I received this email in reference to the Two full frame Sony DSLRs this summer post, it's an interesting read:
"The table with the future release of 10 Sony DSLR's is correct. The 200-350 were just interim models. People thought that A200 was A100 replacement. It was not. The 500 series will be. 230-380 are just interim models too, until Sony works out perfect video function on the DSLR. Sony does not care what Canon is doing. They need to implement the proper video function because of Red. Sony basically owned the digital cinema market segment. 99% of the studio digital production was all Sony. Then came Red that is pushing inexpensive products to the independents. The real advantage Red has are 35 mm sensors, which give more artistic DOF. Red was going to bring out Scarlet. Sony basically killed that project with XDCAM EX1 and EX3 cameras. Red had to go back to the drawing boards. XDCAM is basically the world/wide broadcast standard. Sony more or less owns the broadcast segment too. Red cameras so far were not performing that well, but as new generation is planned, Sony needs to kill it with cheaper, better performing DSLRs with HD video function. Canon is not threat to Sony. Red is. Sony pro video division is extremely successful and reliable. No one was able to make any serious inroads against Sony in that area. Panasonic once did try with their M2 format, but Sony immediately counteracted with better Betacam (not the same as Beta). Panasonic M2 format became quickly history. Network executives who bought to the Panasonic format were fired. The saying in the industry since than is: "You can't get fired for buying Sony." One of the reasons is naturally Sony's reliability. What is interesting is that Red has 35 mm sensor with claimed 8 MP resolution, but Sony EX1 (and 3) only claim 2 MP resolution and have the same measured resolution and better low light performance as the Red, despite using 1/2" CMOS sensors. Sony's strength is in its world's foremost sensor expertise and from its expertise in miniaturization, which is also known to be world's best.
One of the reasons Sony calls the 3 new cameras entry level is because they were designed that way, with a small viewfinder. The previous 3 models were bigger with slightly more features, because they needed to bridge the gap of missing 500 series. Sony said that they wanted 5 cameras. They had it. Now that 500, 800, and 1000 series will come out, the lineup will be complete - 10 cameras. Check the fact that most of Sony's effort goes to FF lenses. That is because Sony plans on having 3 FF bodies with high quality Zeiss and G lenses. You can publish this too.
Sony needs DSLR products, because of the coming merge of the video and still functions into a new way of photography that will be so revolutionary as switch from film to digital, or going from B/W to color. Another reason they need it, is because they need the pro image to sell their P&S cameras.
Sony does aim for the No.1 spot in the DSLR market. This fuels the drive within the DSLR design team. The DSLR's that Sony brought out so far are just little imperfect preludes to what will come, in conjunction with Carl Zeiss lenses.
Sony wants the Pro market and believes that it will make major inroads with the new super video/still DSLR cameras - starting with A1000.
A800-1000 models will be FF."