Sony's Alpha Strike: Designing the A700



We were privileged to have been able to catch-up with Mr. Keiichi Ishizuka who is Deputy Senior General Manager - AMC (Alpha Mount Camera) Division, Digital Imaging Business Group of Sony Corporation. Previously from Konica Minolta, he has been with Sony since May 2006 and has been working with cameras since 1978. Over the last 10 years, he has specialized in designing interchangeable lenses. In fact, he was one of the few involved in developing the Dynax 7000 for Minolta, the world's first autofocus camera. A man of vast experience in this field, we were most interested in getting his thoughts about Sony's Alpha lineup and finding out more about the new A700 DSLR.

Mr. Keiichi Ishizuka, Deputy Senior GM of Sony's AMC Division shared his insights and features of the Sony Alpha A700 DSLR.

HWZ: Having inherited the Konica Minolta legacy, where do you see the Alpha line moving towards?

Mr. Keiichi Ishizuka: Konica Minolta cameras number around 16 million pieces in the market right now and this is its legacy. We also have an excess of interchangeable lenses in the market and so many customers that have accepted Konica Minolta. So based on this established technology and reputation we put Sony's strengths and electronics inside the camera body and try and maintain the current strengths of the system. This is our strategy.


HWZ: Can the Alpha put up a strong fight when pitted against other brands?

Ishizuka: Firstly, we aim to bring new products and a level of satisfaction to customers who own our cameras. Secondly, we bring new technology that only Sony can provide. We develop the image sensor and engine and the LCD panel. We are the only manufacturer that can devise technology for the entire device. We also have collaboration with Carl Zeiss for our lenses.

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