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Sony decides "alpha" as new brand for their digital SLR cameras

Sony has chosen “Alpha” as the new brand for their digital Single Lens Reflex cameras and will soon start worldwide introduction. The brand name was chosen to reflect Sony's enthusiasm for entering the digital Single Lens Reflex market. Sony has adapted the "α mount system" name for the "Maxxum / Dynax lens mount system" which Konica Minolta has developed and it inherits the superb reliability of that system. Sony will produce a range of attractive camera models that will truly enhance customers' enjoyment of photography...
Visit the new website for the Sony Alpha brand

PRESS SUMMARY

SAN DIEGO, April 19, 2006 — Sony has established a new brand name for its digital single lens reflex (D-SLR) cameras that will be launched worldwide this summer.

Meaning "beginning" and "essential," the symbol alpha embodies the spirit of Sony's approach to the D-SLR market. Under this sub-brand, Sony will produce a complete camera system of accessories and lenses to enhance the enjoyment of photography.

The Sony α mount system of cameras, lenses and accessories will integrate advanced electromechanical technologies that are key to D-SLR performance, the versatility of the well-established Maxxum® lens mount system, and Sony's renown in imaging devices and technologies. These include CCD and CMOS imaging sensors, as well as other image processing technologies, in addition to overall product miniaturization. People who have already made investments in many of Konica-Minolta's lenses and accessories will be able to take full advantage of Sony's new D-SLR cameras.

"We are expanding our product portfolio to build upon our leadership position in the digital imaging business," said James Neal, director of marketing for digital imaging products at Sony Electronics. "Our approach to D-SLR camera design and engineering will allow us to offer a new high-performance system for today's digital camera users, as well as welcome the millions of Konica-Minolta owners who have Maxxum interchangeable lenses that are currently in the market."

Sony is already handling support and repair service for existing Konica-Minolta digital and film cameras, as well as related lenses and accessories in the U.S. A dedicated call center and strong levels of web support have been established for these customers.

Additional information: Visit the new website for the Sony Alpha brand
April 20, 2006
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