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Sony reveals camera strategy: aims to be the top camera brand by 2021

In a recent presentation at its investors relations day in Tokyo, Sony was not shy about its ambitions in the photography market. According to the presentation, Sony intends to occupy the top slot in the overall camera market by the end of 2020 by boosting its interchangeable lens systems to beat back Canon and Nikon.

Already doing quite a good job of grabbing market share, the company has told investors that it plans to expand its lens business and push towards the professional market while ‘strengthening products’ in the interchangeable lens camera segment.

Despite predicting only very modest growth in 2018 and acknowledging that competitors are becoming more aggressive, the company told investors that it will "win in an increasingly competitive market and continue to generate high profit" in the mid-term. Citing its crop of awards from TIPA, EISA and Camera GP Japan to back up the claims, Sony stated that it intends to broaden the range of lenses it offers and to expand its professional support services worldwide.

According to figures shown at the event, Sony achieved a 20% share of the still camera market in 2017 by value, and managed to rank third behind Canon and Nikon. It says it was the number one brand in the mirrorless market, and was number one in the premium compact business.

To learn more about Sony's plans, check out the whole Sony Imaging Products and Solutions Segment presentation here.

요약

도쿄에서열린 투자자발표에서 소니는 그들의야망에대해 투자자들에게말해주었다. 소니의프레젠테이션을보면 우리는 2021 년까지탑카메라브랜드가되는것이목표라고말하고있다. 소니는 타사가 공격적으로변하고있다는것을인정하면서도 타사와의경쟁에서승리할것이라고말했다.

소니왈: 타사와의경쟁에서승리할수있으니까 제발투자좀..