Singapore, 11 October 2007 - A little over a year after the A100 gave Sony its debut in the Digital SLR (DSLR) market, the mid-ranged A700 is launched. Targeted at semi-professionals and advanced amateurs, the latest entree into Sony's Alpha lineup carries a host of features from its predecessor while introducing a good number of new ones. Among the improved features is the A100's D-Range Optimizer, which evens out the shadows and highlights in an image and now comes with 5 distinct levels. Super SteadyShot also makes a comeback with the self-adjusting sensor doubling to remove dust on the sensor. The main highlight however would have to be the new "Exmor" 12.24-megapixel CMOS sensor which features a pre-analogue to digital conversion noise reduction process that dramatically improves low light image quality over the A100. Also, with a new option for a vertical grip, Sony aims to appeal to more than just the prosumer crowd while their top of the line flagship model is readied for release. As their second DSLR, Sony is demonstrating its ability to appease a wider target audience than before and from the looks of it, they're doing well.