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소니매니저(Kenji Tanaka)와 dpreview와의인터뷰가게재되었는데 요약해봅니다..

a7 III바디의타겟은적당한가격으로모든유저들이사용할수있는바디라는것이다. 그러나 a7R III바디와는타겟이다르다.
우리는 fe400mm렌즈에집중하고있으며 ‘monster’ 렌즈로만들기위해노력하고있다.
a7바디와 a9바디가 비에약하다고까이는데 비가걱정된다면레인커버를사용하라. 그러나 내구성이중요하다는것은알고있으니 내부에서내구성테스트를하고있다.
내구성이중요하지만 취미유저들은작고가벼운게우선일것이다.
E마운트는오픈이라서 유저들에게도좋은일일것이다.
아마도내년cp쇼에서 캐논니콘의풀프미러리스바디를볼수있을것이라고생각하며 도쿄올림픽에서미러리스바디를주로볼수있을것이라고생각하고있다.
우리는크롭바디시장을무시하지않으며크롭바디유저는매우중요하다고생각하고있다.
우리는새로운제품을계속만들필요가있으며 제품릴리스도타사에비해빠른편이다. 펌업은중요하다고생각하고있다.

Sony interview: 'If cameras are going to develop, manufacturers have to develop mirrorless technologies'

At the recent CP+ show in Yokohama, we sat down with executives from several major camera and lens manufacturers. Among them was Kenji Tanaka, of Sony. In our interview we discussed the new a7 III, as well as Sony's plans to attract more professional users, without ignoring entry-level and APS-C customers.

The following interview has been edited slightly for clarity and flow.

What is your target customer for the new Alpha a7 III?

We describe it as a basic model but maybe our definition is different [to other manufacturers]. What we mean is that any customer can use this model. Many professionals could use the a7 III, I think. I hope that many kinds of customer will be happy with this model, so we’re not strictly defining a target customer for the a7R III.

Sony had a very busy year last year – what are your priorities going into 2018 and beyond?

We’re displaying the 400mm F2.8 [at CP+] – of course many articles are written about the a7 III, but as well as the camera bodies, the lenses are very important. Especially lenses like the 400mmm F2.8 – sports photographers are a new category for us.

One of the most important lenses for sports photographers is the 400mm F2.8

Last year we launched the a9 and some sports photographers are already using the a9, for example at the Olympics, but one of the most important lenses for sports photographers is the 400mm F2.8. The weight is very light. Usually sports photographers use monopods because the lenses are very heavy, but the weight of our 400mm F2.8 is very light, and you can use it handheld, which makes it easy to create different kinds of photographs. We already announced the development of this lens, and the launch is scheduled for this summer.
How important is feedback from sports photographers?

It’s very important. Not only when it comes to quality, but also durability. The winter Olympics for example, with the low temperatures, whether a product works in those tough conditions is very important. Whether or not we will launch a new product, the proof of concept is very important.

For a product aimed at a hobbyist, maybe it's less important but for the 400mm F2.8 we’re really dedicated to create a ‘monster’ lens.

There have been questions about the weather sealing of a7-series and a9 cameras. Is this something you want to address?

In really bad conditions, in really heavy rain, will photographers keep on taking pictures [for long periods of time?] I don’t think so. In those conditions, most photographers will use some kind of rain cover. But of course durability is very important. Photographers should be able to shoot [in poor weather]. We have an internal ‘weather test’ and for each kind of customer we will aim to produce products with adequate durability.

For a professional camera, the requirement for durability is higher

Is that something that your professional users are asking for?

Yes. But we need a balance between durability, and size and weight. For a professional camera, the requirement for durability is higher, but for hobbyist kinds of camera, the priority is smaller size and lower weight.
Tamron and Sigma are now creating lenses for Sony FE - is this a good thing for Sony?

Yes, it’s a good thing. The E-mount is an open standard – anyone can create a lens for the E-mount system. Of course there are criteria for compatibility, but because we think that the E-mount is a good technology, we think that the open format is good for the market and good for customers.

How long will it be before Canon and Nikon join Sony and mirrorless full-frame becomes the norm?

This is just my personal opinion, but I think that maybe by next year’s CP+ you’ll see full-frame mirrorless cameras from Canon and Nikon. I think [by then] they will be participating in this market.

If cameras are going to develop, manufacturers have to develop mirrorless technologies

Just look at our technologies, like eye focus. All of those are made possible because of data from image sensors. In DSLRs, the data comes from separate sensors. The main imaging sensor is blacked out, 90% of the time by the mirror. The sensor is turned off. But the imaging sensor is very important. So if cameras are going to develop, and be able to capture the moment [more effectively], manufacturers have to develop mirrorless technologies. So within one year, I think.
Do you think we’ll see mostly mirrorless cameras at the 2020 Olympic Games in Tokyo?

Yes.
How many of those cameras do you want to be made by Sony?

Many! But the professional market is very conservative, so we’re taking it step by step. We saw some photographers using the Alpha 9 at this year’s winter Olympics but of course the majority was Canon and Nikon. But the number of Sony photographers is increasing.

A lot of our readers want more Sony APS-C lenses…

We know that some people think we’ve neglected the APS-C market, but it’s just an issue of prioritization. A couple of years ago we introduced the a6500. Then the next year we introduced the a9, and the a7R III. But we think that the APS-C market, and APS-C customers are both very important, because the majority of the market is APS-C, and we’re developing many kinds of APS-C products, so please be patient – we will never ignore APS-C.
Some of your competitors keep flagship products up to date over time with firmware updates. This seems like the opposite strategy to Sony. Is this something that might change?

We’re still in the early stages of challenging the market with our products, and the new model cycle is relatively rapid, compared to our competitors. But the next step is to increase our market share. And if we want to reach new customers, we need [to make] new types of cameras.

We’re still in the early stages of challenging the market with our products, and the new model cycle is relatively rapid

Sony makes a lot of key devices, for example image sensors and processors. I’m originally an engineer. Engineers always want to provide the latest sensor, the latest processor, and so on. Maybe this is one of the reasons our product release cycle is faster than some of our competitors. [But] user-upgradable software is very important. Our new model cycle is speedy, however I think that firmware updates are something we should offer.