New Sony CEO Kazuo Hirai makes the first step to strengthen the imaging division.
As Imaging Resource reports the new CEO Kazuo Hirai’s intention is “to make digital imaging one of three core pillars of Sony’s business.” And today Sony issued a statement saying that “Sony is positioning digital imaging, game and mobile as the three core pillars of its electronics business, and going forward aims to concentrate its resources in these areas to further reinforce the businesses.”
In simple words, the digital imaging department has been elevated to an independent and strong arm of Sony’s strategy. I hope this step will simplify and accelerate the development process of new camera and lens products. With the new NEX and SLT systems Sony created a unique Chance to grow in a market that until a two years ago was merely dominated by Canon and Nikon. Good Luck!
P.S.: Talking about rumors…there is something in the air… 
Rev David Lim
2 years ago |Look forward to medium format and large format Sony cameras with Zeiss, Schneider, Leica, and Voigtlander lenses.
LEdgars
2 years ago |Sony means even more compacts and low end SLT?
Frank
2 years ago |Thats 2 of us know!
Frank
2 years ago |Thats 2 of us know.
kalpurush
2 years ago |Fantastic news for us Sony users
Zstan
2 years ago |Good to see the new CEO committing to the imaging division. So what’s the rumour? A99 will not cost more than rm9999 and Sony promises that there will be no internal errors with its costing?
NEXfive
2 years ago |…there’s something in the air, yes, but on the other hand it does sound like a long way just started to be gone to improve the E-Mount lens situation.
scotty
2 years ago |will sony be smart enough to combine their imaging dept. with their highly acclaimed video dept?
Cliff
2 years ago |+1
Sony pro broadcast group its a true powerhouse for the company. There is a massive amount of technical experience there that Sony can tap into and spread around the company.
I’m dying to see the Sony display at NAB this year. I could spend the entire day there talking to all the Sony execs and engineers!
Joe
2 years ago |I work in broadcast and Sony gear is widely adopted, however many photo journos are using 5D2 for a lot of video work. Sony need to step up their game in DSLR video.
ageha
2 years ago |Kazuo Hirai didn’t say he intends to make digital imaging one of three core pillars of Sony’s business. lol He just mentioned its electronics business. We don’t don’t know how important consumer electronics to Sony are today.
Alfonso Cuitiño
2 years ago |I hope the air is filled with FF NEXes lol!
SonyA77
2 years ago |That would make it incredibly difficult to breath!
SonyA77
2 years ago |Please change your name, you aren’t me. Thanks.
Alfonso Cuitiño
2 years ago |Original A77, you should register if you want to have a unique name
Jim
2 years ago |Unfortunately to all of us photography enthusiasts and pros, this company considers photography equipment to be ‘electronics’. Market leaders canon and nikon approach it as optical equipment which is the right way to think of cameras – electronic components are there as necessary support systems but they are not core.
Within the Sony conglomerate, ‘Imaging’ also includes professional and consumer video and P&S cameras as well as consumer oriented low end stuff. Nothing in his statement jumps at me as them committing to high end pro level photo stuff.
Having those three areas within electronic division highlighted as priority areas does not mean that these will be more important than other dividions like music, motion pictures or financial services. What it says to me is that they are abandoning TVs, computers, music recording devices etc because they can not come up w anything innovative to compete w Samsung, Apple or, on the opposite end of the spectrum, with cheap commodity Chinese made stuff.
Sony is in serious trouble across the board. Pls name one truly innovative product they developed and are a true leader in that category. I am talking an individual model but a product category. Play station does not count.
ageha
2 years ago |Sony Chemicals’ tapes!
Bruce Bachand
2 years ago |.
Steve
2 years ago |That could explain the lack of lenses and the continuous release of new bodies.
Jim
2 years ago |Lenses are viewed as ‘accessories’ according to Sony.com
DJ
2 years ago |Jim its a word. Its just a word. We are all very happy for your switch to your 5D, thats just great, but I sincerely cannot fathom why Sony’s choice of words is bothering you enough to post a qualm here. I just shot an 11 hour 800 guest wedding at Martins West in Baltimore, with my A850 and Zeiss. I am confident I got better images then the 15 rebel/60D wielding amateurs at the party. My partner was shooting with a D700, not that we mind each other because we have more important things to do regarding our imaging then bitching to each other about what words Sony and Nikon use to describe their products. The professional videographer was using an A77.
Jim
2 years ago |dj that’s great. Can you send a link to your site please. I am curious to see the output from Sony ff in the pro hands. I am sure it’s great but I have never met a pro tog who uses Sony, not like I get to meet too many anyways. I am a pure hobbyist whos been using A mount for many years. Minolta hold out.
If i sound bitter in my posts it’s cause I grew so frustrated by sony direction over past year while waiting for a new ff body which I would feel would be worth 3K and have video.
Rooru S.
2 years ago |mmm I’m very sorry to say this, but Sony never commited themselves to offer professional photography equipment at all…They don’t want to compete against Canon or Nikon…they just want to make a difference and make a step forward to the future in photography. That’s why they’re making SLT and mirrorless, not dSLR. But I’m pretty sure, the equipment they make, are pretty much what a professional could use.
And Sony is not abandoning anything. They just get enough money from movies, music and tv production that can focus now on other areas. To name something innovative…well…A55? camera of the year 2010. The pellicle mirror is something Canon already did, but without success. Sony is making big money from their SLT. (If not, they would stick with dSLR don’t you think?).
The real problem with Sony is lack of professional assistance and service with their products. They’re introducing something new always, but the lack of support to old products it’s serious (for example, dSLR cameras.)
poke
2 years ago |May be it’s just semantics.
Joe
2 years ago |Blu-Ray. You’re welcome.
Joe
2 years ago |Last time I checked, Sony had the best HD sports video cameras on the planet. The “Sony is not a camera company” is a failed argument. They make cameras and TV’s for picture quality not to showcase little blinking lights and shiny buttons.
When it comes down to it, Sony is an electronics company first, but that doesn’t mean they’re bad at it. They make a bigger profit on electronics like the Playstation, TV’s and the frickin’ Walkman than they do on SLT’s. They get money for every Blu-Ray sold as licensee for that technology.
Not a single person who just bought a D800 or a 5DIII can get the video quality already baked in to the A57/65/77/Nex5n/Nex7. No one talks about that.
I work for a company that has a division that is a direct perceived competitor of one of Sony’s business units. We also produce a product another one of Sony’s business units relies on to be successful. So are we a partner or a competitor? People look at it wrong. The people who make the Alphas are probably in a completely different building, and maybe in a different city than those who work on Playstations or Vaios or Walkmans or TV’s or Motion Pictures or whatever.
Jim
2 years ago |Yes Sony is good at video. They are likely a number one company in that segment. I had a canon camcorder but replaced it with Sony because it’s so much more advanced and I am very happy with it. I just wish they’d apply the same vigor to developing the high end SLR system.
Joe
2 years ago |No doubt. I am waiting anxiously for the Full Frame offering. I love my A77 though. My wife has a Canon and I can’t stand the thing. Sony’s interface and ergonomics fit my style nicely and the A77 is perfect for what I shoot. I am confident the FF offering will be even better.
DJ
2 years ago |I hope they apply the same vigor to developing FF zeiss Lenses as you do trying to get others to jump to canon.
Matt
2 years ago |Sony are a true leader in digital video. Easy. In fact nobody even comes close in terms of spectrum in the digital video field, Panasonic would be closest in a lot of respects, but not all. Think Broadcast. If you think Sony as a company don’t have the chops to be at the top rung in a digital field, you would be sorely mistaken and see Sony for nothing more than their consumer products – which is why you mention Playstation. Why DO you consider Playstation not to count?
In fact I would like to point out now, that Sony probably have been a leader in more fields of electronics than any other company. You mention Samsung and Apple – these are a white goods maker and a computer company that recognised the convergence of computers and digital devices – there is NOTHING truly PRO about either of them. You are comparing Sony to Samsung or Apple, as an organisation neither of these are even remotely in the same league.
Spoon
2 years ago |Digital video equipment, especially pro level cameras. You asked for one, you got one.
SonyA77
2 years ago |Yeah because Sony don’t make professional video products do they…oh wait…
Bruce Bachand
2 years ago |OLED…
DigiFilm
2 years ago |CCD,CMOS sensors, and the processors that are at the heart of almost every digital camera. Yes the Digic is made by Sony. Let’s see, Blu-Ray. I remember when almost every 8mm camcorder was manufactured by Sony.
poke
2 years ago |Andrea, such a tease with the “something in the air.” I hope you tell us soon. I will be checking every morning for the news.
Daniel
2 years ago |It better be something…soon!!
porcu
2 years ago |Good. That’s exactly what he wants you to do!
JB
2 years ago |I hope Kaz reassigns or fires whoever decided to delay the A99. That was a bad move.
Jim
2 years ago |Sony is soooo huge the big man may not realize they ever intended to compete in the FF segment. In the last 3 years A900 contributed like 0.1% of company wide revenues and was not even profitable due to lower than expected volumes. Delaying a replacement to what was essentially a commercial failure might actually be a good thing. Sorry this sounds harsh but it’s a corporate reality within Sony.
ageha
2 years ago |0.1%? I highly doubt a single camera makes 0.1%.
Jim
2 years ago |Sorry I meant FF as the entire system, both bodies, all high end lenses, other stuff – the whole pro level photo franchise.
Rooru S.
2 years ago |That’s because they never had the balls to offer real support to the A900 and their customers. It wasn’t a failure. It was some of the best true photographic dSLR at the time. But I’m sure, new FF cameras from Sony are far from being a failure. Delaying a replacement gives more time to make things in the right way.
Matt
2 years ago |It isn’t about making it right, they are building their brand again in digital imaging, to do this they have to start at the low end of their range (not the top despite what everyone here thinks). Sony don’t need to convince pro’s to come over, that would be the worst strategy ever! They need to convince those getting into photography at the beginning that they offer something that nobody else does. Novices turn into enthusiasts who turn into pros. Then they can bring out their pro models, with a larger installed user base of people who will buy it and better than that not have to resort to competing on price just to get sales. This is what Sony is doing and it IS working. There are users out there who would never have considered Sony as an option, but now are keeping a keen eye out for what they do next – they might not jump over, but the thought might cross their mind… And that, that is enough.
DJ
2 years ago |Matt just FYI (and I do agree with you) there are definitely plenty of pros that are switching from Nikon and Canon to Sony. Most people who invest into Sony do so for a reason, not because they are blatently oblivious to canikon offerings. I honestly don’t think the numbers of Sony users jumping to canikon are as great as most people are imagining compared to those jumping to Sony.
Spoon
2 years ago |Could you give a source for your A900 numbers and claims? The A900 outsold the D3 and D3x and sold in similar numbers as the D700 in Japan since release, according to sales statistics.
Nico
2 years ago |First, the Sony that makes cameras, TV’s, gaming and mobile is part of Sony Electronics. They sold off their TV division, so that leaves digital imaging, gaming and mobile. The three new pillars…or known as verticals in industry.
Music, Motion Pictures are part of Sony Entertainment, different animal. Just like Financial is part of a different Division. Each division has its own leadership/management and lives independently from each other. Thats why they sell proprietary sensors to Nikon w/ exclusive rights. The senor division is a separate division.
He did say “digital imaging” in the press release so it is good news. while that does encompass video cams and p/s, it still means there is a focus on it now, which should help.
ageha
2 years ago |They sold off their TV division? Where did you read that?
Steve S
2 years ago |Good, now they can finish what they started….the a77. The firmware update better be good. The a77 can’t be left the way it is, they need to give it it’s full potential. Just make UI as fast the a700 it can’t be that hard.
Almazar80
2 years ago |As good as the A77 is as a camera, the firmware really puts the dampers on the thing. Doesn’t mean that it’s not a great tool. The responsiveness of the menus, etc. just need improvement.
Joe
2 years ago |I’m too busy putting the hammer down taking pictures to notice the menu responsiveness.
I guess I have mine in the pocket for my style. I shoot Aperture Priority or Manual 99% of the time with the lens on manual 99% of the time, I don’t do HDR or anything like that, so other than a white-balance preset or turning SteadyShot off, I don’t really go in to the menus much. Maybe I’ll find myself in a situation where I will need to be in there and get mad at the responsiveness, but right now I don’t notice.
DJ
2 years ago |its more important for pros, at least in my case who change settings very quickly on the fly, often switching between ambient and external lighting, inside and outside, portraits vs groups, details vs room shots, etc. Things move very fast at weddings and events, especially jewish orthodox weddings, and the camera NEEDS to keep up with me when I’m adjusting based on the room and circumstances I am shooting in- I would however welcome with wide open arms the AF of the A77 on my A850, which isn’t slow (and certainly not inaccurate), but can be sluggish in dim light or when there is lots of movement involved with myself or the subject- my partner’s d700 however always locks instantly.
Sergei
2 years ago |Get CZ 24-70 for your a850 it locks focus in the worst conditions without a problem and always spot on. It was designed for a900/850 after all. It consistently outperforms my a77+16-50 back up in the same conditions.
DJ
2 years ago |Sergei I use the 24-70CZ, 70-200G, 135ZA, its not the lens ssm that is slow, its the inbody AF that can’t see- the points are not optimized for subjects moving across the frame.
Karakartal
2 years ago |Oh boy, so much misinformation.. He probably saw some headline somewhere and never read the full article. Anyway, from what I know Sony sold their share in the partnership they had with Samsung LCDs. They got some good money for it. I think they figured that the partnership they had with Samsung was not working well for them. Nowadays Sony is trying to change their whole approach to TVs. They are trying to reinvent the TV according to SonyRumors. But nowadays everybody is trying to reinvent the TV so god knows who will achieve this goal first. So basically they are not giving up on their TV business. Instead they are trying to turn it around and start kicking Samsung’s ass
But these are all rumors and each rumor site is saying Sony is prioritizing something else 
Jim
2 years ago |I said it was a ‘commercial failure’ because Sony failed to properly support it and further develop it as a system. They priced it lower than comparable canon or nikon FF bodies but were not able to realize sufficient profit at that price point since it remained a small volume product.
The camera itself was and stil is a great example of the finest photographic equipment. Very much in the same lineage as maxxum 7 and 9 and 7D which I took over 50000 shots with.
Joe
2 years ago |Maxxum 7D is still a solid body. I wouldn’t mind having one to carry as a backup.
Jim
2 years ago |Sure mine still works fine but cosmetically looks like crap – hand grip and other pieces fell off etc. 6 mpx is not enough for blown up pics. I replaced it’s w a55 but it’s too small and too full of electronic gizmos I don’t care for. This thing does not have the soul of a true photography tool – for me. IQ is fine. EVF is a joke. So I switched to Canon FF in large part due higher selection of good glass and a clear upgrade path for the future.
Matt
2 years ago |Yes! You can wait 4 years for them to sell you essentially the same camera.
DJ
2 years ago |for your future- but really now, if you didn’t realize the a55 was a piece of shit when you picked it up at the store (but had to actually BUY it and own it) then I am rather shocked. Of course your FF canon will be FAR SUPERIOR to that tiny little a55! No contest. You however would’ve been, IMO, truly more satisfied with an A900 and Zeiss. Unless you are very concerned with access to 600mm+ lenses and specific zooms not offered in the Alpha range, there are very little advantages to the canon lens system (namely in build quality and unstabilized primes)
Jim
2 years ago |A55 has a capable sensor that I was sold on. The plan was to get a new FF that this site prose by xmas 2011. My wife love A55 since its like a p&s almost but decent iq
Dave Cox
2 years ago |Can we expect serious commentary from someone who switched from an A55 to a Canon FF?!? Did you really just say that Jim? And you don’t care for electronic gizmos – why the hell did you buy the A55 then? Are you saying you weren’t aware it had those features. What a nonsensical argument.
Jim
2 years ago |I Wanted a replacement for my maxxum 7D in late 2010. Guess what: a700 already discontinued and A77 not yet available. A55 had a brand new 16 mgx
blabla
2 years ago |with this new Sony strategy there is a chance OVF will come back !
“Ceterum censeo Carthaginem esse delendam.”
Anonymous
2 years ago |Sony, just bring out some pancake e-mount primes.
Or better yet, a 35/2 native e-mount lens that is about the same size as the Sigma 30/2.8.
Alpha
2 years ago |“something in the air…”?? Andrea please give me my a75 with the 16mp sensor
Ryan Leaf Rules!
2 years ago |Sony is going to get into the breakfast business next, serve you cold food on a fancy plate and try to convince you that its good despite your protests.
They will ignore you and just put more advertising on the streets so it brings a flood of customers there. Hire pretty faces that give you fake smiles along with fake boobs for distraction.
Of course the food should be good, look at all the people here… and that waitress, wow…
What is wrong with .. ME???
SonyA77
2 years ago |Have you just stopped taking your medication?
Ryan Leaf Rules!
2 years ago |In the business of asking irrelevant personal questions I see, how’s that working for you?
Metaphor- Look it up.
Bart
2 years ago |P.S.: Talking about rumors…there is something in the air
Spring?
rascal
2 years ago |and/or April’s fool ?
teleosti
2 years ago |I wonder if the A99 or A1S will add 4:2:2 colour at 50MB/s, if that real, there will be nice
emopunk
2 years ago |well, well, well.. How long before we see what’s actually in the air? Maybe some serious tools for actual photographers?
Amit Zinman
2 years ago |While I do appreciate good lenses and rely almost soleily on primes, I think that re-thinking the DSLR as digital equipment, is actually a very good thing. As I mentioned in previous posts it is sad that even pro photographers sometimes rely on their iphones that can perform some real time capture, edit and upload functions that are required in this online age.
I think camera could be re-envisioned as small computers with good lenses and developers should be able to write software for them, providing features that were not available initially. It could benefit both us, the end users and Sony, which could write and charge for “camera apps” or for licensed third party apps, in the same way that Apple does.
woop
2 years ago |I don’t want to see that happening. A dslr camera should be easy to use and should have everything at hand, easily accesible and not packet with tons of software. I wouldn’t want ti to be a small computer that can take pictures. Camera is a camera.
Although, I can sense that happening. Eventually there will be touch screens in dslr cameras (god hope not), the camera will be packet with useless stuff that an advanced shooter doesn’t need. I can kinda see that happening with Sony.
fag
2 years ago |>Eventually there will be touch screens in dslr cameras
>Eventually you will pick up a modern camera and realize they almost all have touch screens
Rick
2 years ago |Does this mean Sony will finally start marketing and supporting their cameras in the USA?
Ryan Leaf Rules!
2 years ago |Questions questions but no answers. That’s dealing with Sony isn’t it? Better to say nothing than say anything at all is their motto. To keep them guessing. Stuck in 1990′s tactics.
Cliff
2 years ago |Is ironic….Sony is a huge company with a tremendous amount of engineering talent and powerful marketing influence.
In the Pro Broadcast market, they are extremely proud and confident. In some ways they are so proud that they are downright arrogant. I would argue that their fantastic Pro reputation was hard fought and very well earned!
However, the Sony Alpha seems to be allot more shy and timid. They don’t attack Canon and NIKON with both hands. This idea that Canon us too big to attack head on is not like Sony at all.
The idea that we can’t win the OVF/DSLR war against the mighty Canon machine is just strange. Sony allows Canon to make boat loads if money on OVF unchallanged?
Anyway….anyone know how many people work in Sony Alpha/NEX divisions worldwide?
It “seems” like a tiny group. (It’s obviously less than 1/10th the size of Sony Pro video globally)
Id love to know what Alpha/NEX departments anuall budget is compared to Canon’s.
If Sony doesn’t beef it up, it will stay small. It’s the chicken before the egg argument.
Jim
2 years ago |Cliff- well put. This lack of ‘vigor’
is due to some weird way consumers’ mind works and not due to lack of resources at Sony. Nissan or Honda can outdo MB or BMW w/ marketing spend and sheer power to promote their Infiniti and Acura brands, but they do not do so for a reason. As a result each sells just a small fraction of what the other two (German) companies sell. It’s likely down to first mover advantage – whoever was there first dominates the market in a duopoly kind of situation, all others compete for a much smaller piece of the pie.
LOL
2 years ago |>Comparing an a55 to a FF Canon
I lold
Nothing by Canikon can compete with Sony for video atm.
Admar
2 years ago |I wish Sony would take the Apple approach to their technologies. We know Sony makes great TVs, decent computers and cutting edge SLT cameras. But they don’t effectively, seamlessly and effortlessly talk to each other. I wish I could power on my Alpha SLT and it would instantly tether to a Sony tablet and the tablet would instantly pair with my 52″ Sony LED where I can view the images. All of this, out of the box. That’s what consumers want.