Friday, September 6, 2013

“Sony Introduces ‘Lense Type’ Camera for Smartphones”

“Sony Introduces ‘Lense Type’ Camera for Smartphones”

Published September 4, 3:05 p.m.

With the decline of digital camera sales, Sony Corp has created, what they call ‘Lens Type’ camera for smartphones that is attachable to the body of most smartphones. “I tasked my digital-imaging team to achieve something that seemed impossible at the time, and this is what they came up with” Sony Chief Executive Kazuo Hira said during the IFA consumer electronics show in Berlin. 
Although Sony has its own hand in both the smartphone and the digital camera industries, this Japanese company is attempting to increase its reputation in the smartphone scene. The ‘lens type’ will allow a greater optical zoom and improved quality image. There are two different kinds of ‘lens type’ that they will be releasing. The QX100 has a large image sensor and processing engine similar to the Sony CyberShot RX100M II, which will sell for $500 USD. The second version is the QX10 that has a smaller image sensor but 10-times the optical zoom, which will sell for $250 USD. Sony will first release these ‘lens type’ in Europe by September 16th.

This ‘lens type’ could be a great idea for the smartphone industry, although it seems to be a bit of a hassle for the average consumer. The lens is compatible with most smart phones and it has a battery that will only sustain about 250 photographs, which is not long enough. Consumers do not want to have to think about how many photographs they have taken before this super lens runs out of battery. It is a good addition for Sony’s portfolio as they are trying to be in both the smartphone industry and the digital camera industry, however competition in both is tough for Sony. The sales of digital cameras have fallen globally 41% in the first seven months of 2013, while the smartphone sales rose 47% from April to June, which should be analyzed more closely. Yes, an increasing amount people are buying smart phone, but it would be strange if it was just for the camera. Sony has created this lenses that will in some cases cost half or just the same about as the smartphone costs. Why would a consumer buy that lens if they were not already an avid photographer? If they are going to buy both, they will have photographs of a lesser quality than a Canon Rebel, for example, that can sell for $500 and is a semi-professional camera (lets not mention the prices of the power-shot cameras). It is a great idea, however I do not think it has been developed enough for the average consumer to buy. The release of the ‘lens type’ is being tested first in Europe where the economies of most of those countries are struggling. The Japanese company should also consider testing the product in the US, to see the reaction of other types of consumers. It will be interesting to see if Sony is able to actually profit from this ‘lens type’ and make up for some of the lost profit from their digital cameras.

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