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.
