Possible Clues:

• Company with the slogan 'At the heart of the image'
• Camera company
• Photography brand
• Brand name-checked in Paul Simon's 'Kodachrome'
• Camera company founded as Japan Optical Industries Co., Ltd
• One taking snap of beatnik only
• Pentax rival
• Brand mentioned in 'Kodachrome'
• GoPro competitor
• Big name in binoculars