Jason Dunn
04-20-2006, 06:53 PM
<div class='os_post_top_link'><a href='http://www.popphoto.com/article.asp?section_id=5&article_id=1986' target='_blank'>http://www.popphoto.com/article.asp?section_id=5&article_id=1986</a><br /><br /></div><i>"Sony has established a new brand name for its DSLR cameras that will be launched worldwide this summer. Meaning “beginning” and “essential,” the symbol (pronounced alpha) embodies the spirit of Sony’s approach to the DSLR market. Under this sub-brand, Sony says they will produce a complete camera system of accessories and lenses to “enhance the enjoyment of photography.” The Sony alpha mount system of cameras, lenses and accessories will integrate advanced electromechanical technologies that are key to DSLR performance, the versatility of the well-established Maxxum lens mount system, plusSony’s knowledge in imaging devices and technologies. These include CCD and CMOS imaging sensors, as well as other image processing technologies, in addition to overall product miniaturization. Photographers and consumers who have already made investments in many of Konica-Minolta’s lenses and accessories will be able to take full advantage of Sony’s new DSLR cameras."</i><br /><br />So <i>this</i> is what Sony is up to with their acquisition of the Konica-Minolta. It's not a surprising move, but I do wonder what type of headway Sony can make against the 800 pound gorillas that are Nikon and Canon in the DSLR space.