In an exclusive
\ninterview AP talks to Sony’s deputy president of digital imaging, Toru
\nKatsumoto and senior marketing manager, Tetsuya Numata, about the company’s
\nlaunch of the world’s first full-frame SLT, the Alpha 99<\/p>\n
Q. First
\nquestion, why has it taken so long?<\/p>\n
\n
\n
\n
<\/p>\n
A. When we
\ninvented the translucent mirror technology we focused on the technology to get
\nthe best performance for digital imaging. To that end we made the Alpha 77
\nfirst and then progressed to full frame. It needed a lot of development for the
\nbigger translucent mirror itself. The dual autofocusing system using the two
\nphase-detection focus detectors was also one of the key technologies we wanted
\nto achieve for the Alpha 99 and it took a massive effort to do these things.<\/p>\n
\n
\n
\n
<\/p>\n
Q. Are you
\nnervous about how a full-frame SLT will fare in the market? Do you think the
\nhigher-end user will adapt to it?<\/p>\n
\n
\n
\n
<\/p>\n
A. We know many
\npeople still love the conventional DSLR with its moving mirror but the SLT has
\nmany advantages such as the continuous autofocus system and the EVF [electronic
\nviewfinder]. Many people love an OVF [optical viewfinder] especially for
\nfull-frame products but we believe an EVF is better. We’re looking forward to
\nhearing the editorial reaction to this product.<\/p>\n
\n
\n
\n
<\/p>\n
Q. You decided to
\nstick with a resolution of 24-million-pixels, is this now enough for users?<\/p>\n
\n
\n
\n
<\/p>\n
A. We think the
\nbalance between the pixel count and the sensitivities, plus the speed of reading
\nfrom the image sensor is very important, especially for movies. So, with the
\ntechnology we have in 2012, this sensor has the best balance of resolution,
\nsensitivity and video functionality. If we had gone up to 36 million pixels we
\ncouldn’t do 60p video or produce the same sensitivity levels. When the
\ntechnology improves we can increase the pixels.<\/p>\n
\n
\n
\n
<\/p>\n
Q. This camera
\n[Alpha 99] is obviously pitched against semi-professional models such as the
\nCanon EOS 5D and Nikon D800, do you think Sony will go to the next stage and go
\nfor a top professional-level camera?<\/p>\n
\n
\n
\n
<\/p>\n
A. It is a
\npossibility. We work closely with Sony’s professional group and have already
\nmade the FS900 professional video recorders. We have to see what the marketing [department]
\nrequests of us, and what kind of camera is needed as a priority. Many
\nbroadcasting companies and cinema people have been asking for a stills camera
\nwith DSLR styling plus video functionality for professional use. <\/p>\n
\n
\n
\n
<\/p>\n
Q. The Minolta
\nhotshoe was claimed to be the strongest and best on the market, so why have you
\nchanged for a standard ISO hotshoe? <\/p>\n
\n
\n
\n
<\/p>\n
A. Of course, the
\nMinolta hotshoe was very attractive with the quick attach and remove functions.
\nHowever, people have been requesting standard ISO shoe accessories with the
\nAlpha and NEX models, and even Cyber-shot cameras. For instance, on the new RX1
\nwe have a standard ISO shoe with additional contacts so we can attach standard
\nISO shoe accessories, as well as more advanced Sony accessories. We would like
\nto sell more, and on the customer side they now have the chance to both types
\nof accessory. <\/p>\n
\n
\n
\n
\n
\n
<\/p>\n
Q. Is the AF system
\nquick enough for tracking and is it as fast as the Nikon and Canon pro systems?<\/p>\n
\n
<\/p>\n
A. Together with
\nthe independent phase-detection sensor, we can do quick autofocus. We can also set
\nthe limit of the focus zone [using the AF range], which is very new to this
\nkind of camera, and very convenient. <\/p>\n
\n
\n
\n
<\/p>\n
Q. The A99 features
\ndual SD slots, why was the XQD memory card not used?<\/p>\n
\n
\n
\n
<\/p>\n
A. The XQD consumes
\na lot of power. It is very quick but, in terms of consumer benefits, we felt
\nthe SD and memory stick were better options as they are less power hungry. <\/p>\n
\n
\n
\n
<\/p>\n
Q. Who do you think
\nwill use the AF range mode? Is it mainly for professionals?<\/p>\n
\n
\n
\n
<\/p>\n
A. Not
\nparticularly. Although it will appeal to professionals, we think everyone can
\nsee its value. <\/p>\n
\n
\n
\n
<\/p>\n
Q. Was there a
\nreason why Wi-Fi doesn’t feature on the Alpha 99?<\/p>\n
\n
\n
\n
<\/p>\n
A. Wi-Fi will be
\ngood for all cameras, but for us it made more sense to start with the NEX. <\/p>\n
\n
\n
\n
<\/p>\n
Q. Do you think the
\nRX1 could eventually be redesigned as an interchangeable lens camera?<\/p>\n
\n
\n
\n
<\/p>\n
A. It is a
\npossibility, I think. For the RX1, though, we wanted to make it as small as
\npossible, which was why we used a fixed lens. <\/p>\n
\n
\n
\n
<\/p>\n
Q. Do you see the
\nRX1 as a \u2018statement’ product to show what is possible or do you think it will
\nhave high sales?<\/p>\n
\n
\n
\n
<\/p>\n
A. This is not a
\nmass-market product. We are trying to appeal to people who need high picture
\nquality, and understand the value in this product with regard to this. In that
\nrespect, we expect to target the professional looking for a second camera or
\nthe high-end amateur customer. <\/p>\n
\n
\n
\n
<\/p>\n
Q. With there be
\nany lens adapters for the RX1, such as a wideangle or telephoto adapter?<\/p>\n
\n
\n
\n
<\/p>\n
A. Possibly, though
\nat the moment there are no plans for this. The camera does feature the custom
\nbutton, the smart zoom function, and as it has 24-million-pixels so there is
\nenough resolution to zoom in. <\/p>\n","protected":false},"excerpt":{"rendered":"
Sony\u2019s deputy president of digital imaging, and senior marketing manager discuss the launch of the Alpha 99 and the RX1, and the possiblity of an even higher-end professional body<\/p>\n","protected":false},"author":330,"featured_media":11687,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[39],"tags":[],"product-category":[],"class_list":["post-11686","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-photo-news"],"yoast_head":"\n