Thanks to an internal document from Sony, we’ve learned a few things about their camera strategy and how they see things going forward. Compared to years prior, Sony is selling fewer fixed lens cameras, like their Cyber-shot series. Though Sony still releases new cameras like the Cyber-shot HX90V and WX500, it’s not a surprise that sales have declined. With the rise of smartphones and their ever-improving quality, Sony is in the same boat as other manufacturers like Canon and Nikon. Luckily, Sony has been improving its high-end camera sales where they’re seeing continued growth.

As a whole, earnings volumes for their imaging business took a slight dip but profits were up which is a positive. Going forward, Sony sees an increase in interchangeable camera sales like their Alpha line and lenses which enjoy a healthier profit margin that point-and-shoot cameras like the Cyber-shot series. With growth in their Alpha line, Sony plans to expand and focus on their professional line with new models and more lenses.

Additionally, Sony hopes to establish an ecosystem around their Alpha line which will help differentiate their products from competitors. One such avenue could be through 4K. Sony plans to heavily focus on the new format with HDR and wide color gamut technology. Sony expects to offer 20 FE lenses in 2016.

Discuss:

Do you think Sony’s focus on E-mount products is the correct path?