With the FS7, Sony finally learns to cannibalize itself

At the International Broadcasting Conference in Amsterdam, broadcasting equipment companies announce new products, and often ship the new products they announced at NAB in April. For example, Panasonic showed near-production versions of its Varicam 35 that was announced at NAB, as did AJA with its CION camera. Sony, on the other hand, showed a new camera whose existence started to be rumored only a few weeks before IBC. The PXW-FS7 (referred to by most people as the FS7) is a Super 35 4K camera that fits in price between Sony's FS700 and F5, but is functionally superior to the F5 in many ways. It uses the full XAVC codec and records 10-bit 4:2:2 UHD 4K at up to 60 fps and 600Mbps (Digital Cinema 4K will be supported in a firmware upgrade scheduled for early 2015,) but it uses Sony's XQD flash media, which costs substantially less than the SxS Pro+ flash media used by the F5.

It's got built-in ND filters, and it natively accepts Sony's E-mount lenses; Sony announced a new professional power zoom 28-135mm F4 lens to go along with the FS7. An A-mount adapter is available, and of course, third-party adapters that connect a variety of mounts to A- or E-mounts will also work. It's got a standard grip control that puts many of the camera's most important controls on a hand grip. An optional extension unit enables the FS7 to record using Apple's ProRes 422 codec, outputs raw 12-bit 4K video that can be recorded by external Sony and Convergent Design recorders, and supports industry-standard batteries. The FS7 will be somewhat heavier that AJA's CION; the FS7 weighs 4.5kg without the extension unit that it needs to be functionally comparable to the CION, while the CION weighs 3.4kg. Both cameras are lightweights compared with Blackmagic Design's URSA, which weighs 7.4kg.

What makes the FS7 so worthy of discussion is that a number of observers have noted that it's in many ways a better camera than Sony's F5, for less money. The F5 sells for $16,490 (U.S.) at B&H, and that's without a viewfinder or lens. The FS7 will sell for $7,999 at Adorama ($10,499 with 28-135mm lens.) Introducing a new product that competes directly with another Sony product for less money was, until now, considered heresy. Sony took extraordinary pains to make sure that its products didn't directly compete with each other, except when the company was deliberately obsoleting an older product. In this case, however, Sony says that the FS7 will replace neither the FS700, which B&H sells for $7.699 and which the FS7 blows out of the water, nor the F5, which the FS7 compares very well to for about half the price.

Sony's no-competition policy dates back to when Sony was the undisputed technological and market leader in cameras. Any cannibalization of Sony's own products was seen as unnecessarily leaving money on the table. However, first Panasonic and then Canon showed that they could build cameras that could compete very well with Sony's offerings. Panasonic in particular was largely unconcerned if its cameras cannibalized its other models, and both Panasonic and Canon were happy to take sales away from Sony. Blackmagic Design showed that it can't yet design or build cameras to Canon's, Panasonic's or Sony's standards, but it introduced price competition into a business that hadn't seen much of it. That brought in AJA, which looks like it's learned from Blackmagic's mistakes and will combine high-end performance with aggressive pricing.

Sony's in a new world. It's now got competitors that are its technological equal and are willing to accept a lower gross margin on their sales. Sony has finally figured out that it's better to cannibalize yourself and keep the revenues, rather than let your competitors cannibalize you and take the revenues. Sony's going to let its customers tell it if the FS7 replaces either the FS700 or F5. The older products will stay in Sony's product lines until sales fall off sufficiently to make one or both unprofitable to continue to offer.

With the FS7, Sony is finally doing what many observers and customers hoped that it would do decades ago, Time will tell if the FS7 is a one-time fluke or the first product in a new strategic commitment.

Canon's EOS C100: The new entry point into Canon's cinema cameras

IBC is fast approaching, and in anticipation of the show, Canon just announced the EOS C100 Cinema Camera, its new entry-level model. According to Digital Photography Review, the C100 is approximately 15% smaller than the C300, but it has the same basic design. It has a Super 35mm 8.3 Megapixel sensor, and the camera supports any lens with an EF mount, including Canon's Cinema lenses. Unlike the C300 and C500, both of which use Canon's 50Mbps 4:2:2 video codec, the C100 is strictly AVCHD-based, with a 24Mbps 4:2:0 codec. It has two SD card slots and can record to both cards simultaneously for automatic backup, or in relay mode to permit one card to be replaced while the camcorder records on the other card. The C100 records in 1080p at 24/25/30 fps, and 1080i at 50/60 fps. ISO sensitivity is from 300 to 20,000.

With the C100, Canon has included many of the automatic features that were left out of the C300: One-shot auto focus, auto iris and auto white balance. Continuous auto focus and iris adjustment when used with Canon's EF stepper motor lenses (STM) will be added with a firmware update next year. The C100 has built-in ND filters and dual XLR audio inputs. Video output is via a lockable HDMI connector. Expected list price when the C100 ships in November is $7.999 (U.S.).

The camera that the C100 will most likely be compared with is Sony's FS700, which has the same $7,999 list price without lens, and overall, very similar specifications. The FS700 uses AVCHD, but unlike the C100, it offers the 2.0 version that supports 28Mbps recording and 1080p at 50/60 fps. It also has full HD slow motion to 240 fps, and up to 960fps at lower resolution, while Philip Bloom notes that the specifications for the C100 don't say anything about slow motion support. The FS700 also has a 3G HD-SDI output, while the C100 is limited to HDMI out. On the downside, the FS700 uses Sony's E-mount, which has fewer available lenses than Canon's EF mount. In addition, it uses the "Lego bricks" design of the FS100, which seems to be about equally loved and hated by cinematographers.

My suspicion is that this could turn into the video equivalent of Canon vs. Nikon still cameras, with camps of users who simply prefer the video from one manufacturer over the other. In any event, the C100 is likely to be a very popular camera with users and a very important camera for Canon.

Sony's new NEX-EA50EH: A large-sensor, low-cost ENG camcorder

In the DSLR News Shooter blog, Dan Chung writes about Sony's new NEX-EA50EH, a hybrid of ENG-oriented camcorders and the FS100/FS700 style of interchangeable lens cameras with Super 35 sensors. The EA50 looks like a long, thin ENG camcorder with a FS100-style viewfinder stuck on the handle. It uses the same E-mount as all of Sony's NEX cameras and camcorders, and it accepts E-mount adapters to support Alpha lenses, as well as FD, PL, Canon, Nikon and Leica mounts.

The EA50 comes with a 18-200mm F3.5-6.3 power zoom ENG-style lens with auto focus, continuously variable iris and image stabilization. The camcorder records in 1080 at 60p, 30p, 24p and 60i, and at 50p, 25p and 50i using AVCHD 2.0 (one model handles both 60 and 50 Hz.) It also has stereo XLR inputs, time code and built-in GPS. The EA50 can record to SD cards and Memory Sticks, as well as to an optional docking flash memory unit, but it only outputs to HDMI, not HD-SDI.

Dan Chung notes some negatives for the EA50: It doesn't come with built-in neutral density filters, so the user will have to add them. Its shoulder pad design is similar to Canon's old XL camcorders, so it's likely to be tiring to hold the EA50 for long periods of time. In addition, some sites have written that the EA50 uses the same sensor as the one found in the consumer-oriented NEX-VG20, not the FS100. On the other hand, it has a form factor that doesn't require any additional hardware for field shooting, and the expected price for the EA50, including the lens, will be $4,000 $4,500 U.S. (per B&H). The EA50 is expected to ship in mid-October.

With the EA50, Sony is responding to shooters who like the flexibility and image quality of the FS100 and FS700--or, for that matter, DSLRs--but don't like all the hardware they have to add to the cameras in order to make them usable in "run & gun" situations. It should be possible to take the EA50 out of the box, charge it up and take it into the field immediately, without any additional hardware. Of course, at $4,000 $4,500, there have to be some compromises in the design--the lack of a SDI output is an obvious one, and the quality of the included zoom lens may be another. Nevertheless, even with compromises, the EA50 may be the right camcorder for a good number of users.

Sony's new NEX-FS700: 4K, Super Slo-Mo, Under $10,000

Engadget has a press release with details about Sony's new NEX-FS700, the follow-on to the FS100, which I expect to remain in Sony's product line. Here's a summary:

• The good: The FS700 has a 4K Super 35mm Exmor sensor, and it has a variety of slo-mo modes, including 120 fps in a 16-second burst at 1080P and 240 fps in an 8-second burst, also at 1080P. If you're willing to settle for lower resolution, the FS700 also has 480 and 960 fps modes. It uses E-mount lenses and can support all the usual E-mount adapters. It also has built-in ND filters and a 3G HD-SDI output in addition to HDMI.
• The bad: The FS700 has the same "Lego blocks" form-factor as the FS100. There have been many complaints about handling the FS100 in the field, including poor placement of controls; it remains to be seen if the FS700 will remedy at least some of these problems.
• The unknown: Sony's press release quotes the price of the FS700 as "under $10,000 (U.S.)." Leaked reports on the camcorder had it priced at $9,000 or even $8,000. We'll probably know the real price in a few weeks at NAB. In addition, even though the FS700's sensor supports 4K, the camera will require a firmware update at some unspecified time in the future in order to output 4K over 3G HD-SDI to a Sony recorder. Will Sony charge for the firmware update, or will it be free for registered owners of the FS700? Again, we'll most likely learn the details later this month.

Given that the Scarlet-X is already shipping at a $9,000 base price, the FS700 isn't likely to be a game-changer, although it will be considerably less expensive than a fully-equipped Scarlet-X or Canon C300. Canon has a new cinema camera announcement scheduled for NAB, so they may already be preparing to compete in the "4K for under $10K" market. The company that I'm surprised that we haven't heard anything from yet is Panasonic: The AF100 is getting old. Will they have anything new to show at NAB?