It doesn’t make Ricoh stop innovating. Following the succession of Theta S, this time they are launching the new camera, Ricoh Theta SC. Developed as the standard-class model of the popular Ricoh Theta series, this 360-degree camera provides outstanding usability, even for first-time 360-degree camera users.

Compared to its predecessor, the Theta SC has simpler configurations and specifications. Ricoh decided to remove the micro-HDMI port from the SC models. It only allows users to record video footage that is up to 5 minutes long, unlike the S model that allows 25 minutes of video recording. Ricoh also removed the live-streaming capability from the new device.

The Theta SC comes in blue, beige, white and pink. It includes updates for iOS and Android application builds that are said to be more intuitive for synchronizing the navigation features.

(Read also: Shooting 360 videos: Ditch all you learned with cameras)

A member of Ricoh's sales and marketing division, Genichiro Takaoka (standing), introduces the company's new 360-degree camera, the Theta SC. (JP/Bayu Widhiatmoko)

Genichiro Takaoka, a member of Ricoh's sales and marketing division, told The Jakarta Post that the Theta SC was designed to appeal to non-tech experts and trend followers. “It is only imperative for us to design a highly relevant technology that is retailed at an affordable price. We strategized this initiative to expand the market demographic for 360-degree-camera users.”  

The Theta SC's retail price was lowered because of its simpler features and configuration. Henry Untung, the sales manager of PT Aneka Warna Indah, Ricoh’s Indonesian distributor, stated that the Theta SC was released in mid-November and had a starting price of Rp 4.8 million (US$358). 

“Social media platforms such as Facebook and YouTube allow users to upload 360-degree angled photos and videos. Our main targets are the younger generations flocking to this trend,” Henry said. (fmn/kes)