• 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.

• “we’re really quite dedicated to developing products for both the A-mount system and the E-mount system because we do believe that both have roles to play” : Mark Weir clearly indicates that the NEX (E-mount) and Alpha (A-mount) ranges are not designed to compete against each other by to be complementary and to reach different targets. This is certainly not a surprise, but it’s good to hear it said clearly.
• “we absolutely understand and value the point about the continuity that an interim A700 successor model would have offered, but we prioritized the development of new capabilities, new benefits, and new technologies such that the A700 successor will be a truly unique and revolutionary product” is a key sentence where the Sony manager tells us that the spirit of continuity with the A700 does not have priority over the development of new revolutionary technologies. Who would not think about the semi-transparent mirror of the Alpha SLT (A33 and A55). This way, it is nearly completely confirmed (see more about it below), but it can also be understood as referring to many other improvements to come soon (at least, Electronic ViewFinder quality and -maybe- a record resolution for the sensor which may well be identified as a revolution).



• “everyone will realize that it was very valuable to first develop the technologies and the capabilities” has to be translated from marketese into plain English with some kind of We had too much in our hands, too much to work on, before we could build the product we wanted”. Elsewhere in the interview, it is easily understood that Sony did not want to work simultaneously on everywhere and that the A33/A55 developments must have been eating the lion’s share or the R&D resources. “We can’t do everything at the same time, so let’s spread it over time and let’s start with big-volume cameras.”
• Mark Weir also clearly state that the A700 successor will be located between the A580 and the A850. Some will want to read this truism as the hope that a traditional viewfinder will be maintained against the possible semi-transparent Pellix-type mirror and an EVF, but I believe that nothing can stop the impetus acquired by the technological transformation aforementioned. And the following phrase (“the A700 successor […] will incorporate the translucent mirror technology.“) is without any doubt: the A77 will have a semi-transparent mirror. This is now certain. Mark Weir then defends this approach by publicly stating that the associated improvements will reduce the last worries and win the last complaints back.
• Another remark about the Full Frame cameras, “the market has shifted increasingly toward the use of APS-C cameras, even in the enthusiast and semi-pro space” could well trouble those waiting for the replacement of the Alpha 850. More or less, if the market forces everybody to have high-end Full Frame photo cameras, sales go to the high-end APS-C photo cameras. We must admit that the limited success of Sony within the pro public, but it’s true that, inside Nikon or Canon, the same problem is certainly present too; with the critical difference that those two brands have a very strong presence in the pro market and probably have a slightly different perception of (and an easier path to) this constraint. As repeated by many observers, Sony still must prove worthy for pro photographers to collect the associated brand image, but the Sony Marketing is at a loss to find the means to this end. The consequence will certainly be a little less pleasant: Sony will wait more before working on an Alpha 950 (or Alpha 99) for Full Frame cameras. As everybody murmurs it, let’s not discuss this any longer before 2012.
• Some more fuzzy comments about the difficulties to ship the Alpha 580 will not shed any new light on the issue. The camera is still hard to find, but these suggest simultaneous issues of primary parts procurement and manufacturing capacity. We will probably never learn anything more precise from a Sony employee in front of a microphone.
• The zoom lenses included in camera kits are selling exceptionally well (“the 55-200mm telezoom or the 70-300mm telezoom that is promoted at the time of purchase really represents a tremendous part of the lens units that are sold.“). Nobody will be surprised by such a statement knowing that all camera manufacturers build camera kits at prices obviously attractive. But at a noticeably lower level of sales, Sony sees a real success for the 24-70mm f/2.8 and 70-200mm f/2.8 (“The other part of the business is the lenses that are sold to enthusiasts, and these are typically wide-aperture 24-70mm or wide-aperture 70-200mm“). This is recognition of the value of lenses designed and bought to be present for a long time in the expert photographer’s bag (when I was saying the same…) But Sony also makes significant efforts to present high-end prime lenses (prime = not too expensive, or 150-250€).
• “What you are seeing is the emergence of hybrid silent AF motors.” is the introduction to a list of commentaries to explain that Sony will keep on developing SSM lenses (ultrasound motor AF, expensive but very quiet) along with SAM lenses (hybrid motor AF, cheaper and somewhat quiet). the E-mount lenses are designed from inception to be silent (for video capture), but the A-mount range shall also receive more lenses designed to satisfy the video lover in Alpha suit. To my eyes, this part contains too much warm water to warrant for a clear future and the marketroid who’s talking probably translates Sony’s indecision on this issue. He even goes to the point of defending the use of external microphones…
• “there’s full aperture control with movie capture in SLT right now, it’s just not with AF at the same time.” will certainly stop most dreams short for some people still hoping to get both fast AF and free choice of lens aperture. As Mark Weir finely explains, it is mostly a matter of technical limitations and the only hope left is to give contrast-based AF enough time to improve slowly (for the time being, for technical limitation, phase detect AF can only work at wide open A-stop – or up to f/5.6).
• One short mention to confirm the 500mm G f/4.0 prime lens, without giving even a hint of a launch date.
• the end of the interview covers the evolution of the different markets and requires to be analyzed with a big grain of salt in front of the statements from the other camera manufacturers, but it can be summarized in telling that all manufacturers think that 2011 will be a good year for photography and that Sony wants it to be a good year for 3D photography (Sony decided to heavily bet on 3D in all of its markets).

As we can see, this is one of those rare interviews where a brand representative openly speaks and provides a lot of precise data without hiding it behind a heavy curtain of unreadable bad English. Congratulations to Imaging Resource which had already shown their ability to write excellent gear tests and demonstrate that they can also write other article kinds.

In any case, all bets and rumors are pointing at an announcement not before the end of 2011.

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).

photo credit: Edur8

There is currently a Full Frame digital sensor being developed by Sony. Or more precisely, Sony currently works on a 24 mega-pixel technology in the Full Frame form factor (FX in the Nikon local language) and the two applications actually forecast are at Nikon for building the Nikon D800 and at Sony for the successor of the Alpha 850 and Alpha 900 (the name has certainly not been fixed right now). I’m told that there is also another brand talking to Sony right now about the opportunity to share this technology (another 24 MP in Full Frame clothes).

For the time being, it seems that (faithful to the Nikon tradition- the Sony digital sensor will be modified according to the needs of the yellow brand. It’s true that Nikon is never perfectly satisfied with what Sony offers in terms of sensors (but that the sensor core does not change, justifying completely the “same sensor as…” mention often repeated in the past around this issue) but that Nikon does not totally share the intensity of the Sony commitment for video in this part (the high-end) of the camera range.

Right now, Sony works to optimize the digital sensor sensitivity (given a Full Frame surface size, they try to bring the best image quality, the lowest digital noise and the highest ISO sensitivity). According to the data we got here, the cameras based upon this new digital sensor would be announced at the end of Summer 2011 with availability in the last quarter of 2011.

As a matter of fact, an online Chinese eCommerce web site published a product page for the Nikon D800. A photo, some features somewhat far from what is expected from Nikon, but after all, why not?

First and foremost, the resolution would (fast) climb to 24 MP, or near to the current maximum for Full Frame digital sensors, indicating a possible use of the Full Frame photo sensor from Sony (already used on Sony Alpha 900 and Alpha 850, but with some video-capture ability added).

Next, we find a shutter with speeds from 30s to 1/8000s for continuous bursts of 7 frames/second, video recording in 720p and 1080p, ISO 200-6400 (ext. to ISO 100-25600) light sensitivity, exposure metering using a 1005-RGB-point sensor and system, Nikon Multi-CAM 3500FX AF 51-point AF system, a fixed LCD screen attached to the back of the camera with a 3″ (7,5 cm) LCD with 921.000 pixels.

Clearly, this would build a relatively easy to predict kind of camera (apart from the high resolution of the sensor which would indicate Nikon is leaving the lonely track of low resolution Full Frame to go and catch up with Canon and Sony where they already succeed).

But this is still surprising. If this is more than an unfounded rumour, it will allow a prediction of the direction Sony is taking in terms of FF sensors and the successor to the Sony Alpha 900 and Alpha 850 would keep their resolution at 24 MP while video capture would be added like on the Nikon D800.

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.

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.

• 7-10 January 2010 (CES, Las Vegas) : announcement of Sony A950, 32 MP FF, still no video, high ISO).
• January-April : tele-lens 600mm.
• 10-15 April (NAB, Las Vegas) : Sony A1000, hybrid SLR photo+video.
• A Sony A150 at bottom price (no AF motor).
• 8-10 September 2010 (Fotokina) : Sony A820, small body 32 MP SLR, SD cards, video, in-camera flash, low-cost viewfinder.

but AmateurPhotographer goes as far as asserting that Sony is going to develop a new intermediate range of cameras with 4/3 sensors and an electronic viewfinder (EVF).

Did you spot what is missing? Do you really believe that the Sony Alpha 700, which is rumored to be leaving the warehouses and ready for a replacement, will be waiting all 2010 letting Full Frames take all the light from the spot lights? Would you really believe that the new AF sub-system recently presented here will be left with no application. I’ve been told that this roadmap is essentially “too short”.

Even for a Full Frame sensor, this is a lot of pixels. But this is what can be obtained from using the newest photo sensor that Sony just revealed: 34.8 MP for the Super HAD CCD II.

Source: Photo-Rumors.