Sony Solidifies Position as Leading Camera Brand with Launch of Revolutionary Digital Imaging Products
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.
Additionally, the interchangeable lens camera has a newly refined XGA OLED Tru-Finder™ with the world’s highest (0.78x) viewfinder magnification.
The A7R II is compatible with Sony’s growing line-up of E mount lenses, which now totals 63 different models including 12 native FE full frame lenses. By early 2016, Sony will add eight new lenses to its FE full frame lineup, bringing the FE total to 20 lenses and the overall E mount assortment to 70 different models.
Satoru Arai, Head, Sony Middle East Marketing Company commented: “Sony continues to deliver game-changing imaging products that are evolving the way imaging enthusiasts, hobbyists and professionals can see and capture the world. Utilising Sony’s decades of expertise in digital imaging, as well as the highest spec technology, we’ve made it possible for everyday customers to enjoy a professional imaging experience.By harmonizing high resolution, sensitivity and speed, we’re delivering a high-level full-frame imaging experience unlike anything else in market today, with Sony’s newly developed, world’s first back-illuminated 35mm full frame CMOS sensor. This new camera makes a strong statement for Sony.”
In addition to the A7R II, Sony has also announced two of the most advanced, versatile Cyber-shot™ cameras, the compact RX100 IV and high-zoom RX10 II cameras. The two new models feature the world’s first 1.0 type stacked Exmor RS™ CMOS sensor with advanced signal processing and an attached DRAM memory chip.
The two new models feature the world’s first 1.0 type stacked Exmor RS™ CMOS sensor with advanced signal processing and an attached DRAM memory chip. The high speed signal processing and DRAM memory chip work together to enable more than five times the readout rate of image data and are responsible for a variety of standout features that have previously only been available in selected professional-level video cameras.
These impressive capabilities include 40 times super slow motion video capture at up to 960fps, an ultra-fast Anti-Distortion Shutter with a maximum speed of 1/32000 second, high-resolution 4K movie shooting and more.
“Utilising Sony’s decades of expertise in digital imaging, we’ve made it possible for everyday customers to enjoy a professional imaging experience with the new RX100 IV and RX10 II cameras. With the power of the world’s first 1.0-type Stacked CMOS sensor packed into a compact, portable body, these new cameras bring the excitement and creativity of high frame rate shooting, 4K recording and a variety of other pro-quality features to a whole new audience.The new RX100 IV and RX10 II models make a strong statement for Sony, as they break through all existing boundaries of compact cameras, using the most sophisticated technology and will allow professionals, hobbyists and enthusiasts to capture images and videos that they never before thought were possible.”said Kenta Akiyama, Head of Digital Imaging Division at Sony
A first for Sony consumer cameras, the new RX100 IV and RX10 II both have the ability to record super slow-motion videos of up to 40x slower than the standard rate, allowing users to capture and replay fleeting moments of action with incredible detail, resolution and clarity. The impressive speed and power of the 1.0 type stacked Exmor RS™ CMOS sensor with an attached DRAM chip allows the new RX100 IV and RX10 II to perform exceptionally well while capturing fast-moving subjects. In particular, its fast processing capability results in continuous speeds of up to 16fps on the RX100 IV, and up to 14fps on the RX10 II for an extended period of time.