Sony Thai unveils new digital cameras

Managing director Toru Shimisu said the new product line-up comprised the Sony Alpha SLT-A77, SLT-A65, NEX-5N and NEX-7, Handycam NEX-VG20, Cyber-shot DSC-TX55 and S-Frame.
The Alpha SLT-A77 and SLT-A65 are DSLR (digital single-lens reflex) cameras with translucent mirror technology and quick auto-focus, which enable them to combine speed and accuracy for the shot.
Meanwhile, the NEX-5N is Sony’s first NEX mirrorless interchangeable-lens camera to feature an intuitive new “Photo Creativity Touch” interface and tracking focus via the 912k-pixel LCD (liquid-crystal display) touch panel and control dial. The NEX-7 is an all-in-one compact interchangeable-lens camera with a 24.3-effective-megapixels Exmor APS HD CMOS (complementary metal-oxide-semiconductor) sensor.
The Handycam NEX-VG20E is a high-definition camcorder that allows users to create their own background focus effect.
The Cyber-shot DSC-TX55 is the thinnest camera featuring a 16.2-megapixel Exmor R CMOS sensor and three-dimensional sweep-panorama technology. Last, the new S-Frame is a digital photo frame that comes with touch-screen function and support for Wi-Fi connections.
Shimisu said the company had launched the NEX series of cameras last year. As a result, the firm was able to grow its market share from 5 per cent to 20 per cent in 2010.
This year, it expects that the new digital cameras will keep the company’s revenue growing and that the mirrorless-camera segment in Thailand is also growing rapidly.
“I think that the Thai market for digital cameras continues growing. Meanwhile, the price of digital cameras slid by around 10 per cent. That creates opportunity for customers to enjoy entertainment with high-quality pictures today,” Shimisu said.
Cherdpong Tantipoontam, manager of Sony Thai’s digital image product sales department, said the company expected revenue growth of about 10 per cent over last year. It expects to sell about 40,000 Handycams from a market total of about 100,000, about 300,000 compact cameras from a total market of about 1.3 million, and about 16,000 mirrorless cameras from a total market of about 30,000.
“I think that this year the price of digital cameras will drop because of a price war and many more competitors entering the market. As a result, prices will drop by about 10 per cent,” Cherdpong said.