Sony launches Alpha digital SLR camera brand

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 market.

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 summer 2006.