Sony Middle East and Africa has announced an impressive addition to its full-frame mirrorless camera line-up, the a7R III (model ILCE-7RM3) in Bahrain.

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

A new addition to Sony’s expanding full-frame E-mount lenses was also launched, the FE 24-105mm F4 G OSS Standard Zoom (model: SEL24105G), it said.

Taro Kimura, managing director, Sony Middle East and Africa, said: “Sony is leading innovations in professional photography and videography by delivering new imaging experiences which have never before existed.”

“Today we are adding three new cameras that cater to different segments of the market. The Alpha 7R III is for the most demanding professional,” he said.

“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 added.

“The full frame market in UAE is growing by 14 % and Sony has a 33% share of this market which is expected to increase to 41% in 2018. We hope these new introductions will significantly enhance our customer offerings and help us to consolidate our market standing,” concluded Kimura.

The Alpha 7R III is an evolutionary leap in image processing power and efficiency, it 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.

The a7RIII sports an updated Bionz X image processor that boosts processing speed approximately 1.8 times faster than its predecessor, achieving nearly twice the burst shooting speeds compared to 10 fps2, with full autofocus when using the mechanical shutter or the electronic shutter.

The maximum ISO has also enabled its impressive ISO range of 100 - 32000 (expandable to ISO 50 – 102400 for still images) and massive 15-stop4 dynamic range at low sensitivity settings.

The new mirrorless camera is equipped with an innovative five-axis optical image stabilisation system that has been fine-tuned to support its high-resolution shooting capacity, resulting in a 5.5 step  shutter speed advantage, the world’s highest  compensation performance for an image stabilisation system.

Offering a new software suit called ‘Imaging Edge’, the a7RIII extends creative capabilities for pre and post processing work, like live-view PC remote shooting and RAW development.

The RX0 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 model 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.

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.

The Sony a7R III model is available for BD1,249.90 (body only) ($3,315.03); the Sony RX0 retails for BD279.90 ($742.36); the Sony RX10 IV is available for BD699.90 ($1,856.30). – TradeArabia News Service