Sony is Set to Expand the World of "α" D-SLR

At the PMA2007 International Convention and trade Show which was held between March 8th and 11th in Las Vegas, Nevada, USA, Sony exhibited two prototypes of digital SLR camera bodies and interchangeable lenses currently under development.

These products are planned to be launched in addition to the existing portfolio of the 'α100' camera body and the 21 interchangeable lenses including Carl Zeiss lenses and more than 45 pieces of accessories.

"We need to further solidify our position in the digital SLR market. To do that, we must cater to varying degrees of customer requirements, and we are working on the second wave of products in order to expand the world of 'α'," said Toru Katsumoto, head of Sony's AMC division responsible for digital SLR products, when speaking at Sony Electronics Inc.'s press conference. "Specifically, we are developing two new camera bodies targeted at higher market segments compared with the 'α100'," he added.

The extended line-up is expected to give customers more options and allows them to trade up products as their skills mature. The second wave of products also includes interchangeable lenses suitable for high-end enthusiast and professional use. "With the added choice of camera bodies coupled with enlarged interchangeable lens portfolio, we believe 'α' helps our customers spur their creativity and putting it differently, 'α' unlocks the full potential of digital SLR," Katsumoto concluded his speech - Sony.