May 26, 2011
Posted in rumors

a bit about the future of Fullframe…

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After yesterdays news about the discontinued Sony A850 I got many mails from readers that asked me what will happen with Sony’s full-frame line. So here is the summary of what I know!

First of all Sony will not only keep but also reinforce the full-frame system. Until know we had the A850 and A900 which shared the same sensor and had only minor differences. We heard Sony is developing two full-frame sensors with two different resolutions. So there could be two new (and very different) full-frame cameras! Both will be announced in 2012.

I am also certain that all future FF cameras will use the translucent technology. I don’t believe Sony will use the hybrid technology from the Fuji X100. Would be amazing but technologically (and economically) almost impossible to realize.

And I also get many mails confirming to me that Zeiss is working very clsoe with Sony to develop new FF lenses.

Now let’s see how good the A77 will be. It will certainly be a good indication how terrific good the next FF cameras will be!

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May 25, 2011
Posted in news

Goodbye Sony A850! Now officially discontinued!

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The Sony A850 is now officially out of production. The biggest american photo online store discontinued the camera. Click here to see the A850 discontinued message on BHphoto. A couple of months ago my sources told me that this would happen. And soon the A900 price should fall around $2000.

If you still want to get the Sony A850 check price and availability by clicking on those direct links: Amazon, B&H, Adorama, eBay.

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May 25, 2011
Posted in rumors

(SR5) Sony picture effects also for the A35 (we already knew it was coming for NEX).

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On top you can see the list of all 11 new picture effects coming for the A35, the NEX-C3 and for the NEX-3 and NEX-5 via firmware update. It would have been nice to see a tilt-shift effect too. Or even better, it would be nice if you could create your own kind of effect you can share for free with the community! I should have patent that idea before to post it here :)

Reminder: Sony will announce the new cameras on June 3! You can follow us live on SonyaAlphaRumors!

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May 24, 2011
Posted in reviews

Sony 35mm f/1.4 tested at DxOmark

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Now you have a new reason to play a little bit with the DxO mark comparison tool. They just added the Sony 35mm f/1.4 G lens test results inside their database (Click here). And you can see how the lens performs when used on different cameras. See for example the Sony A900, A700 and A550 lens results (Click here). As you can see the lens is neither a winner neither a looser. I hope there will be soon an upgraded version, maybe a 35mm 1.4 Zeiss for Alpha? Let’s cross the finger!

Check the Sony 35mm f/1.4 price at Amazon, B&H, Adorama, eBay.

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May 24, 2011
Posted in reviews

(SR5) The A35 has a new Tele-Zoom High speed shooting.

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We just got that screenshot that describes a new feature of the upcoming A35 (to be announced on June 3). The text is pretty clear and I don’t have to add naything to that :)

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May 23, 2011
Posted in news

Sony posts worst loss in 16 years! (via electronista)

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I expected a small loss due the recent earthquake disaster but I didn’t expect the loss to be that big! You can download the full report as pdf (Click here). The company lost $3.2 billion in the 12 months! That’s the worst lost in 16 years. There are many reasons for that debacle. Electronista analyzed the results: “Most of the loss came from a $4.4 billion equivalent setting aside of tax assets to address worries about future results. The earthquake in the Tohoku area of Japan will also have cut into its performance through repairs and lost production. Slow TV sales affecting the whole industry, as well as a struggle to keep sales going for the PS3, PSP, and Walkman players, all of which are suffering due to Microsoft’s Xbox 360, Nintendo DSi systems, and both Apple’s iPhones and iPods.”

It’s unclear yet if that result will affect the imaging division (I don’t think so). The good news is that Sony also predicted a big plus for the next fiscal year (+$2.4 billion). So no need to be to much worried yet! I hope the whole Japanese economy canreboot as soon as possible!

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Via Electornista

May 23, 2011
Posted in news

Thom Hogan about Sony’s strategy: Canon and Nikon should be worried!

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In his latest article Thom Hogan (Click here) talks about the aggressive and well planed Sony strategy compared to the actual conservative Nikon and Canon approach. It’s worth to read!

Here is an excerpt of the text:

“Sony: most interesting strategies (yes plural) of the bunch. On the Alpha side went for very different technologies (e.g. pellicle mirror), which took awhile to get settled, but has clear benefits long-term. Also has been shoring up and improving dealer network here in the US, giving them a potentially significant advantage over the other players, above. Has been aggressive on price with the Alphas (some of which is happening with the dealer), and appears to be about to get more aggressive. Meanwhile, they’ve made NEX into a potentially serious mount (it currently extends from a low-end mirrorless model to a highly professional video camera). Too bad they don’t have the lenses to back it up yet. Status: making progress on all fronts, and Canon and Nikon need to be especially wary of this competitor. Forecast: one weakness is still not having all the right lenses. This blunted sales of both the full frame Alphas as well as NEX models. Even the Alpha is missing a few key lenses if it wants to tackle the high-end Canons and Nikons well. Rumors show progress on this front, but it needs to happen faster. Other weakness is in marketing. The dual strategy makes a strong cohesive “why Sony cameras matter” message very necessary.

Canon and Nikon have continued to pursue their old strategies: entry to pro DSLR lineups, iterated regularly, moved upscale in features and performance with each generation. Status: Quo. Forecast: declining returns from this strategy. A 24mp A77 at US$999 that performs well threatens the more expensive D7000 and D400 on Nikon’s side, the same-priced 60D and more expensive 7D on the Canon end.”

Read the full text at bythom.com. What do you think about his anlysis? I do agree that Sony needs to extend their lens offering. The problem I see with the NEX roadmap is that Sony doesn’t plan to make any new pancakes. I hope they will change that. The Alpha mount will see 4-5 new Zeiss lenses within 2011 and a couple of new Sony lenses. This should make us go a huge step closer to Canon and Nikon!

Should Zeiss launch a new Otus-Quality (with autofocus) and f/1.4 fast High End FE line? Warning: Expected Price $4-5,000!

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