Zeiss has launched a new online platform carrying product information, background reports and a place where visitors can learn about photography and exchange ideas.

The new Lenspire site (www.zeiss.com/lenspire) gives visitors six areas of content, titled Photographic Genres, Spotlight, Ambassadors, Gear, Know-How and Live. The site is published in English but some articles and contributions will also be published online in a German magazine every month. Users can download the first magazine at the end of the year. The first products to be covered initially are the new Milvius family of manual focus lenses for cameras with F (ZF.2) and EF (ZE) mounts. Photographic genres covered include macro, wedding and food & lifestyle photography. Eleven ‘ambassadore’ are profiles on the Ambassadors page, while the Gear page provides a portal for finding Zeiss lenses for different camera brands. There are ten articles on the Know How page, covering subjects as diverse as underwater photography and high-speed cameras, while the Live page contains broadcasts from various corporate activities, including the Photokina 2012 trade show and team challenges.