Panasonic and Leica announced Tuesday a “new comprehensive business alliance” that will unify the strengths of long-time collaborators Leica and Lumix, combining each other’s technologies and expertise on new projects and products.
Both companies said they have agreed to increasingly share their core competencies and to develop new technologies and solutions through a new business affiliation called “L² Technology ” (L squared Technology), which symbolically uses the two “Ls” of “ Leica ” and “Lumix ” to denote their marketing collaboration going forward.
“L2 Technology will unify the strengths of two brands, Leica and Lumix, be a symbol of the collaboration by combining the technologies and know-how of the two companies in the fields of new camera and lens products and next generation software, and create technologies and solutions that deliver new value in the new era. Through this collaboration, both companies will be able to maximize the synergies by Leica’s optical and imaging technology and Panasonic’s video and digital technology that have been cultivated over many years in the camera and imaging market, and jointly explore new creativity and expressive power. They will continue to develop innovative L² Technology that will create a new imaging world,” the announcement said.
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Through this collaboration, both companies will be able to take advantage of the extensive expertise of Leica’s optical and imaging technology and Panasonic’s video and digital technology for new creative applications.
The companies said they will jointly invest in new technologies that can be incorporated into camera and lens products and will incorporate mutually developed technologies into each other’s Leica and Lumix products to further enhance product capabilities.
Going forward, each brand will utilize technology, which is designed to open new possibilities for creative camera users, in their marketing activities to develop a collaborative system over the long term.
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By Greg Tarr
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