Thoughts on Marketing

Some companies seem unaware of Google and the Web as tool for the consumer. This December, body and rear lens caps for the E-mount (used by the popular NEX cameras and lenses) arrived at the North American Sony stores. Sony.com advertised the caps at a price of $5.99 US each while Sony.ca offered them for $11.99 each - TWICE the price in spite of our dollar being at PARITY with the greenback over the past 12 plus months!

Think of it - our Canadian branch of Sony feels it is necessary to sell the same bit of “made in China” plastic for DOUBLE the US price to make a profit.

I wrote Sony Canada Customer Service an email and received a very polite personal response. Unfortunately, it offered the usual bromides about the cost of doing business in Canada - high taxes, small market, regulations, rental costs, lower volume than the American Sony, hence smaller price breaks, etc., etc. I considered suggesting it is time for Sony to reorganize and eliminate the various geographic fiefdoms. In the end, I decided it was not worthwhile to get into a debate with customer service at this level.

Instead, I went online, Googled “NEX body caps”, and bought TWO caps from FotoForEasy in Hong Kong at a price of $7.21 Canadian including shipping...

A new genre of digital cameras

I saw Fred Warner at the spring fair. He had his new Olympus micro 4/3 camera with him. I was intrigued when he said he had an adapter ring that let him use his Exakta lenses on the camera. The sensor size makes the multiplier 2x - a 50mm Exakta lens acts as a 100mm lens on the Olympus.

After the fair I started to research these new “mirror-less” digital SLR cameras. A month later Sony jumped into the category with its NEX models using an even bigger sensor. The reviews said the images made by the NEX models were very low noise - even at an ISO of 3,200. In fact, the ISO could be set as high as 12,800. The down side seemed to be a complicated menu system (the camera has very few physical buttons) and a kit zoom with higher geometric distortion at the extremes of the focal length.

Now the cameras are available, the two issues in real use seem to be much less onerous. I considered my use of the F828 and decided I would have little occasion to leap into the menu. And pictures by users were appealing. Further, Lightroom 3 and Photoshop CS5 now include adjustments for geometric distortion further reducing the issue.

The “mirror-less” design has a very small lens mount to sensor distance allowing adapters to be used to take other lenses. And like the Olympus, two companies are making adapters for the NEX series. Novoflex in Germany have an adapter to mount Leica M lenses - and with the Leitz skinny ring, the screw mount lenses back as far as 1931. Because the NEX uses the large APS-C sensor, the multiplier is 1.5 - so a 50mm Leica lens acts like a 75mm lens on the NEX.

Videos on YouTube and stills on Flickr! taken with the standard zoom and various Leica and Zeiss lenses are fabulous. The wide angle Leica lenses take images with no distortion visible.

I ordered a black NEX-5 today...