Sony Middle East and Africa, a subsidiary of Sony Corporation, has announced a new addition to its full-frame mirrorless camera line-up, the a7R III (model ILCE-7RM3), at the recent Xposure International Photography Festival, in Sharjah, UAE.

The company also unveiled new additions to its flagship cameras including the ultra-compact, robust and waterproof RX0 (model name: DSC-RX0) and the latest model from the RX10 line – the RX10IV (model name: DSC-RX10M4), said a statement from the company.

Also added to Sony’s expanding full-frame E-mount lenses was also announced at the event, the FE 24-105mm F4 G OSS Standard Zoom (model SEL24105G), it said.

Sheikh Sultan bin Ahmed Al Qasimi, chairman of Sharjah Media Council, stressed the keenness of Xposure International Photography Festival to support the photography sector and everyone working in it.

Al Qasimi expressed his appreciation for Sony's selection of Xposure to showcase their new products and launch the latest of their Alpha line of cameras, together with new advanced lenses.

This, according to the chairman of Sharjah Media Council, reflects the world-renowned corporation’s confidence in the festival and its role in achieving the vision and objectives of major international companies.

Sheikh Sultan bin Ahmed Al Qasimi indicated that Sony tops the list of Xposure sponsors, asserting that the event’s sponsors and partners play a pivotal role in its success and achievement of its objectives.

The new a7RIII combines a high-resolution 42.4 MP1 back-illuminated Exmor R CMOS image sensor with impressive shooting speeds at up to 10 fps  with full AF/AE tracking, as well as beautiful image and 4K  video quality, wide 15-stop  dynamic range, high sensitivity with noise reduction of almost a full stop  and more.

With these immense capabilities and a compact, lightweight body, it is an extremely versatile tool for photographers, videographers, multi-media creators and all other professionals who demand reliability, flexibility and versatility.

Sony has also expanded the full-frame lens line-up with a new compact, lightweight FE 24-105mm F4 G OSS standard zoom covering wide-angle to mid-telephoto range. The new full-frame lens covers the commonly used 24 to 105mm focal length range, delivering outstanding G Lens imaging performance with the most lightweight design in its class1, maximising its versatility and usability.

The FE 24-105mm F4 G OSS can be used for versatile shooting such as landscape, portrait, wedding and so on. This lens also features fast, precise and quiet autofocus capabilities in both still and video shooting, making it an ideal complement to Sony’s extensive line-up of E-mount cameras. It delivers excellent corner-to-corner sharpness throughout the entirety of its zoom range, while also producing beautifully rendered ‘bokeh’ or background defocus at all focal lengths.

The RX0 model marries the leading-image quality of the Sony RX series with advanced photo and video capabilities, all compressed into a robust and ultra-compact body.

Designed to facilitate creative photographic and videographic expression beyond current limitations, the RX0 is equally adept at shooting still images, filming video or can be used as part of a multi-camera set-up to create an inspiring series of images, videos and super slow-motion footage from a multitude of different perspectives.

Its miniature dimensions and all-around versatility maximises freedom to tackle photographic and videographic challenges in new ways, with the assurance of high quality results.

Weighing just 110g and measuring 59mm x 40.5mm x 29.8mm (WxHxD), the RX0 can be used as a standalone camera for capturing photos or videos in any shooting conditions including rain, underwater, or in sandy or dusty environments and is equally adept, as a part of a multi-camera setup, to shoot subjects from a variety of different viewpoints.

Additionally, Sony expands its RX10 line with the latest RX10IV. Replacing the popular III, the new camera can deliver an unmatched combination of mobility and speed for imaging enthusiasts and professionals looking for the ultimate ‘all-in-one’ solution.

Like the RX10 III, the RX10IV is built around a dust and moisture-resistant DSLR-like body, with a fixed Zeiss lens that gives an effective focal length of 24-600mm (f/2.4-4). The camera features a 1.0-type 20.1MP Exmor RS CMOS sensor with DRAM chip along with a BIONZ-X image processor and front end LSI. It also comes with a high focusing speed of 0.03 seconds along with a 24-600mm Zeiss Vario-Sonar T zoom lens with f/2.4-4 aperture range.

Taro Kimura, managing director, Sony Middle East and Africa, said: “We are adding three new cameras that cater to different segments of the market. The Alpha 7R III is for the most demanding professional.”

“The rugged ultra-compact RX0 can be placed anywhere and connected in a series opening up infinite creative possibilities, The RX10 IV is a powerful all in one camera for the enthusiasts,” he said.

“The full frame camera market in UAE is growing by 14 per cent and we are contributing to this growth with its range of industry defining alpha cameras. We hope these new introductions will significantly enhance our customer offerings and help us to consolidate our market standing,” he added.

The new line of Sony cameras and lenses will be available at the Sony Store and at select authorised outlets in the UAE during the following time:

The Sony a7R III model will be available from December 13, and will cost Dh12,999 ($3,403.21), body only. The NP-FZ100 Battery worth Dh199 ($54.19) for pre-orders starting November 23 until December 12.

The Sony RX0 model has been available from November 16 at the promotional price of Dh2,799 ($762.13).

The Sony RX10 IV model was launched on November 9 at a promotional price of Dh 6,999 ($1,905.73) until December 3.

The SEL24105G model will be available from December 7, at the price of Dh5,499 ($1,497.30), it stated. – TradeArabia News Service