Alphatracks

Alpha A700 camera: the advanced amateur dSLR is announced

Finally! The news Alpha photographers hve been waiting for. Sony has announced their new Advanced Amateur dSLR, henceforth known as the A700, I like the name — it conjures up great Minoltas of the past, such as the X700, the Maxxum 7000 and the Maxxum 7D.

But the new model is a wide departure from those older SLR cameras. The feature set is very impressive, and if the picture quality lives up to Sony’s claims, Minolta A-mount shooters will be very happy indeed.

The A700 addresses almost all of the concerns I listed in my last post about Alpha A100 improvements. In addition to the vertical grip and PC sync we already knew was coming, the 12.2MP A700 feature set includes:

• Optical glass pentaprism with interchangeable focusing screens
• New 11 point enhanced auto focus system, claimed to be much faster than the A100.
• Individual compartments for both Compact Flash and Memory Stick memory cards
• Remote capture application offering tethered shooting via USB (yes!)
• Continuous 5 frames per second, limited only by memory card size in JEPG, a healthy 18 frames can be captured in one burst when shooting RAW.
• Sony claims the new dSLR is dust and moisture resistant. Is that the same as weather sealing?
• New Dynamic Range Optimizer (DRO) function that sounds similar to built-in HDR (High Dynamic Range).
• Ultra sharp 3″ LCD screen
• The press release stresses in great detail that the A700 has been optimized to significantly reduce noise.
• The initial Sony press release doesn’t mention ISO, but Engadget and several other sites claim the camera will offer 3200 ISO with some sort of extender mode to get the ISO to 6400

The new vertical grip will carry two InfoLithium(R) batteries and can automatically switch between cells when one battery is exhausted.

Body only price will be “about” $1,400. US. The A700K kit with a 18-70mm lens will set us back around 1,500, while the A700P kit will offer a 16-105 lens will go for $1,900. Sony is taking orders now. The body and A700k packages should be shipping in October, while the A700P will be on dealer’s shelves in November.

What’s missing? Live view. As I have said before, I’m not a fan of Live View so that isn’t a big disappointment for me.

That’s just the high-level overview. I’ll have more information and analysis after the dust clears and I can delve deeper into the A700’s features. in the meantime, A-mount shooters can take a deep breath and relax. If the press release is accurate, the A700 won’t be taking a back seat to anything else in it’s class. For the first time in a long, long while, we have a camera that boasts great features at an affordable price. Move over Nikon and Canon. There’s a new shooter in town!

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With the launch of the new Advanced Amateur model expected this week, everyone in the Minolta A-mount world is holding their breath to see what Sony will finally unleash on the dSLR world. There are all manner of rumors, some which sound plausible, others that are so far-fetched they make Roswell and the UFO “coverup” seem mainstream in comparison,

Will Advanced Amateur dSLR finally get a name?

One thing we do know, the Advanced Amateur model will finally have a name, and it will offer a number of features not available in the A100.

I really like the A100. It is a good, even excellent, dSLR for many applications. All cameras have flaws however, and the A100 suffered somewhat as Sony’s initial foray into the digital SLR market. It inherited some limitations from the Maxxum 5D, and Sony may have erred in some respects in creating their first dSLR entry. One thing is for sure, however. Sony has been paying close attention to the A100 critics. I expect the Alpha AA release — whatever it is finally called — will offer many improvements based on real or imagined problems with the A100.

Here is my guess about which flaws Sony will correct with the new AA model:

How well as Sony been listening?

1: Lack of a vertical grip
Odds Sony will address this flaw: 100%

Easily the most talked about problem with the A100, Sony has shown both future dSLRs (that we know about) with a nicely shaped vertical grip. This was a no brainer. The vast majority of A100 users want a vertical grip, and Sony stands to sell a truck load of the new grips. The new grip will not fit an A100, but Sony shows it has been listening.

2: Noise at higher ISO settings
Odds Sony will address this flaw: 90%

The only reason I gave this a 90% rating is that unlike the vertical grip, we don’t know anything about the picture quality of the new model. Still the A100 has been criticized, perhaps overly so, for producing unacceptable noise at higher ISOs. While the A100 is as good or better than any 10MP dSLR at 100-200 ISO settings, abundant noise starts to creep in at the higher settings. The A100’s upper ISO noise was criticized by many respected journalists. Sony has to have been stung by the critics, some of which may have overstated the problem. I’m guessing that Sony will have addressed the issue big-time, but we won’t know until we see high ISO images from the camera.

3: Lack of a PC Sync Terminal
Odds Sony will address this flaw: 100%

I’ve already discussed the A100’s lack of a PC sync terminal in an earlier post. If the concept mockups we’ve seen are to be believed, Sony has already addressed this issue.

4: No tethered shooting
Odds Sony will address this flaw: ?

I have seen no mention of tethered shooting in any of the rumors I have followed in the last month or so. To me this is a major failing of the A100. You have to believe that Sony will address this. After all Sony is also a computer company, producing laptops and desktops under the Vaio name. How could they fail to offer communication between the camera and the computer. Neither Canon or Nikon manufacture computers, but both offer excellent communication between their dSLRs and computers –both Windows and Macintosh flavors. Yet the Sony community hasn’t been too vocal about this flaw, so maybe Sony has placed it on the back burner. I hope not.

5: Slow flash sync
Odds Sony will address this flaw: 60%

This is another area that hasn’t received too much criticism. Still the A100’s paltry 1/160 second sync speed pales by comparison with many of the A100’s competitors. Not every shooter needs a fast flash sync , but if you shoot action, a sync speed of 1/250 - 1/500 can make a real difference. I think Sony will recognize this.

6: Limited ISO range
Odds Sony will address this flaw: 75%

You can’t look at the concept cameras and tell what the AA’s ISO range will be. I’m guessing, however, that the new camera will exceed the A100’s top ISO of 1600. In order to stand out in the crowded dSLR field, camera makers need selling points to make their models appear better than their rivals. Megapixels is one selling point. High ISO numbers can be another. Even if most users won’t use it very often, I expect Sony would like to advertise an ISO of at least 3200 on the new camera.

7: Slow film advance
Odds Sony will address this flaw: 90%

The A100 offers a continuous 3fps film advance. The new sensor is said to offer as much as 10fps, but I doubt we’ll see that. Most of the rumors are indicating 5 or 5 1/2fps. I think we’ll probably find they are on the money when Sony makes the big announcement,.

8: No Live View
Odds Sony will address this flaw: 75%

Personally, I’m not into Live View. It is nice to have when the camera is mounted on a tripod, but for most of the shooting I do I wouldn’t use Live View even if I had it. So I really don’t get Live View and if the AA SLR doesn’t offer it, I won’t be disappointed. Still, the masses seem to want Live View, especially those moving up from a Point & Shoot camera — most of which offer some sort of Live View capability. My guess is Sony will see this as a marketing opportunity and build some sort of Live View into the AA camera.

9: Lack of wether/dust seals on camera body
Odds Sony will address this flaw: 55%

I’m unsure which way Sony will go on this one. Most serious photographers realize that weather sealing is very important. It is even more of a concern with digital cameras, which are more susceptible to environmental harm then film cameras. Still, this isn’t a big selling point at the big box department stores. I would trade megapixels for better weather sealing any day, but this probably isn’t a concern for the average consumer. Hopefully Sony will learn toward the serious lensmen on this issue, but I’m not sure the demand is great enough.

10: Body feels too much like plastic
Odds Sony will address this flaw: 90%

I’m not convinced this is really a true flaw, but even though the A100 features a magnesium alloy chassis, many commentators insist the A100 has a “plasticity feel” — whatever that means. I think Sony will address the issue, simply because the Advanced Amateur model and the future flagship dSLR appear to share the same basic body. Since Sony has implied that the flagship will be aimed at the pro sector, I’m guessing the body will be professional grade. That mean the AA model will be as well.

So that’s my predictions. Anyone have any others? Comments are always open.

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David Kilpatrick at Photoclub Alpha is suggesting that the A100 is no longer being produced by Sony. He goes on to speculate that Sony may have exhausted the run of sensors used by the original Alpha SLR and couldn’t produce any more even if they desired to.

Is the A100 at the end of it’s life?

Kilpatrick doesn’t end there. He is of the opinion that Sony will introduce some sort of replacement for the A100 along with the forthcoming Advanced Amateur dSLR.

This ties in with two or my earlier posts. First I noted that the A100 was out of stock at the Sony Style website and wondered how Sony could run out of their only dSLR at a time that most would-be buyers were holding off until they saw what Sony would offer next. Secondly I posted about the Sony Alpha test-drive being offered at children’s sports event n certain parts of the USA. It sounds like a great program, but the target market doesn’t seem to match up with that of the future Advanced Amateur dSLR.

In Kilpatrick’s scenario, Sony will off the A100 and introduce a similar replacement, possibly with less features at a lower price point.

All along I wondered why Sony was targeting the upper end of the dSLR market while so much of the action was going on in the starter-SLR segment. I’m happy to see pro and semi-pro Alpha models in the pipeline, but I wondered where Sony’s D40 fighter was.

Reports are circulating that Nikon went from a distant second to a strong first in worldwide SLR sales, supplanting Canon in the number 1 slot. How did they do that? My guess is on the strength of the D40 and D40X models, which are aimed at those just entering the dSLR market. Even the higher-range digital Rebel models couldn’t compete with the D40 on price. It’s an easy sale: I can buy a genuine Nikon dLSR for five hundred bucks.

Sony planning A100 replacement?

Most of the attention on Sony’s new dSLRs has focused on the Advanced Amateur or Flagship pro models. Sony has shown us the mockups, so we know they are coming. If Kilpatrick is right, they have also been quietly at work on a starter SLR model that can offer an upgrade path for those moving up from a point and shoot camera.

You and I probably aren’t the target market for such a camera. If Sony does go this route, they will be aiming at those just getting their feet wet in the world of dSLR photography.

That doesn’t matter. Anything that increases the number of A-mount camera bodies out there is a good thing. It makes Sony more of a viable brand in the dSLR arena and makes the Alpha line more attractive for after-market lens, flash and accessory manufacturers. Even more importantly. it will help establish Sony as major dSLR brand in the minds of the consumers.

For myself, I’m still more interested in seeing what the Advanced Amateur model offers. If Kilpatrick is right, however, it is comforting to think that Sony will be covering all the bases.

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The dSLR world is suddenly bursting with news — Canon announced the EOS 40D, Nikon reveals both the D3 and D300 and Sony takes the wraps off their new IMX021 sensor.

Still no word on the future Sony Alpha SLRs, but the Nikon announcements may shed some light on future Sony development. Perhaps…perhaps not.

Probably of the biggest news is Nikon finally will offer a full-frame sensor in the new D3. Everyone was expecting this, and up until now, I had assumed that the D3 and the new Sony Alpha flagship would share the same sensor. I’m not so sure any longer.

Nikon Designed 12MP sensor

According to this article by Ron Galbraith, the D3 will use a sensor designed by Nikon. Galbraith also says that Nikon probably won’t reveal who will make the sensor.

Since Sony makes the sensor for almost all previous Nikon dSLRs, there is a good chance that they will also make the sensor for the D3 well. Would Nikon go elsewhere to find a manufacturer for their new sensor design? At this point, Nikon isn’t saying.

This invalidates my earlier assumption that the Alpha flagship and the D3 will automatically share the same sensor technology. If Sony doesn’t actually make the sensor for the D3, there is no chance they would buy a sensor from another manufacturer. Of course, only a handful of industry insiders really know what is brewing behind closed doors at Sony and Nikon. Would Nikon license their design for Sony to use? Would Sony pay Nikon for that privilege? Or will Sony prefer to develop full frame technology that they could then sell to other camera manufacturers — as well as use in their own cameras?

There could also be a problem in perceived value if the new Alpha Flagship actually offers less or the same amount of megapixels than the advanced amateur model. Most photographers realize that meagapixels aren’t the most important aspect of a digital camera’s stature. Still, there are cases when megapixels matter, and it does seem a little strange not to have MP boost in your flagship model. Canon’s top of the line full-frame dSLR currently offers 16mp. [Update 8/27/07: The Canon EOS-1Ds Mark III actually offers 21.1 MP] If the flagship weighs in at 12mp, that will hardly be a deal-breaker. It will still be an excellent, professional camera — it obviously will be every bit as capable as the professional level Nikon D3.

On the other hand, if the flagship could offer as many or more MP as the Canon, the perceived value of the camera would be that much greater. Sony has been largely snubbed by much of the mainstream press, who lavish an over-abundance of coverage on Nikon and Canon, tossing mere crumbs to the other dSLR brands. If Sony’s new flagship were to usurp the MP crown from Canon, it would be much harder for the press to ignore.

We’ll probably have to wait until Sony actually takes the wraps off the flagship model. Interestingly, Thom Hogan, a true expert in all things Nikon, starts his review of the D3 and D300 with the provocative title: Nikon D4 rumors start

He then, never mentions anything about the D4 or any rumor. Still it suggests that rumors are already circulating about a Nikon D4. Does this suggest a full frame Nikon with more MP (possibly sharing a new high MP Sony sensor) is coming? Or is only wishful thinking by Nikon fans disappointed that Canon still has an edge in megapixels?

Nikon D300 to use modified Sony sensor?

Meanwhile, Nikon also announced the 12MP D300 with an APS-C size sensor. Sounds like a likely candidate for the Sony IMX021. This is currently a hot topic on the dpreveiw Nikon forum. On his site, Thom Hogan seems to confirm that the D300 will use be Using a variant of Sony’s new CMOS sensor…

Not a real surprise, but it is interesting nevertheless. If Hogan’s comments are accurate, it appears that the D300 will use a modified version of the IMX021. How much the sensor will vary from the standard IMX021 is unclear. Obviously, we can expect that Sony’s own advanced amateur camera will display some differences to set it apart for the D300.

This also makes me wonder about the proposed naming scheme for Sony’s new hardware. I’ve heard numerous suggestions, although Sony has given no clues as to the names of the new models. One popular, but unconfirmed tale has the AA version carrying the name A200 while the Flagship will be the A300. Confusion ahead! Nikon calls their new 12mp model the D300 — will consumers then assume that an A200 is somehow less of a camera? Will they assume that the A300 and the D300 are more or less equals? Of course other rumors assign the AA model the title of A300 and indicate the Flagship will be known as the A500. Cosy, eh? Sony and Nikon each produce a similar camera, using basically the same sensor and both carry the 300 designation. Time will tell.

Sony has yet to reveal any more information about their future dSLR plans. The new Nikon models provide at least a hint of what is to come in the next several months.

Buckle your seat belts, everyone. It’s going to be wild ride!

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The press release we have have been waiting for (well, almost) is here. Sony has announced a brand new CMOS image sensor that has “heart of a new dSLR” written all over it.

The press release is short and sweet, but there are lots of juicy details if you read between the lines.

First the basics. The new sensor is an APS-C size, the same size as the Alpha A100. So the crop factor and digital lens coverage should be identical. So much for those rumors of a 14MP, 1.25 crop dSLR.

Sony Advanced Amateur dSLR: you’re looking at it’s sensor

But how can we know that this will be the sensor used in the forthcoming Advanced Amateur Alpha dSLR? Although Sony hasn’t said it aloud, let’s read between the lines shall we? Consider this statement from the press release:

“Sony will position “IMX021″ as a key device capable of generating new added value in the high-growth digital SLR camera market, actively promoting its use within Sony and externally.”

I highlighted the important text. First, Sony has said this sensor will be aimed at the dSLR market. More importantly, they are saying it will be used by Sony and also be supplied to other camera makers — most likely Nikon and Pentax.

So unless you expect Sony to use this sensor in the Alpha Flagship SLR, the only logical camera is the still unnamed Advanced Amateur model. Since I’m betting the Flagship will be full frame (or at least nearly full-frame), the only camera this could be used in by Sony is the AA model.

How fast will the new Advanced Amateur be?

So 12.47MP — a nice improvement over the A100’s 10.2MP. But that isn’t the end of the story. The press release says this about the sensor’s capture ability: “delivering an extremely high signal conversion speed (in all-pixel scan mode) of 10.39 frame/s (12 bit).”

A 12.5MP camera capable of delivering 10.4 frames a second? Bring it on!

Of course, it remains to be seen if Sony will produce a dSLR capable of cranking out that frame rate with full resolution raw files. Still it sounds very promising.

Sony serious about eliminating camera noise

Finally the release addresses noise: “The enhanced quality images generated by ‘IMX021′ are the result of its advanced noise cancelling [sic] features based on a unique circuit structure, its pixel array micro-fabrication technologies, and its cleaning and color-filtering capabilities …”

The A100 has been criticized as being noisy at higher ISO ranges. It offers great picture quality in the 100-400 ISO ranges, but many users (and reviewers) have been disappointed with the noise at higher ISOs. Sony seems to be emphasizing that the new sensor will produce much less noise, even though it packs more megapixels into sensor of the same relative size.

Of course the camera’s processor also plays a big part in the noise generated by a dSLR, so the sensor is not the only factor in digital camera noise. Hopefully, Sony has taken the A100 criticism to heart and will deliver a new dSLR that offers substantial high-ISO noise improvement.

You can read the entire Sony press release here:

It’s been a long wait. A very long wait. Does this new sensor signal an exciting new era in the world of Sony dSLRs?

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When Sony entered the dSLR field, Minolta A-Mount users were encouraged. Sony had the marketing resources and promotional budget to promote their camera hardware well beyond anything Minolta could attempt. Minolta had great cameras and lenses, but their advertising budget was crippled after losing the expensive Honeywell patent lawsuit. With Sony at the reigns, Minolta enthusiasts could expect the camera line to expand exponentially. At least that was the expectation.

Sony marketing fairly quiet about the A100

Sony’s marketing of the Alpha line has been rather luke warm at best. Even their ads in photo magazines has been low-key, just a small camera image and the slogan “Like no Other.” Very little copy explaining why the camera was like no other — or why someone should invest n a new Alpha. It seemed like the general press was generating more buzz about the A100 than Sony was.

All that may be about to change. Maybe the impending release of the future Sony dSLRS has something to do with it. Maybe Sony’s strategy was to get a foothold in the dSLR market but not actively promote the line until they has a solid, multi-tier product line to offer.

Two things indicate that Sony maybe ready to start promoting the Alpha line more aggressively.

Sony announces Alpha test-drive program in the USA

The first is a new Alpha Test-Drive promotion in the US. According to this story in picturebusinessmag.com Sony has started a program to let people actually test an A100 at various sporting events and tournaments in the US. There will be a manned informational kiosk and visitors will be able to leave their driver’s license and borrow an A100 to shoot the event. Then they can return to the kiosk and print their images.

According to PBM, Sony is “organizing and sponsoring a 15-week tour aimed at arming parents of young athletes with a camera that, as Sony explains, can capture pictures at lightning speed.”

The story goes on to say that Sony “will offer this unique experience at youth sports games in Ohio, Wisconsin, Missouri, Indiana, Pennsylvania, Virginia, Georgia and North Carolina.”

I think that’s great. This promotion could create a real impact, since Sony is actually getting their camera into potential users hands. When those people visit a big-box electronics store, they will be less inclined to allow sales people to steer them into another camera. They’ve actually shot with an A100, they know how it feels and how it operates. Even if they eventually buy another brand, they will at least consider the A100. That is excellent marketing strategy.

More free online photography resources from Sony

The second indicator of Sony’s interest in promoting the Alpha line is a new section of the Sony UK website. The new Take your photography to the Next Level flash presentation is a interesting multimedia learning experience. OK, I’m not convinced that the concept of “aperture” qualifies as an advanced topic. So what? The initial release is obviously slanted toward beginners. It’s still a step in the right direction. It could easily be expanded to include more advanced topics, and could help the Alpha get some recognition and respect. In the dSLR market, recognition and respect translate directly to sales.

If you’ve been paying attention, you probably noticed something a trifle odd about these promotions. Both of them are targeting new dSLR users — photographers upgrading from point and shoot cameras or people new to photography in general. Yet we are collectively waiting for Sony to announce their next new dSLR, which almost everyone expects to either be an advanced or pro level dSLR.

Who is Sony aiming for with these promotions?

Thats great, and serious Sony A-mount users are eagerly awaiting the new Alpha SLRs. But neither of the above promotions are aimed at advanced amateur or pro level photographers. Instead, they are targeting the first time dSLR buyers. There is nothing wrong with that, actually I applaud it. But what camera is Sony expecting to sell to these intro level photographers? Sony hasn’t said anything about the price of the new SLRs, but if the rumored specs are even half right, it is doubtful that Sony could offer these cameras at any where near the price of starter-SLRs offered by other manufacturers. That means either Sony will keep the A100 as it’s starter model or they have a true low-end dSLR planned in addition to the two semi-announced cameras we already know about. I speculated about this over a year ago in a post entitled “What if the A100 is Sony’s low-end dSLR?”

Sony can’t expect the new advanced models to compete against the basic, no-frills starter models from Nikon and Pentax. They need their own starter SLR. Will it be the A100, perhaps with a price reduction? Or will they roll out something brand new to sell to those soccer moms and dads?

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File this under “nothing new to see here folks, just keep going about your business.”

The big technology site Engadget has just posted a article about the rumored specs of the Alpha advanced amateur dSLR. Nothing that we haven’t heard before: 14MP, possibly a 1.2 crop, a 2.5-inch LCD and ISO to 3200. There have been lots of similar rumors around, so either everyone is just regurgitating the same rumor or these are real leaked specs.

Meanwhile David Kilpatrick at Photoclub Alpha has the new model pegged at a more reasonable 12MP.

Engadget also references this site, which has information supposedly gleaned from a French site (See what I mean about regurgitation?) that has a long list of supposed specs for the future Sony Alpha. Unfortunately, there is nothing about tethered shooting in there. Arrr!

Like all rumors, you need take all this stuff with a generous grain of salt. Don’t start making room for that shiny new 14mp, 1.2 crop Alpha until Sony actually announces it.

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What is this? As this is written (August 12, 2007) the SonyStyle website shows the A100 body-only configuration as “out of stock.” You can buy either of the Alpha kits with lenses, but the $699 body only package is not available.

This could mean almost anything. Maybe Sony had an influx of orders for the A100 body and decided to fill them before re-stocking their own online store. Or maybe the kits that include lenses are selling more briskly then anticipated, so Sony opted to divert all their new bodies to the packages that include lenses. Or maybe someone in the production department was asleep at the wheel and forgot to place a standing order for body only packages and they ran out.

I honestly don’t know. Maybe this happens all the time at SonyStyle, I am not in the habit of checking availability at the Sony site, so this could simply be a common just-in-time production scheme.

Is Sony trying to play Apple’s game?

On the other hand, I’ve already compared Sony’s secrecy over their future dSLRs to Apples Inc.’s extreme cloaking of their future products. Apple users have to read tea-leaves, put their ear against a railroad track and consult the magic-8 ball just to have any clue about Apple’s next plans. One sure-fire indication that Apple is brewing up something in the near future is that various products become out-of-stock at the Apple store. When they are ready to release some new exciting product, Apple will often allow the older products to become depleted, rather than building up a stockpile of merchandise that won’t sell as well when the new stuff appears.

Could Sony be playing this game with the A100? Although I haven’t seen sales figures, it seems likely that sales of the A100 have fallen flat recently. Not because of lack of demand — just the opposite.

New Sony dSLRs are coming…Soon?

Everyone knows the new Sony dSLRs are coming — we just don’t know when or at what price or what the feature set will be. So many would-be A100 buyers are holding-off to see what Sony will offer next. In such a climate, how could Sony’s own website run out of stock on their premier digital camera?

Could Sony have ramped-up production of the new Advanced Amateur or Flagship models, causing stocks of the A100 to run dry? Does this mean Sony will at long last make an announcement and start shipping one of the new cameras?

Expect the A100 to remain in production

This doesn’t mean the A100 is about to be replaced. Both of the new models we know about appear to be a couple steps above the A100. If they were to totally stop production of the A100 that would leave a huge gap in their product line as they would have nothing to complete with against the inexpensive low-end dSLRS from other manufacturers.
So unless Sony is secretly planning a third new model to compete ln the starter dSLR segment, they will need the A100 to have a semi-complete model lineup for the immediate future.

So maybe that out-of-stock message means just that, that SonyStyle is just temporarily out of stock on the A100. On the other hand, it doesn’t take much imagination to conjure up a situation where Sony needs to temporarily stop production of the A100 to divert employees, parts and manufacturing facilities to assemble the first batch of the all new cameras. Once they have a solid stockpile of the new units. they can then resume production of the A100.

Maybe. With my ear against the track, I predict we are very close. Very close indeed. Maybe…

SonyStyle A100 body-only page

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At last there is some word from Sony on their new dSLRs. While it is not very satisfying for those of us thirsting for information on the future Sony dSLRs –at least it is something.

A few weeks ago, Rick Clancy, a Sony employee for more than seventeen years, started the all-new Sony Electronics blog. As the name implies, it is not a blog dedicated to the Alpha cameras or even digital cameras in general. Instead, Clancy will be blogging on all Sony products — and that will naturally include the Alpha dSLRs.

This is great news, because it means there finally a way for US based photographers to communicate (somewhat) with Sony. Just as importantly, the blog should be a source of semi-official information about Sony cameras, lenses an accessories.

Sony Alpha users have needed something like this for a long time. Relying on rumors is never a wise idea, but until now, Sony has declined to provide any information on the next phase of the digital Alphas. This has led to some over-the-top rumors, including one so-called writer who recently announced that Sony was abandoning the dSLR market. No official word, no reference to any source — just a bald statement that Sony was closing the door on their SLR plans. Of course he couldn’t name a source, because this is pure fiction. Sony has no intention of leaving the dSLR market, but with no official word from Sony on when the new bodies will ship, people are taking it upon themselves to make up whatever stories they can come up with. Another recent rumor making the rounds is that Sony has recalled all their lenses from dealers. Again, it is untrue, but it has been repeated in several online forums.

Which is why we need something like Clancy’s blog. When you let a rumors like these spread unchecked, a lot of people start to believe they are true. Until now, however, Sony has stood silent, providing no details, ignoring the rumors, blissfully going about their plans seemingly unconcerned about customer input.

On the August 4th edition of his blog, however, Clancy invited Mark Weir, the Senior Technology and Marketing manager for Alpha and Cyber-shot digital cameras to post on the blog. You can read the Response to Alpha DSLR Comments yourself, but I felt it important to echo several of things Weir had to say.

Sony is “sensitive to the voices of Minolta users”

Weir says “We are listening to the voice of our customers through this blog as well as other user forums on photo enthusiast sites. We are particularly sensitive to the voices of Minolta users as we look forward to their acceptance of Alpha as a strong continuation of Minolta’s prestigious heritage.”

You have to read between the lines to glean much information about the future Alpha dSLRs, but Weir does have this to say: “I want to assure you that the models are on schedule and that we are dedicated to fulfilling your high expectations for the Alpha system.”

I know it isn’t much. But it comes at the same time that some irresponsible blogger posted a unfounded entry entitled “Sony bails out of the dSLR market.” I won’t link to the post, because I don’t want to send any traffic to a loser who would post garbage information with no truth behind it. Yet, while the post has no basis in fact, it was picked up by several search engines. At least one other blog has already linked to it — strengthening the perception in some people’s minds that the Alpha is history.

Sony is still dedicated to the dSLR category

Thankfully, we have Weir’s remarks to indicate that this is far from the case — that the future Alpha models are on track and that “these new models demonstrate our long-term dedication to enthusiast photographers and the Digital SLR category.”

About the fictious lens recall, Weir says “There’s no truth to this – Sony is committed to the Alpha DSLR system and its expansion – cameras, lenses and accessories and the Minolta heritage which they share.”

Weir: “…it won’t be much longer!”

Weir concludes his remarks with the statement “Thanks for your confidence and patience- it won’t be much longer!”

I am confident that a year from now, the Alpha line will be on a much stronger footing. Actually, all of this gloom and doom talk about the future of the Sony dSLRs reminds me of one of Sony’s rivals. You may of heard of the company — Apple Computers, now known simply as Apple, Inc. For years, Apple users had to endure a stream of unfounded rumors that the company was going out of business. It got so bad that one Apple web site complied the “Apple Deathwatch” — a list of magazine articles and online opinion pieces explaining how Apple could no longer survive. According to the folks at the Mac Observer, “Apple Has Been Declared Dead 52 Times [by media experts] Since April, 1995.” The latest entry to the list dates back to 2006 — apparently the folks behind the rumors realize that no one is going to buy their stories with the Mac increasing in marketshare, the iPod continuing to defy all challengers and the new iPhone frenzy. Apple users knew all along that Apple wasn’t going anywhere, but those rumors used to crop up on a continual basis.

What has this to do with the Sony Alpha? The same sort of short-sighted blow-hards who continually tried to spread Apple’s obituary in the media are now focusing their attention on the Alpha. Until Sony steps up to prove them wrong, they will insinuate that the Alpha has failed to meet Sony’s expectations. The Alpha, they will tell anyone who will listen, is dead.

Nonsense? Of course. But the voices of reason have been drowned out by the gloom and doom of these muckrakers. Until now, trying to bury these rumors was a case of “my word is a good as yours” since Sony was mostly silent about the future. Now thanks to the semi-official Sony Electronics blog, we now have Mark Weir’s statements to use as ammunition against the ill-informed rumors running wild.

Thanks, Mr. Clancy!

Read the Sony Electronics Blog here!

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Some myths never die. You know what I mean: Wearing hats causes baldness. The owners of the Titanic claimed it was “unsinkable.” Humphrey Bogart spoke the line “Play it again, Sam” in Casablanca. George Washington had wooden teeth. The Alpha A100 dSLR relies on Sony Memory Sticks for image storage.

The last myth I mentioned has been prevalent for as long as the A100 has been on the market — and shows no sign of dying out any time soon.

For the record: The Sony Alpha dSLR uses a standard Compact Flash memory slot for removable storage. It accepts Compact Flash type I, Compact Flash type II and various flavors of the CF size Microdrives. All Sony A100s produced have a Compact Flash slot and Compact Flash is the only native memory format the camera offers.

I’m sure you already know this — after all, Alphatracks viewers actually CAN read and most actually have experience using Minolta or Sony dSLRs. Sadly, a number of bloggers and so-called journalists apparently can’t read well enough to understand the A100 spec sheet. And they sure have never used an A100. How else can you explain the number of otherwise knowledgeable writers who continue to promote the myth that Sony failed to understand the dSLR market and crippled the A100 by limiting it’s storage to Memory Sticks.

I can forgive individual photographers for persisting in this misunderstanding — after all, Sony developed the Memory Stick and it has been Sony’s memory card of choice for their extensive line of non-SLR digital cameras. But journalists need to hold themselves to a higher standard. Using the internet, a writer could determine that the A100 uses Compact Flash in only a few clicks. But why bother to check the facts? These gadget junkies know that the A100 is a Memory Stick camera - why bother to make sure your information is correct?

Several months ago a well known electronic gadget magazine published a review of 10mp dSLRs. The editor insinuated the A100 was limited by it’s reliance on Memory Sticks. Obviously the “reviewer” never used the camera.

You might have thought that since the Alpha 100 has been on the market for a full year now, that this kind of nonsense would have been laid to rest. Sadly, this is not the case.

I refer you to a blog called Eddielogic. It isn’t a photography related site, the emphasis is apparently on business strategy. It looks very professional and it would appear the authors know what they are talking about. Looks, of course, can be deceiving.

In a blog post dated June 6th, 2007, one of the authors, Oliver Recklies, expresses concern about Sony’s future in the dSLR market. I disagree with a number of points Mr. Recklies makes, but he is entitled to his opinion. But I almost fell out of chair when I read the following lines (talking about the design and marketing of the A100);

Yes, you read it right. Mr. Recklies is disappointed with Sony’s lack of foresight by forcing Memory Sticks on owners of it’s first generation Alpha model. Ironically he posted this on the first year anniversary of the A100’s announcement by Sony, That means he had a entire year to determine that the A100 uses CF memory. How’s that for strategy?

Mr. Recklies goes on to warn Sony of dire consequences unless it abandons the Memory Stick and provides a CF slot in it’s future dSLRs:

Ah, maybe Mr Recklies should cut back a little on the management and marketing research and do a little PRODUCT research before posting nonsense like this. It is rather embarrassing to recommend that a company implement a strategy only to find out the company has anticipated your suggestion by over a year.

Sigh. I’m sure the Eddielogic people know more about strategic things than I do. Yet I know that business schools teach that the first art of business is to know your product and your competitors.

Sadly, Mr. Recklies feels qualified to provide unsolicited advise to Sony on strategy — even though it appears he is woefully ignorant of Sony’s product. That doesn’t seem very strategic to me.

Unfortunately, Mr. Recklies is not alone. I have run across many others who are firmly convinced that the A100 uses Memory Sticks. Maybe it’s the fact that Sony choose to include a Memory Stick adapter in the box with the A100.

This is actually a good move on Sony’s part. After selling tons of P&S cameras with Memory Sticks, Sony didn’t want to offend loyal customers by forcing them to abandon their collection of MS memory if they chose to upgrade to Sony’s SLR. So Sony included an adapter that allows you to use Memory Sticks with the A100, You can buy similar adapters that will allow you to use Secure Digital and other memory other than Compact Flash in CF camera slots. The adapter consists of a hollow CF size card that you plug a Memory Stick into. You then plug the adapter into the A100’s CF slot. It’s mainly for those who have a collection of MS memory and don’t want to have to buy new CF cards for their camera. I doubt even Sony expects users to actually buy MS cards to use in the Alpha. Somewhere writers like Mr. Recklies spotted that Memory Stick adapter verbiage and jumped to the conclusion that that Sony failed to offer a CF slot in their new SLR.

After just lambasting Mr. Recklies and the Eddielogic blog for trying to give Sony unsolicited advice, I will now give Sony an unasked-for suggestion of my own. Now might be a very good time for a “Buy a Sony A100 and get a free Sony brand Compact Flash card” promotion.

(Note to Mr. Recklies: More than a month before your post Sony announced their line up of Compact Flash Cards. They will still sell Memory Sticks, but they have now expanded to producing CF media. Just thought you might like to know.)

This type of promotion could achieve several goals:

It should move more A100s. People always like to get something for free, and it could tip the scales when someone is deciding which brand of dSLR to purchase. With most serious Alpha users waiting to see the specs the future Sony dSLRs, I’m sure that the sales for the current A100 may be a little flat. This could really help.

It will help spread the word that Sony makes Compact Flash cards. Sure most serious photographers already know this, but I’m sure a lot of average consumers aren’t aware of the new Sony branded CF cards. This would be a great way to foster that awareness.

Most importantly, it might just make certain bloggers and journalists wake up to the fact that the A100 uses Compact Flash memory. Imagine Mr. Recklies talking things over with Eddie — who appears to be a bird. (I could make all manner of bird brain jokes here, but I won’t. Eddie looks like a very nice bird.)

“Look here Eddie. Sony is giving away a CF card if you buy one of their A100 dSLRS. Isn’t that the silliest thing you ever heard of? You wouldn’t be able to use that card in their camera. Hey! It says here that you can actually use a CF card in the A100. Who would have thought?”

Who indeed.

The complete Eddielogic rant can be found at the EddieLogic blog. I wouldn’t worry too much about Oliver’s gloom and doom predictions. If he can’t get the basic memory card stuff right, I don’t think the rest of this post carries much weight.

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