• All APS-C SLR cameras
• All Full Frame SLR cameras

Gee! This is going to influence the future of the Sony Alpha line.

In a nearly parallel direction, knowing that Sony decided not to announce a new Full Frame SLR camera this year (but only in 2012), it is interesting to notice the information provided by SonyAlphaRumours and telling us that Sony determined its strategy for the year 2011. For the most significant part, Sony forecasts a complete stop of manufacturing for the Sony Alpha 850 whose stocks will plummet quickly. On the opposite, the elder brother (more endowed too) Sony Alpha 900 will see its price drop progressively at the current 850 level, to boost sales, avoid leaving too much room to the competition and empty the stocks before the arrival of an Alpha 99.

This pro-tele-prime lens announced a year ago by Sony includes a small DMF button whose meaning should be Direct Manual Focus. The use of this button would be to easily move from a “normal” AF mode to a “x15 zoom” mode allowing easier fine focusing.

This feature has nearly no use in a prime lens which certainly contains no optical element to support such a feature. AP concludes that the only explanation is that this is a control for an SLR body feature associated to the electronic viewfinder of future cameras from Sony. Good reasoning…

The consequence:If a prime lens whose price (a few thousand Euros, maybe 10000€/$10.000) puts is firmly in the pro range contains such a feature, the electronic viewfinder is coming to the next pro cameras from Sony. The conclusion is that the Sony Alpha 77 (or Alpha 750) which will follow in the steps of the Sony Alpha 700 will be equipped with an Electronic Viewfinder (EVF) and a semi-transparent mirror like the Alpha 33 and Alpha 55, that are clearly in the entry-level part of the Sony camera offering.

It’s still a bit weird for a button already appearing on the 500mm f/4 mock-ups presented a little more than a year ago. But the indication is quite parallel to the success observed by the semi-transparent mirror system with an electronic viewfinder of the SLT-A33 and SLT-A55 (big sales everywhere in the world in 2010, starting with the Japanese market).

When they presented the new Sony Alpha 560 and Sony Alpha 580, yesterday, Sony published a family photo for the two Alpha and NEX ranges. Nobody is missing.

But two products are obviously absent:

• The Sony Alpha 700 has been removed completely from the photo.
• There no longer is any 500mm f/8 mirror tele-lens (which was from the Minolta portfolio of AF lenses).

I would predict that this is disclosing what comes next…

Can you find some more absent friends?

First, and this is very easy to predict, Sony is ready to add to its NEX range of photo cameras. Already noticed because of the originality of its concept (a very dense point-and-shoot-like body, very simple but able to hold not only the new lenses of the new NEX range, but also compatible with the existing Alpha lenses, to bring light onto an APS-C CMOS digital photo sensor brought in the Alpha SLR range). While NEX was received with an obvious interest, it still needs to prove that it fills the needs of a real public. And this may be easier when a few days before the Photokina show (in September) we will be able to see the new photo camera of the NEX range: The NEX-7, which should capture 1080p video up to 60 frames/s. This should bring it in direct competition with the Panasonic GH2 which is still the best digital video offer among the compact photo cameras.

On top of it, we already know that Sony just presented it NEX-VG10 video camera, which is the pure video solution in the NEX range (again with the same CMOS 14.2 MP digital sensor that Sony seems decided to apply to as many NEX and Alpha cameras as marketingly possible). Available in September (in parallel with the door opening of the Photokina), it will be sold around $2000 (probably a little less than 2000€ on the old E continent).

Of course, Sony will also present (and possibly make immediately available) some new NEX lenses. The one whose name is most often repeated, since the Yodobashi leak in May, is the Sony NEX 18-200mm f3.5-6.3 OSS.

Then, there is no need of a crystal ball to announce that Sony will speak a lot about 3D on the Photokina floor. All the company divisions (video games, movies, video, photography) have been committed to bring active product support to this technology defined as a key target for Sony.

But, will you say, where are the D-SLR here? I kept the finest morsel for this part of the meal I offer you. Sony is preparing a full overhaul of its Alpha range. The A290 and A390 are already here with a 14.2 MP sensor (but only in a-little-outdated CCD technology), here comes the flood. There’s no doubt that the successor of the Sony Alpha 700 is ready. It was nearly official in PMA 2010 (at the beginning of 2010):

I dream of having reliable information about its photo sensor, but it is nearly certain that it won’t be the ubiquitous 14MP CMOS sensor of NEX and A500 series. It will be an APS-C sensor capable of 1080p video capture at 30 fps (at least). Since Sony always repeated that they would never bring a photo camera with a half-thought video section (like some of the competition, they murmur), it will be worth looking into its detailed features. Moreover, I would bet a tidy sum that the camera will be named Alpha 750, even if it appears that A790 was a possibility during the design stage.

The Sony press photo for PMA2010 (above) also gave us an important bit of information: The Sony Alpha 750 will have a little brother also video capable (probably with a resolution limited to 14 MP). The rumor says –curiously enough– that it would be named Alpha 33, and I find this utterly surprising. We’ll see, but in the meantime, you could listen to what the Spanish DSLRmagazine has to say about its supposed semi-transparent mirror used to assist a good autofocus in LiveView mode (traduction française, English translation).

But there is another possibility to take into account. According to Réponses Photo, the French magazine, “Sony give [us] a rendezvous in September for other SLR news, but this time in the expert and pro ranges…” (emphasis is mine). It looks a lot like a leak out of a magazine already informed but held tight by the signing of an NDA (Non-Disclosure Agreement). It would seem very surprising that anybody knowledgeable would place the Sony Alpha 750 in the “pro” range, it is the “expert” announcement. But, the, here is the last event: A pro camera! The Sony Alpha 900 (and its little brother A850) would prepare itself for a new offspring in the use of an Alpha 950 (no certainty about the name, of course)! And that could be thunderous if they announced (availability in early 2011?) the new 32 MP Full Frame CMOS sensor in association with a new quad-core BIONZ processor (aka Quattro Bionz).

The other option in this part of the product lien would be the arrival of an Alpha 820 (this name is heard in several mouths right now) which would be a new effort to popularize the Alpha 900 after the sub-2000€ Alpha 850. Credibility: Very low in my (not so) humble opinion.

You will have noticed that I did not go heavy on the conditional tense despite the long list of news. Be prepraed to see a Sony showroom of enormous size and density in Köln, next September for the Photokina. Alpha, NEX, 3D, video, Sony is alive and kicking.

Sony just made a round of announcements that should attract a lot of attention in the photography market (but in relation with video).

First and foremost, here are the first samples of the new range of point-and-shoot photo cameras using an APS-C digital sensor. With the NEX3 and the NEX5, they intend to bring a top-quality photo digital sensor (as found in the digital SLR cameras) in a very compact form factor: LetsGoDigital noticed that the NEX5 is still smaller than an Olympus €-PL1 (even if it is based upon a smaller sensor) or the very recent Samsung NX10.

Watch the vidéo on the web site of Engadget.

At this point, it may even be useful to notice that this is the first (and long-promised) appearance of video capture technology (using AVCHD file format) exploiting an APS-C-size sensor at Sony. This will certainly open the opportunity to demonstrate the technology expected on the upcoming successor to the Alpha 700 (presented in February with another D-SLR camera from the Alpha range and expected to be at a lower price point).

This issue is going to be very interesting to track in the coming weeks (and do not draw conclusions like the Sony Alpha 750 would appear before the end of May).

But this is only the beginning here: Sony also just presented a video camcorder which is still in development, whose launch is expected this Fall. Let’s stop at some of the most striking characteristics:

• It has an APS-C digital sensor (again, like on most of the Digital SLR photo cameras of the Japanese brand)
• It grabs 1080p HD videos
• It receives interchangeable lenses taken from the Alpha series (of digital SLR cameras from Sony)

Didn’t we say that Sony had decided to break ground in video capture using a photo digital sensor?

Here is something else entirely: Sony just presented a video camera (not a photo camera) with a 35mm (or Full Frame) sensor. It will probably knock down RED and Panasonic. Let’s hope that this technology will be immediately applied in 2010 in a Sony Alpha 750.

Announced, but the availability is still not before the beginning of 2011…

Source : Engadget.

There also will be a new ultra-compact camera with interchangeable lenses. The presented mock-ups are quite small indeed:

A Sony Alpha 707 with HD video capture and ISO 12.800 sensitivity and a Sony Alpha 900SH with HD video.

Seriously! I can’t believe it for a moment… It’s so strange that I will not even create the Sony Alpha 7007 and Sony Alpha 900SH categories for the YLovePhoto menus.

Thanks to Mash for the link to PR. These guys are ready for any kind of rumour…

• Several (accidental?) leaks from Sony web sites, showing Sony Alpha 500, 550, 850 (and possibly Alpha 750, but this one may be a counter-fire).
• A German site showing the Alpha 850, with price.
• An Andorra web site showing a supposed Alpha 800, no price.
• The Canon EOS 7D spotted in Best Buy internal catalog system.

I will not fully judge their credibility, but I feel that the order I used goes from most possible to mere rumor.

Actually, there is currently no DSLRA850 in Sony line of SLR photo cameras, so it’s just expected to be a small error leaking information about the name of one future camera nearing launch.

Of course, this could well be a hoax… But this is going in the same line as the previously rumored Sony Alpha 500 and Sony Alpha 550.

Still no feature list.

• 16.2 MP full frame sensor EXMOR R (new technology)
• 100-25600 ISO
• 8 frame/sec
• SSI, same a900 OVF, new AF system,
• GPS and WiFi built-in
• 3.5″ LCD display
• Pop-up flash
• Flash sync: 1/500s
• Camera level
• 23 AF sensors
• Quick Live View
• Video Full HD
• Dust/splashes sealed
• Aluminum-magnesium alloy body
• Released early September 2009

It seems that everybody is now expecting Sony too announce/launch at least one more SLR camera (after the Sony Alpha 230, Alpha 330 and Alpha 380).

I am not sure this leak is real (it looks too much like the wet dream of a techno-geek maniac), but it’s worth waiting for a new SLR photo camera to go and replace or complement the existing Sony Alpha 700.

What seems certain: Sony promised to present two more high-end lenses in 2009 (one super-tele-photo, maybe a 500mm f/4.5, and a beautiful 28-75mm f/2.8 zoom); We expect both lenses and new body to be announced simultaneously.

Some are drawn to surprising conclusions like the possible disappearance of the AF motor from the SLR body (a little like has been done by Nikon). It would lighten the camera body and would be indirectly confirmed by the appearance of new lenses (like a 50mm/1.8 and a 18-55mm f/3.5-5.6 that would be sold only with these new Alpha 330 and Alpha 230). This would be a serious breach of the usual compatibility with exisintg lenses, but it is easy to recognize that the entry-level photo consumer is not fanatic about this compatibility.

The visible reference to MemoryStick (on the photo of the all-new, all-nice LCD screen) also make us fear that Sony would possibly announce that these new SLR cameras could abandon the usual double compatibility with CompactFlash (major Flash card standard of the recent years) and Memory Stick (small standard only known inside Sony). Sony marketing department could pressure the engineering departement into adopting the in-house standard where any other photo company would rather choose using SmartCard or microSD cards. To be checked quickly because this one could really frighten customers (even at entry-level).

Finally, there is a real curious surprise in the images leaked by the Russian web site: Not a single reference to video capture, while all photo brands are rushing toward what is supposed to be the most visible feature of SLR photo cameras in 2009. But here comes a more complex analysis that I may submit to your opinion: Sony would be reserving the engineering efforts at HD video capture for a later camera really able to do video (for the time being, we have to admit that this feature is still incomplete with no real AF and a behaviour which is still disappointing, with Canon as well as Nikon). The real target would be a Sony Alpha 800 (a800) which would be an Alpha 700 with a super HD video mode, with all-features-included!

We’ll see the reality next week for sure.

With the following prominent features:

• 15.2 megapixels
• Sensitivity: ISO 100-12.800
• Continuous shoot: 6.5 fps
• New AF with 9 cross points (23 points total)
• Built-in WIFI (WLAN)

But this flies right against the previous rumour that no SLR camera would be announced by Sony in Las Vegas this year.

Of course, Nikon and Sony may be in bed together, but are not married. Quite often, Nikon requests specific features that Sony does not need/want for its own products. This leads to different precise configurations of the sensor (more converters, additional functions) which becomes more customized for each of both brands. The first example coming to mind was the excellent sensor that is hidden inside the near-simultaneous Sony Alpha 700 and Nikon D300. Two market references, even today.

So, as we think we know what Sony is bringing us soon with a nice CMOS 15MP sensor in APS-C size and with quite good sensitivty (inherited from the technology work for the sensor of the Sony Alpha 900), it is quite normal to draw an parallel Nikon camera design. The Nikon D800 then becomes the true follower of the D300, it completes Nikon mid-range to make it very powerful indeed: D700 + D800.

The features of the Nikon D800 so contain:

• 15.2 MP APS-C CMOS sensor
• Sensitivity: 200-6400 ISO (ext. 100-12800 ISO)
• Continuous shooting: 6.5 fps

Probably, count on it for the PMA 2009. Only a few more weeks of patience, then.

DPReview forum members are discussing the possible features of the Sony Alpha 800:

• body design similar to A700
• 100% viewfinder (bigger pentaprism than A700)
• 15.2 MP APS-C CMOS sensor
• Sensitivity: ISO 200-6400 expandable to 100 & 12800
• Quick LiveView
• Flippable back LCD (as on the Sony Alpha 300/350)
• Continuous shooting: 6.5 fps
• New high speed flash sync
• Autofocus: 9 double cross f/2.8 sensors (23 total AF sensors)
• New metering and AF sensor with tracking and previous focus
• Dual AF Ultra-Speed motor
• Wi-Fi interface built-in
• Memory cards: Dual slot Compact Flash (because it’s needed by customers) & Memory Stick (because it’s a Sony)
• New battery
• Compatible with A700 grip
• Micro AF adjustment (like Canon and Nikon)
• Full function eyestarter (pre-focus)

In parallel, Japanese forums of Photofan.jp tell us that the Sony Alpha 800 features should rather be:

• 15.2 MP APS-C CMOS Exmor “R” sensor
• Sensitivity: ISO 100-12.800
• Continuous shooting: 6.5 fps
• New high speed flash sync
• Autofocus: 9 double cross f/2.8 sensors (23 total AF sensors)
• New metering and AF sensor with tracking and previous focus
• Dual AF Ultra-Speed motor
• Wi-Fi interface built-in

In my eyes, those are only speculations. Even more precisely, it seems that the first one (DPR) is either speculation or some relatively good try at what the Marketing spec of the camera should be. However, the second (PF.jp) is probably only a partly digested excerpt from DPR rumour.

Time will tell.