Why can't Sony build lenses, or, more lenses?

Sony has long built broadcast and CCTV lenses, very expensive ones. So why
the Zeiss crutch? Why the limited offerings? What's holding them back?
Seems like this is one of the key reasons why their DSLRs and pellicles
don't sell well. Fix the lens range, might help things.

On 15/09/2012 03:12, Rich wrote:
Sony has long built broadcast and CCTV lenses, very expensive ones. So why
the Zeiss crutch? Why the limited offerings? What's holding them back?
Seems like this is one of the key reasons why their DSLRs and pellicles
don't sell well. Fix the lens range, might help things.

Most of Sony's broadcast lenses were made by Fuji or Canon.

On 2012.09.14 22:12 , Rich wrote:
Sony has long built broadcast and CCTV lenses, very expensive ones. So why
the Zeiss crutch? Why the limited offerings? What's holding them back?
Seems like this is one of the key reasons why their DSLRs and pellicles
don't sell well. Fix the lens range, might help things.

It would be nice.

Sony make some very nice lenses, several based on legacy Minolta designs
(the 100 f/2.8 macro, the 135 [STF] are fine examples of exemplary
lenses). They've introduced some fine new lenses as well.

They also make some ordinary lenses (as do Canon, Nikon, Pentax and
others to address the entry level).

Minolta used to have some lenses made by Tamron (and likely others).
The 17-35 f/var zoom comes to mind. Now Sony have the Zeiss 16-35 f/2.8.

The lens designs from Zeiss are extremely good (with one possible
exception, the 16-80 which is optically very good but mechanically
sketchy) - Sony users have nothing to complain about.

It's important to note that Sony aren't turning to Zeiss in desperation
but rather as a fine design house with an outstanding reputation.

It is just as important to note that Zeiss don't exactly guard the
entrance to the castle. They market their services and brand out to
camera makers. So if their terms are right it is a good business
decision. Outsourcing makes sense. Esp. perhaps in expensive Japan.

If you have Sony bodies and you carefully pick your lenses you will be
well covered. Nikon and Canon of course cover a lot more.

Others may cheer the possible demise of Sony's DSLR/SLT and raise
specious facts. I see Sony cameras and lenses all over.

--
"C'mon boys, you're not laying pipe!".
-John Keating.