{"id":123811,"date":"2018-11-27T13:46:21","date_gmt":"2018-11-27T13:46:21","guid":{"rendered":"http:\/\/amateurphotographer.co.uk\/?p=123811"},"modified":"2018-11-30T20:07:22","modified_gmt":"2018-11-30T20:07:22","slug":"top-sony-camera-executive-speaks","status":"publish","type":"post","link":"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/articles\/top-sony-camera-executive-speaks\/","title":{"rendered":"Full frame mirrorless competition is a good thing, says top Sony exec"},"content":{"rendered":"<p><em><span style=\"color: #000000\"><span style=\"font-family: Helvetica, serif\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-123813 size-large\" src=\"\/wp-content\/uploads\/2018\/11\/Kenji-Tanaka_Sony-1-448x400.jpg\" alt=\"\" width=\"448\" height=\"400\" \/><\/span><\/span><\/em><\/p>\n<p><strong><em><span style=\"color: #000000\"><span style=\"font-family: Helvetica, serif\">AP: Until this year&#8217;s Photokina Sony had the full-frame mirrorless market to itself. Now there&#8217;s Nikon, Canon, and, shortly, Panasonic and the L-Mount Alliance. Why should Sony still be the best choice for someone looking to buy full-frame mirrorless?<\/span><\/span><\/em><\/strong><\/p>\n<p><span style=\"color: #000000\"><span style=\"font-family: Helvetica, serif\">Mr Tanaka: Thinking about the future of the camera, I think that mirrorless has so many advantages over the DSLR \u2013 speed, vibration, image quality \u2013 that it&#8217;s natural that every competitor would eventually go mirrorless.<\/span><\/span><\/p>\n<p><strong><em><span style=\"color: #000000\"><span style=\"font-family: Helvetica, serif\">AP What are your initial thoughts about the Canon, Nikon and Panasonic systems? For example Nikon says that its larger lens mount means it can produce faster, wider-aperture lenses. What&#8217;s your response to that?<\/span><\/span><\/em><\/strong><\/p>\n<p><span style=\"color: #000000\"><span style=\"font-family: Helvetica, serif\">Mr Tanaka: The diameter of lens doesn&#8217;t matter. Honestly speaking it is very difficult to create a small size mount. But the quality of our new 400mm f\/2.8 is better than the competitors. That means the diameter of the mount is not critical for our foremost lenses. <\/span><\/span><\/p>\n<p><strong><em><span style=\"color: #000000\"><span style=\"font-family: Helvetica, serif\">AP Could you produce an f\/1.0 lens?<\/span><\/span><\/em><\/strong><\/p>\n<p><span style=\"color: #000000\"><span style=\"font-family: Helvetica, serif\">Mr Tanaka: Yes we could, but there is no market demand. Maybe some demand exists for an f\/1.2, but an f\/1.0? Technically we could produce an f\/1.0, but it would not make business sense.<\/span><\/span><\/p>\n<p><strong><span style=\"color: #000000\"><span style=\"font-family: Helvetica, serif\"><em>AP Do you have any other thoughts about the Nikon and Canon systems in particular, having seen their initial products?<\/em> <\/span><\/span><\/strong><\/p>\n<p><span style=\"color: #000000\"><span style=\"font-family: Helvetica, serif\">Mr Tanaka: The ILC (interchangeable lens) market is decreasing, globally. Fortunately, Sony&#8217;s ILC business is increasing. The point is how to stop the overall decrease, and increase the market? That Canon, Nikon and Panasonic have joined the same market is a very good thing. Comparing their cameras, I don&#8217;t know which camera is better, and I don&#8217;t care about that. Just increase the choice and let the customers choose, that\u2019s what will widen the market.<\/span><\/span><\/p>\n<p><span style=\"color: #000000\"><span style=\"font-family: Helvetica, serif\">Fortunately for Sony we started in this full-frame mirrorless market five years ago, so we already have a lot of lenses and we have very refined cameras, so we still have a lot of advantages over the competitors right now. <\/span><\/span><\/p>\n<p><strong><em><span style=\"color: #000000\"><span style=\"font-family: Helvetica, serif\">AP: It&#8217;s interesting that both Nikon and Panasonic are copying Sony with their low resolution\/high resolution, two-models strategy. I presume that\u2019s because this has been very successful for Sony?<\/span><\/span><\/em><\/strong><\/p>\n<p><span style=\"color: #000000\"><span style=\"font-family: Helvetica, serif\">Mr Tanaka: As I said I want to increase our industry. At that point of view, somehow Nikon and Panasonic\u2019s strategies are similar to Sony\u2019s. So if we want our industry to grow I would like to see them take another approach and do something different.<\/span><\/span><\/p>\n<p><strong><em><span style=\"color: #000000\"><span style=\"font-family: Helvetica, serif\">AP Will these new competitors have any effect on your plans for next year?<\/span><\/span><\/em><\/strong><\/p>\n<p><span style=\"color: #000000\"><span style=\"font-family: Helvetica, serif\">Mr Tanaka: Of course we are planning new models but honestly speaking, I don&#8217;t care about competitors. We care about our customer&#8217;s voice. A lot of our customers have given us feedback and we will create new products based on that.<\/span><\/span><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-123814 size-large\" src=\"\/wp-content\/uploads\/2018\/11\/sony_fe_400mm_f_2_8_gm_1530108376000_1369634-400x400.jpg\" alt=\"\" width=\"400\" height=\"400\" \/><strong><em><span style=\"color: #000000\"><span style=\"font-family: Helvetica, serif\">AP Where do you think the gaps are in the Sony range that you need to focus on? Is it in zoom lenses, telephoto lenses, more fast prime lenses? What is your priority?<\/span><\/span><\/em><\/strong><\/p>\n<p><span style=\"color: #000000\"><span style=\"font-family: Helvetica, serif\">Mr Tanaka: We are expanding our range of lenses. At Photokina we announced 12 new ones. That gives our customers more choice, more flexibility. We recently launched the 400mm f\/2.8 for sports shooters and we are planning to develop another lens for this segment. Our cameras need to appeal to a broad range of customers, so we need to provide lenses for a wide range of different needs: f\/4 zooms, f\/2.8 zooms, fast primes.<\/span><\/span><\/p>\n<p><strong><em><span style=\"color: #000000\"><span style=\"font-family: Helvetica, serif\">AP<\/span><\/span> <span style=\"color: #000000\"><span style=\"font-family: Helvetica, serif\">Sony has focused on making very small cameras. Most of the competitor cameras are bigger, and I wonder if that&#8217;s because of the criticism that sometimes the Sony cameras are too small. Especially when using bigger lenses. In particular, the distance between the hand grip and the lens is quite narrow so if you&#8217;ve got a big lens fitted there isn&#8217;t space for your fingers. So is that something you&#8217;ll be taking on board?<\/span><\/span><\/em><\/strong><\/p>\n<p><span style=\"color: #000000\"><span style=\"font-family: Helvetica, serif\">Mr Tanaka: There are two type of customer. The one is very focused on mobility. They want smaller and more lightweight cameras and that is what we are creating. There is a balance to be struck between the ergonomics and compactness and if that balance isn&#8217;t right, we have to adjust. But for customers who prefer bigger cameras, that is not the Sony philosophy, and maybe another product might be better for them. <\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>AP: Until this year&#8217;s Photokina Sony had the full-frame mirrorless market to itself. Now there&#8217;s Nikon, Canon, and, shortly, Panasonic and the L-Mount Alliance. Why should Sony still be the best choice for someone looking to buy full-frame mirrorless? Mr Tanaka: Thinking about the future of the camera, I think that mirrorless has so many [&hellip;]<\/p>\n","protected":false},"author":2716,"featured_media":123813,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[311,39],"tags":[],"product-category":[],"class_list":["post-123811","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles","category-photo-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v26.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Full frame mirrorless competition is a good thing, says top Sony exec - Amateur Photographer<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/articles\/top-sony-camera-executive-speaks\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Full frame mirrorless competition is a good thing, says top Sony exec\" \/>\n<meta property=\"og:description\" content=\"AP: Until this year&#8217;s Photokina Sony had the full-frame mirrorless market to itself. 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