However, the Nikkei website reported that Director Ishizuka Mizuka, director of Sony's camera business, announced on November 9, 2017 the goal of withdrawing a revenue of ¥ 200 billion in 2020, saying that the medical business is based on a 10-year unit Term business and stated that it was too naive to set this goal before entering the medical profession.
Sony did not announce the current performance of the medical business alone, but the establishment of a four-year co-operation of the company, currently only launched two products, and digital cameras can introduce new products every year compared to medical products, product development cycle is much longer, Sony originally thought This is the optical technology and CMOS image sensor problems, the actual contact with the discovery of medical equipment research and development and life cycle estimation, too optimistic.
As the medical equipment involved in human life, the finished product obtained after the completion of the national approval of the experimental audit time, consumer electronics products has not been the standard of 1 month to 1 season, but the level of 1 to 2 years; and digital camera price of 1 10,000 yen for the unit, high-order is only 100 000 yen for the unit, the medical endoscopy is 100 million yen for the unit, the hospital redemption of new products is also slow, you will not see the new product to buy.
Therefore, Ishizuka Mochizuki said that for the medical equipment business, such as the 4K plus 3D digital photography system launched in September 2017, the plant's attitude has shifted from focusing on short-term revenue to focusing on long-term benefits From the perspective of business, and gradually strengthen the product and business capabilities.
Compared to short-term medical performance than expected, Sony's digital camera business performance is beyond expectation, Ishizuka tree said that Sony has previously been ridiculed as a home appliance plant to do optical products, but now rely on excellent CMOS image sensor technology, The factory high-end consumer camera RX series, and the small single-lens non-reflective camera alpha series of market evaluation, are quite high.
Sony's camera business will reach the runner-up status in Japan from April to September 2017, so the Sony camera business will move toward the professional field and get out of the competition with smartphones in consumer areas The entanglement of the market, the overall service to establish the top digital camera market position.