New flagship Sony cameras to debut at the first Xposure International Photography Festival in Sharjah

Press release
Published October 11th, 2016 - 08:01 GMT
Sony α99
Sony α99

Sony Middle East and Africa will unveil a new range of its flagship cameras at the first edition of Xposure International Photography Festival happening at Sharjah Expo Centre from 12-15 October 2016.

Visitors will be able to experience exclusively the new α99 II, the A-mount interchangeable lens camera; the APS-C sensor camera α6500; and the latest addition to the range of Sony ActionCams. At the four-day show, Sony is reinforcing its commitment to support local talent in the world of photography by empowering them with the tools and know-how to compete against the best photographers in the world through a series of free seminars by experts. Sony will also provide complimentary sensor cleaning for Sony cameras and lenses to visitors.

“The UAE is an important market for Sony and as a testament of our objective to redefine the boundaries of photography, we are exclusively showcasing the latest of our flagship cameras to the local market following the recent launch in the US. Xposure International Photography Festival is the perfect venue to reach out to photographers and photo enthusiasts in the UAE and offer them the best photography technologies from Sony,” said Mr Yuji Toyozumi, Head of Digital Imaging, Sony Middle East and Africa.

Redefining Autofocus with the new α99 II

The successor to the highly acclaimed α99, the new α99 II is making a UAE debut at the event. Targeted at sports and wildlife photographers, the α99 II incorporates Sony’s unique technology in interchangeable lens cameras. Combining the best of Sony’s latest digital imaging innovations, the new α99 II is packed with the new Hybrid Phase Detection AF system that combines a precision 79-point dedicated phase detection AF sensor with 399 focal plane phase detection. 

The α99 II implements 4D Focus technology for the first time and the Translucent Mirror Technology™ (TMT) that allows continuous AF operation while the finder image remains unaffected during any type of shooting, including live view and movie recording.

The α99 II has a unique combination of 42.4 megapixels resolution and a 12 fps RAW shooting speed with continuous AF and exposure. With a max 102,400 ISO and new 5-axis stabilisation system for low light shooting, the α99 II is also well suited for video, allowing full-frame 4K recording at 30 fps max.

All-Around Performance from the new α6500 Camera

Sony will also showcase the new flagship APS-C sensor camera, the α6500 (model ILCE-6500), at the event. The mirrorless camera α6500 shares the same unrivalled 4D Focus system that can lock focus on a subject in as little as 0.05 seconds. The camera’s 425 phase detection AF points can shoot images at up to 11 frames per second with continuous autofocus. 

The α6500 is also packed with 5-axis image stabilisation, a first for a Sony APS-C sensor camera, ensuring that the full resolving power of the sensor can be realised, even in challenging lighting conditions. It comes equipped with touch screen functionality, allowing users to lock focus on a subject simply by touching it on the screen.

Fast focusing, fast shooting with new Cyber-shot RX100 V

Sony expands the popular Cyber-shot RX100 series of compact cameras with the launch of the RX100 V (model DSC-RX100M5). Bringing a new level of AF performance and speed to today’s compact camera market, driven by a 20.1-megapixel 1-inch sensor and an autofocus system, the RX100 V is equipped with a Fast Hybrid AF system shooting 24 frames per second.  

The RX100 V is packed with a newly developed 1.0-type stacked Exmor RS™ CMOS sensor with a DRAM chip, a ZEISS® Vario-Sonnar T* 24-70 mm5 F1.8 – 2.8 large aperture lens and an enhanced image processing system with a new front-end LSI chip that maximizes processing speed, expands the memory buffer and optimizes image quality, in particular at high ISO settings. With a 4K video recording, the RX100 V features a Fast Hybrid AF system that combines the respective advantages of focal-plane phase detection AF.

Handycam and New Sony ActionCam

Other products that will be displayed include the Sony 4K-Handycam range with Exmor R CMOS sensor, 4K Ultra HD recording and balanced optical steady shot. Meanwhile, visitors who are passionate about sports, adventure and nature will be treated to the all-new 4K Action Cam and Full HD Action Cam that bring together all of Sony’s imaging expertise to deliver a great video experience.

The new 4K FDR-X3000R and full HD HDR-AS300R Action Cams contain a wealth of technologies that have never been seen in POV cameras. With the inclusion of Sony’s patented B.O.SS (Balance Optical Steady Shot) technology into the new Action Cam models for better image stabilisation and is available in 4K and high speed recording modes. The new models come supplied with Sony’s latest Live-View Remote with the ability to control shooting settings including power on/off and start/stop recording, without having to touch the camera at all. 

Product Availability and Prices

The new line of Sony cameras will be available at Sony Store and selected authorised outlets from the following time:




UAE Retail Prices

Sony α99 II

End December

AED 11,499 (body only) 

Sony α6500

Beginning January 2017

AED 5,499 (body only)  

Sony Cyber-shot RX100 M5 

Beginning November

AED  3,999 


End October

AED 2,099  



AED 1,599

Enhance your photography skills with Sony Seminars

Xposure visitors will have the opportunity to enhance their shooting skills by attending the seminars provided by Abdel Rahman Gabr and Bjoern Lauen at the Sony seminar area during the Festival. Both industry experts will share in-depth analysis and technical tips for photographers. Abdel Rahman Gabr will be talking about ‘Timeless Imagery’ during a one hour session at 3:15 PM on 15th October at the Xposure Auditorium.

2017 Sony World Photography Awards

Sony will also display 15 images from the Middle East region that were part of the Sony World Photography Awards 2016. Interested visitors and photographers can enquire at Sony stand regarding the 2017 edition of the Sony World Photography Awards. Photographers can enter their best images shot in 2016 across the awards’ Professional, Open, Youth, National Award, and Student Focus competitions. 

For the first time, interested participants from the UAE can enter in the National Awards competition by registering at the local microsite for National Awards:  

Background Information


In 1946, Tokyo Tsushin Kogyo K.K. (Tokyo Telecommunications Engineering Corporation, the predecessor of Sony) 
started as a small company with capital of just 190,000 yen and approximately 20 employees.
Founder Masaru Ibuka said the purpose of setting up the company was to "establish an ideal factory 
that stresses a spirit of freedom and open mindedness that will, through technology, contribute to Japanese culture." 
Symbolizing Sony's spirit of challenge to "do what has never been done before," 
the company has continued to release countless "Japan's first" and "world's first" products.

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