{"id":34605,"date":"2014-09-18T12:54:47","date_gmt":"2014-09-18T11:54:47","guid":{"rendered":"http:\/\/amateurphotographer.co.uk\/?p=34605"},"modified":"2016-09-19T13:05:39","modified_gmt":"2016-09-19T12:05:39","slug":"photokina-interview-sony-unveils-masterplan-take-canon-nikon","status":"publish","type":"post","link":"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/photokina-interview-sony-unveils-masterplan-take-canon-nikon\/","title":{"rendered":"Photokina interview: Sony unveils masterplan to take on Canon and Nikon"},"content":{"rendered":"\t\t<div id=&quot;attachment_34611&quot;  class=\"c-caption alignnone\" style=\"max-width: 320px\">\n\t\t\t<a href=\"\/wp-content\/uploads\/2014\/09\/Nogami_Y.web_.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-34611\" alt=\"Yoshiyuki Nogami\" src=\"\/wp-content\/uploads\/2014\/09\/Nogami_Y.web_-300x310.jpg\" width=\"300\" height=\"310\" \/><\/a>\t\t\t<p class=\"c-caption__text\">Yoshiyuki Nogami<\/p>\n\t\t<\/div>\n\t\t\n<p><a href=\"http:\/\/amateurphotographer.co.uk\/photo-news\/sony-set-bolster-full-frame-lens-line-34706\"><strong>NEWS: SONY PLANS TO HAVE 20 FULL-FRAME LENSES BY END OF 2016<\/strong><\/a><\/p>\n<p>One of the technologies Sony hopes will help win over detractors is 4D Focus \u2013 which it describes as a \u2018rapid\u2019 AF autofocus system with a wide horizontal, vertical coverage, and \u2018high predictive precision\u2019.<\/p>\n<p>4D Focus is used in Sony\u2019s Alpha 6000 CSC, for example.<\/p>\n<p>AF was one of the system\u2019s biggest drawbacks in the early days of CSCs, despite initial success of the format in Asian markets attributed to their small size compared to DSLRs, explained Yoshiyuki Nogami, senior general manager at the marketing division of Sony Japan&#8217;s Digital Imaging Business Group.<\/p>\n<p>Today, mirrorless cameras can \u2013 at a given price point \u2013 deliver the same image quality as SLRs, Nogami told AP staff in a wide-ranging interview at Photokina in Cologne, Germany.<\/p>\n<p>He called for more market \u2018education\u2019 to help change the photography world&#8217;s perception of CSCs.<\/p>\n<p>\u2018Our point is that we want to get rid of a general image that mirrorless is a bit inferior to an SLR\u2026\u2019<\/p>\n<p>Nogami said Sony has found it relatively easy to persuade consumers to upgrade from compacts to CSCs, but admitted: \u2018Shifting from Canon and Nikon to our full-frame mirrorless is a challenge because they [photographers] have to get rid of their lenses if they want to completely shift.\u2019<\/p>\n<p>Nogami agreed that one way of pulling photographers away from their established Canon and Nikon systems is by building a range of suitable Sony CSC lenses.\u2019<\/p>\n<p>Lenses are now the key strategy for Sony\u2019s CSC future, and it already seems to be paying off.<\/p>\n<p>Photographers are keeping their existing kit, but, unlike before, they now have an Alpha 7 with maybe one or two prime lenses in their kitbag, as a second system, said Nogami.\u00a0Lens adapters also help Sony lens sales, to some extent at least.<\/p>\n<p>Nogami agreed there is room to develop different levels of lenses within each Sony system, even an entry-level lens for the Alpha 7, for example.<\/p>\n<p>He explained, however, that lens development takes time. \u2018It\u2019s not easy \u2013 more difficult than developing a camera body.\u2019<\/p>\n<p>Asked whether Sony will launch dedicated CSC lenses designed for video, Nogami replied: \u2018As a brand I don\u2019t know. We will see how this 28-135mm [a motorised G-lens, on show at Photokina] is received by the market.<\/p>\n<p>\u2018If it is a big success, it will really accelerate our development plan.<\/p>\n<p>\u2018But it\u2019s not so easy to develop video lenses. So, we will take it step by step.\u2019<\/p>\n<p>What is clear is that the launch of the full-frame Alpha 7 did a big favour to the perception of mirrorless market, because professional photographers started using one, said Nogami.<\/p>\n<p>\u2018We started with the full-frame RX1 which was very well received by pros, and this Alpha 7 is, more or less, a changeable-lens RX1 \u2013 they also love that one\u2026<\/p>\n<p>\u2018Mirrorless is on a nice wave right now, we really feel it and \u2013 having visited stores in Germany recently \u2013 I have seen that large specialist photo stores are behind us.\u2019<\/p>\n<p>Germany leads Sony\u2019s CSC market in Europe market followed by France and the UK.<\/p>\n<p>Nogami declined to name Sony\u2019s best-selling CSC model worldwide, but said that the Alpha 5000 and 6000 models have proved popular.<\/p>\n<p>Asked about the future of Sony\u2019s A-mount SLT cameras amid a growing CSC market, Nogami suggested that Sony has no plans to abandon these photographers, and is closely monitoring their feedback.<\/p>\n<p>\u2018Of course there are many, many A-mount supporters from the Minolta age, so we will listen to their voices and we have to keep those customers on our side.<\/p>\n<p>\u2018When we introduced the Alpha 77 Mark II, there were many 77 owners ready for a Mark II \u2026 we have to treat them fairly.\u2019<\/p>\n<p>Meanwhile, will we see a Sony camera dedicated to taking selfies? Nogami certainly appeared excited about the market potential of the massively popular self-portraits, adding that, from a business perspective, demand for Sony\u2019s lens-style cameras are \u2018not up to where we wish\u2019.<\/p>\n<p>\u2018There are young girls in China who are spending $1,000 on a selfie camera \u2013 it\u2019s unbelievable,\u2019 he said.<\/p>\n<p>Nogami predicted that 4K video, as used by AP for the cover shot of its 20 September issue, is not about to go mainstream for stills photography anytime soon, however.<\/p>\n<p>\u2018Of course, from the movie point of view, it\u2019s a matter of time before 4K becomes mainstream, but it will take some years I guess.\u2019<\/p>\n<p><em>Yoshiyuki Nogami was speaking to Chris Cheesman, Nigel Atherton and Andy Westlake<\/em><\/p>\n\n\n\n\n\n\n","protected":false},"excerpt":{"rendered":"<p>Sony has outlined plans to shake off what it claims is a general perception that compact system cameras are \u2018inferior\u2019 to DSLRs. 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