Sony's spirit is creating something new, which never existed before. And also, downsizing technology as well -- make it smaller, more compact, even the camera system itself. Then, we investigated customers' demands, such as digital SLR users. Everyone has got some stress to carry those camera systems, because they're heavy, but actually, the demand is to get a better picture than the compact digital still cameras. Also, at the moment, smartphones started to increase their penetration. Some users started to say, "That picture quality is good enough for my pictures." In that case, I don't need to take a digital still camera instead of my smartphone. But actually, I want to take a better picture -- then the customers started to have some interest in the digital SLR type of product.

Thinking about something new, though, [we asked] do we really need a mirror box? Of course, we have some excuse, but we can fulfill the customer's demand to make it small, light, and easy to carry. That is one of the conclusions which led to the NEX-5 type of product -- that's the reason why we started to develop that type of small product. In line with those philosophies, currently this problem is existing, because full-frame cameras are quite heavy. It's very tough to use for most consumers; therefore, entry-level users don't like that kind of heavy, big camera system, because they're heavy and expensive -- and also the lens itself is too big.

That's when we started to realize the upgrades, and relieve that stress -- we considered what was the best way to reduce the size, and also to make something new. And then it happened with the NEX-5 and Alpha A7 as well. That point is the philosophy of the Sony spirit, is to create something new which never existed before. We will keep on working to create that kind of product in the future, with that spirit.

http://www.imaging-resource.com/news/2013/12/04/sony-interview-what-does-it-take-to-change-the-camera-game