In rec.photo.digital.slr-systems Bruce <
docne...@gmail.com> wrote:
> Chris Malcolm <
c...@holyrood.ed.ac.uk> wrote:
>>In rec.photo.digital Bruce <
docne...@gmail.com> wrote:
>>> Last week we sold our last Sony DSLR. We sell very few, but because
>>> of the store's long history as a Minolta specialist we have always had
>>> at least one in stock. I was surprised to learn today that Sony no
>>> longer has any stock of DSLRs and no more will be made.
>>
>>You were *surprised* by this?
>>
>>Sony look as though they've been working towards this for
>>years.
> Key words "look as though". Just your personal opinion, then.
And not uncommon among commentators on the digital photography market
and DSLRs.
>>They've specifically said this was what they were doing.
> On the contrary, Sony have specifically and repeatedly stated that
> Alpha DSLRs would continue to be available. They have replied in
> writing to questions from both dealers and users promising that the
> DSLR line would not come to an end.
That's an absurd thing to say. Of course it will come to an end one
day. The only question is when, whether they've decided on a date, and
whether any new DSLRs will be produced before the end date. There's
also the question of whether by "not coming to an end" they mean
support will continue for the useful lifetime of the DSLR in your hand
or on your shelves. And were they referring specifically to the DSLR
line, or the DSLR/T line, or to the alpha mount?
I occasionally bump into Sony reps, and when I do I usually try to ask
a question or two about the future. Sometime I even get to have a
discussion. No, I don't get any privileged information. But over the
last five years I've not heard any answers which contradict what I
said above. And the answers I've heard them give to those who wanted
to be reassured that they weren't going to pull out of the DSLR market
sounded to me to be carefully worded so as to sound reassuring while
preserving the possibility of plausible deniability.
> But it has come to an end, and Sony have done it in an underhand
> way. Dealer price lists still include Alpha DSLRs, but when you try
> to order some they are mysteriously not available. You cannot get a
> straight answer from the sales team as to why. Eventually, our
> Director spoke to a Sony Director and was told, but only
> unofficially, that there won't be any more DSLRs. But there is no
> official statement and the web site still lists them, although in
> some cases clicking on a link to a DSLR takes you to the SLT range.
Ok, but now you're talking marketing politics, which is quite a
different matter. Many companies think it unwise to tell dealers that
they've decided to stop making something. Or even that they're well
advanced in the development of a new improved replacement.
>>They also happen to be the camera maker whose technology skills best fit it
>>make the earliest successful transition away from the ancient
>>clockwork DSLR technology in exchangeable lens camera systems.
> Of course your long-standing personal preference for cameras other
> than DSLRs is well known on here.
Really? I wonder why the last two cameras I bought were DSLRs? Or
perhaps you mean I've made no secret of the fact that I've been
looking forward to new technology eventually replacing the flapping
mirror? That's true. I've been annoyed with the effects of the
flapping mirror on long focal length shots ever since I discovered
them the hard way twenty years ago. I was shooting long exposure 300mm
shots to get church mural details by available light. On an SLR which
lacked mirror lock up. Twenty years ago very few SLRs had mirror lock
up. Once you've got mirror lock up (or no moving mirror) the next
serious vibration problem is the shutter.
> I have no doubt that Sony's low end
> products suit your skill set perfectly well.
Unfortunately the fit is not quite good enough. I'm planning to
upgrade to either the A77 or one of the rumored new arrivals, such as
the A99. A NEX-8 with an alpha mount adapter might tempt me. I'll have
to wait and see what materialises later this year.
Wait a minute! Perhaps when you said I was no doubt happy with Sony's
low end products you meant Sony's best cameras were so crap they were
all low end? Including the A700, A900, A77, and NEX-7?
> But their conspicuous
> failure to maintain Konica Minolta's market share, let alone build on
> it, and their continuing very high financial losses in the camera
> division tell the real story.
No they don't. Those are simply a few isolated facts around which
several stories can be fitted. I'd be interested to find out what
the real story was.
> Feel free to pursue your own personal hobby horse if you like, but
> please don't try to present your own biased personal opinion as though
> it was some kind of world view of the market for photographic
> products.
All I commented on was the last several years of Sony's camera making
history. It's a fact that the Sony corporation has much the greatest
amount of electronic and electromechanical expertise of any DSLR
camera maker. It's also a fact that in general Sony has been among the
market leaders in developing the electronic components which will be
needed to replace and improve on the mechanical components of the
DSLR. There's nothing magic about making the prediction that
electronics will one day replace the DSLR mechanicals with superior
performance. The technology exists to do that today, and has done for
years, just not at a price which the market would pay. And that
technology is still on a long roll of continuing price reduction for
reasons such as Moore's Law with respect to silicon real estate. It's
bound to happen. The only question is when.
Please note I'm not saying Sony make the best DSLR/Ts. I know they
don't. All I was suggesting was that Sony will probably be the first
to make whatever kind of camera ends up replacing the DSLR as the
highest quality best performing photographic tool. Their current DSLTs
and NEX cameras are simply steps along that development path. I'd also
be disappointed but not too surprised if after Sony have been the
first to do it, someone like Nikon will follow up later with a better
photographic tool using the same technology.
> The truth is that Sony's camera division is losing market
> share and losing vast amounts of money.
What's that got to do with it? It's true that if Sony was a US or
European company that could raise serious questions about their
continuation in that market. But Sony is a Japanese company. They have
quite different and very much longer term attitudes towards research,
development, and marketing strategy.
> Not making what the market wants to buy is part of the problem. People
> do not appear to want Sony's SLTs, which retain most of the
> disadvantages of DSLRs but throw away most of the advantages. With
> SLTs, Sony has well and truly shot itself in the foot.
"People" is a difficult generalisation in the camera market. New
technology seems to get adopted the fastest in the far east, and the
slowest in the US. In Europe eastern Europe seems faster to adopt new
camera technology than western Europe.
Maybe Sony's SLTs will prove to have been a bad mistake. So Sony might
drop them and develop the NEX line. Or it might produce new and better
SLTs which the market will like. But I don't think they'll get rattled
by short term financial failures the way US or UK companies would.
By the way, all of the above is my biased personal opinion.
--
Chris Malcolm