Sony releases camera strategy for 2021: Aims to be the top brand in the overall camera market!

Sony released their mid-term strategy paper (sony.net/SonyInfo/IR/library/presen/irday/). And Sony’s goal is to become “the top brand in the overall camera market” by 2021. It’s unclear how we should define “top brand”. I doubt they mean that they want to be the number one in terms of sales. Anyway, the marketing statement sounds bullish.
They clear focus is on mirrorless, lenses and the professional market.

Overall Strategy goals:

  1. Reinforce Direct to Consumer (DTC) services and content IP, and create “Communities of Interest” that bring together people who share emotional values and experiences.
  2. Position Branded Hardware, which allows Sony to connect users and creators through its innovative video and audio technologies, as sustainable and consistent cash flow generating businesses.
  3. In the area of CMOS image sensors that capture the real world in which we all live, and are vital to KANDO content creation, aim to maintain Sony’s global number one position in imaging applications, and become the global leader in sensing.

And in the Imaging business that’s their goal:

  • Branded Hardware, is comprised of the Home Entertainment & Sound (HE&S), Imaging Products & Solutions (IP&S), and Mobile Communications (MC) segments that bear the Sony brand. Sony will aim to position Branded Hardware as sustainable and consistent cash-flow generating businesses that enable continued investment in the Sony Group’s growth. In the last fiscal year, Branded Hardware was the driving force behind Sony’s record profits, and, over the next three years, it is expected to be the business which generates the most stable cash flow. In this area, Sony will continue its policy of targeting profitability and the premium market rather than unnecessarily pursuing volume.

The new Sigma 105mm f/1.4 for Sony FE preorders will open on May 25


Sigma introduced the “Bokeh king”. This 105mm f/1.4 will be available for Sony E-mount too (it’s listed at BHphoto now). The lens is compatible with Sony’s Continuous AF, which would have not been possible by using the Sigma MC-11 adapter. That’s why this native E-mount version matters.

Nokishita reports the lens preorders will open on May 25th. The rumored price is just under $2,000.

All Sigma FE lenses:
All lenses listed on one page at BHphoto (Click here).
Sigma 14mm f/1.8 for $1,599 at BHphoto and Adorama.
Sigma 20mm f/1.4 for $899 at BHphoto and Adorama.
Sigma 24mm f/1.4 for $849 at BHphoto and Adorama.
Sigma 35mm f/1.4 for $899 at BHphoto and Adorama.
Sigma 50mm f/1.4 for $949 at BHphoto and Adorama.
Sigma 70mm macro for $569 at Adorama.
Sigma 85mm f/1.4 for $1,199 at BHphoto and Adorama.
Sigma 135mm f/1.8 for $1,399 at BHphoto and Adorama.

Here are all the info about this lens:

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Sony Tidbits…


The Photojournalist’s Way with Paul Gero

Nikon D5 vs Sony a9: Which Camera Took It? (Jared Polin).
Fujifilm X-H1 vs. Sony a6500 – The Battle (Digitalrev).
Nissin Di700a flash review at SonyAlphaBlog.
NAB 2018: Blackmagic Goes Big with 4K Pocket Camera and Resolve 15 (Explora).
Ikan Pivot Gimbal, can handle large cameras (Personal View).

Share your best pictures on our new Instagram SonyAlphaGallery.

Personal photos and tests from SAR Admin Andrea on Instagram, Twitter, Facebook, Flickr and 500px.

Phil:I am Senior Reviewer for Underwater Photography magazine. uwpmag.com is a free PDF download and the current issue #102 includes my cover shot and review of the Sony A7R III and the Acquapazza underwater Housing.

 

Join the new Sony Alpha Camera Facebook group.
To get news from our Forum subscribe that RSS feed.
I kindly invite you all to follow our RSS feed, follow us on Facebook and Twitter to not miss news and rumors

 

Sony Tidbits…


Miguel Quiles On The 100mm F2 8 STF G Master Lens

Sony Cameras for Music Photography by Adam Elmakias.
Which One? | Sony 70-200 F4 G OSS vs Sony 55-210 F4.5-6.3 OSS (That1CameraGuy).
10 Issues Sony Needs to Address In Its Mirrorless Cameras (Nasim Mansurov).
NAB 2018: Hocus-Pocus, Wooden Camera Zip Follow Focus (Explora).
SLR Magic New Cine MicroPrime Lenses (Personal View).

Share your best pictures on our new Instagram SonyAlphaGallery.

Personal photos and tests from SAR Admin Andrea on Instagram, Twitter, Facebook, Flickr and 500px.

Michael:I take readers through a dramatic black and white portrait shot with my Sony A7 II and 90mm macro f/2.8. (an incredible portrait lens) You can take a look here: https://www.onportraits.com/dramatic-black-white-portrait/

 

Join the new Sony Alpha Camera Facebook group.
To get news from our Forum subscribe that RSS feed.
I kindly invite you all to follow our RSS feed, follow us on Facebook and Twitter to not miss news and rumors

We have our own Facebook camera groups and pages you can join to discuss the upcoming new cameras in detail:
Sony A9 group and Sony A9 page.
Sony A7rIII group and Sony A7rIII page
Sony A7sIII group and Sony A7sIII page
Sony A7III group and Sony A7III page
Note: In groups you can post your own stuff like images, news and questions. While on pages you will read the specific camera news from SAR.

 

New Line of Vello Lens Adapters Offers Options with Aperture Control

There is a new Line of Vello Lens Adapters Offers Options with Aperture Control listed at BHphoto.

Sony A7III preorder links:
Sony A7III in USA at Adorama, BHphotoAmazonBestBuy, FocusCamera, BuyDig.
Sony a7III in Europe at Amazon DE, Calumet Germany, Amazon UK, ParkCameras UK, WexUK, Amazon FR, Amazon IT, Amazon ES.

Sigma FE lens preorder links:
All lenses listed on one page at BHphoto (Click here). In detail:
Sigma 14mm f/1.8 for $1,599 at BHphoto and Adorama.
Sigma 20mm f/1.4 for $899 at BHphoto and Adorama.
Sigma 24mm f/1.4 for $849 at BHphoto and Adorama.
Sigma 35mm f/1.4 for $899 at BHphoto and Adorama.
Sigma 50mm f/1.4 for $949 at BHphoto and Adorama.
Sigma 85mm f/1.4 for $1,199 at BHphoto and Adorama.
Sigma 135mm f/1.8 for $1,399 at BHphoto and Adorama.

This week SAR readers photos selection


by miguelquilesjr
sonyalpha A7RIII + Sony 90G Macro
f/2.8, 1/800, 125

1) You can submit one single picture per week only.
2) To submit your picture for the weekly readers roundup post you can choose one of the following three options:
Instagram: Follow @sonyalphagallery and tag us on your picture to give us the permission to repost your image on the instagram gallery and on SAR (we will credit you)
Facebook: Submit your picture on our group: facebook.com/groups/sonyalphacamera. Please add the hashtag “#sonyalphagallery ” to grant the permission for reposting on SAR. Without the hashtag we will not add your picture!
Forum: Submit your picture on the SonyAlphaForum image section and add the hashtag “#sonyalphagallery
3) Like and comment the pictures from other readers here: instagram.com/sonyalphagallery, facebook.com/groups/sonyalphacamera and on SonyAlphaForum.
4) A selection of most liked pictures by the community and by me SAR admin will be posted weekly on SAR.

Note: When sending a pic feel free to also add a link to your site to promote yourself! And please do share one single picture per week only. Do not spam :)

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