Sony 15% market share? SLT & NEX?

Started Mar 1, 2011 | Discussions thread
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tomtom50
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Sony 15% market share? SLT & NEX?
Mar 1, 2011

Sony has claimed by end of March they expect 15% DSLR market share. Considering how long Sony languished around 7% this 15% has to include the (non-dslr) NEX cameras. Executives are often imprecise about technical distinctions.

Nonetheless, this is a huge gain for Sony, and all the indications are the advances are due to the SLT’s and NEX cameras.

Companies that make bold moves that pay off (SLT is pretty bold, NEX less so) generally go with success. EVF vs OVF wars are not very interesting to the executives who make strategy. EVF sells = good, full stop.

It is hard to fault Sony’s reasoning:
1. As a maker of top end video gear they are a leader in high-end EVF

2. Even if many people prefer OVF for some time, others will be attracted to EVF. Sony needs 20% of the market preferring EVF to gain market share.

3. If Canon, Nikon, or Pentax introduce EVF cameras that use their existing DSLR lenses Sony becomes a technological leader. If you are Canon or Nikon, you REALLY don’t want to follow Sony. It looks bad. It is even worse to stubbornly refuse to follow (witness Leica and the SLR).

4. In terms of photography, EVF today performs on the level of pentamirror APS finders. That may be a low standard, but most DSLRs have rather poor pentamirror APS finders. EVF allows brand differentiation that is easy to understand, and the trends are on their side. If EVF competes with APS pentamirror today, how long until they compete with APS pentaprism? FF pentaprism? Optical finders are mature and unlikely to keep up.

5. SLT cameras are probably cheaper to produce today, and the gap will widen. Electronic components like the EVF drop in cost over time. Again, pentamirrors/prisms, articulated mirrors, etc are already about as cheapr as they will get. This opens profit potential very favorable to Sony and not very favorable to the majors.

In DSLRs Sony made a great decision, and sensibly they will take it as far as they can. On the technical side improving CDAF will help them consolidate their lead:
• Needed for NEX

• Offers mirror lift with decent AF maintained. High-end people will never like the SLT ½ stop loss and additional optical surface for critical work.

Sony’s big worry now should be Panasonic, because they alone make a comparably good EVF, and they alone have made a comparable commitment to EVF. However Sony’s position is better. They have NEX to fight m4/3, and they have SLT to attack Canikon.

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