Image courtesy: Photoscala

Sony just issued the new Q4 report (Click here to download). During the last three months of 2011 digital camera sales fell by 22.5%. Overall Sony sold 21 Million digital cameras in 2012. That’s 3 million less than expected. A bad news but certainly not a Sony’s fault. The Thai flood affected almost all companies (Nikon, Canon and so on). The new Sony CEO Hirai wants to reinforce the imaging business and bring it back to profit within 2012.

Sony is active on three fornts, the NEX system, the APS-C system and the Full Frame system. But despite all the (well deserved) merit for launching new tehcnologies (like SLT or mirrorless) there are still many things that we are missing. Sony is still very slow in releaseing new NEX lenses while they are (too?) fast in releaseing new NEX cameras. All current FUll Frame models are disocntinued but there is no new A99 camera yet, we still need more lenses (primes and zooms) for the SLT system and so on.

Photojottings (Click here) analyzed the past and present Sony camera/lens strategy and came out with a very provocative statement: “My hope is that Sony abandons the full frame market, (too heavy, too expensive, totally unnecessary now for good images) and concentrates its resources on bringing out more inexpensive, but excellent quality lenses for its APS-C market, and making the NEX cameras capable of phase detect focusing without the adapter, with the addition of more great lenses like the [shoplink 8448]CZ 24/1.8[/shoplink], and a high quality zoom or two.”

What’s your opinion on that???

P.S:: Good Luck in finding the “old” FF DSLR:
Sony A900 [shopcountry 3032].
Sony A850 [shopcountry 3028].

Before to read, I admit I am a bit frustrated that I have to wait that long to buy my much awaited Sony Full Frame SLT camera. And As I told you I hope it will not have the same issue story of the [shoplink 8461]Sony A77[/shoplink] :(

But it sounds like also the very professional companies like Canon and Nikon are having troubles to guarantee a professional quality product. After the Canon 5D markIII “Leakgate” story (here at Canonwatch) it looks like also Nikon has a serious issue on the Nikon D800. Nikon just has admitted that “a run” of D800s have an issue with viewfinder alignment (Source: Fstoppers).

It’s the right time for Sony to start to tease us the Sony A99. Don’t you think? :)

P.S.: The Nikon D800 no more rules the DSLR ranking at Amazon (Click here to watch the full ranking).

There is finally a price for the new Sony NEX-FS700:
The body only costs $7,999.00 at BHphoto (Click here).
The body with 18-200mm lens costs $8,999.00 at BHphoto (Click here).

That’s much less than you pay for the lens Ijsvogel at Dyxum (Click here) is testing :)  He bought the incredible expensive 500mm f/4.0 lens ($12,999.99 at BHphoto). He posted the first unpacking pictures and image samples! I thought I would never see any SonyAlphaRumor reader buying that lens :)

Deal reminder: There is a $50 instant rebate on the NEX-5n at Amazon (Click here) and BHphoto (Click here). And the super 50mm f/1.8 lens is also in Stock at Amazon (Click here).

NEXpro (Click here) released the “world’s first Hot shoe designed for SONY NEX-5 and SONY NEX-5n”. A hands-on is available at Engadget China (Click here). Great stuff!

And here is something a bit more crazy: video feed controller at Engadget (Controlled with the NEX-5n!!!)

Photoheadonline (Click here) made an intruiguing 50mm lens comparison between the NEX prime lens, the 18-55mm NEX kit lens, the Leica Summicron and the Zeiss Sonnar ZM: “Hands down the winner of this showdown is the Sony 50mm F1.8 OSS lens. There’s not much to say except for your money the performance of the Sony 50mm F1.8 OSS is a winner.”
That 50mm lens is a real must have lens! Just check the price difference to see why I like the lens a lot:
Sony 50mm f/1.8 for NEX at [shopcountry 8448].
Zeiss ZM Sonnar f/1.5 links at [shoplink 10220 ebay]eBay (Click here)[/shoplink].
Leica Summicron links at [shoplink 12451 ebay]eBay (Click here)[/shoplink].
M to NEX mount adapter on [shoplink 8850 ebay]eBay[/shoplink].

If you own the A57 you can now update the firmware for SLT A57 at Sony UK (Click here). This utility updates the SLT-A57 firmware to version 1.02 , and provides the following benefits:

1. Improved performance of AF in Continuous Advance Priority AE Mode (both Tele-zoom 12fps and10fps) under some specific conditions.

Digitalcamerainfo (Click here) posted the A57 first impression review: “In our time with the camera, though, we were seriously impressed by the A57’s sheer speed. It’s something we’ve come to expect from Sony’s line of SLT interchangeable lens cameras, but you never really get tired of hearing that shutter click more than 10 times every second. That the camera also continuously focuses during shooting (with moderate success) only enhances the feat.”

The camera itself is already in Stock at Amazon (Click here), BHphoto (Click here) and in Europa at Amazon UK (Click here), Amazon Germany (Click here) and Amazon France (Click here).

And here it is the new NX-FS100 firmware update. You can download it at Sony PRO (Click here). The updates are:

1. Added 50Hz recording system (PAL): 1920×1080 50p, 50i, 25p and 1280×720 50p.
2. Camera Profile (camera settings can be saved to and loaded from a memory card).
3. Additional 4x and 8x Expanded Focus magnification: (with user selectable focus area).
4. Selectable ISO or GAIN sensitivity display.
5. Selectable Focus indication in FEET or METERS (E-mount lens only).
6. Selectable Shutter indication as EXPOSURE TIME or SHUTTER ANGLE.
7. Added the following Aspect-Ratio markers: 2.35:1, 1.85:1 and 1.66:1.
8. Display ON/OFF button enables Zebra and/or Histogram overlay onto video output.
9. Compatible with the new A-Mount to E-Mount adaptor, model LA-EA2. One push Auto-IRIS and continuous 15-point, Phase-Detection Auto-Focus operation with most Alpha A-Mount lenses is available. Lens metadata is displayed onscreen and stored real-time to image file.

And now let’s hope the [shoplink 8454]Sony NEX-7[/shoplink] firmware update is coming as next!