Japanese Digital Camera Magazine Sony Interview

Started Dec 19, 2011 | Discussions
Torode Forum Member • Posts: 79
Japanese Digital Camera Magazine Sony Interview

Sony Alpha Rumors posted a link to the PDF of an article in the Jan 2012 issue of Japan's Digital Camera Magazine ( https://www.impressjapan.jp/pr/monitor/1112_dcm/271201_free.pdf ).

Since it is in Japanese, I am producing my rough translation (I am a Japanese-English translator by trade) of the key parts below. The first part is a speculation-filled summing up, and the second part is the interview transcript.

Currently considering compact E-mount lenses.
Will they also roll out translucent technology in their top-end models?

Keywords

Small E-mount lenses for NEX cameras

E-mount lenses have been large considering the size of the NEX bodies, but it looks like high-performance compact lenses are on the way. Sony is emphatic that they won’t compromise in terms of either image quality or lens aberrations. With remarks along the lines of “Buy a NEX and stay tuned,” we might see an announcement early on next year.

A 100 megapixel sensor is not outside the realm of possibility

While this remark was made in response to a question about increasing megapixel counts, even the a77 takes advantage of its 24 megapixels in the form of a smart teleconverter to achieve zoom functionality. The odds are good that camera development will move forward on the premise of increased megapixel counts in the future.

Every company is looking to commercialize electronic shutters

This was a remark made in response to a question about the shift from mechanical to electronic cameras, but seems to allude to the direction the industry will take in terms of camera production. With the a77 fitted with an OLED EVF instead of an OVF, we will be watching Sony’s transition to more electronics with keep interest in the future.

There is a certain inevitability in the style of SLR cameras

—With things like the Tohoku Earthquake and flooding in Thailand, I think it was a year full of hardships. And I assume it was also a tough year for you in the sense that you released many new products.

Nagata: I think we managed to launch a number of models that only happens once every few years.

—Translucent mirrors have been filling out Sony’s lineup of interchangeable lens cameras. As for the flagship model, the successor to the a900, are you going to make it an orthodox SLR camera and stick to the optical viewfinder?

Nagata: At this stage I can’t comment on that, but we do feel that the OLED viewfinders in the a77 and NEX-7 have been well received beyond expectations.
—Can EVFs be improved even more?

Nagata: I think everything made up of electronic devices will continue to evolve in an amazing way.

—That said, the viewfinder in the a900 is far and away the more amazing among interchangeable lens cameras. Is the a900 the last we’ll see of an OVF?

Nagata: Well (wry smile), what’s certain is that it’s difficult to continue producing that product at that price.

—A change of topic, then. Are you going to continue to preserve the orthodox style of the SLR camera? What I mean is, using translucent mirror technology, it should not be impossible to come up with a more revolutionary style of camera.
Nagata: If we put our minds to it we can produce such a camera, yes.
—Does that mean that more people are responsive to an SLR-like style?

Nagata: Rather than that, I think there is a certain inevitability in the form of an SLR camera. It’s preferable for the viewfinder to be above the optical axis of the lens, and it’s better for the flash to be above the optical axis as well as having some degree of height to avoid the lens. Then you need a grip component so you can grasp the camera firmly. When give shape to these inevitabilities, that’s the form you end up with.

—So you’re saying that SLR cameras are always going to keep this kind of style, this kind of form.

Nagata: Right. Of course since we’ve moved to translucent mirrors we have a greater degree of freedom in the pentaprism area. I think batteries will also continue to evolve and probably undergo a slight change in shape as well.

—Speaking of NEX cameras, the lenses are large considering the size of the bodies. Are you considering smaller lenses?
Nagata: Yes, of course.
—What kind of lenses would those be?

Nagata: To start with, we don’t want to compromise in terms of image quality or distortion. We can make them smaller and we have many other ideas, including whether to make longer focal lengths as well.

—Still, we have not seen many small, light lenses being released, but you’re saying that you’ve come up with a way to maintain performance and produce a smaller, lighter lens that keeps its high performance?

Nagata: That’s right. It might be a good idea to get your hands on a body and stay tuned (laughs).

 Torode's gear list:Torode's gear list
Sony Alpha DSLR-A900 Sony Alpha NEX-5 Sony SLT-A77 Sony E 16mm F2.8 Pancake Sony 50mm F1.4 +5 more
Sony Alpha NEX-7 Sony SLT-A77
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phiri Contributing Member • Posts: 969
Re: Japanese Digital Camera Magazine Sony Interview
 phiri's gear list:phiri's gear list
Nikon D7000 Nikon 1 J1 Nikon D600 Nikon AF-S Nikkor 70-300mm f/4.5-5.6G VR Nikon AF-S Nikkor 50mm F1.8G +6 more
spazz Forum Member • Posts: 78
Re: Japanese Digital Camera Magazine Sony Interview

Thanks for that translation. Google translate was no help
--
John Sison

http://sonyalphamale.blogspot.com/

MartinMP Regular Member • Posts: 312
Re: Japanese Digital Camera Magazine Sony Interview

How many times have we read that Sony decided to make only EVF cameras? But the statement quoted below does not seem so clear and definite.

Torode wrote:

Sony Alpha Rumors posted a link to the PDF of an article in the Jan 2012 issue of Japan's Digital Camera Magazine ( https://www.impressjapan.jp/pr/monitor/1112_dcm/271201_free.pdf ).

Since it is in Japanese, I am producing my rough translation (I am a Japanese-English translator by trade) of the key parts below. The first part is a speculation-filled summing up, and the second part is the interview transcript.

Currently considering compact E-mount lenses.
Will they also roll out translucent technology in their top-end models?

Keywords

Small E-mount lenses for NEX cameras

E-mount lenses have been large considering the size of the NEX bodies, but it looks like high-performance compact lenses are on the way. Sony is emphatic that they won’t compromise in terms of either image quality or lens aberrations. With remarks along the lines of “Buy a NEX and stay tuned,” we might see an announcement early on next year.

A 100 megapixel sensor is not outside the realm of possibility

While this remark was made in response to a question about increasing megapixel counts, even the a77 takes advantage of its 24 megapixels in the form of a smart teleconverter to achieve zoom functionality. The odds are good that camera development will move forward on the premise of increased megapixel counts in the future.

Every company is looking to commercialize electronic shutters

This was a remark made in response to a question about the shift from mechanical to electronic cameras, but seems to allude to the direction the industry will take in terms of camera production. With the a77 fitted with an OLED EVF instead of an OVF, we will be watching Sony’s transition to more electronics with keep interest in the future.

There is a certain inevitability in the style of SLR cameras

—With things like the Tohoku Earthquake and flooding in Thailand, I think it was a year full of hardships. And I assume it was also a tough year for you in the sense that you released many new products.

Nagata: I think we managed to launch a number of models that only happens once every few years.

—Translucent mirrors have been filling out Sony’s lineup of interchangeable lens cameras. As for the flagship model, the successor to the a900, are you going to make it an orthodox SLR camera and stick to the optical viewfinder?

Nagata: At this stage I can’t comment on that, but we do feel that the OLED viewfinders in the a77 and NEX-7 have been well received beyond expectations.
—Can EVFs be improved even more?

Nagata: I think everything made up of electronic devices will continue to evolve in an amazing way.

—That said, the viewfinder in the a900 is far and away the more amazing among interchangeable lens cameras. Is the a900 the last we’ll see of an OVF?

Nagata: Well (wry smile), what’s certain is that it’s difficult to continue producing that product at that price.

—A change of topic, then. Are you going to continue to preserve the orthodox style of the SLR camera? What I mean is, using translucent mirror technology, it should not be impossible to come up with a more revolutionary style of camera.
Nagata: If we put our minds to it we can produce such a camera, yes.
—Does that mean that more people are responsive to an SLR-like style?

Nagata: Rather than that, I think there is a certain inevitability in the form of an SLR camera. It’s preferable for the viewfinder to be above the optical axis of the lens, and it’s better for the flash to be above the optical axis as well as having some degree of height to avoid the lens. Then you need a grip component so you can grasp the camera firmly. When give shape to these inevitabilities, that’s the form you end up with.

—So you’re saying that SLR cameras are always going to keep this kind of style, this kind of form.

Nagata: Right. Of course since we’ve moved to translucent mirrors we have a greater degree of freedom in the pentaprism area. I think batteries will also continue to evolve and probably undergo a slight change in shape as well.

—Speaking of NEX cameras, the lenses are large considering the size of the bodies. Are you considering smaller lenses?
Nagata: Yes, of course.
—What kind of lenses would those be?

Nagata: To start with, we don’t want to compromise in terms of image quality or distortion. We can make them smaller and we have many other ideas, including whether to make longer focal lengths as well.

—Still, we have not seen many small, light lenses being released, but you’re saying that you’ve come up with a way to maintain performance and produce a smaller, lighter lens that keeps its high performance?

Nagata: That’s right. It might be a good idea to get your hands on a body and stay tuned (laughs).

hanugro Senior Member • Posts: 2,339
Re: dslr is possible

Well with the high Yen rates vs USD. It is clear that if they decide to build dSLR FF it will cost more than A900. Maybe $3999 body only? I think it may be good for them to have 1 more traditional high end dSLR FF to satisfy some ppl need (before going mirrorless with on-sensor PDAF).

But looking on A77, I think my 1st FF will be translucent as well. If they stick with 24MP FF and build it with A77 body with same spec as A77 but a little tweak like bigger memory, etc. It could cost as little as $1999 body only.

I also think Sony can reuse A900 body, put 24mp new sensor with 1080p AVCHD2.0 video and upgrade the continuous speed a bit to 8fps, will be enough to satisfy some people who wants old fashion dSLR. Sell it for $2999 body only and there will be many taker.

phiri Contributing Member • Posts: 969
Re: dslr is possible

hanugro wrote:

Well with the high Yen rates vs USD. It is clear that if they decide to build dSLR FF it will cost more than A900. Maybe $3999 body only? I think it may be good for them to have 1 more traditional high end dSLR FF to satisfy some ppl need (before going mirrorless with on-sensor PDAF).

But looking on A77, I think my 1st FF will be translucent as well. If they stick with 24MP FF and build it with A77 body with same spec as A77 but a little tweak like bigger memory, etc. It could cost as little as $1999 body only.

I also think Sony can reuse A900 body, put 24mp new sensor with 1080p AVCHD2.0 video and upgrade the continuous speed a bit to 8fps, will be enough to satisfy some people who wants old fashion dSLR. Sell it for $2999 body only and there will be many taker.

The cost with FF is mainly in the sensor. It is does not enjoy the same economies of scale as with the APS-C sensors. So I would doubt that the FF will cost less than 2000 USD in whatever form it is if the price of the a77 is anything to go by
--
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 phiri's gear list:phiri's gear list
Nikon D7000 Nikon 1 J1 Nikon D600 Nikon AF-S Nikkor 70-300mm f/4.5-5.6G VR Nikon AF-S Nikkor 50mm F1.8G +6 more
MartinMP Regular Member • Posts: 312
Re: dslr is possible

This is what exactly can not happen, as fas as I understand statement by Sony representative. The biggest problem is not in sensor costs (since sensor is primarily supposed to be used in Sony SLT FF cameras), but in costs of prism box and durable flipping mirror mechanism. Not only yen is currently stronger than in the time of A900 release, but also glass and other materials used for OVF SLR are more expensive. So Sony is probably able to produce the camera of below quoted specs, but not for $2999, rather for $3499 or $3999. My guess.

hanugro wrote:

I also think Sony can reuse A900 body, put 24mp new sensor with 1080p AVCHD2.0 video and upgrade the continuous speed a bit to 8fps, will be enough to satisfy some people who wants old fashion dSLR. Sell it for $2999 body only and there will be many taker.

JudyN Veteran Member • Posts: 4,520
Re: Japanese Digital Camera Magazine Sony Interview

Very intersting. Thanks!

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mick232
mick232 Senior Member • Posts: 1,057
Re: Japanese Digital Camera Magazine Sony Interview

Electronic shutter and SLT = no moving parts

-> millions of actuations possible with a body, no wear
-> no sound or vibrations

Many new possibilities open up from here...

 mick232's gear list:mick232's gear list
Sony Alpha NEX-C3 Sony Alpha a99 Sony 135mm F1.8 ZA Carl Zeiss Sonnar T* Sigma 30mm F2.8 EX DN Tamron SP 24-70mm F2.8 Di VC USD +19 more
Nordstjernen
Nordstjernen Veteran Member • Posts: 6,876
Re: Japanese Digital Camera Magazine Sony Interview

mick232 wrote:

Electronic shutter and SLT = no moving parts

-> millions of actuations possible with a body, no wear
-> no sound or vibrations

Many new possibilities open up from here...

I want one, so that I can write articles and post large images to prove how bad the A77 is compared to the new solid state cameras!

 Nordstjernen's gear list:Nordstjernen's gear list
Sony Alpha a99 Sony a7
fkrul Regular Member • Posts: 105
Re: Japanese Digital Camera Magazine Sony Interview

Nordstjernen wrote:

I want one, so that I can write articles and post large images to prove how bad the A77 is compared to the new solid state cameras!

I'm curious to know...don't other Alpha users sell/trade in and buy the best Alpha for their market segment? For instance advanced amateurs go from A100 to A700 to A77, etc...

The reason I ask, is as a A77 owner, I can hardly wait for the next body to come out to replace it. I love getter a new camera, and look forward to replacing it once a viable product is released. You can't expect to actually compare new cameras to the ones they replace, those owners understand the cycle of obsolescence is now within 2 years instead of decades (as back in the film days).

 fkrul's gear list:fkrul's gear list
Sony Alpha DSLR-A100 Sony SLT-A77
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