Sony Snares Top Spot In Full Frame Camera Market
Sony’s push into camera hardware continues to pay off, taking the number one spot for dollars spent on and units sold of full frame cameras in the United States for the first half of 2018. Four in every ten cameras bought in the United States are now manufactured by Sony.
The Japanese electronics brand has dominated the mirrorless camera market for some time, holding the number 1 spot for mirrorless units sold and dollars spent for the last six years.
These new figures show that Sony mirrorless cameras are now more competitive than classic DSLR bodies such as the Canon 5D Mark IV, a model that had previously been considered the yardstick by which all other cameras were considered.
Success of Sony’s recent models, the a7R III, a7 III, paired with the unprecedented adoption rates of the sports focused a9 model by professional journalists and sports photographers drove the most of this recent growth.
Strong social engagement and intelligent partnerships with influencers across multiple platforms have been effective platforms and converting Canon and Nikon die-hards to swap brands.
To celebrate this achievement, Sony has launched its “Be Alpha” campaign, named after the Alpha lens mount format on their range of mirrorless cameras.
Neal Manowitz, vice president of Digital Imaging at Sony Electronics, commented on the achievement and linked it to the campaign, saying “We’re extremely proud of achieving No. 1 overall share in Full-frame cameras in the US market, as well as holding a strong No. 1 share in the mirrorless market for six years running…
“More than anything, we owe this to our community. It is our pleasure to create for you, the true creators.
“You pushed us to innovate, to change, to continually adapt, and your voice remains core to everything we do.”
“To ‘Be Alpha’ is to be a leader, to be an innovator, to stand out amongst the crowd.
“It represents everything we stand for as a brand.
“Our campaign will celebrate the extended Sony community while also shining a light on the topics that we are most passionate about – diversity, conservation, equality and much more.”
The campaign will kick off on World Photography Day, August the 19th, in New York. Be Alpha will focus on collaboration and female artists.
The collaboration facet will revolve around using the BeAlpha hashtag on social media to initiate sharing and engagement within the Sony community. “Alpha Female” will provide grants, mentorship opportunities as well as hiring women to produce large-scale industry events.