Quick Adaptation is the Key to Success
As told to Sujith Gopinath
Mukesh Srivastava, Head of Digital Imaging Business, Sony India, shares the success story of Sony’s camera division
Sony has launched its most advanced full frame camera recently, and like our readers, we are curious to know about the future of Sony’s Alpha line-up in the increasingly crowded Full Frame Mirror less segment. Here we have Muke sh Sri vast a va, Head of Digital Imaging Business, Sony India, in conversation with Smart Photography. We are back from a long lockdown period and the situation does not seem to have improved much. What were the major learnings during this period for the digital imaging segment? How do you plan to translate these learnings into action?
In the past one year, we observed numerous new trends such as rise in OTT content creation, cinematic movie-making, professional and serious vlogging, live streaming and hobby as well as indoor photography. eeping our inger on the pulse of market requirement, Sony has constantly fuelled the market with a wide variety of products ranging from industry-leading mirrorless cameras, professional and consumer cinema lines for professional quality live streaming in-line with every kind of demand.
Since movement has been severely restricted, buying trends from e-commerce channel has been on an upswing. In order to cater to such a demand from the online segment, we made sure to further strengthen our
presence and availability across all the major e-commerce platforms in India.
As far as our approach is concerned, we continued with our workshops and tutorials online so that consumers can spend more time nurturing themselves into professionals. In fact, Sony has been the irst camera brand to adapt to the environment and make a complete shift from of line to online. Going forward, even when things normalise, we would continue our online sessions, since people can participate as per their availability and comfort.
The basics however remain the same that technology changes swiftly and we should be able to adapt it in no time. We will continue to tap newer avenues by bringing in the latest technology and give power to the creators to realise their full potential.
Wedding photographers and videographers have been a major client base for Sony digital imaging division. With Covid restrictions in place, how did this segment perform and how do you foresee the segment developing in the long run?
With the current adverse situation, public gatherings and weddings have been impacted but that did not stop people from connecting and it unlocked various new opportunities and we observed a rise in serious demand for vlogging and live streaming solutions and we have cameras catering to all such demands.
As far as weddings are concerned, although in the current conditions most of the weddings have been downsized or postponed, but we hope and pray that the situation is able to normalise soon, and industry is able to bounce back to normal days as wedding is not just an event but a festival in India.
Could you elaborate on the major offerings from Sony in the DI segment currently and planned for the near future?
With evolving technology and content creation in recent times, we feel that it is our responsibility to challenge the limits of conventional imaging tools with innovation. The Alpha mission is to give creators the power to realise their dreams and to provide multiple opportunities along with the latest technology and a platform to learn, evolve and adapt. With the introduction of various cameras including Alpha 7SIII, Alpha 7C, vlogging camera ZV-1, Cinema Lines FX6 and FX3 along with the most recently launched, the incredible Alpha 1, we intend to cater to multiple needs of a photographer and content creator.
With the unfolding of new trends such as OTT content creation, cinematic movie-making, vlogging, portrait, fashion photography, wildlife photography and concept-based photography, we believe these breakthrough camera models and the existing wide range of Sony products from industry-leading mirrorless cameras like Alpha 7RIV with 61MP, Alpha 7III is a perfect hybrid camera and other professional/consumer cinema lines along with a variety of lenses, are going to play a vital role. In 2021, we will witness innovations both in terms of gear and content creation techniques.
Now that mirrorless full-frame camera market is getting somewhat crowded, how does Sony plan to stay relevant and on top of the game in a segment where you were unchallenged till recently?
Sony, being one of the pioneers in mirrorless cameras, takes imaging technology far beyond the capabilities. As powerful as a professional camera but smaller and easy to use, the Sony mirrorless cameras turn everyday shots into beautiful movies and photographs to both see and feel.
Sony mirrorless cameras excel at maximising functional usability in a compact and lightweight body. The advanced image processor and much larger sensor make better use of the light, produces less noise, sharp details giving a more beautiful image, especially in low-light. Sony’s revolutionary AI-based technology of Real-time Eye AF and Real-time tracking instantly locks onto a moving subject and anticipates where it will go next, allowing you to easily stay focussed on your subject. Sony mirrorless cameras have focus points across almost the entire frame, to seek out your subject with both speed (phase-detection AF) and accuracy (contrast-detection AF). To add to this, the long battery life, tiltable screen, and other customisations make them an easy upgrade for any enthusiast. With a wide range of Sony E-mount lenses backed up with the very unique One Mount concept, the seamless connectivity of fullframe and APS-C, stills and movies, amateurs and professionals, through a versatile range of camera bodies and lenses, Sony takes the game to the next level offering unlimited creative potential.
We will extend our focus to other growing segments like wildlife, OTT, cinema, YouTube video making and vlogging. Sony has always strived to offer industry leading products with outstanding and unique proposition, just like the Alpha 1 and hence, we surely intent to continuously add to offering the best of technology.
From the experience of the ZV-1, can we see more dedicated solutions for home content creators and vloggers in future?
Sony ZV-1 is an ideal choice for a budding content creator who was earlier shooting on a smartphone to upscale their skills and content creation capabilities. Similarly, a creator using a digital still camera may upgrade to an APS-C sensor camera or furthermore to a full-frame sensor or a cinema line.
To cater to the broader requirement of consumers and their very speci ic needs, Sony already offers a full bouquet of cameras and lenses for amateurs and professionals through a versatile range of camera bodies and lenses that offer unlimited creative potential making Sony an aspirational brand for them. Keep a close watch on our ‘sonyalphain’ Instagram handle for the latest updates.