Former Sony digital camera developer Mr. Shigeki Ishizuka shares the secrets of Sony’s success!

Nikkei interviewed Shigeki Ishizuka. Here are a couple of interesting points:

Hew knew that smartphones would eat into the digital camera market shares (starting in 2012). That’s why he thought Sony had to go with a new E-mount system. As you can’t change lenses on your smartphone, you can differentiate yourself with that.
When we saw how successful the RX1 became in November 2012 we knew that we now have to go Full Frame E-mount
In 2013 the goal was set to become number one in the interchangeable camera system. It was named “A1 Project” (becoming number one with Alpha).
The first generation A7 was a success but it didn’t last long. The image quality was fine but autofocus was bad.
But we knew back than that Full Frame mirrorless would take the world by storm.
They also had the advantage that Sony knew how to make video while classic camera manufacturers had much less expertise
We were the underdogs, and we played “weak” so that the big players wouldn’t notice our coming

The plan worked out…but what about now? I shared my thoughts on the Sony’s past and on what Sony should do in the future in this video: