Sony, I'm coming back!

I've been unsure of whether I was going to stay with Sony, no seriously I was. I had all my gear for sale and built my ideal "final" lens list, done the sums and figured out the price of building it with either a Sony, Nikon or Canon line-up. (a topic for my next blog).

So why stay with Sony?

Well, in January this year I was virtually on a buying strike for all camera gear. My frustrations with Sony are briefly described in this blog entry but to recap I was frustrated that a company with more technical tricks up its sleeve than any other of the big players out there seemed to be doing nothing. At the time the A500 and A550 were the best Sony could you with real innovation and I was concerned that Sony was gone, extracting itself from the market as gracefully as possible at the lowest possible cost. The constant recycling of the A2/3XX series models only heightened my fears.

But recently Sony has shown its hand and the reason for the apparent inaction is clearer now. Better, I actually like the direction Sony is taking. First the NEX, then the SLT cameras reveal that Sony has been reserving its development for entirely new lines of cameras which take the traditions of the old film cameras but truly harness what digital can do. These cameras arent the last word in photography, I'm not even certain they are best in their class but the direction they point to is really exciting. Suddenly, in camera GPS, fast AF in video, 7 to 10 FPS, in camera HDR and pannos, EVFs arent things that SLRs can have, instead, they are core parts of a mainstream product.

But it doesnt stop there. Noise performance and AF, two traditional weak areas of a Sony DSLR, are greatly improved. Again, the new Sony's arent the necessarily the class leaders but they are now far more competitive, Sony is very definitely in the game.

So, what it came to was where did I see the future of my photography? Canon and Nikon are no where with a mirrorless compact camera while the NEX is a really exciting product that is changing the way I do my business (in a good way). The Nikon D7000 and Canon 60D (and Pentax K5) are really impressive cameras but they are really just incremental improvements on what has gone before and still dont bring any excitement to the field while the A33 and A55 from Sony are game changers, a huge step forward in what a camera can be.

So I see the trajectory of Sony following a path I want to join. So with that I'm back in. So how did I break by DSLR buying strike? Well I think I've written enough for now. That can be tomorrow.

Photokina and the Sony user response

A lot of us were hoping for just a little more from Sony at Photokina. Specifically I think we wanted a) some details on the A700 replacement and b) a lens - any lens - for the A mount. Instead we got some promises and poor mockups we've seen before. As a result there is a lot of angst on the Sony forums at the moment and I for one fully understand it. In fact, I've been so put off all the forums that I have, by and large dropped out of them (except for posting this at Dyxum today). This post isnt really intended to resolve much, rather just put out a perspective that might calm peoples ire and cool down the debate a little.

We see constant calls (and I have made them as well) for Sony to be more open with its users, give us a better road map, give us confidence that the system is going somewhere so that we can have faith in future investments in the system. Personally I feel caught between decisions in so many ways, a-mount vs e-mount, APS vs FF, existing screw lenses vs rumoured SSM variants, stay with Sony or shift to Nikon? I'm pretty ambivalent on the whole EVF vs OVF debate but I understand others are very invested in this and thats causing them considerable concern.

Given what can really only be described as the collapse of the 4/3s format (well described by PT here) I'm not one of those people that advise others to simply ignore this and go out and take photos. This is a real issue and one that shouldnt be ignored.

But on the other hand I also understand Sony's dilemma. It has learnt a hard lesson, that in a head to head, fair fight it cant beat Nikon and Canon. Sony isnt Pentax, prepared to hover around the fringes, being a respected niche brand, it has bigger ambitions. Those systems have too much built up expertise, too much system infrastructure, too much brand power and too many rusted on users. To try and go to war with those guys in the current DSLR market will mean years of trench warfare with an uncertain result and the possibility of only winning a pyrrhic victory as there is a strong chance that in 10 years time the current DSLR market might not be one worth being in. If I were running Sony I would also be looking for the game changer too, the thing that makes the fight between Sony and Canon/Nikon unfair in a way that suits me.

So in this context the E-mount, the move to SLT's, the possible ditching of the OVF all together starts to make enormous sense. And lets quickly look at some of the market indications we are seeing. After years of struggle, getting no-where in the Japanese market with a traditional SLR strategy, within a month the NEX achieved what Sony never managed with the 'old' A-mount formula. After years of at best mediocre, at worst outright damning reviews, Sony cameras are being hailed and people like MR over at Luminous Landscape who has described the A55 as one of the most important cameras ever. Finally, it appears the market has spoken with stories that the 'traditional' A560 DSLR is being delayed because demand for the new mirrorless/SLT formats is so great its consuming all available sensors.

I think the market is also showing us that no one out there is capable of doing it all at once. The 4/3s consortium clearly couldnt manage that format and develop the M4/3s. Samsung appear to have given up any pretension to traditional DSLR formats. Nikon has been rumoured to have a mirrorless concept coming for ages but seems to be getting no where and every day they delay more people buy an NEX an enter the Sony universe (my estimate less than 40% of NEX users at flickr came from Sony), while Canon might just be playing a very stealthy game but on the surface it looks to be a complete non-player in the mirrorless world right now instead just soldiering on with an warm over of the G series compacts. If the predictions from Samsung are right (and they have proven to be pretty savvy commercially) then Canon and Nikon could find themselves kings of very small and insignificant kingdoms in not to long.

Considering all this doesnt make me happy, it doesnt help me figure out where I will go or what I will do next. But, for me, thinking through my problem undeerstanding the realities of the world lessens my emotional investment and helps me think more clearly.

None of this is intended to make people stay with Sony. If you need to go to another mount for professional or creative reasons my recommendation is to go. Sony is juggling a lot of balls right now and I for one have no confidence that they will deliver exactly what anyone wants when they want it. But my other piece of advice (or perhaps plea) is that people accept the Godfather principle; this is strictly business, not personal. If Sony's business and yours go in different directions for a while, thats business, no need to go to the mattresses.

New Fuji X100

Judging by the love being shown the newly announced Fuji X100, especially over at TOP, I'm obviously the odd man out as I'm distinctly unimpressed.

As an NEX convert I dont understand the X100 and think its lacking some key features essential in a modern camera. Ok, here are my issues:

1. Fixed 35mm (eq FOV) lens. I dont get that. I just shot an airshow on the weekend and some aircraft are 1 meter behind a rope, others 10 meters back so 'zooming with your feet' isnt an option. Its the same on a street, on too many occasions doing the 'one prime' exercises I've been caught where the shot I want requires me to stand in the middle of traffic, lean way out over bridge guard rails etc. Just let me change the bloody lens please, get the shot and not frighten my wife and kids.

2. Fixed, low res rear screen. The pivoting screen on the NEX has changed everything for me and I will never take photos the same way again. Looking at my photo's now I have so many new points of view that world is a different place. I find going back to the A700 a real wrench (obviously that form still rules for long tele work, sports, airshows, BIFs etc). I'd feel like I'd lost part of my vision if I had to go back to a simple eye level finder again in my wide/street shooter.

Dont get me wrong, I love the controls and layout and the look etc etc but really those are just nice to have's. After all, people seem to get by using film still, so clearly shutting a camera down and partially disassembling it every 24 frames and waiting 4 days for the preview to come up isnt a massive problem - so pressing the odd button is hardly a creative issue.

But

A fixed lens and fixed rear screen is far too creatively limiting and while I might love the feeling of the shots I get I simply wont get shots I should. And for me sacrificing photographic usefulness for mere design is unforgivable.

Curiously, while the marketing for this camera stresses that its designed for photographers I dont think thats right. After all a photographer is a person who takes photos, so a camera that limits the photos you can take isnt for photographers.

Instead, I think its designed for a very specific set of photographers. The X100 is for nostalgics, people that want to recapture some romantic past and that (like Leica users) will actually cherish its flaws as a kind of hairshirted puritanicalism. Its a Morgan of the photographic world - sure, you can build a car with a wooden chassis, but in 2010 should you?

(all that said it will probably sell in droves, because from an aesthetic POV its a beautiful bit of kit - just not very useful)

How little the NEX still system needs

There has been a lot of discussion on the internet about the place of the NEX series, particularly in light of how small the latest A33 and A55 from Sony are. In particular there has been some discussion that the NEX adventure is largely unnessary and will further dilute Sony's resources to develop the A-mount. I disagee.

When thinking about the A and E mounts I am reminded, very strongly, of Contax which ran a 'full' SLR line-up (albeit only the C/Y manual mount was what we would call 'full' these days) and a 'full' and mature rangefinder range. If we consider the NEX 3 and NEX 5 as spiritual successors to the Contax G series (which I do) it is really instructive to remember just how small the Contax G RF lens line-ups were. The entire Contax G mount range was:

Hologon 16/8

Biogon 21/2.8

Biogon 28/2.8

Planar 35/2

Planar 45/2

Sonnar 90/2.8

Vario-Sonnar 35–70/3.5–5.6

Thats it - 7 lenses.

Even looking at the much more mature and well supported Leica M mount there are only 11 basic focal lengths (albeit in some lengths there are a variety of speeds) although to be really fair we should also note that the Leicas are all manual focus and with the addition of a very cheap adapter can be used on the NEX series.

So, using the Contax G as a 'model' range what would an E mount lens line-up require (I'm assuming a 1.5 crop factor but not worrying about DOF issues of an APS sensor) the rough 35mm FF equivalent is shown in parenthesis also.

10 (15/16)

14 (20)

16 (24)

20 (28/30)

24 (35)

30 (45/50)

60 (90)

Now given that the 35-80ish zooms are now longer very fashionable I'd suggest something like:

16-50 (24-75)

Also, considering the need for video, we also need a superzoom, say:

18-250 (28-380)

So if we got all that we would have replicated the entire Contax G range and be only a few lenses short of everything Leica has deemed necessary after almost 70 years. Thats not a lot and only a small investment for a company like Sony to produce. So instead of thinking of the E mount as a competitor to the A mount we should see it as a compliment and instead of worrying about how it diverts resources from the A-mount we should be pleased that a system that requires so little can bring so much to the Alpha community.