Sony's Chief Representative & Director Of Sales in Saudi Arabia N. Kinoshita (5th from left) launches Sony' s latest Alpha 7 series camera at the camera specialist shop M/s. Qomra in Riyadh on Jan. 8, 2015. Also present in the photo are Mohammed (4th from left), Sales Manager of M/s. Qoumra and other Sony staff from Dubai and Saudi Arabia. Modern Electronics Company Ltd. (MEC), a subsidiary of the Al Faisaliah Group, and Sony, the leading consumer electronics brand announced the launch of the Alpha α7 series featuring the Alpha α7 and Alpha α7R and α7S from Sony. Eagerly awaited by professional photographers and technology enthusiasts, the cameras set an exciting new benchmark in digital imaging. A game-changing blend of imaging power and portability, both mirrorless models redefine the creative options of full-frame photography in a palm-sized interchangeable lens camera. The Alpha α7 (24.3 effective megapixels) and the Alpha α7R (36.4 effective megapixels) give serious photographers a limitless range of new artistic possibilities. Expanding the selection of optical options from Sony and Carl Zeiss, six new full-frame lenses complement the superlative image quality of the cameras – whether you are shooting detail-packed stills or crisp, cinematic Full HD video. Beautifully styled and easy to hold on lengthy assignments, both cameras are no-compromise photographic tools that put the needs of advanced users first. Front and back dials plus a control wheel and exposure compensation dial allow intuitive adjustments while framing shots through the high-contrast, high resolution XGA OLED Tru-Finder or on the tiltable 3.0-type LCD screen. The 35mm full-frame Exmor CMOS sensor in both cameras incorporates light concentration and photo diode expansion technologies, while the Alpha α7R also features a new ‘gapless' on-chip lens design that eliminates the spaces between adjacent pixels. These advances increase light collection efficiency, achieving outstanding resolution, sensitivity and low noise while circumventing the challenge of decreased pixel sizes due to the extremely high pixel count. Together with the powerful new BIONZ X processor, the full-frame sensor also allows both cameras to shoot pro-quality Full HD video (50p/25p). You will enjoy rich, beautifully rendered movie footage with sumptuous colours and ultra-low noise, even in low light. Clear Image Zoom has been enhanced for video recording, delivering powerful close-ups without sacrificing pixel count. Pro-style movie features include an audio recording level control and display, plus a ‘clean' HDMI output that allows video to be viewed on an external monitor or recorded on another device. Both cameras showcase new Fast Intelligent AF that ensures speedy, accurate autofocus. The Alpha α7 supplements this with Fast Hybrid AF that combines Fast Intelligent AF with phase detection autofocus. Boosting AF tracking, it lets the Alpha α7 keep fast-moving subjects like athletes and wildlife in sharp focus while supporting continuous shooting at up to five frames per second. Both new camera models are designed to be fully customizable to suit your precise photographic demands, with nine preference buttons and 46 assignable functions. With both Wi-Fi and NFC, the Alpha α7 and Alpha α7R allow effortless one-touch wireless connections with your Xperia or NFC-compatible Android smartphone or tablet. The Alpha α7 and Alpha α7R also connect to your iOS devices via Wi-Fi. PlayMemories Camera Apps further enhance your photo experience with a growing range of free apps, spanning exciting new creative effects and filters, utilities and more. Joining the acclaimed α7 and α7R family of the world's smallest full-frame interchangeable lens cameras, Sony's new α7S model puts extraordinary sensitivity, low noise and spectacular 4K video quality into the hands of professional photographers and videographers. The innovative α7S camera features a newly developed, 12.2 effective megapixel 35mm full frame Exmor® CMOS sensor paired with a powerful BIONZ X image processor, allowing it to shoot at a sensitivity range of ISO 50 – 409,600 with unprecedented dynamic range and low noise. The new model is also the world's first camera to utilize the entire width of a full-frame image sensor in 4K video acquisition, and does this without cropping or line skipping as it can read and process data from every one of the sensor's pixels. This allows 4K video shooters to utilize all of the artistic and creative benefits provided by the unique sensor. Alpha α7 series are currently available at select Sony World showrooms and other select IT retailers in the kingdom of Saudi Arabia. — SG
