Sony set to launch DSLR assault
Sony is setting out to gain ground in the interchangeable lens digital camera market with its latest digital camera range, which is on public display for the first time at GITEX Technology Week.
Sony is setting out to gain ground in the interchangeable lens digital camera market with its latest digital camera range, which is on public display for the first time at GITEX Technology Week. The new range features the Alpha SLT-A77 with Sony’s award winning Translucent Mirror Technology, making it the quickest, most responsive camera in its class, according to Sony.
The NEX range also features quick, responsive auto-focus thanks to the translucent mirror, which means there is no mechanical movement of the viewfinder mirror when shooting, so stills photographers can enjoy the world’s fastest release time lag at just 0.02 seconds, while film makers can enjoy a smooth, reliable and continuous autofocus function. The range also features the slim-bodied Alpha NEX C3.
Osamu Miura, Managing Director, Sony Gulf, says: “There is a clear market need for cameras that can offer the superb responsiveness, image quality and creativity. From the introduction of the world’s first CCD camera to bringing single lens 3D photography to the consumer, Sony has always aimed to be at the forefront of digital imaging.
“Today, it gives me great pleasure to introduce our concept of ‘Camera Reborn’ with our new line-up of Alpha cameras that incorporate revolutionary technologies to deliver high clarity imaging and ease-of-use. These cameras will not only bring new user experiences to our customers and the world of digital imaging, they will also enable Sony to accelerate its position as a top tier camera brand.”
It wouldn’t be too difficult to work out which two manufacturers Miura was referring to when, describing the task facing Sony to improve its current single figure market share in the DSLR market, he spoke of ‘two giant, and very steep mountains to climb’ but he was confident of success, citing Sony’s 70 per cent camcorder market share in the region as grounds for optimism. His colleague Yasayuki Nagati was less reticent when asked directly about the camera’s film-making abilities compared to its obvious competitors, and current market leaders among the film making fraternity, stating quite simply: “It’s better.”