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Sony officially released a press text (Click here) describing the Key Strategies for the future. There is a section concerning the Imaging Division. In short they want:
1) to expand the image sensor business
2) focus on 4K-compatible cameras
3) expand sales in the mirrorless market by “introducing models that leverage Sony’s image sensor technologies to further enhance image quality“. Also size reduction and new higher-powered zooms are described as key tech for to the mirrorless success.

Note: A-mount will become mirrorless too. That’s why (I guess) they didn’t talk about the DSLR system cameras :)

Here is the full original Sony text regarding the Imaging Business:
“Placing image sensors, a particularly strong category for Sony, at its core, Sony is concentrating the focus of its imaging businesses on creating value-added products, while aggressively exploring new applications for its imaging technologies in both the consumer and professional markets. In terms of image sensors, the Company will continue to commercialize new sensor technologies capable of differentiating finished products, for use in a range of consumer and professional applications. The Company also plans to engage in aggressive capital investment in order to meet the robust demand for these components. At the same time, Sony is also developing technologies that further expand the range of sensor applications, including sensors capable of sensing beyond the visible light spectrum, and sensors capable of detecting and categorizing different types of information. For the professional market, Sony will continue to reinforce its professional camera lineup centering on 4K-compatible cameras, as well as cameras for cinematography. The Company will also target further business growth by extending the scope of its digital imaging technologies to new business areas such as security, sports and medical, and will reallocate resources accordingly. In the consumer market, where business conditions continue to shift rapidly, Sony aims to expand sales of value-added compact digital still cameras by introducing models that leverage Sony’s image sensor technologies to further enhance image quality, and also incorporate feature enhancements such as reduced size and weight, and higher-powered zoom. Sony will also seek to firmly maintain its number one global market share in the growing mirrorless lens camera category. Through these measures, Sony will target sales of 1.3 trillion yen and an operating profit margin of more than 10% across the image sensor, professional, and consumer categories by FY14.”

Photorumors spotted that video of a Hasselblad presentation in New York. Ready to buy it? :)

Zeiss had an official presentation in Japan and the image on top shows their strategy and planned activities (Source: DC.watch). As you can see they don’t think that compact cameras and classic DSLR are growing markets. Smartphones, mirrorless system cameras and the very high end cameras are the growing (or stable) markets. That’s why they want to focus on high quality lens productions for top DSLR and Mirrorless cameras. And they also anticipated a new line for the future. My guess is that this could be the new Full Frame Zeiss lenses for the NEX-FF system :)

As I told you months ago the new NEX-9 Full Frame camera is due for mid 2014. And there will be also a couple of primes coming along it. Yep, exciting and expensive :)

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Zeiss Touit preorder links:
12mm f/2.8 at BHphoto, Adorama and Uniquephoto. In Europe at [shoplink 18497 ebay]CameraCenter UK[/shoplink] and FotoMundus.
32mm f/1.8 at BHphoto, Adorama and Uniquephoto. In Europe at [shoplink 18498 ebay]CameraCenter UK[/shoplink] and FotoMundus.

A little bit of history: The WDC A900 camera presentation :)

Absolute first 18-200mm f/3.5-6.3 OSS Powerzoom Lens Review at ePhotozine.
70-400mm F4-5.6 G SSM II lens test at DC.watch.
10-18mm E-mount lens review at Exifphotoblog.
NEX-6 review at Letsgodigital.
Sony wins Japanese invention award with the back-illuminated CMOS sensor (DC.watch).
First shots with the Sigma 60mm 2.8 DN Art lens on Nex 7 at Photocinenews.

Brad: “I have a few items on my website regarding the NEX 5N and associate bits, in particular though I have posted a review of the Minolta 28-135 on the NEX using my “beast rig” and also an older review on the Nikon 35-70 applied to the NEX. Here is the link to the Minolta review/story www.01imaging.com/section208294_260431.html
And this is the one to the Nikon review: http://www.01imaging.com/section402157_231458.html
It is probably a good idea of people read “how I test lenses first” to get some perspective as it might be a little different to what they normally think a lens test involves. http://www.01imaging.com/section402157_231453.html”

Vedran: “I have just uploaded Sony RX1 snapshots on my web page: http://www.vedrantolic.com/p998924976.”

David: “Just wanted to share a mini-documentary I shot for one of my clients this past week. It was done with the Sony a99. http://www.sin3rgy-creative.com/portfolio/cool-beer-story/”

Meng: “Some test shoot on the 70-400mm f4-5.6 G SSM II with SLT-A99. Corp closed to 100%. Editing done on LR4. At 400mm on FF it is still not enough.Better view here: http://www.flickr.com/photos/meng_keat/8730216365/“

As you know there is a very deep restructuring ongoing within the Sony company. This also affected the A-mount camera roadmap. There will be no new A-mount cameras this year because the new Sony strategy is to release a camera only when it’s really ready to challenge the big ones (Canon and Nikon). This means new A-mount cameras will be due in early 2014 and we are looking forward to get some specs of the new stuff.

In the meantime Daniel Loeb, CEO of Third Point LLC, the largest owner of Sony Corp. stock, published an open letter asking Sony to focus on few profitable areas, image sensors among them (Source: Image Sensor World). Loeb is that guy that made big profits on his bets on Greek bonds, mortgages, website operator Yahoo Inc and a fall in the Japanese yen. A real hardcore speculator! The investor believes that spinning off a portion of the entertainment business to Sony shareholders could sharpen the company’s focus and lead to higher profit margins, while helping to revive the core electronics business (Source NYT via The.me).

How could he influence Sony’s digital camera business? If Loeb pressure succeeds this will force Sony to cut unprofitable business even more than they did until now. This could mean for example, drop the compact camera business and focus on high quality RX cameras. But that’s just speculation for now. I don’t think Loeb will influence the new RX-NEX and A-mount roamdap.