In einem anderen Forum wurde die Übersetzung eines Interviews mit einem Sony-Repräsentant gepostet:
Es liest sich sehr interessant und auch wenn keine neuen Details verraten werden, gibt es doch einen weiteres Indiz
für Investitionssicherheit in das Minolta-AF-System. Ebenso wird mehrmals betont, dass die neuen Modelle streng nach Useranforderungen entwickelt werden.
The original is here.
http://dc.watch.impress.co.jp/cda/other/2007/03/10/5788.html
Q: You have announced two new models, making for a lineup of 3 bodies. But as of yet we have no specs. What can you tell us?
A: All we are doing with this announcement is letting people know that we are in the process of developing these two bodies. And also that one of them will be release some time during 2007.
Q: What is the relative positioning of these 3 bodies to each other and what type of users are you targeting.
A: The already released a100 has been described as an entry user model all along. We listened to the various voiced that responded to the a100 and talked about what the customers are most eager to have. One of the things we heard most was the desire for a body that would please users looking to move up one step from the a100. In fact, if you go back to Konica Minolta days there was a mid-level body called the a-7 digital and many people are looking for something to replace that model. Furthermore, we designed a body that would stand up to the requirements of professional use, and are releasing that as our top of the line model.
Q: Up until now Sony has said they wouldn’t be making a product for the pro market. When you say "a body that would stand up to the requirements of professional use" do you mean a truly professional oriented model, or do you mean a product that matches the specs of a pro model?
A: The term "professional use" can mean a lot of things. Different applications require different capabilities and functions. When we say "a body that would stand up to the requirements of professional use" that is exactly what we mean. This is a top end product that any pro could use and be satisfied. But we are not labeling this product as being exclusively geared towards professionals only. This is our top end product that will meet the needs of any user wanting specs and functions that are even higher than the high amateur model.
Q. So can we assume that the body to the right will be released some time after 2007 and that the one on the left is the high amateur model that will be released this year?
A: At this point in time all we are saying is that one of them will be released this year.
Q: So how long do you expect it to take for the 3 body lineup to be completed? Are we looking at a long wait?
A: No, not that long. We don’t have any firm dates at this point but I think you can draw your own conclusions based on the fact that we are making this announcement here and now. It certainly won’t be a wait of "years."
Q: We have heard that both models will use newly developed sensors. Many assume that the high amateur model sensor will be the same size and the current one, and that the pro model will use a full size sensor. The release of so many lenses for full size seems to suggest as much. Can you verify this for us?
A. No, that is all officially secret at this point so I can’t say anything.
Q: So are you saying it will be an APS-C sized sensor?
A. No, I didn’t say it would be the same size as current models either.
Note: Since these products are still in the development stage it is only natural that Mr. Katsumoto can’t tell us the details. But we did ask one Sony employee which one they would buy, given the choice. He pointed to the one on the right and said "I would take the one on the right because I prefer a large viewfinder image." Of course some of that could be the result of a larger pentaprism, but the top end model clearly has a larger body, and it is probably safe to assume that it will have a sensor that is larger than APS-C, and most likely a 35mm full size sensor.
Q: What price ranges are you thinking for these two models.
A: Currently the a100 sells for about 110,000 yen for the kit and about 90,000yen for the body. The high amateur model is a step up from that, and so the price will reflect that. Strictly speaking it is not the a-7 digital replacement, but effectively it does fit into that category.
Q: And how about the top end model. Can we assume that it will be priced somewhere between the high amateur model and full blown pro-models?
Yes. While not a full blown pro model, it will be our flagship product, geared toward users wanting the very best, top quality product in our line. So you’re guess is reasonable, but remember, nothing has been finalized yet.
Q. Given the flurry of activity in the entry model market during 2006, does Sony intend to offer any other choices for an entry model?
A: We listen very closely to the voices of our users, and we prioritize the items for which we sense the highest demand. The meaning of this announcement is that we believe these two products have the highest demand, so we are working on developing them first. But that is not to say that these are the only two products we are developing. In fact we are simultaneously working on other products as well.
"Entry users" can mean a lot of things. People come into the DSLR market from a variety of backgrounds, so we are taking very seriously the question of what type of entry model will meet the needs of the most users. But at this point our number one priority is to complete a 3 tiered lineup that goes from top to bottom.
Q: So can we expect an entry level model too?
A: No one expects the a100 to remain unchanged for ever. So of course, we are working on an entry level model.
Q. Will an entry model be released before the two models mentioned in this announcement?
A: Our announcements are based on what the demand is but that doesn’t necessarily mean our R&D is proceeding in the same order. For instance, when we first announced the alpha line lenses there were a lot of G and Zeiss lenses that would appear to a broader market than the a100 body. This latest announcement comes now because we believe it is important to answer the questions of many users about whether we will be offering a body that would suit those high end lenses.
As for an entry model, right now we are offering a product that effectively covers that need. If you think about art, you can’t start off painting pictures like Picasso or Dali. First you have to get a handle on dessin (French for basic drawing fundamentals) There are a lot of things that need to be mastered before top quality art can be created. As for our company, we are taking on some big challenges with regard to new technologies, and have some pretty radical concepts that are percolating, but at the same time we strongly believing in doing a good job of covering the basics first.
Q: Looking back on last year, the year Sony entered this market, what are your thoughts.
At the time of last year’s PMA, the transfer from KM to Sony had just been announced in January but there was very little in the way of specific details. The fact if that we didn’t even have an office at that point. We were doing joint research with KM but really had no idea what the future held because the announcement of the transfer really was a sudden one.
In that sense we are really happy to be able to participate in PMA this year. We were at last year’s Photokina but as for a new product announcement, this is really our first experience. It is with a deep sense of satisfaction that we can say, look at how far we have come.
Q: Is your business proceeding as you had hoped it would.
A: We are 100% on target. The transfer of capital was announced in January and we hurriedly made the huge move from Shinagawa to Osaka. Then in April the brand was announced and in June the products were announced, including the camera and 21 lenses and flashes and other accessories. At this point almost every country in the world is selling the Sony alpha. It may sound like I am bragging, but to be able to pull that off in 11 months is really something, and we are greatly indebted to our great staff for all their hard work. Yes, we are right where we expected to be; or perhaps even ahead of expectations.
Q: Sales figures indicate a surprisingly good start followed by some pretty tough competition leading to lower sales. Did you expect that?
A: Sony had absolutely no experience in SLRs and we were going to market with just one body. So honestly, we had no idea what kind of sales to expect. Our internal goal was to not leave our customers hanging; and to get our lenses and accessories on the shelves around the world within the fiscal year. (In Japan that is April to March) In that respect we feel we have met our goals.
As for sales, the initial surge was even a bit of a surprise to us. We certainly weren’t basing our plans on sustaining sales at that level. We are still in the early stages of offering a full lineup for the alpha mount with upgrade options and all. In that sense we feel very fortunate to have had as good of a year as we did. At this point we believe we are entering the phase of reaching each of our goals and putting together a full product lineup. Our distribution has also come into place and we believe that at this point it is all about the future.
Q: In addition to the challenges of developing new distribution routes and putting together a full product lineup, your transfer of business from KM left you with the difficult task of meeting the needs of KM users. Do you feel that you have been able to do that so far?
A. We value our alpha users very highly, and that includes those who have come from the KM product line. Recently in Osaka we started a series of clinics where we offer free inspection and evaluation of all alpha products including film cameras and lenses. We had 350 show up in Osaka and over 400 in Tokyo. At the Tokyo clinic we had 8 servicemen in place, and were set to begin at 10AM. But there was a long line from 8AM so we decided to begin 30 minutes early. Nevertheless soon after we opened the doors there was a 3 hour wait due to all the people. We planned to end at 4PM but didn’t close the doors until 9PM! We apologize to those who had to wait so long. These clinics are just one part of our ongoing effort to prioritize the customer relations side of our business and thus further grow the alpha brand product line.