With the global announcement today of a new photographic sub-brand, Sony
marks a decisive move into the D-SLR (Digital Single Lens Reflex) camera
Through the brand name α (pronounced “alpha”), Sony is committed
to taking photographic enthusiasts to the next level of enjoyment and
creative satisfaction with a range of attractive, innovatively designed D-SLR
cameras, interchangeable lenses and accessories. The first letter of the Greek
alphabet α has been chosen to reflect Sony’s primacy in an exciting
new world of digital imaging.
Camera products marketed under the α brand will draw on Sony’s
unmatched consumer electronics heritage, product miniaturisation skills and
digital imaging expertise. They will also feature the same widely-acclaimed
lens mounting system developed by Konica Minolta for its Maxxum/Dynax
series SLR cameras.
The α brand also clearly differentiates Sony’s new D-SLR line-up from
the company’s successful Cyber-shot compact digital stills camera brand.
α and Cyber-shot products will continue to be marketed by Sony under
the two distinct brands.
The first wave of α products will be available commercially during