Sony makes some of the best full-frame mirrorless cameras and compact cameras in the enterprise, however the Japanese electronics big has revealed its plans to take its photography tech to the skies via a brand new range of drones.
Sony has today formally announced that it will be entering the drone market, unveiling a new business division called Airpeak that will be formally launched in the first half of 2021.
According to the announcement made on the company’s Japanese website, Airpeak will “support the creativity of video creators to the fullest extent possible”, indicating Sony is angling to take on the competition from the likes of DJI and Parrot.
Details about the Airpeak brand and products are currently very thin on the ground, besides that the drones will likely be primarily based on “3R expertise”. That doesn’t seem to be a brand new proprietary tech, however marketing-speak that stands for “reality, real-time and remote”. At this stage, all we really have to go on is a short cryptic teaser video with no onerous information.
Considering Sony’s prowess in cameras, we’re expecting the manufacturer’s upcoming drones to offer similar expertise, but it will need to surpass what the best DJI drones can currently offer in order to tempt aerial photographers and video makers away.
It seems that’s a task Sony is willing to tackle, with the Airpeak mission statement on the website stating, “Bringing collectively the technologies we have built up so far, we will transform the realm of the sky into an endless creative space from an unprecedented free perspective.”
That also likely indicates that Airpeak will be a consumer-oriented brand, particularly since Sony already has an enterprise drone division called Aerosense specializing in surveying, mapping and capturing live occasions.
We’re excited to see if Airpeak can develop into a class-leading model, however the shopper drone market is infamous to make headway into – check out the GoPro Karma as a main instance.
Sony has needed to study some onerous classes with its mobile business as well, which ought to hopefully make sure the success of Airpeak. And we’ll bring you all of the developments as they unfold.