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Sony Thai strengthens leadership position in camera market Launching brand new Alpha NEX-5 and Alpha NEX-3,

8 Jun 10 - By l

Spearheading growth in Sony?s digital imaging business


Sony Thai Limited today fortified its Digital Imaging Business with the introduction of the Sony Alpha NEX-5 and Alpha NEX-3, the world first ultra-compact, interchangeable lens system digital camera, to the Thai market. This latest addition to a portfolio of Sony Alpha DSLR cameras will help reaffirm Sony?s strong leadership position in the digital camera market and is anticipated to drive market share up to more than 30 per cent by the end of 2010. In response to increasing market demand, the innovative photographic devices aim to reach into new market frontiers of amateur and professional photographers.

Mr Toru Katsumoto, Senior General Manager, Personal Imaging & Sound Business Group, Sony Corporation said, ?With the ever changing digital camera landscape, users are demanding a high efficiency digital camera that can serve their work and lifestyle needs. Thus, Sony foresees signficant business opportunities and growth in both the DSC and DSLR segments, which are increasingly merging together. We believe that the new interchangeable lens Sony Alpha NEX Series digital cameras introduced today will be the best answer to serve this emerging market. In addition, the key concept behind the Alpha NEX-5 and Alpha NEX-3 is to combine the advantages of image quality and power of expression of a DSLR, with the portability and ultra-compact design of a digital compact camera.?

Mr Yoshimichi Kanou, Managing Director, Sony technology (Thailand) Limited said, ?Sony Technology?s Ayutthaya Technology Centre is our forefront manufacturing facility for the Sony Alpha D-SLR cameras serving local and international demands. Like its predecessors, the Alpha NEX Series digital cameras will be made here, using an innovative manufacturing procedure and cutting-edge technology in line with other Sony manufacturing facilities worldwide, where all Sony Alpha cameras are built with non-toxic and environmental-friendly materials.?


Mr Yoji Higashida, Senior Director, Planning and Business Operation Division, Sony Thai Limited revealed the company?s latest marketing strategy that, ?Sony Thai?s Digital Imaging Business comprises of three product categories including Cyber-shot, Alpha D-SLR and Handycam. Currently we are posting 29 per cent market share in the Digital Imaging market, and the introduction of the Alpha NEX Series digital cameras will help to increase our market share to more than 30 per cent by the end of this year, reaffirming Sony?s longstanding the leadership position in Thailand.

The Alpha NEX series of digital cameras will be attractive choices for many customers who are still hesitate to buy their first D-SLR camera due to concerns about the size, complexity of usage and high price. Both Alpha NEX-5 and Alpha NEX-3 will break frontiers and reach into wider target markets with outstanding features, ease-of-use and professional and uncompromising capability, as well as stylish form-factor design that speaks well to both work and lifestyle needs. We believe that the Alpha NEX Series digital camera will be able to respond to both compact and D-SLR camera users. They will suit both tech savvies and first-time buyers looking to begin their photographic journey with a camera that comes with style and uncompromising quality. Moreover, we plan to launch an HD Handycam equipped with an interchangeable lens system, which will further strengthen Sony?s presence in the Digital Imaging market in Thailand.?

Coinciding with the launch of Sony?s Alpha NEX Series digital cameras, Sony will also conduct active 360? integrated marketing activities covering both Above the Line and Below the Line, including innovative online activities, in order to communicate directly with our target customers. ?Among many activities, we will utilize a comprehensive marketing communication strategy ranging from advertisements across mass media such as TV, radio and billboard, to road shows in Bangkok and upcountry and a ?Creativity For the Next Day? online activity, which will be presented by Kris Horwang. With her radiant personality as a young person with a distinguished and creative lifestyle, Kris is a very suitable choice to represent the Sony Alpha NEX-5 and NEX-3. In addition, we will also cooperate with Ardel Gallery for the See Saw Seen III exhibition showcasing the work of 16 amateur and professional photographers, as well as other social contribution activities to support non-profit organizations,? Mr Higashida added.

To provide customers with a hands-on experience of Sony Alpha NEX Series digital cameras, Sony will roll out road show activities at Sony Style showrooms and shopping centers in major cities such as Chaing Mai and Kon Khaen from July 2010 onwards. To underline the Sony Alpha NEX-5 and Alpha NEX-3?s unrivalled performance and distinguished design, Sony also joins hand with Ardel Gallery by Assisting Professor Thavorn Koudomvit to organize a photographic exhibition ?See Saw Seen III by Sony Alpha NEX-3/NEX-5?. The event will be held in August to showcase 16 renowned amateur and professional photographers? points of views through the lens of Sony?s newly introduced interchangeable lens system digital cameras. The participating photographers include Nitikorn Kraivixien, Thavorn Ko-udomvit, Ohm Phanphiroj, Kanok Suriyasat, Kanachai Bencharongkul, Arnon Hoontrakul, Anak Navaraj, Steven Petitfor and Ralf Tooten.


The Sony Alpha NEX-5 and Alpha NEX-3 digital cameras are available for pre-booking from now until 12 June, 2010 via the website http://dslr.sony.co.th. Pre-booking customers will also receive a stylish camera bag, t-shirt and a chance to win a photography trip with Kris Horwang. Both Sony Alpha NEX-5 and Alpha NEX-3 will be available in three models, stocked in? Sony Style stores and authorized dealers from end of June 2010.

Pricing and availability
Sony Alpha NEX-3 digital camera is available in four colors including black, white, red and silver.
o????????? Sony Alpha NEX-3 with SEL16F28 DT 16mm F2.8 wide-angle lens is priced at 18,990 baht.
o????????? Sony Alpha NEX-3 with SEL1855 DT standard zoom lens is priced at 20,990 baht.
o????????? Sony Alpha NEX-3 with SEL16F28 DT 16mm F2.8 wide-angle and SEL1855 DT standard zoom lens is priced at 24,990 baht.

Sony Alpha NEX-5 digital camera is available in four colors including black, white, red and silver.
o????????? Sony Alpha NEX-5 with SEL16F28 DT 16mm F2.8 wide-angle lens is priced at 22,990 baht.
o????????? Sony Alpha NEX-5 with SEL1855 DT standard zoom lens is priced at 24,990 baht.
o????????? Sony Alpha NEX-5 with SEL16F28 DT 16mm F2.8 wide-angle and SEL1855 DT standard zoom lens is priced at 28,990 baht.

Product Feature
The world?s first ultra-compact, interchangeable lens system digital cameras ? the?? NEX-3 and NEX-5. Featuring the world?s smallest and lightest interchangeable lens digital camera body, the NEX-3 and NEX-5 allows users to effortlessly capture stunning, DSLR quality photos with its new 14.2-megapixel ExmorTM APS HD CMOS image sensor and Full HD 1080i videos in AVCHD format with the NEX-5.

Unparalleled Image & Video Quality
Equipped with the latest ExmorTM APS HD CMOS image sensor and high speed BIONZ processor, the NEX-3 and NEX-5 deliver DSLR image quality and HD movie recording with richer tonal gradation and lower noise. The NEX-5 delivers Full HD 1080i movie recording in AVCHD format, while the NEX-3 records HD videos in MP4 format. The?? cameras also offer higher ISO sensitivity of up to 12800, up to 14.2-megapixel resolution and defocusing to achieve beautiful images even in low light environments without having to use a tripod or flash.

Leveraging the power of its interchangeable lens system, the NEX-3 and NEX-5 let photographers swap between lenses for greater flexibility and precision, and shoot photos and videos with the ultracompact wide-angle, standard zoom, and high-power zoom E-mount lenses. With the optional Ultra Wide-Angle Converter and Fisheye Converter and via the use of the A-Mount Adaptor, photographers can also use the existing wide range of?? A-mount lenses with the NEX-3 and NEX-5, expanding imaging possibilities even further.

Compact, Stylish & Intuitive Design
Integrating a mirrorless design, the NEX-5 is the smallest and lightest interchangeable lens system camera available today. Weighing approximately 229g and measuring 110.8mm ? 58.8mm ? 38.2mm (W x H x D), the slim and stylish NEX-5 provides both professional and amateur photographers the ideal digital camera to carry with them at all times. A mere 24.2mm thick, the top-of-line NEX-5 also fits perfectly into pockets or handbags. Offering greater color variety and choice, the NEX-3 will be available in black, red, silver and white while the NEX-5 will be available in black and silver.

The new?? cameras also provide an intuitive user experience with their simplified control layout, featuring a control wheel and two context-sensitive soft keys. The new Graphic User Interface features six clearly labeled icons that can be selected by rotating and then pressing the control wheel to access shoot settings, a user interface common in compact cameras that makes the NEX-3 and NEX-5 perfect for photographers new to extensive manual controls. In addition, built-in shooting tips provide information relevant to the current shooting or mode selection, giving users quick tips on photographic techniques as well as various types of scenes and subjects. A separate Movie button on the?? cameras also allow users to record movies quickly without switching between still image and movie modes.



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