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Sony digital cameras at PMA

Mark Peters
PMA 2018 Report
Tuesday 10th, March 2009
Posted by: Mark Peters

In the spacious Sony booth, the entire assortment of digital imaging products is shown in all its aspects. The entire Sony Alpha digital SLR camera line was presented and consumers eagerly took the opportunity to try out the Alpha DSLR for themselves. Still, I have the impression that there's a vast difference in the way Sony attracted the attention with DSLR cameras exactly a year ago, compared to today. One way or another, it seems to me that the plan to position the Alpha DSLR and in particular the higher assortment (Alpha 900 and 700) in the current market as they are now, was not entirely successful.

Sony digital cameras

Sony Alpha lenses
The professional appearance of the Alpha 900, the specifications and the extensive portfolio of lenses, do seem to lack a user, an obvious target group. The product may be launched into the market and available, still the Sony Alpha 900 should be able to know which status it is demanding; there should be a service plan, a system that you as a user will join. A full package with you as a user to stand behind the product and show it, however; Sony does not really demonstrate this at the PMA 2009 show. There are no convincing demonstrations by professional photographers and there are no beautifully enlarged pictures to show the convincing power of a high resolution DSLR. That is to say; I wasn't aware of it and I can't get around the feeling that the powerful tide wave Sony stirred up last year, turned into a couple of tiny wrinkles in the water.

Sony digital cameras - CyberShot models
As for attention, it seems to be a different call for the CyberShot line at the PMA 2009. The well-known Cybershot W-series of cameras has been updated, and in addition to a resolution boost, the cameras have also received nice, new, and fresh colors and are able to last another season. The new Sony CyberShot H20 is an extremely compact Megazoom camera with a 10x optical zoom, which keeps the brand neatly in pace with the competition.

Sony digital cameras

Sony CyberShot HX1 Megazoom camera
It's a different story for one of the highlights of the show; the Sony Cybershot DSC-HX1. This is a Megazoom camera with an impressive focal range of 20x zoom and a fast 9 Megapixel CMOS sensor. At first sight, the Sony HX1 seems to be a Megazoom as we have seen many times before over the past period of time. However, with a quick glance at the specifications, there's more to it than we thought. It is admirable that Sony left it at 9 Megapixels for the Sony Cybershot HX1. In addition, the speed of the action pictures is impressive at the very least. By using a mechanical shutter and a fast CMOS sensor, among other things, a speed of no less than 10 frames per seconds is reached.

Sony DSC-HX1 digital camera features
In addition, the Sony CyberShot H1 provides High Definition video and stereo sound both for capture and play. However, the most striking feature is the so-called Sweep Panorama technology. We know all about the Stitch functions found on compact cameras by now. Some pictures are more or less automatically 'stitched' together in order to provide one landscape picture. Personally, I have never found this feature very convincing or user-friendly. Sony's new Sweep Panorama is likely to change this!

Sony digital cameras

Sony HX1 includes a Sweep Panorama technology
The Sweep Panorama technology enables shooting several high resolution pictures sequentially to come to 224˚ horizontally and to 154˚ vertically with a maximum resolution of 7152x1080 pixels, which is unprecedented. To see it, is to believe it, so as soon as the first Sony Cybershot DSC-HX1 cameras appear in the shops, you will have to try this function!

New Sony digital cameras
Sony CyberShot DSC-HX1
Sony Cybershot DSC-T900
Sony Cybershot DSC-T90
Sony Cybershot DSC-W290
Sony Cybershot DSC-W270
Sony Cybershot DSC-W230
Sony Cybershot DSC-H20
Sony Cybershot DSC-S980
Sony Cybershot DSC-S930
Sony camera accessories

Sony digital cameras

PMA 2009 Booths - Digital Camera Manufacturers
Canon cameras
Casio cameras
Fujifilm cameras
Kodak cameras
Nikon cameras
Olympus cameras
Panasonic cameras
Pentax cameras
Samsung cameras
Sony cameras

Sony digital cameras

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The PMA show, or Photo Marketing Association, continues its yearly tradition of maintaining a network of photo imaging as well as the experience and know-how of the industry. The PMA represents 20,000 members from over 100 countries, who are all active within the imaging industry. As a reflection of the changes in the market, the PMA organization has also changed and has become more diverse. Nowadays, the member group consists of representatives coming from photo retail, manufacturers, commercial photo labs, professional sports and news photography, in addition to small album print suppliers and photo processing centers. The PMA 2012 Trade show focuses on an industry which is heavily affected by the unstable situation of the global financial economy. However, whether the latter will also stand in the way of the innovation and product introductions, remains to be revealed by the PMA International Convention & Trade Show in Anaheim Convention Center (California, US).