Sony, a worldwide leader in digital imaging and the world’s number one image sensor manufacturer for digital cameras and video recorders, today announced a new line-up of digital imaging products – A7R II, RX100 IV and RX10 II – that are customized to suit the unique needs of photographers of all levels.
Satoru Arai, Head, Sony Middle East Marketing Company commented: “Over the last two years, we have seen a shift in consumer preference in relation to digital imaging products. Globally, the camera market is declining however the mirrorless camera segment is growing and is expected to be 20% of the overall camera market by the end of 2015. Consumer demand for cameras that are lightweight and have fast Autofocus capabilities is increasing. Similar trend is observed in the Middle East where the mirrorless camera segment has increased by 110% in sales in the last two years. Sony is the leading brand in mirrorless segment with Sony’s market share ranging from 43% in UAE, 48% in Saudi Arabia and 87% in India.In order to adapt to these trends, Sony continues to deliver game-changing imaging products that are shaping the way imaging enthusiasts, hobbyists and professionals can see and capture the world. Utilizing Sony’s decades of expertise in digital imaging, as well as the highest spec technology, we have made it possible for everyday customers to enjoy a professional imaging experience.”
The new flagship full-frame mirrorless camera, the A7R II, delivers an innovative imaging experience with the world’s first back-illuminated 35mm full-frame sensor Exmor R™ CMOS sensor, which realises high-resolution (approximately 42.4 effective megapixels), high-sensitivity (expandable up to ISO 102400) and high-speed AF response up to 40 per cent faster than the original A7R, thanks to 399 focal plane phase detection AF points.
The camera also includes a 5-axis image stabilisation system borrowed from the acclaimed A7 II model, and has the ability to shoot and record 4K videos in multiple formats including Super 35mm (without pixel binning) and full-frame format, a world’s first for digital cameras.
