Sony tries to change the world of DSLRs

?We can truly change the world, "says Masashi" Tiger "Imamura, President of personal Imaging & Sound Business Group in an exclusive interview with dpreview.com. The company will seek to bring together all its technologies to produce a worthy successor to the A700, he said in a speech that touched the future expansion of the system and the position of the NEX company models in ' full frame '. ' after merger [with Konica Minolta] our system was very similar to a traditional DSLR-very similar to Canon and Nikon. They have more assets of us: traditional DSLRs are a mixture of optics, mechanics and electronics. We are coming from the AV industry so we have a lot of unique technologies that we can put our cameras. Now we have combined our resources in one place (Tokyo), we can bring our knowledge from Alpha, NEX, Cyber-shot camera and camcorder. ''There was a lot of discussion about what a DSLR Alpha should be. We have concentrated on for some time by using our unique technologies. The semi-transparent mirror is one and it plays very well. We want to replace A700 to be in line with that kind of progress, we want it to be superior to its competitors, that's why we couldn't make it soon, "he said. But, we were assured, the results will be worth the wait: ' With the A33 and 55, we have attempted to examine the problem and get rid of some old problems-the successor to the A700 should look like. ' in the meantime, the concept of NEX will expand in several directions, he said: ' the concept of NEX 3 and 5 were for people who already have a compact stills camera and you want to take a step, but see a traditional DSLR as big, heavy and difficult to use. We believe that these templates are a great fit to those customers. But there are also customers who use their DSLR NEX as well, so we are planning to expand NEX in an easier way, a way lighter, but we will also expand to make the models that have more manual control and more functionality like DSLR. ' Imamura repeated enthusiasm expressed at Photokina for use legacy lenses on NEX: ' with adapters for lenses, people can combine their precious heritage lenses, with a very advanced digital body. Don't expect this type of use. There are a lot of interesting things we can do for these types of clients.? Waiting for these models cannot be too long-a formal dinner after our interview told journalists assembled that: ?the successors to the NEX-3 and NEX-5 are on the horizon. ' but the company's ambition does not end there, said: ' as well as the easy to use and feature DSLR, we are also thinking the camera style shooters and technologies. The VG10 of NEX is an example of this. The barriers between compact and DSLR cameras, join-not necessarily in a single device but with technologies and features shared between them. Our mission is to create new markets-we don't want to make the products themselves as everyone else and just cannibalise each other in the existing market. "when asked about Full-frame, said that Sony has yet to be committed: ' when we started DSLR we said that if we have DSLRs, a full-frame camera should be. But we are working on a lot of products, and there is a limit to our ability to engineering. The time will come when I can give more details. When we announce a full-frame camera, we want it to be a big step forward-another technological development could be necessary then tell people: Please stay tuned. ' comment Post print Email share news discussion: del.icio.us Digg Twitter Facebook

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