Q&A with the SLT Development Team

[catalytic]

The macro design looks very close to the 16mm pancake plus 5mm and I would guess it's a 30mm.

Hmm... i quite like the 30/2.8 macro on the A-mount, but i would prefer something faster for the NEX as we don't have the benefit of in-body SSS for indoor pics. Any chance it would come with in-lens stabilization? Probably unlikely for that focal length and macro design, i presume.

Given the success of Panasonic's 20/1.7, Nikon's 35/1.8, and presumably, the inevitable success of Sony's 35/1.8 on the A-mount, why would Sony not even have plans for such a lens in the next 2 years?

Re pancake primes - the Micro 4/3rd body register is deeper than 20mm focus, so the Panny 20mm is very similar to the Sony 16mm in relationship to the body, and therefore a similar thickness. But if you put a 20mm on the NEX, or more realistically a 24mm, it will automatically have 5mm - 2mm body thickness plus 3mm maybe for the greater degree of retrofocus design needed to ensure telecentric coverage of APS-C.

I realize it wouldn't be quite as thin and pancake-like as the Panny 20/1.7, but i'd settle for a waffle at least

[WaltKnapp]

If we didn't have Sony, the Pentax K-5 would be my choice. The viewfinder is just - lovely. Superb matte field, very bright, very sharp. It's the best DSLR I have seen for some time and it is what Sony should have been making to replace the A700.

But what the A55/33 etc have to offer is still equally valuable in its different way.

Also, Sony has been reading your forum posts. And mine, and many others. Paul Genge told me that the comments - adverse and favourable - on forums had produced a complete change of basic attitude at Sony. He said they were no longer the same company, and much of this was a result of reading what users and potential users were saying on-line. 'Listening'. That's what the whole press conference was about; Sony is opening up, understanding better, they've put back many features (some may simply not be possible) and will continue to do more. I can tell - Paul was delighted about this.

David

I find it hard to believe with what they are putting out that they were taking in all posts. Seems like it was just the video/LV/EVF posts that were actually listened to.

What counts is what they do, and right now its a big slap in the face for those that prefer a700 style cameras. Sony has all but told us to leave that they are not interested in any support for the AA level DSLR users.

I do not see any change in basic attitude. The place is still running on Cybershot thinking, if not running even more so on that.

Walt

[emarsh72]

I know that in the a77 there will be an evf, but I am pleased to hear from Sony that this evf will be an improved evf over the a55. Also, the a900 replacements will not be getting an evf until they are as good as or better than an OVF. The live view of Sony is the best in the industry, the lcd flexibility is the best also(IMO), these two features are appreciated by everyone except for snobs, evf's have valid concern areas to look at, as well as advantages. Video is on virtually all new dslr's now, even the Nikon d7000, however Sony has better video technology than it's rivals, Sony needs to allow more manual controls for the video feature, having great autofocus is nice, but not all there is to it. They need to match Canon on video flexibility and the Sony autofocus will simply ice the cake.

[OneGuyKs]

Why not dig around and see if you can scare up an A700 at the right price? It's a very decent neighbourhood, trust me.
Greg

Please, no! Let him go. The problem isn't that he is leaving. The problem is that he has been leaving for the past two years but never seem to leave.

[OneGuyKs]

Add in Japan, and less the NEX, Sony have always been on the ropes there and they are lucky to have success with the NEX there at this point- that success can end overnight.
Carl

Luck had nothing to do with Nex success. That is what consumer wanted. Had they listened to you & barry and released A700 replacement instead of Nex, they would have failed in Japan again. There is market for small cameras with video and good IQ. There is none for heavy "advanced" DSLRs where Canon & Nikon already have all the faithful users.

[bfitzgerald]

Luck had nothing to do with Nex success. That is what consumer wanted. Had they listened to you & barry and released A700 replacement instead of Nex, they would have failed in Japan again. There is market for small cameras with video and good IQ. There is none for heavy "advanced" DSLRs where Canon & Nikon already have all the faithful users.

Yeah you are right had they listened to Carl and Myself (and many others) we'd all have great cameras to use which really delivered for folks who are interested in photography. Gasp how terrible that would be eh?
What a horrible thought eh? Real cameras (not wooden ones) that were competitive.

But that's ok because simply having p&s users is just what we want isn't it? lol. Please..I don't subscribe to the "throw the towel in" attitude. DSLR never was for p&s newbies so what companies do to meet the needs of newbies frankly is utterly irrelevant to the needs of photographers.

Sony might think they're onto a winner but the harsh reality is when Canikon start doing ILC or EVF Sony will be in exactly the same situation they are in now..they'll be a bit player in the market dominated yet again by the big 2 companies. Why? Because both of those companies will make better products than Sony, simple as that.

[bossel]

Sony might think they're onto a winner but the harsh reality is when Canikon start doing ILC or EVF Sony will be in exactly the same situation they are in now..they'll be a bit player in the market dominated yet again by the big 2 companies. Why? Because both of those companies will make better products than Sony, simple as that.

Wow - So far Canikon have not even announced anything, yet you already declare them winner. Nonsense. Stop whining, grab a camera and make some photos!

[Andy B]

DSLR never was for p&s newbies so what companies do to meet the needs of newbies frankly is utterly irrelevant to the needs of photographers.

Every photographer was once a "newbie."

[Mike-Photos]

But that's ok because simply having p&s users is just what we want isn't it? lol. Please..I don't subscribe to the "throw the towel in" attitude. DSLR never was for p&s newbies so what companies do to meet the needs of newbies frankly is utterly irrelevant to the needs of photographers.

Barry, I think you are miss something fundamental here. We want as many P&S, NEX, and A33/55 users as possible!

Sony knows that they can never entice enough users away from Canikon to justify the R&D and manufacturing costs of the A7x and A9x ranges. If nothing else, most users have too much invested in lenses and other accessories to move.

Sony's upper market strategy is to first create the demand by getting as many entry level users as possible, and then getting them to upgrade. NEX users are getting used to interchangeable lenses, A33/A55 users are purchasing lenses and accessories. Their numbers, once they mature as photographers, will be far more than the older Minolta people who moved across to Sony to preserve their lenses.

Now that their strategy seems to be working in terms of getting numbers, it's becoming urgent that they finalise and produce the A7x and A9x ranges. Hopefully, we'll also see a boost in terms of specialised accessories such as macro flashes.

In my opinion, Sony are now finally working very very hard to bring the A7x and then the A9x to market. They have the best motivation a company needs: to preserve their new users and to make money out of them.

[OneGuyKs]

Yeah you are right had they listened to Carl and Myself (and many others) we'd all have great cameras to use which really delivered for folks who are interested in photography. Gasp how terrible that would be eh?

They had a "great cameras" (your definition) A700, A900, cheapest FF A850. Didn't do much for Sony in Japan -- or anywhere else. All were a big failure. Good thing they stopped "listening" to you & carl, and are going in the right direction, as their market share already tripled in Japan.

Sony might think they're onto a winner but the harsh reality is when Canikon start doing ILC or EVF Sony will be in exactly the same situation they are in now..they'll be a bit player in the market dominated yet again by the big 2 companies. Why? Because both of those companies will make better products than Sony, simple as that.

Come back when Canon & Nikon have ILCs that are on sale and are doing better. Nikon failed miserablly in p&s market. As of now, Nex is ruling the ILC market -- and by a huge margin.

[bfitzgerald]

Wow - So far Canikon have not even announced anything, yet you already declare them winner. Nonsense. Stop whining, grab a camera and make some photos!

I do fine taking photos thanks very much! So I'll pass on the advice there.
It would be incredibly naive to assume the top 2 camera makers in the world are not working on something..
Canon and Nikon can thump out a pile of junk and they are guaranteed to get good sales (look at Nikon hardly great models for compacts, yet strong sellers)

They understand the photographic business in a way that Sony never will and I would have to say in a way that a few posters here don't really grasp either. Newbie users are fine using entry Canon's and Nikon's (and other makers) Sony don't know how to produce products that please new and more experienced users, that's the entire problem.

[OneGuyKs]

Canon and Nikon can thump out a pile of junk and they are guaranteed to get good sales (look at Nikon hardly great models for compacts, yet strong sellers) .

No, they don't. Nikon p&s sales are behind Panasonic. Sony is #2.

They understand the photographic business in a way that Sony never will and I would have to say in a way that a few posters here don't really grasp either. .

Good for Sony. Sony "listened" to "photographers" with A700/A850/A900 but failed to sell any. They did much better with Nex. A55 will do better too.

[twm47099]

I know that in the a77 there will be an evf, but I am pleased to hear from Sony that this evf will be an improved evf over the a55. Also, the a900 replacements will not be getting an evf until they are as good as or better than an OVF. The live view of Sony is the best in the industry, the lcd flexibility is the best also(IMO), these two features are appreciated by everyone except for snobs, evf's have valid concern areas to look at, as well as advantages. Video is on virtually all new dslr's now, even the Nikon d7000, however Sony has better video technology than it's rivals, Sony needs to allow more manual controls for the video feature, having great autofocus is nice, but not all there is to it. They need to match Canon on video flexibility and the Sony autofocus will simply ice the cake.

So people who have other needs than you are snobs. God forbid, I don't want or need video, but somehow I'm willing to have it on a camera if others want it. The only purpose for the "translucent mirror" is to allow PDAF for video. So I don't need video, but still get the compromise of the TM??

The evf isn't the only issue with the SLT. Lets' see how they perform after a year or two as the mirror becomes more translucent (actually) with that fine greasy dust layer. I know that IQ is no longer an issue, because with a big sensor you get better IQ automatically. Until someone can explain to me why the halos and low contrast edges and resulting lower sharpness than the A550 in the dpreview raw studio shot are good, I'd really prefer the option to get a 7 level camera where the mirror gets out of the way of the image.

Interesting that Sony offers that option at the 5 level and apparantly they will at the 9 level, but not the 7???

Maybe some brave soul will show that Sony was only kidding when they say to only blow off the mirror (doesn't work real well with sticky dust). Or amybe we'll find out if Sony fixes the mirror as a warranty item.

tom

[twm47099]

Good for Sony. Sony "listened" to "photographers" with A700/A850/A900 but failed to sell any. They did much better with Nex. A55 will do better too.

I would like people who keep making this statement to release the actual sales numbers instead of just repeating some other forum poster's assumptions.

I have a hard time believing anyone at Sony expected the A700 to sell "well". That was not its purpose. Its purpose was to keep the few advanced users they had left and start to establish some DSLR credibility.

The A700 didn't sell well because - who the heck was around to buy it?

Minolta lost many advanced users because their lenses lacked IS and USM (SSM). Then they waited too long to make an a-mount DSLR (wasted time and $ on a vectis DSLR) so more advanced users left.

KM released the 7D with AS, but that camera had a number of very significant problems: poor AF speed and accuracy (compared with the Minolta film cameras), poor ambient exposure, inconsistent flash exposure, and flash lazy eye. Some of the remaining Minolta true believers (Jose B on the dpreview KM SLR talk was a prime example) who were early adopters finally gave up and left.

Sony took over, and to try to dispel the "they have no experience in real cameras and will just make glorified cybershots" comments, released the A100. That camera fixed a number of the KM7D issues such as exposure and lazy eye, but also suffered from image noise that wasn't state of the art. So Sony showed they could make a camera, but it really wasn't competitive in IQ. More users left.

Then to try and stop the hemorrhage, they released the A700 that solved the noise problem (too much) and didn't have IQ or features that were state of the art at that level. So who bought it - Minolta exiles who still hadn't left (not the largest number in the world) and were willing to put up with the IQ issues. That sounds like a combination that is going to attract new users from around the world and beyond - not.

To Sony's credit and something that convinced me at the time that they did have intentions to make the enthusiast level successful, they issued a number of firmware updates to resolve the major problems. That helped keep some of the remaining users.

Then they released the A900 + CZ lenses that started attracting users from other brands.

So their first try wasn't as competitive as it should have been. But the purpose to start to establish credibility was accomplished. And 7 level users started to expect that Sony could compete and that the next A7xx would be a big improvement.

Then Sony started releasing entry level cameras - good, they had to start building the brand. But did they really have to release so many models with minor variations? I'd say no, unless it was the final class project of a new designer training program. It just indicated that they weren't sure what should be in the different levels. Again it surprises me, give lots of choices in the entry and mid levels but nothing at the 7 level.

And I have a hard time believing that the entry level cameras were such a great success. At the discount stores and camera chains where I live (even the Sony Style Store), they have the same A230 and A3?? on display that they have had for over a year (the dust layer is a bit thicker). Its also interesting that the SS Store has every DSLR model on display and in stock, except for the A700.

tom

[emarsh72]

TVM said.... ''So people who have other needs than you are snobs. God forbid, I don't want or need video, but somehow I'm willing to have it on a camera if others want it. The only purpose for the "translucent mirror" is to allow PDAF for video. So I don't need video, but still get the compromise of the TM??''
( I have to figure out how to properly quote here)

I was addressing live view and articulating lcd screens


If there is more offered no one is suffering. If someone doesn't like live view, don't use it. If someone doesn't like an articulating screen, don't use it. No skin off anyone's back. Also, Translucent mirrors offer not just benefits to video, but auto-focus in the still camera.
The focus is continuous, not predictive, this is what enables the fast action shooting on a $600 camera. Two different subjects though. It is also possible that these mirrors will provide some protection from dust on the sensor, but this is too soon to tell. It may develop down the road into a sealed design...dust-free sensors would be great.