06-04-19: Sony Announces new 'Alpha' brand name for DSLR with KM LensMount

[Max@Home]

Press Release:

SAN DIEGO, April 19, 2006 — Sony has established a new brand name for its digital single lens reflex (D- SLR) cameras that will be launched worldwide this summer.

Meaning “beginning” and “essential,” the symbol a (pronounced alpha) embodies the spirit of Sony’s approach to the D- SLR market. Under this sub-brand, Sony will produce a complete camera system of accessories and lenses to enhance the enjoyment of photography.

The Sony α™ mount system of cameras, lenses and accessories will integrate advanced electromechanical technologies that are key to D- SLR performance, the versatility of the well-established Maxxum® lens mount system, and Sony’s renown in imaging devices and technologies. These include CCD and CMOS imaging sensors, as well as other image processing technologies, in addition to overall product miniaturization. People who have already made investments in many of Konica-Minolta’s lenses and accessories will be able to take full advantage of Sony’s new D- SLR cameras.

“We are expanding our product portfolio to build upon our leadership position in the digital imaging business,” said James Neal, director of marketing for digital imaging products at Sony Electronics. “ Our approach to D- SLR camera design and engineering will allow us to offer a new high-performance system for today’s digital camera users, as well as welcome the millions of Konica-Minolta owners who have Maxxum interchangeable lenses that are currently in the market.”

Sony is already handling support and repair service for existing Konica-Minolta digital and film cameras, as well as related lenses and accessories in the U.S. A dedicated call center and strong levels of web support have been established for these customers.

There is more information available about the new sub-brand at www.sony.com/dslr. Sony camera and related product support for Konica Minolta customers is also being offered at www. support.sony.com/EN/KM/service.html

FWIW, FYI,

Kindest Regards,

Max@Home

[Bodak]

Here is some more info.

http://www.steves-digicams.com/diginews.html#sony_alpha

Things are looking up.

Stephen

[KennyC]

That's great, I've been waiting for some word from Sony since they bought KM. Good for the confirmation that our lenses and such will still work. I am sad to see the Minolta name go away, but I'm kind of excited to see what will come out of this.

[scoundrel1728]

Originally Posted by Max@Home

Meaning “beginning” and “essential,” the symbol a (pronounced alpha) embodies the spirit of Sony’s approach to the D- SLR market.

Good to hear of at least some activity from Sony, even to date it is only marketing hype.

I wish that someone would restrain the hyperbole though. Alpha is merely the first letter in the Greek alphabet and gets its secondary meaning of primacy from that fact. The brightest constituent stars in constellations are assigned Greek letters in decreasing order of brightness, for example, so the star tagged with the alpha letter is the brightest.

On the other hand, the alpha version in software is the first that can work well enough to be tested in live applications and is generally very buggy. The beta version is better and has enough of the bugs worked out that people might actually risk using the package and report any bugs if they didn't have to pay for the software. Sometimes there is a gamma release before the formal release. By the time the formal release comes out there are still some undiscovered bugs but the customers are expected to pay for the software anyway. I just hope Sony doesn't mean alpha in this sense!

[Mr. Pickles]

I don't care what they call it, or why they call it whatever they call it. I want to see details on what it will do and all the other typical stuff the techie people want to know...

[scoundrel1728]

Not to mention when it will be available and what it will cost to get one. I would also like to see some continued activity on the lens design front, especially from third parties like Tamron and Tokina. Some primes in the 12-18 mm range would be nice.

[BaghdadAR]

I, for one, am very excited about Sony taking the reins because this segment of their camera business has been absent, and I'm sure it's one they want to succeed in a big way. With their marketing muscle and brand recognition, I have a feeling that if they produce a decent product (assuming they listened to Minolta's engineers!), they will sell quite a few of them, particularly taking business from Canon's Rebel line and to a lesser extent from Nikon's D50/D70 if one of their models focuses (sorry) on the consumer/entry level.

I'm sure they will have a difficult time convincing professionals to use their cameras (well, switching mounts -- not current KM users) until they establish their support and longevity. That's why I think the key aspect is going to be the consumer market given the number of units they can sell, especially with the lens sales once they establish a base of entry-level DSLR users of their Alpha mount.

It's an interesting time to be shopping for a camera, and I just hope that the 7D drops in price when the Sony cameras are announced so I can buy a little cheaper this summer.

[scoundrel1728]

Speaking of that alpha mount, how compatible is it with the current K-M AF mount?

[KennyC]

Originally Posted by scoundrel1728

Speaking of that alpha mount, how compatible is it with the current K-M AF mount?

Originally Posted by Steve's Digicams

People who have already made investments in many of Konica-Minolta’s lenses and accessories will be able to take full advantage of Sony’s new D-SLR cameras.

Quite compatible.

[Mr. Pickles]

Yeah, one would think that since they bought all of K-M, they'd keep the mount intact, to allow any K-M or just Minolta lenses out there in their grasp. Be much smarter than having to use an adapter or losing AF or something.

If they didn't keep the mount 100% compatible, it would be kind of like suicide.

[BaghdadAR]

Originally Posted by Mr. Pickles

Yeah, one would think that since they bought all of K-M, they'd keep the mount intact, to allow any K-M or just Minolta lenses out there in their grasp. Be much smarter than having to use an adapter or losing AF or something.

If they didn't keep the mount 100% compatible, it would be kind of like suicide.

If they didn't keep the mount, there would be little point in them buying the KM operation. They could simply hire the engineers let go by KM (or entice them to leave) and use Zeiss to make their lenses (like they do now for the digicams) or find another manufacturer to produce some glass for them. It's obvious that you cannot simply walk into the DSLR market and expect people to adopt your new mount, even with Sony's name, so keeping the mount (proven with time) makes technical and business sense.

[scoundrel1728]

Originally Posted by BaghdadAR

If they didn't keep the mount, there would be little point in them buying the KM operation. They could simply hire the engineers let go by KM (or entice them to leave) and use Zeiss to make their lenses (like they do now for the digicams) or find another manufacturer to produce some glass for them. It's obvious that you cannot simply walk into the DSLR market and expect people to adopt your new mount, even with Sony's name, so keeping the mount (proven with time) makes technical and business sense.

None of this necessarily means Sony won't try to put its own spin on the mount, nor is Sony exactly known for complying with industry standards. The performance of Konica-Minolta optics are generally good but not spectacular and are matched by third-party manufacturers like Tamron and Tokina. Many of K-M's lens designs are so similar to Tamron's that I sometimes think that some of K-M's lenses are rebranded Tamron models.

On the other hand, the imager-based anti-shake mechanism is unique to K-M and might be worth buying the company for. Sony has marketed image-stabilized camera models before, but I suspect that technology was licensed from Canon and Canon has since pulled the license from its third-party manufacturers. In any case, neither Sony nor Olympus has any current models with image stabilization to the best of my knowledge.

[BaghdadAR]

You're right that Sony's history is not one of toeing the line in industry standards, but the two notable exceptions, Beta and now Blu-Ray, took place in both instances where there was/is no standard. Ditto for flash memory cards, where there are four other "standards" (one now defunct) out there. Both Beta and Blu-Ray have advantages over their competitors' products, VHS and HD-DVD, but Sony has wisely enlisted some allies in the Blu-Ray fight which I don't think they did with Betamax.

What advantage would there be to changing the mount? Unless there's some large technical deficiency with the way it's set up currently, Sony would only be shooting themselves in the foot by changing it in the very least by alienating the current users of KM lenses but also raising the quite valid possibility that Sony might decide to change it again down the line, which would certainly scare off potential customers, myself included.

As for current OIS cameras from Sony, I went to their webpage and found the H2, a follow-on to their OIS-equipped H1. I just took at the specs, and it's rather impressive - up to 1/2000 shutter, f/2.8-3.7 max aperture, 36-432mm equivalent CZ lens, preset and manual WB, from ISO 80-1000, 2" LCD. Interestingly, if I remember correctly, the H1 did NOT have a CZ lens, and I read a review where the author speculated (or knew?) that was because CZ did not want to put their name on an OIS camera for fear of compromised image quality or something like that.

I used to own the F717, which was a very good camera for a P&S. Based on that experience and the specs of the camera above, I'm hopeful that Sony will do well with the KM mount. I know many people harbor deep hatred for Sony for some reason, but I've always been pleased with their products. The bonus for me is that I have a Sony credit card so I get extra points for buying Sony products. Do you think I qualify for extra points if I buy a Maxxum 7D now?

[Paul Shields]

I'm pleased that Sony seem to have great plans for the KM mount. I really hope they pull through with it as they have the technology and money to really make something special. I've always been a bit leery of them in the past as they do tend to be fickle and quite 'proprietorial' (they often remind me of the Microsoft way of doing things), but they have a clean sheet here and some great heritage to build on.

[Sidebyte]

I really feel that Sony's past is really PAST and with the blooming DSLR market being a bright spot in the photo world, I feel that based upon the initial specs. and features of their entry level offering, they are going to kick some serious butt in the entry level market. No other camera made, barr none has the array of features offered by the Alpha. Coupled with the ability to utilize all the auto "K" mount lenses from the K/M past plus offerings from the 3 aftermarket lens makers I can see the demise of a couple other camera manufactures that CAN'T or WON'T keep up. Sony has the capital and experience to be a real player and just may dominate.

[Paul Shields]

I hope you're right. It's all new for all of us at the moment until Sony establish themselves and show which direction they're taking the brand.