Sony launches interchangeable lens cameras

November 14, 2012 - 7:24:53 am

By Satish Kanady

DUBAI: Sony, the leading consumer electronics and entertainment brand, has unveiled three of its latest cameras: the Alpha SLT-A99, the NEX-5R and the NEX-6. The new cameras feature extraordinary quality and creative flexibility and reaffirms Sony’s commitment to offering excellence in performance and design. 

Hiroyasu Sugiyama, Managing Director, Sony Middle East and Africa, said: “The new Alpha A99 camera is the ultimate combination of Sony’s expertise and rich history of image sensor production coupled with our truly innovative approach to camera design. It redefines what can be accomplished with a full frame professional camera.” 

“And with the NEX-5R and NEX-6, we are revolutionizing the world of compact system cameras by bringing a full DSLR experience – fast focus, enhanced control and an “eye-level” shooting style - to consumers in compact size. Add the convenience of Wi-Fi connectivity and it becomes a truly compelling product unlike anything else in market today. It’s the perfect balance of size, performance and quality.”

The launch of the new cameras comes on the back of Sony’s partnership with Gulf Photo Plus for the FOTOWEEKEND 2012.

Mohamed Somji, Chairman, Gulf Photo Plus, said: “It is our honour to partner with Sony Middle East and Africa for FOTOWEEKEND 2012. Sony has made significant progress in the photography segment, revolutionising the technology available to photographers. Collaborating with Sony will help us offer innovative solutions to participants.”

Renowned photographer David Nightingale unveiled the Alpha SLT-A99, while Lebanese singing sensation and Alpha NEX ambassador Maya Diab unveiled the NEX-5R. During the unveiling ceremony, David Nightingale shared his personal experience with the Alpha A99. In addition to highlighting the handiest features of the camera, he also exhibited a selection of photographs that he captured using the Alpha A99.

The A99 allows serious photographers to explore the creative possibilities of full-frame imaging and the responsiveness of Translucent Mirror Technology. The eagerly awaited successor to the flagship Sony Alpha A900 DSLR, the new A99 is the first camera with Translucent Mirror Technology from Sony to feature a full-frame 35mm image sensor. Translucent Mirror Technology is an innovative optical system that opens up dramatic new shooting possibilities such as high speed shooting and quick auto-focus. Ruggedly built to cope with tough assignments, the A99 sets new standards of imaging performance, creative options, user-focused ergonomics and reliability to satisfy demanding enthusiasts.  

The A99 also debuts an advanced new AF-D continuous autofocus mode that is supremely effective with moving subjects. 

Sony’s acclaimed NEX compact system camera range continues to expand with the enthusiast-focused NEX-5R and NEX-6. Packing the imaging quality and responses of a DSLR into compact mirror-less camera, these models offers the benefits of DSLR-quality imaging with less to carry. Both the models feature a resolution of 16.1 megapixels, an APS-C image sensor in the ultra-compact body and a new, fast, hybrid autofocus system, enabling users to catch precious moments in DSLR quality. 

All three models, the Alpha SLT-A99, the NEX-5R and the NEX-6 will be available by November 18th across Jumbo Electronics showrooms and other leading electronics retailers in the region.

The Peninsula