New Sony digital cameras promise speed, flexibility

MANILA, Philippines - Did you know that Sony is the number one image sensor supplier in the world? Sony Philippines digital marketing manager Kenji Hayashi reveals that the Japan-based electronics giant has cornered 52 percent of that market – supplying its vaunted sensors to third-party camera manufacturers aside, of course, from its own line of digital cameras.

Clearly, this is an encouraging statistic for Sony, particularly since Hayashi rues that the camera market is facing a tough situation due to the intrusion of the smartphone and tablet with their ever-improving image-capturing abilities. The Sony executive maintains though that Sony cameras “still attract attention for their features.” He declares: “We want to keep this trend to give our customers the best shooting experience.”

Sony Philippines thus takes the covers off two new digital camera models to reassert its presence in the DSLR and point-and-shoot realms.

The Alpha 77 Mark II is the latest iteration of its popular progenitors Alpha 700 and Alpha 77. Designed for “advanced amateurs,” the Mark II packs features into a tough, weather-resistant body. Sony Philippines digital imaging department marketing officer JV Ruanto says that the Mark II is the “fastest Sony camera to date,” and delivers “superb tracking, image quality, a dual viewfinder, operational capability, movie recording, and WiFi function.” Continues Ruanto: “This camera also boasts 79 AF (auto focus) detection points (including 15 cross points within the frequently used central area of the sensor) – the most among DSLR cameras.”

The Mark II comes with a new Exmor CMOS sensor good for 24.3 effective megapixels, and has superior 12 fps (frames per second) ability, while lock-on AF also allows for customization. And for a “selfie” generation, the prosumer shooter banks on a three-way tilting screen for easy operation. Eleven buttons can be assigned functions according to user preference. Sony further reports in a release that sensitivity is boosted 20 percent over the original Alpha 77.

Sony Professional photographer Pilar Tuason – a wedding, fashion, and portrait photographer by trade – recently tried her hand at sports photography for the very first time, and while using the Alpha 77 Mark II. She was very pleased with the results. “I am not a sports photographer,” she underscores at the launch event in Makati City, and narrates how she was able to successfully cover a PBA game and a night-time soccer event.

 “This is pretty much an idiot-proof camera,” she declares with a grin, and shows members of the media and blogging community the crisp images (in both low and high ISO values) she captured.

Meanwhile, the Sony Cyber-shot RX100 Mark III ups the game in the point-and-shoot category. Armed with a fast 22 to 70-millimeter Zeiss Vario-Sonnar T Lens (with maximum aperture of 1.8 to 2.8), Ruanto says the RX100 Mark III outdoes its previous versions by capturing detailed photos even in low light. The new camera also features a pop-up viewfinder with high-contrast OLED Tru-Finder. An eye sensor automatically switches between viewfinder and monitor display.

Endorsed by Ryan and Garovs Vergara of Everywhere We Shoot, the RX100 III promises to deliver detailed stills and vibrant Full-HD movies. An Exmor R CMOS image sensor is at the heart of the pocket-sized point-and-shoot that delivers 20.1 effective megapixels. Sony reports that the camera’s sensor is “far larger” than those in regular compact cameras.

Complementing the image sensor is Sony’s “latest-generation BIONZ X processing engine that is three times faster than its predecessor (for) natural reproduction of fine textures,” plus “diffraction-reducing technology for enhanced quality at small apertures, and area-specific noise reduction that maintains clarity in dimly lit regions of indoor and night-time shots.”

The RX100 III also supports the XAVC S format, “enabling users to record stunning Full HD video footage at up to 50 Mbps with minimal artefacts and noise. HD footage can be recorded at 100 fps in XAVC S mode.” The Intelligent Active Mode helps stabilize images to counter camera shake.

Sony adds a 4K (or ultra high definition) still image output for photo viewing on 4K TVs. High-resolution images can be transferred via HDMI or Wi-Fi, with support for Triluminos Color, to assure rich tones and textures on compatible Sony Bravia TV models.

In an exclusive interview with The Philippine STAR, Hayashi maintains that Sony doesn’t intend to compete directly with established professional camera brands. “We will focus on mirrorless cameras to expand our business in the Philippines,” he says. While it continues to develop and release DSLR (digital single-lens reflex) products, Hayashi notes that the market holds a lot of promise outside the professional realm.

“For the expansion of our business, we will capture three kinds of customers,” Hayashi narrates. “First is the compact camera user. We propose the customer to convert to mirrorless to get high-quality pictures easily by using our A5000 (P22,999). Second is the entry- or middle-range DSLR user. We suggest to our customers to transfer from traditional DSLRs to our mirrorless cameras such as the A6000 (P39,999).”

Of course, Sony doesn’t intend to abandon the professionals. “For our pro customers, we have the A7 (P89,999 to P122,999). This mirrorless is our flagship full-frame camera.”

Sony, shares Hayashi, is also leveraging on its end-to-end strength in the 4K realm so that customers can record and view content in a pure, synergistic Sony ecosystem.

“Only Sony can take the customer on an end-to-end 4K journey – from our 4K smartphone, 4K mirrorless shooting/recording, 4K camcorder, and 4K Sony Bravia,” concludes the Sony executive.

The Cyber-shot RX100 is bundled with a 16GB memory card and retails for P44,999. The Alpha 77 II A-mount interchangeable lens digital camera bundle comes with a 16 to 50-millimeter kit lens, 16GB memory card, and vertical grip for P86,999.

For more information, visit any Sony Centre or authorized dealer, www.sony.com.ph, like www.facebook.com/SonyPhilippines, follow www.twitter.com/SonyPHInc, and www.instagram.com/SonyPHInc.