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From a marketing perspective, Sony as well as the other Micro Four Thirds “pioneers,” such as Panasonic and Olympus, saw an opportunity to upsell the millions of compact camera owners with a digital camera technology that delivered better image quality than a compact, but wasn’t as heavy or cumbersome as DSLR models. This thinking led to the introduction of the Sony NEX-3 and NEX-5 during 2010.
All indications seem to support Sony’s strategy, especially considering the significant increase in the company’s mirrorless cameras sales from 2011 into 2012, becoming one of the stronger product lines in its huge electronics portfolio. Now, market conditions, are changing again (as they always do), and the marketing people at Sony and most other manufacturers in the ILC sweepstakes (including Nikon and Canon, the last to enter) have recognized that the improving photography technology in smartphones is having a negative effect on compact camera sales.
ILC systems manufacturers, and their marketing strategies, must make a similar adjustment, so they are targeting enthusiasts and hobbyists, whose only alternatives may have been entry-level DSLRs, with higher-end mirrorless cameras. It’s essentially a different segment of the total market that could be attracted to ILC systems for the same reasons: They aren’t about to relinquish the benefits and pleasure of the DSLR experience, but want a camera with a smaller footprint as well as all the DSLR-type features and capabilities they’ve been using. The newer mirrorless camera models in this category are the Sony NEX-7, Olympus OM-D E-M5, Panasonic DMC-GX1 and Fujifilm X-E1.
With the September 2012 release of the NEX-6, Sony has made a further adjustment to match even newer consumer demands. Other than sensor size (16MP versus 24MP in the NEX-7) and price, the NEX-6 is very “genetically” close to the NEX-7, if they were flesh-and-blood siblings. Both have the rather amazing 2.3-million dot OLEV electronic viewfinder (EVF), built-in flash and 1080p/60 video.
The NEX-6 still maintains all the DSLR attractiveness and functionality of the NEX-7, but adds Wi-Fi capabilities and camera apps, which are the hottest trends for smartphone users. In fact, the NEX-6 is so similar to the NEX-7 that Sony readily admits that many potential NEX-7 buyers will likely see the wisdom of buying an NEX-6 instead. Sony and other camera manufacturers don’t have much choice, however, to make a model, such as the NEX-7, partially obsolete soon after it hits the market. Technological advancements and social media evolution occur so rapidly that consumers are following and adapting to the latest “thing” so quickly that camera manufacturers can only be reactive, not proactive, in most cases.
All that being said, the new Sony NEX-6 is a nifty, little package that is sure to grab much attention at its less than $1,000 price tag, which includes the new 16–50mm f/3.5–5.6 OSS power zoom lens, the kit lens for the NEX-6.
Proven Body Design
Sony designers obviously love the look of the NEX-7 so much that it made the NEX-6 a virtual carbon copy. The same substantial grip and solid-looking construction, although the NEX-6 is a bit more rounded along its top plate and has a polycarbonate shell compared to the NEX-7’s steel metal shell.
The right rear of the body presents most of the camera’s controls in an intuitive layout: a 4-way control dial with a center button and a flash, playback and customizable AEL button. The articulated LCD monitor fits snugly into the camera back. The upper right back corner of the body has been additionally rounded to accommodate the video record button. The top of the substantial grip is canted toward the front, which is where the shutter button and a dedicated Fn button are found, encircled by the power switch. These are the only control points on the front of the camera.
The top plate of the camera is the location of an eight-position exposure mode dial, which is new to the NEX-6, and all other Sony ILC models. Beneath this dial is a wider control dial. Across the top of the camera is also a built-in flash and new standard ISO hotshoe.
Other body features of the Sony NEX-6
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Next to the OLED viewfinder is an eye sensor that “reads” your eye location and then switches automatically from EVF to the rear LCD and back again. A nearby diopter adjustment knob offers a range of values from -4m to +1m.
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The new hot shoe includes the custom connector pins for Sony proprietary accessories.
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The built-in flash is identical to the unit on the NEX-7, except for a wider angle of coverage to match the widest angle of view of the new 16–50mm kit lens.
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Stereo microphones are recessed in two small holes just above the lens mount.
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Connectivity is via USB and HDMI ports.
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The NEX-6 is powered with the same 7.7Wh NP-FW50 Li-ion battery that Sony uses in all its NEX cameras. Sony rates the battery charge at 370 frames with the rear LCD and 270 with the EVF.
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Sony has positioned the tripod mount conveniently, so the battery/memory card slot can be accessed without having to detach the camera from the tripod.
Wi-Fi and Camera Applications
As mentioned above, the “big news” from the Sony NEX-6 announcement is that the company has added the Wi-Fi connectivity and photo apps found on the NEX-5R. When loaded to an iOS or Android device, the “primary” app, PlayMemories Mobile, is used to transfer photos from the camera and view them on the device. The smartphone is the entry point to social networking and Web site posts. The apps market is so fluid that Sony has introduced a compatible camera first with a limited number of camera apps, but Sony promises the apps selection will increase quickly.
Quick List of Sony NEX-6 Mirrorless Camera Features
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16.1MP CMOS sensor.
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2.3-million-dot resolution OLED EVF.
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ISO range of 100–25,600.
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Control dial.
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Dedicated Fn button.
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“Quick Navi” display.
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Multi-interface hotshoe (supports standard contacts and proprietary connector).
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Wi-Fi connectivity via Wi-Fi networks or to smartphones.
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Proprietary in-camera apps.
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Built-in flash (GN 6).
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Electronic First Curtain shutter.
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1080p 60p HD movies in AVCHD (50p on PAL region models).
Final Thought
Whether you come to the mirrorless camera market as a compact camera user wanting more of the capabilities the serious amateurs and professionals enjoy or a DSLR owner that doesn’t want another big, bulky camera, Sony has made the NEX-6 very attractive. The 16-MP sensor should give you all the resolution you’ll ever need and other than that comparison, the NEX-6 delivers essentially everything the more expensive NEX-7 does; plus, a few extras, most noticeably Wi-Fi connectivity and camera apps.
Although it’s new to the market at the time of the writing of this PhotographyTalk article, the Sony NEX-6 appears to have the feature set to be quite popular and continue to add to Sony’s lofty position in the interchangeable lens camera system market.
The Sony NEX-6 Compact Interchangeable Lens Digital Camera with the new 16–50mm f/3.5–5.6 OSS power zoom lens is $998.00 from Amazon
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- Hoodman Lens Cleanse Natural Cleaning Kit
Photo Copyright © 2012 Sony Electronics Inc
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