The Fujifilm X10 has a larger (2/3-inch) sensor and body than the usual point-and-shoot and adds plenty of control dials for instant-access tweaking. Its target market is closer to the hobbyist than the pro, as evidenced by its introduction of a 4x zoom lens (the X100 has a fixed focal length of 35mm), bearing the Fujinon branding and an innovative zoom ring.