In the photo business Sony is one of the newer players. It entered the photography market in the age of digital photography. Having been active in the home video business since 1965, it started in the market more experienced with electronic cameras than some of the traditional camera makers. Its first Mavica (Magnetic Video Camera) way back in 1981 stored 570x490 pixel frames from an SLR "TV camera" on 2" magnetic floppy discs called Mavipaks. Mass market items from the Mavica range were a spectacular commercial success since they utilized the convenience of 3.5" floppy disks as the digital photography boom began in earnest. These were later followed by the Mavica CD models, which used CD-Rs as the storage medium. These oddly-shaped formats necessarily made the cameras rather unwieldly, so moves towards smaller memory cards were undertaken, as digital cameras became even more compact than their film-based ancestors.