Sony MEA Unveils Industry Defining Cameras and New Lens at Xposure International Photography Festival 2017

Press release
Published November 23rd, 2017 - 11:27 GMT
The Alpha 7R III is for the most demanding professional.
The Alpha 7R III is for the most demanding professional.

Sony Middle East and Africa today announced an impressive addition to their full-frame mirrorless camera line-up, the α7R III (model ILCE-7RM3) at the second edition of the prestigious Xposure International Photography Festival that is underway at the Sharjah Expo Centre from 22-25 November 2017. 

The company also unveiled new additions to its flagship cameras including the ultra-compact, robust and waterproof RX0 (model name: DSC-RX0) and the latest model from the RX10 line – the RX10IV (model name: DSC-RX10M4). A new addition to Sony’s expanding full-frame E-mount lenses was also announced at the event, the FE 24-105mm F4 G OSS Standard Zoom (model SEL24105G). 

Sheikh Sultan bin Ahmed Al Qasimi, Chairman of Sharjah Media Council, stressed the keenness of Xposure International Photography Festival to support the photography sector and everyone working in it. Sheikh Sultan bin Ahmed Al Qasimi expressed his appreciation for Sony's selection of Xposure to showcase their new products and launch the latest of their Alpha line of cameras, together with new advanced lenses. This, according to the Chairman of Sharjah Media Council, reflects the world-renowned Corporation’s confidence in the Festival and its role in achieving the vision and objectives of major international companies. Sheikh Sultan bin Ahmed Al Qasimi indicated that Sony tops the list of Xposure sponsors, asserting that the event’s sponsors and partners play a pivotal role in its success and achievement of its objectives. 

“Sony is leading innovations in professional photography and videography by delivering new imaging experiences which have never before existed.  Today we are adding 3 new cameras that cater to different segments of the market. The Alpha 7R III is for the most demanding professional.  The rugged ultra-compact RX0 can be placed anywhere and connected in a series opening up infinite creative possibilities, The RX10 IV is a powerful all in one camera for the enthusiasts,” said Taro Kimura, Managing Director, Sony Middle East and Africa. “The full frame camera market in UAE is growing by 14 % and Sony is contributing to this growth with its range of industry defining Alpha cameras. We hope these new introductions will significantly enhance our customer offerings and help us to consolidate our market standing,” added Kimura. 

Alpha 7R III 

An evolutionary leap in image processing power and efficiency, the new α7RIII combines a high-resolution 42.4 MP1 back-illuminated Exmor R CMOS image sensor with impressive shooting speeds at up to 10 fps with full AF/AE tracking, as well as beautiful image and 4K video quality, wide 15-stop dynamic range, high sensitivity with noise reduction of almost a full stop and more. With these immense capabilities and a compact, lightweight body, it is an extremely versatile tool for photographers, videographers, multi-media creators and all other professionals who demand reliability, flexibility and versatility. 

A New Level of Image Quality

The α7RIII sports an updated BIONZ X™ image processor that boosts processing speed approximately 1.8 times faster than its predecessor, achieving nearly twice the burst shooting speeds compared to 10 fps2, with full autofocus when using the mechanical shutter or the electronic shutter. The maximum ISO has also enabled its impressive ISO range of 100 - 32000 (expandable to ISO 50 – 102400 for still images) and massive 15-stop4 dynamic range at low sensitivity settings.


The new mirrorless camera is equipped with an innovative 5-axis optical image stabilization system that has been fine-tuned to support its high-resolution shooting capacity, resulting in a 5.5 step shutter speed advantage, the world’s highest compensation performance for an image stabilization system. Offering a new software suit called ‘Imaging Edge’, the α7RIII extends creative capabilities for pre and post processing work, like live-view PC remote shooting and RAW development. 

Pixel Shift Multi Shooting is a new feature that will debut with the α7RIII, which shifts the sensor in 1-pixel increments to capture four separate pixel-shifted images. These four images can be composited together and processed utilising the new Imaging Edge software suite. Other improvements include a higher resolution OLED electronic viewfinder (EVF), dual SD card slots (for UHS-II and UHS-I cards) and USB Type-C (USB 3.1, Gen1) port. 

Additional improvements in focusing flexibility include AF availability in Focus Magnifier mode, focal-plane phase-detection AF support when using A-mount lenses[7], an ‘AF On’ button, a multi-selector or ‘joystick’ for moving focusing points quickly, flexible touch focus functionality, and a 3-inch touchscreen for touch focus. The α7RIII is capable of shooting 4K video and offering 4K (3840x2160 pixels) video recording across the full width of the full-frame image sensor. When shooting in Super 35mm format, the camera uses full pixel readout without pixel binning to collect 5K[8] of information, oversampling it to produce high quality 4K footage with exceptional detail and depth.  It also records HLG (Hybrid Log Gamma)[9] metadata, which allows HLG compatible HDR displays to accurately display the footage without needing any post processing. High framerate shooting is also present at 1080p 120fp.

FE 24-105mm - High Optical Performance and Outstanding Resolution

Sony has also expanded the full-frame lens line-up with a new compact, lightweight FE 24-105mm F4 G OSS standard zoom covering wide-angle to mid-telephoto range. The new full-frame lens covers the commonly used 24 to 105mm focal length range, delivering outstanding G Lens™ imaging performance with the most lightweight design in its class1, maximizing its versatility and usability.

The FE 24-105mm F4 G OSS can be used for versatile shooting such as landscape, portrait, wedding and so on.  This lens also features fast, precise and quiet autofocus capabilities in both still and video shooting, making it an ideal complement to Sony’s extensive line-up of E-mount cameras. It delivers excellent corner-to-corner sharpness throughout the entirety of its zoom range, while also producing beautifully rendered ‘bokeh’ or background defocus at all focal lengths.

RX0 - An all new type of camera

The RX0 marries the leading-image quality of the Sony RX series with advanced photo and video capabilities, all compressed into a robust and ultra-compact body. Designed to facilitate creative photographic and videographic expression beyond current limitations, the RX0 is equally adept at shooting still images, filming video or can be used as part of a multi-camera set-up to create an inspiring series of images, videos and super slow-motion footage from a multitude of different perspectives. Its miniature dimensions and all-around versatility maximises freedom to tackle photographic and videographic challenges in new ways, with the assurance of high quality results. 

Weighing just 110g and measuring 59mm x 40.5mm x 29.8mm (WxHxD), the RX0 can be used as a standalone camera for capturing photos or videos in any shooting conditions including rain, underwater, or in sandy or dusty environments and is equally adept, as a part of a multi-camera setup, to shoot subjects from a variety of different viewpoints.

The RX0 is packed with advanced Sony technology and features a 1.0-type stacked 15.3MP Exmor RSCMOS image sensor, BIONZ X® processor and a wide-angle ZEISS® Tessar T* 24mm F4 fixed lens to deliver high resolution and less distortion results for both RAW and JPEG stills across all supported video formats. It has an Anti-Distortion Shutter of up to 1/32000 second and can shoot at up to 16fps, meaning that even fast-moving objects are beautifully and accurately rendered.

The RX0 is waterproof at depths of up to 10 metres and when used with the new MPK-HSR Housing, can be used at a staggering 100 metres depth. It is shockproof when dropped from up to 2 metres and crushproof to 200kgf / 2000N, making it durable enough to withstand shooting in difficult situations where traditional cameras simply cannot go. Users can now produce content that has previously not been possible and rainy, sandy and space-limited or dusty environments are no longer a barrier.

RX10 IV - A Bridge Camera that's Big on Speed

Sony expands its RX10 line with the latest RX10IV. Replacing the popular III, the new camera can deliver an unmatched combination of mobility and speed for imaging enthusiasts and professionals looking for the ultimate ‘all-in-one’ solution.

Like the RX10 III, the RX10IV is built around a dust and moisture-resistant DSLR-like body, with a fixed Zeiss lens that gives an effective focal length of 24-600mm (f/2.4-4). The camera features a 1.0-type 20.1MP Exmor RS CMOS sensor with DRAM chip along with a BIONZ-X image processor and front end LSI. It also comes with a high focusing speed of 0.03 seconds along with a 24-600mm Zeiss Vario-Sonar T zoom lens with f/2.4-4 aperture range. 

The lens also has built-in Optical SteadyShot image stabilization that helps to reduce camera shake and image blur. It is equipped with high density tracking AF technology that improves tracking and focus accuracy. The camera also comes with a fast hybrid AF system with 315 phase-detection AF points that offer continuous high speed shooting at up to 24fps with full AF/AE tracking. With this, the camera can buffer up to 249 images at a time. The EVF display lag during continuous shooting has also been reduced. 

Apart from this, users can now see the continuously shot images in groups instead of individual shots. Built-in image stabilisation gives 4.5-stops of compensation, so photographers will be able to keep shooting in low light conditions without the risk of camera shake. The RX10 IV also boasts a high maximum shutter speed of 1/32000sec. The 3-inch LCD can be tilted offering a resolution of 2350k-dot and is touch-sensitive, so the shutter can be triggered by simply pressing the screen.

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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