At an announcement in Berlin, Sony made a strong move into the D-SLR (digital single lens reflex) camera market with the global launch of a new photographic sub-brand.
The brand name is α, or "alpha," the first letter of the Greek alphabet. Sony says it will use the new brand to take photographic enthusiasts to the next level innovative D-SLR cameras, as well as interchangeable lenses and accessories. Sony says camera products marketed under the brand will draw on its consumer electronics heritage, product miniaturization skills and digital imaging expertise. The cameras will also feature a lens mounting system developed by Konica Minolta for its Maxxum/Dynax series SLR cameras.
The brand also differentiates the D-SLR line-up from Sony's successful Cyber-shot(TM) compact digital stills camera brand. Cyber-shot products will continue to be marketed by Sony under the two distinct brands.
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