Ok, lecture classique du marché photo.How important are new photographers to Sony compared to experts or enthusiasts?
In business terms, entry-level users, or amateurs are very important because there are so many opportunities. Traditional photo enthusiasts might be fond of using more traditional systems such as those from Canon or Nikon. They stick to those ecosystems, since they have a lot of lenses. But beginners might not have those kind of loyalties. We want to stimulate the interest of those customers in photography.
But we also need to earn a good reputation among professionals and higher-level amateurs. It’s kind of a chicken and egg situation. So firstly, our strategy is to get that reputation with enthusiasts. That’s why we started to make these serious, high-end cameras. And for the moment, we think, it is proving successful.
Bon. Par contre, là, en l'état, Sony considère avoir fait le job pour les "enthusiasts".
Ah
.Euh...
Non, bon d'accord
.Donc, l'alpha99 sera notre alpha88 ?Will this strategy (en référence à la vente parallèle des RX100 des 3 générations) continue? Last year’s flagship becoming this year’s entry-level option?
Yes, we will keep the products on the market for as long as we can. This is a different strategy to the one we’ve used in the past. It’s good for us and also for the customers and retailers.
C'est une des motivations à pousser les feux sur la monture E plus que sur la A : la monture E offre des éléments de différenciation par rapport aux offres Canikon, et permet donc à Sony de leur piquer des clients "système", ce que la monture A ne permet pas.How do you go about persuading someone who might be invested in another system to switch to Sony?
It’s not easy for people to switch, and we understand that. But right now some of those customers are buying our cameras and lenses in addition to their existing equipment. They appreciate the advantage of mirrorless equipment, which is twofold: light and small. The smaller the better and the lighter the better. In the past, small, light cameras often weren’t capable enough but after the introduction of the A7, there are no excuses.
C'est quoi, les longs zoom Minolta qui seraient encore très bons ?How much Minolta is left in Sony?
Some of the old Minolta lenses are still very good - especially some of the long zoom lenses. In my team there are several former Minolta engineers, but our team is bigger now than Minolta’s was. So we can design new lenses completely from scratch [for the requirements of digital].
. Des fixes, banane ! Et reprends les en Sony, et tout ira beaucoup mieux, banane bis ! 
.Ah... une question sur les objectifsSony is clearly putting a lot of effort into creating new lenses - where do you think you need to do more?
The number. There are 13 lenses for the E mount currently but we still need to create more lenses to compete with other manufacturers. We’re catching up. One consistent request from our customers is macro lenses and wide-aperture lenses.
... et merde, une réponse en E... 
.Ben dis-le que tu as perdu ton contrat privilégié avec NikonSony sensors can be found in cameras from several different manufacturers. How does your sensor business work?
When we make sensors we put them in several categories. [At any given time] one category of sensors is reserved purely for Sony cameras - we don’t sell them to other companies. Like the sensor in the A7S. But once we’ve enjoyed this advantage we might sell them on later, after some time has passed. This is the second category. The third category of sensors is completely generic - the sensors are created for use internally and to sell externally, to anybody. China or Taiwan or wherever.
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