![Looking Beyond all Alphas and Omegas](https://cdn.magzter.com/Smart%20Photography/1649011577/articles/6261048d3def2/Looking-Beyond-all-Alphas-and-Omegas.jpg)
Mirrorless full-frame camera market has got crowded in the last few years, unlike in the past when Sony was the only player in this space. How do you look at this change from a manufacturer’s perspective?
Back in the days, it was said “Mirrorless is the future,” and today that time is here. Sony has been the leader in the mirrorless segment with several breakthrough innovations over the years. With time, the contribution of D-SLR in the camera industry has been gradually reducing, and the market has been inclining towards mirrorless. The customers are always on the lookout for advanced and breakthrough technologies, and mirrorless has been the answer. As a brand, Sony has been leading this change and we are glad that our vision is coming true. Being the early movers and understanding how the mirrorless cameras can change the photography dynamics, took a lot of research, and above all, constant innovation and advancements.
Sony as a brand has always been close to the customers, our efforts have been to understand their demands and come up with products which will help them fully utilise their creative abilities. Now that the mirrorless market dominates the camera industry, this further motivates us to innovate and reach newer heights.
Our latest mirrorless camera Alpha 7 IV, a hybrid model, is an example of innovation from Sony. The features are designed keeping in mind the customer demands of reproducing life like photos and videos. We at Sony are dedicated to meeting the ever-dynamic market demands with cameras that are embedded with artificial intelligence and powerful hardware.
This story is from the April 2022 edition of Smart Photography.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the April 2022 edition of Smart Photography.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
![Feature packed midrange phone](https://reseuro.magzter.com/100x125/articles/142/1723087/aG5BMuvTv1717587877467/FEATURE-PACKED-MIDRANGE-PHONE.jpg)
Feature packed midrange phone
Following the launch of the Vivo V30, Vivo has introduced a midrange successor, the V30e, priced below Rs 30,000.
![Compact Delight!](https://reseuro.magzter.com/100x125/articles/142/1723087/2cEPFBqhf1717586514604/COMPACT-DELIGHT.jpg)
Compact Delight!
Analysts and experts on the imaging industry have been forecasting the death of the compact camera and they have been supported by reports of declining sales.
![Canon's Full Frame Shutter Sensor Lineup](https://reseuro.magzter.com/100x125/articles/142/1723087/fMlnGVAZ01717590331241/CANONS-FULL-FRAME-SHUTTER-SENSOR-LINEUP.jpg)
Canon's Full Frame Shutter Sensor Lineup
Canon has introduced a new addition to its full-frame global shutter CMOS image sensor lineup with the launch of the 19-megapixel Canon LI5030SA.
![TAMRON announces first CANON RF mount](https://reseuro.magzter.com/100x125/articles/142/1723087/l1jARIiQO1717590175076/TAMRON-ANNOUNCES-FIRST-CANON-RF-MOUNT.jpg)
TAMRON announces first CANON RF mount
Tamron announces the development of TAMRON’s first CANON RF mount lens, 11-20mm F/2.8 Di III-A1 RXD (Model B060), an ultra-wide-angle zoom lens for APS-C mirrorless cameras.
![Top 10 Cameras, April 2024 from MAP Cameras](https://reseuro.magzter.com/100x125/articles/142/1723087/vdsKOnNoG1717589998415/TOP-10-CAMERAS-APRIL-2024-FROM-MAP-CAMERAS.jpg)
Top 10 Cameras, April 2024 from MAP Cameras
Map Camera is one of Japan’s largest retailers has released its list of best selling cameras for April 2024.
![A New Avatar](https://reseuro.magzter.com/100x125/articles/142/1723087/baOrAW7Bs1717586935421/A-NEW-AVATAR.jpg)
A New Avatar
Tamron has benefited immensely through its close association with Sony.
![Making MF lenses Autofocus!](https://reseuro.magzter.com/100x125/articles/142/1723087/QSWBUcOQ31717585768276/MAKING-MF-LENSES-AUTOFOCUS.jpg)
Making MF lenses Autofocus!
You may recall that till the time autofocus (AF) technology reached us, the MF (manual focus) lenses were the only type available.
![Tamron reports record Q1 profits, plans 7 new lenses for 2024](https://reseuro.magzter.com/100x125/articles/142/1723087/uBS8r4qoM1717585528153/TAMRON-REPORTS-RECORD-Q1-PROFITS-PLANS-7-NEW-LENSES-FOR-2024.jpg)
Tamron reports record Q1 profits, plans 7 new lenses for 2024
Tamron’s Q1 financial report reveals a significant increase in operating income, nearly doubling year-over year, resulting in record-high profits.
![Sony releases firmware update for a6700](https://reseuro.magzter.com/100x125/articles/142/1723087/gacq8eWI11717585451228/SONY-RELEASES-FIRMWARE-UPDATE-FOR-A6700.jpg)
Sony releases firmware update for a6700
Sony enthusiasts rejoice as the tech giant releases a much-anticipated firmware update for its acclaimed a6700 mirrorless camera, introduced to the market in July 2023.
![Srishti Digilife's Angelbird tie-up](https://reseuro.magzter.com/100x125/articles/142/1723087/4vLflmQsK1717585286640/SRISHTI-DIGILIFES-ANGELBIRD-TIEUP.jpg)
Srishti Digilife's Angelbird tie-up
Srishti Digilife who holds Pan-India distributorship for several major product lines from Manfrotto, Gitzo, Profoto, Lowepro, Ilford, Tether Tools, etc.