Sony Wanted To Get Canon And Nikon Off-Guard, Telling Them “Mirrorless is no big deal”


Interesting interview by Nikkei Business with Mr. Shigeki Ishizuka, a former Sony digital camera developer.

It seems, if nothing got lost in translation, that Sony endorsed a strategy consisting in telling Nikon and Canon (and others, the “SLR makers”) that “Mirrorless is not a big deal even in full size”. If I got it right, Sony wanted the “SLR makers” to not jump too early on the mirrorless bandwagon.

Mr. Shigeki Ishizuka:

In fact, I was calculating that I would let the top manufacturers of digital SLRs take the world by storm, saying, “Even full-frame mirrorless cameras are no big deal.” Externally, I dared not say once that I was going to be number one. In short, it is better to make people think that Sony has a low market share in interchangeable-lens cameras, and that it is an electronics manufacturer that has never understood cameras.

Sony played down mirrorless tech to be the first on the market? Did I get it right?

[via Digicame Info]

Interview With Sony Execs Reveals What The Company Plans For Future


DPReview had the chance to interview two Sony executives. The interview touches many points and reveals what Sony plans for the future.

Here are some excerpts from the interview.

Sony has taken a different approach to support for third-party lens makers than some other companies. What was the strategy behind that decision?

I can’t say anything about other companies’ strategies, but we’re always considering the advantage of a total ecosystem. Sony is developing our business around the growth of E-mount as an entire ecosystem. We have a wide variety of products, not only bodies but also lenses. Each product connects using only one mount from APS-C to full-frame, from entry-level to professional, from still to cinema camera.

This is a real, ideal ecosystem. Expanding this ecosystem around E-mount is our strategy.

Does Sony see APS-C as a more versatile format for video?

I don’t think so. We don’t intend to focus on APS-C or full-frame in terms of video. Both are very important to us, but customers differ slightly between full-frame and APS-C.

If we think about the differentiation points between full-frame and APS-C for young video creators, it’s complicated but important. FX3 users are more likely to already know how to use a camera to create what they imagine. APS-C users may still be younger and earlier in their learning cycle.

In recent years we’ve seen a lot of AI and machine learning technologies improve autofocus systems. Beyond AF, how else could AI help photographers in the future?

We’re not just using AI for autofocus but are now using AI to clarify the scene itself. What would be in the scene? What would be the subject? Where would it be? What time would it be? How would the subject feel?

So, we’d like to utilize the power of AI to recognize the entire scene.

Concerning AI, I doubt Sony can hold up with Canon. I wrote a piece about Canon and AI.

Sony Announces The ZV-E1, Full-frame Camera For Content Creators


Sony released a full frame mirrorless camera, the Sony ZV-E1, aimed at the video making folks.

Sony ZV-E1 at a glance:

  • Designed for Content Creators
  • 12MP Full-Frame Exmor R CMOS Sensor
  • UHD 4K 120p / FHD 240p / 10-Bit 4:2:2
  • 5-Axis SteadyShot Image Stabilization
  • 15+ Stops Dynamic Range, AI Auto-Framing
  • Multi-Face Recognition, Time-Lapse
  • Product Showcase Setting
  • S-Log3, S-Gamut3, S-Cinetone, User LUTs
  • Extended ISO 80-409,600
  • Internal Mic + Inputs, USB Streaming

Sony press release:

Sony Electronics Announces the ZV-E1, a New Full-Frame, Interchangeable Lens Camera for Video Creators

A Compact Lightweight Body Designed to Give Creators the Ultimate Video and Content Creation Tool

SAN DIEGO, March 29, 2023 /PRNewswire/ — Sony Electronics announced today the new ZV-E1, an interchangeable lens camera with a high performance 35mm full-frame image sensor for the ultimate video creation experience. Newly positioned in Sony’s ZV vlog camera line-up, the ZV-E1 boasts a 12MP full-frame image sensor, Sony’s latest BIONZ XR image processing engine, a dedicated AI (artificial intelligence) processing unit, compatibility with over 70 Sony E-mounti lenses, and other advanced technologies for capturing cinematic imagery with rich colors, low noise and high precision. The world’s most compact, lightweight full frame interchangeable lens cameraii , the ZV-E1 offers outstanding mobility, with refined operation to give video creators maximum creative freedom and versatility.

“The ZV-E1 has been designed to deliver a premium content creation tool for video creators who want to elevate their content,” says Yang Cheng, Vice President, Imaging Solutions, Sony Electronics Inc. “We are constantly listening to feedback from our customers, pushing to innovate to meet their demands. We have taken all the information into mind with our development of this new camera – with more sophisticated video features, a streamlined user experience and an extremely compact design, the ZV-E1 offers a whole new way for today’s creators to create top level video content.”

Expressive imagery that emphasizes the subject
The ZV-E1 is a dedicated content creation camera that features a 35mm full-frame back-illuminated CMOS Exmor R™ sensor, with approximately 12.1 effective megapixels, delivering high sensitivity, low noise and gorgeous bokeh.

With up to eight timesiii more processing power than previous Sony processors, the new BIONZ XR™ image processing engine markedly boosts high-sensitivity performance, gradation rendering, color reproduction, low-noise performance, and more. The high volume of data generated by the image sensor can be processed in real time, even when shooting 4K (QFHD: 3840 x 2160) footage at 120piv. The BIONZ XR processor also contributes significantly to improved AF speed and precision.

High-quality 4K (QFHD) video can be recorded with full pixel readout at 10-bit 4:2:2, without the need for pixel binning and with very high speed to minimize rolling shutter. This makes the expressive advantages of the full-frame format available for video recording while delivering high-resolution 4K footage. Users can upgrade from 4K 60p to 4K 120pv through the Creators’ Cloud for extraordinarily smooth 5x (max.) slow-motion imageryvi. Direct playback for video in slow or quick motion in the S&Q modevii boasts outstanding image quality.

With 15+ stop latitudeviii, it’s possible to capture natural looking images in a wide variety of lighting to capture natural looking images even in extraordinarily low light situations without losing highlight or shadow detail. The standard ISO range extends from 80 to 102400 for both stills and movies. The expanded range for stills is 40 to 409600, and the expanded range for movies is 80 to 409600.

Click here to open the rest of the article

Sony Moves 90% Of Camera Production Away From China

Sony A7 IV Vs Canon EOS R6

Hope this doesn’t mean another geopolitical shakeup is behind the corner. Sony moves most of their camera production away from China, to Thailand.

Nikkei reports:

[Sony] has transferred the production of cameras sold in Japan, the US and Europe from China to a factory in Thailand. In principle, factories in China only make products for China. The risk of China becoming the core of the global supply chain is increasing due to the intensification of the US-China conflict and the lockdown accompanying the “zero corona” policy. Companies are gearing up to avoid supply chain malfunctions.

Almost all of the cameras sold outside of China, such as Japan, the US, and Europe, will be produced at the Thai factory.

And, yes, it appears that the decision has to do with the political tensions and trade challenges between China and the US/EU. Summing it up:

  • The Sony Group has transferred the production of cameras sold in Japan, the US and Europe from China to a factory in Thailand. In principle, factories in China only make products for China.
  • In response to the conflict between the United States and China, the transfer to the United States was carried out first, and the transfer to Japan and Europe was also completed by the end of 2022.
  • The risk of China becoming the core of the global supply chain is increasing due to the intensification of the US-China conflict and the lockdown accompanying the “zero corona” policy. Companies are gearing up to avoid supply chain malfunctions.
  • In 2022, Sony sold about 2.11 million cameras worldwide. Of these, 150,000 units are destined for China, with more than 90% being destined for Japan, the United States, and Europe. Most of the production has been transferred to Thailand.
  • For camera lenses, the company plans to continue supplying products made in China outside of the country.

Previously, Canon too moved their production to domestic factories.

[via Digicame-Info]

Reasons For Switching From Sony To Canon (who needs reasons?)

Cano Eos R5 Vs Sony A7r Iv

I do not know this guy but with this decision he seems very clever to me ;-)

Nick Page decided to switch from Sony to Canon. Smart move. Here is why he did it (emphasis mine).

Over this past year, I have learned that there is more to a camera than spec sheets and DXO Mark ratings. My Sony cameras have not been holding up to the abuse I put them through and it has left me wanting something more durable that can hold up to the abuse of a Landscape/Seascape photographer.
This is the story of why I switched back to Canon.

More about it in Mr. Page’s video:

[via Mirrorless Rumors]