The a55 is of interest because we think that it is a well-balanced bridge between a full-sized DSLR (function- and focusing-speed-wise) and an EVIL (dimension-wise). Holding the camera mounted with the 18-55mm kit lens can readily win over the heart of serious compact users in terms of portability.
The following is the translation of an excerpt from a recent interview done in China with representatives from the management of SONY China by Fengniao. For the sake of relevance to GX GARNERINGS, the excerpt is taken from the Q & As which shed light on Sony's differentiation of its EVILs, SLTs and DSLRs, giving some glimpses into Sony's way forward thereof to readers who are probably contemplating their next purchase in the wake of so many launches of new cameras.
(Q represents questions put forward by the media; A are answers given by the several Japanese managers of Sony China)
Q: Will the semi-translucent mirror (STM) technology become the standards for all future Sony camera models?
A: For future product lines, we will take account of all possibilities. Nothing is final at this stage. But it is certain that this technology will be a very important realm for us and can be applied to more products as well.
Q: The α33/α55 and α560/α580 feature the high-definition video capture function, whereas the video capture duration in DSLRs on the market has been subject to 4GB in capacity at maximum. Has Sony made it possible with the new α33/α55 to shoot longer clips?
A: Sony adopts the video capture function in cameras of this class for the first time, but with better video performance than our competitors' offers. At present, our focus is on how to improve the video quality. As for the capacity limitation, it is a direction in research and development . But given the fact that SLR users do not have particularly high demand for doing videos with a camera, the matter is not high on our agenda. Depending on the consumer demand, Sony may also make more improvements in this respect.
Q: Does Sony have any EVILs, SLRs, or DSLRs fitted with a full-frame sensor in the pipeline for future introduction?
A: I am sorry that no details about our future products can be offered at this point, but the direction has been taken in our R & D. What you have mentioned is exactly the request we have been hearing from not only China but also around the world. So, we have been doing R & D in this area.
Q: Will the STM construction be gradually extended to all other models?
A: As I just said, the development is not conclusive at this stage. But the STM technology is certainly one of our most important technologies; so we will do more follow-up researches and development.
Q: It is expected that the EVILS, SLTs and DSLRs are targeted at consumers ranging from young people to professional consumers, respectively. Probably the sales are biggest in the EVIL segment, followed by the SLTs' and the DSLRs'. But there are some overlapping between the SLT and DSLR markets. How will Sony address this issue?
A: There are many different markets worldwide, with a wide variety of users. Their needs are very diverse. In some places, there are more long-time photographers who prefer OVF. For such markets, we offer the choice of α580/α560, which boost much better value as compared to α500 /α550 models in terms of the video capture function and picture quality.
The China market has its own characteristics, so is any other country's. In Japan, the demand for SLTs is bigger. China's huge market is relatively diversified. So, for the SLR market, we offer α580/α560.; for young people and the fashionable-minded who have never owned a DSLR, we offer the SLTs.
Q: Is Sony's marketing strategy confusing to the consumers because the α55 and α580 is not easily distinguishable in the targeted market?
A: We have heard similar opinion expressed about the similarity of the two in appearance. Our differentiation of the two is that the SLT is for those users who prefer high image quality, doing sport shots and videos while the DSLRs cater especially for those who are also interested in OVF.
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