Photography News 11

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11

INTERVIEW

Frederik Lange PN talks innovations, pioneering technology and the method behind the madness with Sony UK’s head of digital imaging, Frederik Lange

full-frame, mirrorless SLR cameras that deliver superb picture quality and high-speed processing based upon internally developed devices such as our CMOS sensor and BIONZ X processor and that are different from anything else available. The A7 is a great all-rounder for photographers who want the benefits of a full-frame sensor in a compact body. The A7R is targeted at users who want the best possible resolution and the A7S is targeted at users who demand the ultimate sensitivity and want professional video functions in addition to the still photography capabilities. Wanting to utilise the E-mount that we had already introduced in APS-C form, the main challenge of containing the full-frame sensor in a small body was working with a flange back of just 18mm. We introduced our gapless on-chip lens design which increases light collecting efficiency and ensures that there is high corner-to-corner image quality. The camera is both a video and stills camera. It introduces new concepts to this category via a specially developed 12-megapixel CMOS image sensor that enables super high sensitivity which delivers benefits to both photographers and videographers. To address the growing demands to make movies with SLR cameras, we have enabled high-speed read-out of the 12-megapixel CMOS image sensor and high-quality movie recording in the XAVC S format. What were the technical challenges of getting a full-frame sensor in a small camera? TheA7Ssoundsamazing–with4Kfunctionality – but is this a video or a stills camera? What in your opinion has been Sony’s most successful technology in recent years? Being a leader in sensor technology certainly sets Sony apart. We are the number one sensor maker worldwide and competitors use our technology. This leadership position gives us a huge advantage and allows us to invest in research and technology. What has been your own personal highlight since being at Sony? I think it would have to be the launch of the RX1; I remember introducing the product to our retail partners at Photokina in 2012 thinking this is a truly groundbreaking product and the feedback we received has been overwhelming. I always feel proud about our new product launches but this really did take Sony to the next level as an imaging brand; it shook the industry and really was a statement to say, take us seriously as a camera manufacturer. It was a real achievement for Sony and something we have continued to build upon with the ongoing success of products that have followed.

Another big milestone for me was the introduction of the RX1 a few years ago and since then the ongoing launches of the entire RX series premium range. Sony introducing the world’s first fixed lens compact camera with a full-frame sensor was groundbreaking, a historic achievement and it sealed our leadership in sensor technology. The RX1 is a beautiful camera, well designed – an engineering miracle. We, of course, are all very proud of it. Since its launch, we have become the number one premium compact brand. Recently we have added to the RX family with the RX100 III, which, with only a few weeks in the market, has already started to win numerous UK and international awards. Two reasons really: the first is that we are a leader in technology and innovation. Sony is constantly innovating – bringing in new technology, giving us an edge over the competition and offering the consumers new possibilities to enjoy their imaging devices. You only have to look at our recently launched products ranging from the RX1 to the A7 to our unique QX lens-style cameras. I firmly believe, as a company, we are in a position to lead the imaging market, certainly through innovation as we develop and manufacture in-house all the components for creating the most superior imaging devices: lenses, processors and sensors. The second reason Sony stands out from the crowd is its wide product portfolio as a true entertainment and electronics company. In recent years I have witnessed more and more interlinking between the different divisions in Sony. For example, we worked alongside Sony Mobile at the launch of our QX lens-style camera – a perfect complement to our Xperia range, and other phones of course. Sony merged its SLT and mirrorless ranges of cameras under the same Alpha name, what was the reasoning behind that decision? We fully believe that consumers shop not for an SLT or mirrorless camera, but are simply looking for the best interchangeable lens camera suitable to their needs. Depending on their priorities they might prefer a bigger, more traditional camera with a better grip for control or perhaps prefer a smaller, lighter camera for ease of use and versatility. Consumers can easily distinguish by factor, design, control and functionality, but are they as driven about the choice between E-mount or A-mount? I’d say not. As the qualitative differences between SLT and mirrorless cameras disappear, for Sony it seemed a natural step for us to regroup both systems under the same name: Alpha. Just look at our Cyber-shot range: under the same sub-brand, it includes all types of cameras, from very slim to bulky bridge models. It’s a tough and competitive market out there, why do you think Sony has fared so well?

BIOGRAPHY

Please introduce yourself to our readers and tell us about your history with Sony. I grew up in Weil am Rhein, a small country town in South Germany. I’ve lived in the UK for over ten years with my wife and now our two-year-old daughter Mia. My career in Sony actually started in 2001 as an apprentice in the Recording Media division of Sony France selling floppy disks and recordable CDs to supermarkets. I immediately liked Sony as a company with great team spirit and passion. After finishing my master’s degrees in marketing and logistics, I moved to London in 2004 as a full- time, fresh-faced Sony employee. In traditional fashion I worked myself slowly up the ranks of the Imaging division, from supply chain management, to junior accessories product manager, to European sales manager for camcorders and digital still cameras, to head of imaging for Sony UK, and what a fantastic time to be in such a role with our current line-up of products. Somany – when I joined Sony in 2004 it was fantastic to see camcorders leading the way for imaging. We had just launched a new Handycam format – DVD recording. It was a huge technological development for consumers to be able to record video straight onto DVD for easy playback on their televisions. It is not every day that a product manager gets to see the birth of a brand new category. In 2006, I count myself lucky to have witnessed the introduction of the Alpha category with the launch of the A100 DSLR. This was a landmark moment for Sony, a big step forward to becoming ever more serious as a digital imaging brand. Since those early days our interchangeable lens camera category has grown and we are now recognised for offering a world leading product range, including the A7 series and the recently launched A6000 and A77 II. WHEN YOU WERE YOUNGER, WHAT DID YOU WANT TO BE WHEN YOU GREW UP? I always wanted to be an adventurer discovering the treasures of the world like Christopher Columbus, Marco Polo or Indiana Jones. DOGS OR CATS? Dogs TOAST OR CEREAL? Cereal EMAIL OR PHONE CALL? Both, very much depends on the situation Have there been anymemorable technological developments since you joined Sony? YEARS IN THE PHOTO INDUSTRY: 10 CURRENT LOCATION: Weybridge, Surrey LAST PICTURE TAKEN: Of my two-year-old daughter Mia having fun at a water fountain in the park HOBBIES: I’ve always been a very keen skier and snowboarder

We are the number one sensormaker worldwide and competitors use our technology.

This gives us a huge advantage

What was the thinking behind the A7 series? We wanted to introduce a new range of compact,

π To find out more, go to www.sony.co.uk.

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Issue 11 | Photography News

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