Interview with Mr. Katsumoto, General Director of Sony Alpha
Posted: Thu Dec 17, 2009 1:39 am
Below is the first of two installments of an interview with Mr. Katsumoto, General Director of Sony's Alpha division, as translated, very well by all indications, by revdocjim, who lives in Japan. The translation first appeared on Dyxum, and represents one of the fullest & most forthright statements by a Sony official about its Alpha line to date. I'll post the second installemt soon after I do this one. The entire interview is too long to post the whole thing at once.
The original article is really quite interesting so I started working on a translation this evening. I got about a third of the way thru it but now I'm running out of steam so I just post what I have done so far and post the rest when I get to it.
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In round 2 of our camera manufacturer interview series we spoke with Mr. Katsumoto of Sony, now that it’s been a year since they completed their first full lineup of cameras and are expected to be taking on new challenges.
Last year Sony released the A900, completing their first full lineup from entry models to a high end model. This year they’ve refreshed their entry models and added the A550, which sits a step above the other entry models.
A year ago Mr. Katsumoto stated that Sony had now produced a lineup worthy of earning them recognition as a full fledged camera manufacturer. So what’s next for Sony?
Q. A year ago you said that Sony intended to shift from merely producing for the purpose of continuing a camera legacy to taking on the challenge of creating products of completely new value.
A. Beginning with the A100, our release of the A900 last fall marked the end of the first round for us. It was a very significant period for us, as we designed, produced and marketed products that spanned the entire price range.
This year we started out the second round with the release of the A330 and A380. Our goal is to create a product that makes it ever easier for an absolute beginner to learn how to take photos.
Q. Specifically, what’s the scenario you are envisioning with regard to your users?
A. The mechanics haven’t really changed very much from the A300 and A350. But we’ve created a graphical user interface that is designed to easily assist the beginner who wants to try using the various controls. For instance, “How do I adjust for nice bokeh?” We designed the camera to enable the user to learn some of the most basic techniques and concepts rather easily. So far our feedback from first time users has been positive, stating that the system is easy to understand.
But that’s not enough to satisfy our more experienced users. So we introduced the A550 with advanced functions like higher speed continuous shooting, high ISO capabilities, quick live view and micro focusing for the more advanced user.
Q. When you first started the alpha business you placed a great deal of emphasis on meeting the needs of Minolta users. But now haven’t we reached a point where your users are increasingly Sony users? How do you plan to meet the needs of those who have purchased Sony products as their first Alpha product?
A. You’re right. We are seeing an increasing number of native Sony users. Especially this spring we saw a lot of new users who know nothing about Minolta join the ranks. On the other hand, among those using our middle class and higher models we estimate that it is about half and half between those who bought Sony because of their Minolta lenses and those who are first time Alpha users.
Our intentions are very straight forward. We want to offer a product that is easy to carry around and fun to take photos with. We want people to enjoy the kind of photography that used to require high levels of knowledge and experience. Personally I am using the A550 right now for my own hobby photography.
Q. We hear that sales have been pretty good overseas but from our vantage point here in the Japanese market it’s hard to see how the bigger picture is going. Can you fill it in for us a bit.
A. Worldwide we are presently over the 10% mark in sales of exchangeable lens cameras. Our most successful market is Europe. In England, France, Holland, Switzerland and Austria we are closer to 20% in most cases and as high as 30% in some. And while the total sales volume is rather small, our market share in Latin America is particularly high. In Mexico we are the top selling brand. We are also doing well in Asia with about 20% of the market share in China and strong sales in Korea, Malaysia and Singapore.
Q. You haven’t mentioned the U.S. Are you having the same troubles there as you’re having here in Japan?
A. Yes, we are still in the single digits in both Japan and the U.S. and see that as a priority issue. Our main reason for success in Europe is strong marketing channels. During the past 3 years we’ve been able to forge strong ties with retailers, received increasing display space and been able to effectively inform retailers of the unique qualities of the Sony product line.
Of course we’ve attempted to do the same thing in Japan and the U.S. but in both cases the large volume retailers hold a large share of the retail market. We are given very few opportunities to teach the retailers about our product, our marketing strategies, future plans for lens releases etc.
Q. Well maybe, but it seems like there are some pretty significant other reasons for the lack of success here in Japan.
A. When we ask consumers what they expect from Sony cameras what we hear is, “We want something on the leading edge of technology that will hit the market with a boom.” We believe that we need something that really stands out and says, “This is a Sony!” Last year it was the A900. And this year we’ve put our everything into the A550, but I think the market is really looking for something of a higher class than that. Actually what they really want is a camera that has radically new and breathtaking features.
Another important factor is that while we have really tried to make something that is small and light, we still haven’t broken past the boundaries of traditional SLR cameras. Micro four thirds cameras have entered the market and we probably need to offer something radically new as well. Unless we have a product that really stretches, or even breaks the SLR boundaries it will probably be difficult to compete with our rivals in this incredibly tough Japanese market.
Q. At last year’s Photokina you said that with the A900 your company was ending the period of following in others’ footsteps and taking one some new themes. Can we expect to see major changes to the Alpha image in the future?
A. Rather than fight over existing shares in the market we hope to expand the very market itself with new uses and new functions for our products. But of course, we have no intention of marketing products that fail to please our installed user base, but rather ones that will allow them to happily take on new challenges.
Q. We’ve repeatedly heard rumors about a mirrorless SLR. Is Sony actually working on one?
A. Small body size is surely one of the big merits of the mirrorless design. But you also end being forced to rely on contrast AF. We’ve been using contrast AF in our video cameras for a very long time, but feel that contrast AF is suitable for video. But whether it’s possible to get contrast AF to work for the kind of quick, almost instantaneous AF required by an SLR remains to be seen.
This is not Alpha strategy but rather just my personal opinion, but I believe there are a variety of viable applications for mirrorless SLRs depending on how the consumers want to use them.
The original article is really quite interesting so I started working on a translation this evening. I got about a third of the way thru it but now I'm running out of steam so I just post what I have done so far and post the rest when I get to it.
____________________________
In round 2 of our camera manufacturer interview series we spoke with Mr. Katsumoto of Sony, now that it’s been a year since they completed their first full lineup of cameras and are expected to be taking on new challenges.
Last year Sony released the A900, completing their first full lineup from entry models to a high end model. This year they’ve refreshed their entry models and added the A550, which sits a step above the other entry models.
A year ago Mr. Katsumoto stated that Sony had now produced a lineup worthy of earning them recognition as a full fledged camera manufacturer. So what’s next for Sony?
Q. A year ago you said that Sony intended to shift from merely producing for the purpose of continuing a camera legacy to taking on the challenge of creating products of completely new value.
A. Beginning with the A100, our release of the A900 last fall marked the end of the first round for us. It was a very significant period for us, as we designed, produced and marketed products that spanned the entire price range.
This year we started out the second round with the release of the A330 and A380. Our goal is to create a product that makes it ever easier for an absolute beginner to learn how to take photos.
Q. Specifically, what’s the scenario you are envisioning with regard to your users?
A. The mechanics haven’t really changed very much from the A300 and A350. But we’ve created a graphical user interface that is designed to easily assist the beginner who wants to try using the various controls. For instance, “How do I adjust for nice bokeh?” We designed the camera to enable the user to learn some of the most basic techniques and concepts rather easily. So far our feedback from first time users has been positive, stating that the system is easy to understand.
But that’s not enough to satisfy our more experienced users. So we introduced the A550 with advanced functions like higher speed continuous shooting, high ISO capabilities, quick live view and micro focusing for the more advanced user.
Q. When you first started the alpha business you placed a great deal of emphasis on meeting the needs of Minolta users. But now haven’t we reached a point where your users are increasingly Sony users? How do you plan to meet the needs of those who have purchased Sony products as their first Alpha product?
A. You’re right. We are seeing an increasing number of native Sony users. Especially this spring we saw a lot of new users who know nothing about Minolta join the ranks. On the other hand, among those using our middle class and higher models we estimate that it is about half and half between those who bought Sony because of their Minolta lenses and those who are first time Alpha users.
Our intentions are very straight forward. We want to offer a product that is easy to carry around and fun to take photos with. We want people to enjoy the kind of photography that used to require high levels of knowledge and experience. Personally I am using the A550 right now for my own hobby photography.
Q. We hear that sales have been pretty good overseas but from our vantage point here in the Japanese market it’s hard to see how the bigger picture is going. Can you fill it in for us a bit.
A. Worldwide we are presently over the 10% mark in sales of exchangeable lens cameras. Our most successful market is Europe. In England, France, Holland, Switzerland and Austria we are closer to 20% in most cases and as high as 30% in some. And while the total sales volume is rather small, our market share in Latin America is particularly high. In Mexico we are the top selling brand. We are also doing well in Asia with about 20% of the market share in China and strong sales in Korea, Malaysia and Singapore.
Q. You haven’t mentioned the U.S. Are you having the same troubles there as you’re having here in Japan?
A. Yes, we are still in the single digits in both Japan and the U.S. and see that as a priority issue. Our main reason for success in Europe is strong marketing channels. During the past 3 years we’ve been able to forge strong ties with retailers, received increasing display space and been able to effectively inform retailers of the unique qualities of the Sony product line.
Of course we’ve attempted to do the same thing in Japan and the U.S. but in both cases the large volume retailers hold a large share of the retail market. We are given very few opportunities to teach the retailers about our product, our marketing strategies, future plans for lens releases etc.
Q. Well maybe, but it seems like there are some pretty significant other reasons for the lack of success here in Japan.
A. When we ask consumers what they expect from Sony cameras what we hear is, “We want something on the leading edge of technology that will hit the market with a boom.” We believe that we need something that really stands out and says, “This is a Sony!” Last year it was the A900. And this year we’ve put our everything into the A550, but I think the market is really looking for something of a higher class than that. Actually what they really want is a camera that has radically new and breathtaking features.
Another important factor is that while we have really tried to make something that is small and light, we still haven’t broken past the boundaries of traditional SLR cameras. Micro four thirds cameras have entered the market and we probably need to offer something radically new as well. Unless we have a product that really stretches, or even breaks the SLR boundaries it will probably be difficult to compete with our rivals in this incredibly tough Japanese market.
Q. At last year’s Photokina you said that with the A900 your company was ending the period of following in others’ footsteps and taking one some new themes. Can we expect to see major changes to the Alpha image in the future?
A. Rather than fight over existing shares in the market we hope to expand the very market itself with new uses and new functions for our products. But of course, we have no intention of marketing products that fail to please our installed user base, but rather ones that will allow them to happily take on new challenges.
Q. We’ve repeatedly heard rumors about a mirrorless SLR. Is Sony actually working on one?
A. Small body size is surely one of the big merits of the mirrorless design. But you also end being forced to rely on contrast AF. We’ve been using contrast AF in our video cameras for a very long time, but feel that contrast AF is suitable for video. But whether it’s possible to get contrast AF to work for the kind of quick, almost instantaneous AF required by an SLR remains to be seen.
This is not Alpha strategy but rather just my personal opinion, but I believe there are a variety of viable applications for mirrorless SLRs depending on how the consumers want to use them.
