Sony’s Cyber-shot RX100 Offers SLR Quality Images in a Pocket-Sized Camera

Travelling light doesn’t mean compromising on picture quality with the new Cyber-shot™ DSC-RX100 camera

Dubai-UAE: 22 December, 2012 – Sony, the leading consumer electronics brand, has launched the Cyber-shot RX100, featuring a host of powerful features packaged into sleek, compact aluminium body.

Sleekly crafted in aluminium for strength, lightness and luxurious looks, the RX100 inherits many advanced imaging features from Sony’s Alpha ‘α’ range of A-mount and E-mount camera families. An accomplished partner for travel, portrait or street photography, with impressive picture quality and intuitive, comfortable control options, the RX100 is ideal as a step-up from point-and-shoot cameras. This camera features the world’s first 1.0-type EXMOR CMOS sensor with a resolution of 20.2 effective megapixels and a bright F1.8 lens making it the perfect compact, pocket-sized second camera for enthusiasts who want to capture pristine stills with refined defocus effect and Full HD video while on the move.

Specially developed by Sony, the sensor has an area that is around four times larger than the 1/2.3-type imager in regular point-and-shoot cameras. Capturing far more light than small-sensor cameras, it is the key to beautiful, detail packed images and Full HD movie clips with very low noise.

Similar to high-performance D-SLR optics, the lens features seven-bladed circular apertures. This makes it easy to produce pro-style ‘defocus’ effects, with subjects in sharp focus against a smoothly-blurred background. The lens is also equipped with an Advanced Aspherical (AA) glass element that contributes to the camera’s extremely compact dimensions without sacrificing optical performance or resolution.

Complementing the 1.0-type sensor and lens, the BIONZ image processor maximises shooting responses while assuring exceptionally clean, natural images. It also extends image sensitivity, allowing clear handheld images in dim light. Speedy burst shooting at up to 10 frames per second (full-resolution) makes grabbing split-second photo opportunities easy, while the high-speed autofocus locks onto the target in as little as 0.13 seconds.

Experienced photo enthusiasts will appreciate the unique Control Ring that surrounds the lens body. Allowing smooth, fingertip adjustment of exposure, zoom, Picture Effect and other functions, it makes versatile D-SLR-style creative control over the image easily accessible.

It is also easy to fine-tune images with a wide range of manual adjustments, whether shooting stills or Full HD video.

Similar to a D-SLR camera, there is a choice of auto and manual focus modes for even greater control over the image. The camera offers artistic options to expand shooting possibilities for enthusiasts and novice photographers alike. Fine tuning the look of the image is made easy with a choice of six Creative Styles to suit the scene or the user’s personal preference. Picture Effect offers an inspiring choice of ‘in camera’ effects that can be previewed on the LCD screen, including Toy Camera, Partial Colour, Pop Colour, HDR Painting, Miniature, Illustration, Watercolour and Other (Note: real-time preview is not available with all Picture Effect settings).

Shared with the latest Alpha ‘α’ range of A-mount and E-mount cameras, Auto Portrait Framing makes it simple to capture personality-packed photos of family and friends. The Cyber-shot™ RX100 does all the hard work, automatically detecting faces and cropping the scene to create tighter, pro-style compositions without sacrificing pixel count.

The new Cyber-shot™ RX100 digital compact camera is currently available across Jumbo Electronics showrooms and other leading electronics retailers in the UAE.

About make.believe
“make.believe” (make dot believe) is a Group-wide brand message that unites Sony’s communications initiatives across electronics, games, movies, music, mobile phones and network services. “make.believe” symbolizes the spirit of Sony – the power of creativity, the ability to turn ideas into reality and the belief that anything you can imagine, you can make real.
About Sony Middle East and Africa

Sony Middle East and Africa FZE is a 100% subsidiary of Sony Corporation and is the regional headquarters for the Middle East and Africa regions. The company is engaged in the business of Sony Consumer Electronics, VAIO laptop computers, Computer Peripherals, Data media, Recording Media and Energy (Batteries), Mobile Electronics (Car Audio) and Computer Entertainment (PlayStation) products in more than 40 countries in the region.

Apart from stock operations in the Jebel Ali Free Zone Establishment in Dubai, Sony Middle East and Africa leads execution of various logistics, sales, marketing, advertising and customer services activities through its business partners and representative offices. A representative office in Kenya and Pakistan, in addition to 497 accredited third party service centers reinforces Sony’s presence in key markets in the region.