Sony hopes to dominate with its alpha camera

It aims for at least 10% of the DSLR camera's global market share

SONY launched its latest digital single lens reflex (DSLR) camera yesterday and revealed that it is bent on capturing at least 10 per cent of the global market share for such cameras.

Speaking to Today at the launch of the Sony 12.24-megapixel 700 DSLR, Mr Keiichi Ishizuka, deputy senior general manager of Sony's digital imaging business group, said: "We've only been doing this for a year but we hope to differentiate ourselves from others by making it uniquely Sony and well-integrated with the rest of our product line-up. We're aiming for at least 10 per cent of the market."

During the launch, held at My Humble House restaurant at The Esplanade Mall, guests were invited to try out the new cameras by taking pictures of three chefs who were preparing several dishes right before their eyes, including one who carved a watermelon (picture).

To date, the company's debut product � the 100 launched a year ago � has sold over 500,000 units worldwide, said Mr Ishizuka, who is in charge of DSLR development at Sony.

Sony is in partnership with Konica Minolta to jointly develop DSLRs. "Konica Minolta are good in autofocus and auto-exposure technologies respectively � something they've gained from their film camera business. Sony's strength lies in camera sensors and digital processing chips," he said.

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