DIY Photography

Hacking Photography - one Picture at a time

  • News
  • Inspiration
  • Reviews
  • Tutorials
  • DIY
  • Gear
Search

Submit A Story

Sony plans to dethrone Canon with $9 billion camera tech investment

May 23, 2018 by John Aldred 5 Comments

  • Share
  • Tweet
  • Flipboard
  • WhatsApp

Sony is taking no prisoners. In their latest mid-term strategy paper, they pledge almost a 1 Trillion Yen (~$9 billion) investment into camera technology over the next three years. The investment is primarily in image sensors, with the goal of becoming the “top brand in the overall camera market” by 2021.

With Canon’s recent announcement to take more than 50% of the interchangeable lens camera market in the next few years, things should get exciting. Given Sony’s rapid growth in the camera market over the last few years, both Canon and Nikon will have an even greater challenge on their hands now.

Sony’s overall strategy goals are about what we’d expect.

  1. Reinforce Direct to Consumer (DTC) services and content IP, and create “Communities of Interest” that bring together people who share emotional values and experiences.
  2. Position Branded Hardware, which allows Sony to connect users and creators through its innovative video and audio technologies, as sustainable and consistent cash flow generating businesses.
  3. In the area of CMOS image sensors that capture the real world in which we all live, and are vital to KANDO content creation, aim to maintain Sony’s global number one position in imaging applications, and become the global leader in sensing.

A presentation to go along with the paper goes into more detail on their imaging products. It shows a pretty aggressive stance that will give all other camera manufacturers some cause for concern. Of course, it probably wasn’t unexpected.

Sony has made amazing progress in the photography market over the past few years. And recent camera releases like the Sony A9 and A7III have blown much of the competition out of the water on price, features and overall capability. Despite much of this $9bn investment going toward sensor technology, Sony also plans to expand their lens business, and engage more with the professional market.

Although Nikon and Canon have both hinted at full frame professional mirrorless cameras to come over the next year, they’re going to have to bring out something absolutely amazing at a great price to be able to keep up. There is very little room for error, especially with public confidence in both companies pretty low when it comes to mirrorless.

Exactly how Sony are measuring “top” is unclear. It may be sales, it may be market share, it may simply be that they produce the technically best kit. But $9bn is a huge investment, that probably won’t just be for bragging rights. It’ll need to earn that investment back.

Whatever happens over the next 3 years, it should hopefully result in some great benefits for the end users.

[via Sony Alpha Rumors]

FIND THIS INTERESTING? SHARE IT WITH YOUR FRIENDS!

  • Share
  • Tweet
  • Flipboard
  • WhatsApp

Related posts:

Sony creates new “Sony AI” organisation to enhance imaging tech Sony plans triumphant return to APS-C camera development Sony Banking on Its Image Sensors; Will Raise $4 Billion to Invest in Development and Production Surprise! Fuji Plans On Releasing A 50MP Medium Format Camera With A Sony Sensor (Or Does It?)

Filed Under: news Tagged With: Report, sony, Sony A7III, Sony A9, sony sensor

About 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.

« Why you should take and save even the “crappy” photos
RED is building an 8K 3D holographic camera for its Hydrogen One smartphone »

Submit A Story

Get our FREE Lighting Book

DIYP lighting book cover

* download requires newsletter signup
DIYPhotography

Recent Comments

Free Resources

Advanced lighting book

Recent Posts

  • Canon recalls some EOS R10 bodies over “loud noises”
  • Netflix sued for using unauthorized drone footage in advertisement
  • This massive 114-gigapixel virtual tour of Barcelona took three months to create
  • Canon EOS R3 facial recognition now knows who to focus on in a crowd
  • Canon EOS R5 now shoots 400-megapixel photos after new firmware update

Alex Baker is a portrait and lifestyle driven photographer based in Valencia, Spain. She works on a range of projects from commercial to fine art and has had work featured in publications such as The Daily Mail, Conde Nast Traveller and El Mundo, and has exhibited work across Europe

Dave Williams is an accomplished travel photographer, writer, and best-selling author from the UK. He is also a photography educator and published Aurora expert. Dave has traveled extensively in recent years, capturing stunning images from around the world in a modified van. His work has been featured in various publications and he has worked with notable brands such as Skoda, EE, Boeing, Huawei, Microsoft, BMW, Conde Nast, Electronic Arts, Discovery, BBC, The Guardian, ESPN, NBC, and many others.

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.

Dunja Djudjic is a multi-talented artist based in Novi Sad, Serbia. With 15 years of experience as a photographer, she specializes in capturing the beauty of nature, travel, and fine art. In addition to her photography, Dunja also expresses her creativity through writing, embroidery, and jewelry making.

Copyright © DIYPhotography 2006 - 2023 | About | Contact | Advertise | Write for DIYP | Full Disclosure | Privacy Policy