Fifty One East, Sony launch new interchangeable lens cameras, Alpha SLT-A99, NEX-5R, NEX-6

Benefitting from Sony's deep heritage in the digital imaging segment, the new cameras feature extraordinary quality and creative flexibility and reaffirms Sony's commitment to offering excellence in performance and design.

The cameras are now available for all photography enthusiasts at Fifty One East outlets located in Al Maha centre, City Centre Doha, Lagoona Mall and Virgin Megastores at Landmark and Villaggio malls.

A representative from Fifty One East said, "Sony's new cameras translate our commitment to provide the serious and professional photography community with products that are second to none. Sony is a true technology leader with products that are cutting-edge, innovative and reliable and it is the perfect brand to partner with to support photographers with an inspiring experience that adds to their creative work a lot of edge."

Hiroyasu Sugiyama, Managing Director, Sony Middle East and Africa, said, "The new Alpha A99 camera is the ultimate combination of Sony's expertise and rich history of image sensor production coupled with our truly innovative approach to camera design. It redefines what can be accomplished with a full frame professional camera."

"And with the NEX-5R and NEX-6, we are revolutionizing the world of compact system cameras by bringing a full DSLR experience - fast focus, enhanced control and an "eye-level" shooting style - to consumers in compact size. Add the convenience of Wi-Fi connectivity and it becomes a truly compelling product unlike anything else in market today. It's the perfect balance of size, performance and quality," added Sugiyama.

Showcasing its commitment to inspire and support photographers through the power of imaging, the launch of the new cameras comes on the back of Sony's partnership with Gulf Photo Plus for the FOTOWEEKEND 2012 that which ran from 7-10 November.

Sugiyama added, "Digital imaging will be one of Sony's core businesses and a very significant portion of our R & D investments have been allocated to developing unique Sony - only technologies in the fields of Signal Processing, Image Sensors & Lenses. These new Sony technologies have brought about a paradigm shift in the world of Consumer & Professional imaging."

Renowned photographer David Nightingale unveiled the Alpha SLT-A99, while Lebanese singing sensation and Alpha NEX ambassador Maya Diab unveiled the NEX-5R. During the unveiling ceremony, David Nightingale shared his personal experience with the Alpha A99. In addition to highlighting the handiest features of the camera, he also exhibited a selection of photographs that he captured using the Alpha A99.

Full-frame Alpha SLT-A99

The A99 allows serious photographers to explore the creative possibilities of full-frame imaging and the responsiveness of Translucent Mirror Technology. The eagerly awaited successor to the flagship Sony Alpha A900 DSLR, the new A99 is the first camera with Translucent Mirror Technology from Sony to feature a full-frame 35mm image sensor. Translucent Mirror Technology is an innovative optical system that opens up dramatic new shooting possibilities such as high speed shooting and quick auto-focus. Ruggedly built to cope with tough assignments, the A99 sets new standards of imaging performance, creative options, user-focused ergonomics and reliability to satisfy demanding enthusiasts.

The A99 also debuts an advanced new AF-D continuous autofocus mode that is supremely effective with moving subjects. The 19-point AF system provides reliable depth focusing information. It is complemented by the 102-point multi-point focal plane phase-detection AF sensor to seamlessly manage subjects traversing the focal plane.

Unique to the A99, a newly developed full-frame EXMOR CMOS sensor with 24.3 effective megapixels is teamed with a highly advanced BIONZ image processing engine. This powerful sensor/processor combination guarantees ultimate image quality which never goes out of focus.

NEX-5R & NEX-6 Compact, interchangeable lens System Cameras

Sony's acclaimed NEX compact system camera range continues to expand with the enthusiast-focused NEX-5R and NEX-6. Packing the imaging quality and responses of a DSLR into compact mirror-less camera, these models offers the benefits of DSLR-quality imaging with less to carry. Both the models feature a resolution of 16.1 megapixels, an APS-C image sensor in the ultra-compact body and a new, fast, hybrid autofocus system, enabling users to catch precious moments in DSLR quality.

In a first for compact interchangeable lens cameras by Sony, Fast Hybrid Auto Focus (AF) combines phase and contrast detection autofocus methods to suit the demands of any shooting situation. First, phase-detection AF quickly detects subject distance; then contrast-detection activates to confirm extremely fine, precise focus, enabling DSLR-like focusing responses when capturing fast moving action and high-speed burst shooting at up to 10 frames per second. The NEX-5R and NEX-6 feature built-in Wi-Fi support for transferring photos directly to smartphones and tablet PCs.

Additionally, the NEX 6 sports a built in view finder, mode dial and a multi-interface shoe giving intuitive DSLR-like operability.