Sony bolsters camera business
Sony will strengthen its camera business here in order for it to be a new cash generator, the head of the Korean arm of the Japanese technology giant said Thursday.
Sony Korea Chief Executive Kenji Sakai said the company has realigned its camera business to expand its market share in the premium category.
“We have realigned our camera business into three divisions ㅡ compact digital, mirrorless and high-end cameras. The compact digital camera market is being saturated, while other markets are promising,” the chief executive told reporters.
“Capitalizing on the premium segment, Sony will put focus on releasing high-end products.”
Sony is the top seller in the local mirrorless camera market by capturing a 51 percent share by shipments in June, according to the data from GfK, a market research firm. The firm is also the top producer of high-end cameras, here, by revenue, during the same period.
In a launching event to unveil its new gadgets in the Westin Chosun Hotel, downtown Seoul, Sony said its Alpha 7 and Alpha 7R (Resolution) are the first mirrorless interchangeable-lens cameras with full-frame sensors.
Sony officials stressed that those new gadgets are also the first Sony mirrorless cameras outside of the NEX lineup.
“Sony is positioning the higher-resolution, 36-megapixel 7R as a very professional-level shooter, while the 24-megapixel Alpha 7 is mostly aimed at anyone wanting a compact DSLR alternative,” said Sony Korea spokeswoman Hong Ji-eun.
Speaking about the increased penetration rate of smartphones in Korea, the spokeswoman said the recently-released products will “definitely” become a game changer to the industry’s paradigm.
In a press release, Sony said the A7 model will cost 1.7 million won, while the A7R will sell for 2.44 million won. The RX10 model, which the company also introduced during the event, is priced at 1.49 million won.
“I can say these products are innovative enough to bring change to the local camera market, which has earlier been dominated by DSLR models. The new Alpha series is highly recognized with our advanced digital-imaging technology. Sony will be safe to continue its current lead in the local market,” said the CEO.