Looking Beyond al Alphas and Omegas

Sony has unveiled the latest in their full-frame cameras, the AZR IV, and the company has been upbeat about the prospects of this device. Here is Mukesh Srivastava, Head of Business, Digital Imaging, Sony India, in a chat with Smart Photography.

- Sujith Gopinath

Mirrorless full-frame camera market has got crowded in the last few years, unlike in the past when Sony was the only player in this space. How do you look at this change from a manufacturer's perspective?

Back in the days, it was said "Mirrorless is the future," and today that time is here. Sony has been the leader in the mirrorless segment with several breakthrough innovations over the years. With time, the contribution of D-SLR in the camera industry has been gradually reducing, and the market has been inclining towards mirrorless. The customers are always on the lookout for advanced and breakthrough technologies, and mirrorless has been the answer. As a brand, Sony has been leading this change and we are glad that our vision is coming true. Being the early movers and understanding how the mirrorless cameras can change the photography dynamics, took a lot of research, and above all, constant innovation and advancements.

Sony as a brand has always been close to the customers, our efforts have been to understand their demands and come up with products which will help them fully utilise their creative abilities. Now that the mirrorless market dominates the camera industry, this further motivates us to innovate and reach newer heights.

Our latest mirrorless camera Alpha 7 IV, a hybrid model, is an example of innovation from Sony. The features are designed keeping in mind the customer demands of reproducing life like photos and videos. We at Sony are dedicated to meeting the ever-dynamic market demands with cameras that are embedded with artificial intelligence and powerful hardware.

Could you share some insights about Sony full-frame mirrorless cameras launched in 2021-22? Any pointers or roadmaps regarding future releases?