DJI to face serious challenger as Sony officially enters the drone market

Nov 9, 2020

John Aldred

John Aldred is a photographer with over 20 years of experience in the portrait and commercial worlds. He is based in Scotland and has been an early adopter – and occasional beta tester – of almost every digital imaging technology in that time. As well as his creative visual work, John uses 3D printing, electronics and programming to create his own photography and filmmaking tools and consults for a number of brands across the industry.

Nov 9, 2020

John Aldred

John Aldred is a photographer with over 20 years of experience in the portrait and commercial worlds. He is based in Scotland and has been an early adopter – and occasional beta tester – of almost every digital imaging technology in that time. As well as his creative visual work, John uses 3D printing, electronics and programming to create his own photography and filmmaking tools and consults for a number of brands across the industry.

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Well, we all suspected it was happening at some point after patents started popping up a few months ago, but now it’s official. Sony is entering the drone market. The announcement comes with the teaser video above as well as a whole new section of their website dedicated to their future “Airpeak” drones  – expected in spring 2021.

While the patent earlier in the year looked like kind of a gimmicky drone, Sony says that “Airpeak will support the creativity of video creators to the fullest extent possible”, suggesting that they’re actually going to be taking filmmakers and content seriously with their new line of products. DJI won’t be happy.

Tokyo, Japan – Sony Corporation (“Sony”) today announced that it has launched a new project for drones in the field of AI robotics.

The recent proliferation of drones has contributed greatly to the delivery of previously unseen images, as well as to workflow efficiency and energy savings in the industrial sector. Sony has assigned the “Airpeak” brand to reflect its aspiration to contribute to the further evolvement and the creation of the unprecedented value through its imaging and sensing technology as well as 3R technologies (Reality, Real-time and Remote) in the drone area.

Airpeak will support the creativity of video creators to the fullest extent possible, aiming to contribute to the further development of the entertainment industry as well as to improved efficiency and savings in various industries. Airpeak will also promote this project to enable drone-use with the highest level of safety and reliability in the environments where this has been difficult in the past.

Sony will continue to post project-related information and obtain feedback from drone users through co-creation activities to prepare for the launch of the project in the spring of 2021.

The company soon plans to begin seeking for the partners in the professional space who can collaborate on the project.

Information regarding this project will be regularly updated at the following site

Although Sony seems pretty solidly aimed towards creators, they do acknowledge the industrial benefits of drones in today’s world, too. And with it being Sony, they’ll no doubt have some lower-end consumer models coming at some point as well. Given Sony’s typical success in the markets they enter, this presents some very stiff competition for DJI, who has thus far seen a pretty solid dominance over the global drone market.

Right now, Sony says they’re consulting with actual drone users and gathering feedback to prepare for the official launch of the Airpeak project in spring 2021. Exactly what drones we may see at that time or how rapidly Sony plans to catch up to the range that DJI offers is unknown.

Other than that, there isn’t much news, but it’s exciting to finally see a solid challenger in the drone market that has the kind of global reach and power to take on a company like DJI.

[via Sony Alpha Rumors]

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John Aldred

John Aldred

John Aldred is a photographer with over 20 years of experience in the portrait and commercial worlds. He is based in Scotland and has been an early adopter – and occasional beta tester – of almost every digital imaging technology in that time. As well as his creative visual work, John uses 3D printing, electronics and programming to create his own photography and filmmaking tools and consults for a number of brands across the industry.

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12 responses to “DJI to face serious challenger as Sony officially enters the drone market”

  1. Kevin Lane Avatar
    Kevin Lane

    I hope this isn’t just smoke and mirrors.

    1. John Aldred Avatar
      John Aldred

      Well, they abandoned mirrors. So, maybe just smoke ?

      1. Bast Hotep Avatar
        Bast Hotep

        Ba-dum-tiss!

      2. B Pace Avatar
        B Pace

        LOL, you win!

  2. Šimon Slávik Avatar
    Šimon Slávik

    If they will incorporate their pro imaging tech, they may become real competitor.

  3. Joost Avatar
    Joost

    nice! some actual competition would be good!

  4. Kelvin Zyteng Avatar
    Kelvin Zyteng

    good to have competitor

  5. Jürg Wolf Avatar
    Jürg Wolf

    And I bet they will screw it up like they did in the action cam market. ?

    1. John Aldred Avatar
      John Aldred

      We’ll see. They’ve done a lot of stuff right over the years, too. So, hopefully they’ve learned from the mistakes of companies like GoPro, Yuneec, etc. and won’t follow in their footsteps. I’m remaining hopeful. :)

    2. Proteus John Avatar
      Proteus John

      yup, serious?, hmm lets see theyre up against years of experience…they screwed up a lot of phones too …and their cameras are Minoltas tech to begin with

  6. Dustin Humphrey Avatar
    Dustin Humphrey

    I’m just getting into the drone field, hit me up Sony smokeyd86@gmail.com

  7. Bill Miller Avatar
    Bill Miller

    Recalling the “vaporware years” this brings back those memories of all talk, we’re be introducing, an impressive video and nada.