Sony Announces New Brand for DSLR Cameras

April 21, 2006: Sony will use the Greek letter alpha (shown right) as the brand name for its soon-to-be-released digital SLR camera system.
As the first letter in the Greek alphabet, alpha suggests both “beginning” and “essential”, according to a company press release. Another reason for using the symbol is that Minolta’s SLR cameras were marketed in Asia under the Alpha brand. The symbol was also used by Minolta to designate its SLR lens mount, which Sony has acquired the right to use with its recent take-over of Konica Minolta Photo Imaging technology. The alpha brand will bring together proprietary mechanical and electronics technologies from both companies to produce DSLR cameras based on the Maxxum/Dynax lens mount system, with Sony’s technology and device know-how developed from its video camera and compact digital still camera line-up. Sony’s expertise includes CCD and CMOS imaging sensors, image processing technologies and technologies to achieve compact and light camera designs.
The release adds: “Under this brand, Sony will aggressively produce a range of attractive camera models that will truly enhance customers’ enjoyment of photography.” A website for the new ” brand will launch on 27 April at http://www.sony.com.au/dslr/. Its content will be updated as new information is released to establish closer communication with customers. The first camera is due for release through selected Australian retailers around mid-year. Sony is already handling support and repair service for existing Konica Minolta digital and film cameras and related lenses and accessories through its Australian service facilities.