Sony's Mid-Range DSLR Launched - The Alpha A700

Sony makes a Splash in Mid-range DSLR Scene

Sony makes a Splash in Mid-range DSLR Scene

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.

 After more than a year, Sony steps up its Alpha digital SLR camera range with a mid-range 12.24MP contender, the A700. It should shortly retail at a recommended street price of S$2,199.

 The A700 was launched to typical Sony fanfare and a speech by the Deputy Senior General Manager of Sony's Alpha Camera Mount Division, Mr. Keiichi Ishizuka (right).

 Crowds huddled around the trial stations for the A700 where top chefs from fusion-cuisine restaurant, My Humble House (where the launch was held), were showcasing their culinary skills for photo trials and photo opportunities.

 Media and enterprise representatives had the chance to flaunt their photography skills while the chefs showed mastery of their own craft.

 Models displaying the new camera in front of the Sony's full range of lenses that include four new additions from the Sony and Carl Zeiss partnership.

 A model demonstrating that even ladies can handle the camera with grace. The main body is just shy of 700 grams, which is quite reasonable for a fairly powerful camera.