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Sony's new super-fast cameras win over the benefits



Eight seconds. It's as long as a cowboy needs to be on a bucking bronco to qualify for a rodeo score. For photographers, there is hardly enough time to take only a few unclear, often useless images.

"Earlier, these pictures had been done by pre-focusing and asking for the best," said Kenneth Jarecke, who made his name shooting photos during the Gulf War.

His prayer days are over. Jarecke is an early adopter of a new series of mirrorless cameras made by Sony Corp. which distinguishes itself by capturing sharp images of fast objects. Unlike digital cameras with single lens reflex (DSLR), the Sony Alpha a7R III dies from the mirror and the pricing system that shows what comes through the lens. Alfas's mirror-free design allows image sensors to grab faster and focus using sophisticated software. It is potentially a tectonic shift that gives Sony a chance to break the pro photography duo Canon Inc. and Nikon Corp. have enjoyed the 35mm film.

This is not the industry's first major upheaval. Two decades ago, digital photography decimated manufacturers who hit hard for movies (remember Kodak and Fujifilm?). Over the past 10 years, smartphones with ever better cameras began to eat in digicam shipments and slash sales by more than 80 percent. Professional cameras such as Nikon's $ 6,500 D5 and Canon's $ 5,500 1D Mark II were considered unavailable until now.

On the market, a market is worth $ 3.2 billion a year. Although it is a niche industry with just a fraction of total camera sales (and smartphone), Canon, Nikon and Sony can benefit from the brand (and sales) that are the main suppliers of high-end cameras and lenses for sports, news and art. "Sony is now able to try to gain more market share," said Kazunori Ito, analyst at Morningstar Investment Services.

Sony's intrusion into professional photography did not happen overnight. It began with the early development of image sensors decades ago. In the 1990s, CyberShot cameras were marketed as user-friendly devices that fit into consumer pockets. Later, telephone box makers came and made Sony the leading provider of camera exams to Apple and other manufacturers.

So Sony Konica Minolta's camera business was bought in 2006, an unusual feature for a company that prided itself on its technical chops. While the first Alpha was essentially a rebadged Konica Minolta DSLR, the products developed rapidly. Eight years ago, Sony removed the mirror and gave the users a digital viewfinder that offered a more accurate representation of the final image. With fewer parts and more efficient design, they are also smaller and lighter, a key point for those who beat them all day long.

"A9 is truly revolutionary," said Michael Kooren, a news photographer who switched to Sony Alphas after shooting with Canon for 26 years.

Still, the adoption has been slow. Pro shooters are a loyal gang, who adhere to known equipment with proven reliability. They also make significant investments in what they call glass, the range of replaceable lenses that cost more than the camera house. Some professionals say that Sony has not rolled out new lenses quickly enough, and has complained that the support has been behind Canon and Nikon. Sony is working to improve both, according to Hiroyuki Matsushita, the manager who oversees product planning at Sony's camera department. "We were aware from the beginning that this would be for professionals," he said.

And the established operators do not sit still. Nikon is working on its first full-frame SLR, with more details about the device that will be announced on August 23.

<p class = "Canvas Textile Textile Mb (1.0em) Mb (0) – Mc Mt (0.8em) – sm" type = "text" content = "Canon has not revealed any specific plans they are "Within the development area," said a spokesman for the company. "The obstacle for Sony is still high," says Tomonori Igari, editor at Asahi Camera . "It depends on how much they commit to creating a support structure, and also on Nikon and Canon's smooth-looking strategy." "Data Reaction =" 32 "> Canon has not revealed any specific plans, they are" within the framework of development, "said a spokesman for the company." The obstacle for Sony is still high, "said Tomonori Igari, an editor at Asahi Camera . "It depends on how much they commit to creating a support structure, and also on Nikon's and Canon's smooth-looking strategy."

Currently, Sony will utilize its leadership. The Tokyo-based manufacturer has begun to market Alpha cameras more aggressively. Its flagship $ 4,500 a9 model recently won top prizes for three professional camera contests. The company also offers cheaper Alpha versions for amateurs and semi-pros. Sony forecasts operating profit will climb as much as 40 percent to almost $ 1 billion for business in three years.

<p class = "Canvas Textile Textile Mb (1.0em) Mb (0) –M Mt (0.8em) – sm" type = "text" content = "If Sony succeeds in creating a mirror-free cameras industry Estandarden, expecting press conferences to be much quieter without shh-cluck shutter sounds made by DSLRs. It's already made them popular among professional photographers at golf tournaments and courtrooms. The screams of shooters in Japan are that noisy cameras will be banned from emperor Akihito's abdication ceremony in April, which means that only Sony Alphas could be allowed in the room. An imperial endorsement, if ever there was one. Data Reaction = "38"> If Sony succeeds in creating reflex cameras industry standards, press conferences are expected to be much quieter without shh-cluck shutter sounds made by DSLRs. It has already made them popular with professional photographers at golf tournaments and courtrooms. Among the shooters in Japan is that noisy cameras will be banned from Emperor Akihito's abdication ceremony in April, which means that only Sony Alphas can be allowed in the room. An imperial endorsement, if ever there.

<p class = "canvas -atom text text Mb (1.0em) Mb (0) – sm Mt (0.8em) – sm "type =" text "content =" Read Sony's new super-fast cameras win over the benefits at bloomberg.com "data-reactid =" 39 "> Les Sonys new super-fast cameras win over the pros at bloomberg.com


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