Zoom To Go: Ricoh Theta (RICO $7.73)

Ricoh’s low-cost Theta 360-degree imaging system seems to be capturing the virtual communications court and spark.

Sometimes all that’s needed is a new world view. Case in point, Ricoh’s wonderfully clever Theta 360-degree imaging system. Like most zippy ideas, there’s not too much to grasp with the Theta: It’s a smart-remote sized imaging system that can gather a full 360-degree image of any exterior and most interiors, using just natural light. The unit then processes, compresses, and distributes these once massive data objects to any Web-enabled device, virtual reality goggles, websites, and social media. 

Entry level Thetas start at $300. Full-featured units, like the Theta Z1, can support full 4K video, high-end HDR and RAW shooting capabilities, and even 4-channel audio.

The Theta has competitors, like the Insta360 OneX, the Garmin Virb 360 or various GoPro units.(GRPO $4.97) But these cameras aim at the hyped-up adventure market. Kids challenging themselves for bragging rights. The Theta on the other hand tells a much more measured marketing tail aimed squarely at modest travelers and sober business users looking to document the world in new ways. 

According to the high-end display professionals we spoke with, anybody in need of sharing the details of a location with a one-click walk-through -- say a real estate agent , a construction manager or first responder at the scene of an emergency -- the Theta is the tool of choice.

Not surprisingly the Z1 is sold out at the Ricoh Web Site. 

A Ziggurat of Boring

Certainly, the Theta is a narrative reach for investors. Ricoh is one of the world’s most boring tech conglomerates. It’s 92,000 employees seem to produce nothing but a Mayan pile of dull printers, office equipment, and medical devices. Reporting on this company is the answer to insomnia. And certainly imaging systems, like the Theta, face competition from smartphone makers. Complete 360-degree shot capability has been creeping in the iPhone for years. 

But in a world that’s racing to connect in new ways, the Theta is the sleeper productivity tool of the moment. And at this moment, the stock is sitting there at around $7.

Honestly, one could dream up all sorts of questions to ask about Ricoh: Its flat profits, Its uninspired product lines. It challenges that all large Japanese companies seem to face. 

But don’t bother. This is simply a hot product, telling a fun story, that sooner or later investors will tune-in to. The disco-throb that today’s equities seem to require, is about to fire up around Ricoh. 

Just order some sake, and sit back and enjoy the swirling investing light show.