Sony Focuses on Global Digital SLR Market

08 June 2006

Sony Corporation on Tuesday introduced its first digital single-lens reflex camera - thereby plunging headlong into the high-growth global market presently dominated by Japanese compatriots Canon and Nikon.

Sony's new baby - the 10.2-megapixel Alpha DSLR A100 - will cost in the region of ¥100,000 ($822; €689; £475) and is expected to hit the shelves in its home country on July21.

This object of desire can be accessorized by twenty-one interchangeable lenses, including three high-end products supplied by German partner Carl Zeiss.

Sony is projecting worldwide sales of 500,000 units in the first year and expects to seize a 10% share of the global digital SLR camera market.

Data sourced from Asahi Shimbun Online; additional content by WARC staff