LBJ2 Online Upload & Sell: On
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Steve Spencer wrote:
Guy,
I don't think it is just about competing and making money in those markets. I think it is also about defining the brand. Sony wants to be able to say that their E-mount system can do anything a DSLR can. They aren't there yet, but they are getting pretty close and they should be there by the time Canon and Nikon come out with mirrorless FF cameras. At that point when Canon and Nikon users have to decide about a switch to mirrorless cameras, you can bet Sony wants to be in the position that if they switch to Sony they will be using lenses designed for mirrorless, whereas if they stick with Canon or Nikon they will be using adapted lenses. It is easy to imagine that in 5 years you will have the choice between a Sony A9 III with 25 fps, 40 mpix, and fantastic native AF, and all native lenses that can keep up with that camera, or a Canon mirrorless with 25 fps, 30 mpix, and fantastic AF, but none of their legacy lenses can use all that speed and the AF suffers too, or they can go with a 1DX IV that is 14 fps, 30mpix, and fantastic AF that works with the lenses, but it does not have silent shutter, the view finder blacks out, and it has much slower fps. The situation is the same for Nikon (maybe they will have a bit high mpix) and it is pickle that Canon and Nikon will eventually face. The opportunity isn't there yet, but I think Sony is smart in seeing that it is coming. Sports shooting is going to eventually demand the tech that mirrorless can provide, and as a preview see how many people will still be using Canon or Nikon to cover golf now that you can use a truly silent A9. If Sony has their lenses in place and Canon and Nikon don't when that tech changes the way people shoot, then Sony will be in a position to win a decent share of that market and with it the cachet it provides for the brand. I think that is what Sony is ultimately after and expect them to make a play for that market even for the 2020 Olympics in Tokyo, and the Olympics has a bunch of sports that will benefits from what mirrorless provides (Silent shooting and super fast fps at least). Expect an A9 II by then and a pretty full slate of quality capable lenses for shooting sports. If Sony markets itself well for that event, and then expands the capabilities of the A9 III I think they can capture a nice share of the sports market and with it a full place at the table with the biggest camera brands....Show more →
Good insight and well written Steve. From a business perspective, I think you hit the nail on the head.
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