Sony interview: “First full-frame, then APS-C”

• 6 years ago
• Categories: Sony
• Tags: interview, Sony interviews

Dpreview published their CP+ interview with Sony, here is the recap from SonyAddict:

• Sony is happy for competitors in digital Full Frame because it will grow the market
• Cameras like the Canon EOS RP will only be an issue for Sony when they get entry level glass to pair with the cheap body.
• Sony thinks their one mount strategy is more appealing because you can step up it like a ladder
• They respect all of their competitors because they are all strong
• Computational photography is the next big step for growth
• Sony’s most important competitors might not make cameras at all
• Technology is the most important thing to Sony
• Last year Sony predicted that speed and AI would be the new technology drivers and now all of their competitors are focused on those areas
• Last year they were focused on professionals and this year they released the a6400 that had broader appeal
• Sony is investing in computational photography and lenses now
• The start of Sony looking at AI was ten years ago with neural networks, but five years ago they started developing deep learning
• Sony is focused on technology and not necessarily just selling more cameras or making profits
•  Sometimes Sony creates high-value products and others they just want to grow their presence
• Full Frame is best for Sony’s technology, but it will filter down into their APS-C line, which you can see with the a6400
• First full-frame, then APS-C
• Sony might even make GM lenses for APS-C but they aren’t sure they will use the GM brand
• Full Frame is more appropriate for professionals, but APS-C is good for professional video since it is close to super 35
• Sony could release an a7S APS-C camera in the future
• The could make APS-C cinema glass but making it for the Full-Frame market would be wiser because it is bigger
• Stills and video have different needs so they should use different cameras
• Sony doesn’t think you can make a perfect hybrid camera
• It’s easy to do 4k 60p, but beyond that customers have a variety of demands
• Most want 4K 60p, 10-bit 4:2:2 today, but Sony wants to go beyond
• JPEG is overdue for replacement with a 10-bit format but Sony hasn’t decided yet which to go with
• Smart Phones can now show 10-bit so that’s the driving force today since TV moves slower
• You can expect activity from Sony at big sporting events so they might be at the 2020 Olympics

Via Dpreview