.

Other companies are similarly savvy, including Leica, who will allow journalist tours of their factory along with interviews with executive and engineering staff. Some other companies hold media events, and while these opportunities are for larger groups of journalists, they are thus less personal and therefore less effective, but they at least do them.

More than a few other companies figure that running print ads and issuing new product press releases is enough. That’s fine. I’d love it though if more companies were like Phase One and Leica, and became more forthcoming with their executives and new products. I know I’d enjoy it, and I think that likely you would to.

So – special relationships? Yup, with companies that get their management out from behind their desks to tell their stories to journalists and the users of their products. Come on guys. Step up to the plate.


Michael Reichmann

Michael Reichmann is the founder of the Luminous Landscape. Michael passed away in May 2016. Since its inception in 1999 LuLa has become the world's largest site devoted to the art, craft, and technology of photography. Each month more than one million people from every country on the globe visit LuLa.

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