Sony see's the writing on the wall in regards to APS-C cameras and will be focusing on developing their full frame lineup in the coming years. As Canon has stated in the past, the drop on DSLR sales has not come from the top end of their lineup, but from the entry level models such as the Rebel.

“Sony will concentrate on full-frame cameras in the future,” said Bae Ji-hoon, the head of Sony Korea Digital Imaging & Alpha Marketing Department, during a press conference in central Seoul, Monday.

“In the short run, we will target existing full-frame camera users and then attract those who use entry and mid-class models to upgrade their cameras in the long run, raising the popularity of full-frame cameras. To do so, we plan to boost our presence in the professional market such as photo studios and wedding photography.”

Sony has a lofty goal of shipping more ILC cameras than both Canon and Nikon this year. Sony already owns 59% of the mirrorless market, but hope to challenge the big 2 for overall camera sales.

We held a 59 percent share in the mirror-less camera market last year and have been the top seller of mirror-less cameras for the last five years,” Bae said. “But we have never topped the gross lens-interchangeable camera market on a yearly basis. Our goal this year is to become the leader in this market for the first time.

Sony has high hopes for the upcoming A7R II, and thinks a lot of Canon and Nikon shooters will give it a try. The A7R II begins shipping on August 11, 2015.

Sony A7R II Body $3198: B&H Photo | Adorama | Amazon


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