Sony choose 'Alpha' name for its digital SLR brand

Sony are renowned for high quality, innovative products which are usually coupled with striking and original designs. It is however a new player in the digital SLR field but on the 19th April 2006, Sony announced that it has a brand name for its' forthcoming digital SLR system which will be released throughout the world this summer. The new 'Alpha' name captures the spirit of Sony's vision and means the 'beginning' and 'essential'.

Sony intends to provide a complete D-SLR system with a wide variety of high quality lenses and accessories which they hope will provide enjoyment and creativity for all levels of photographers.

The new Alpha brand of digital SLRs will use the well established Minolta Maxxum lens mount and therefore previous Minolta AF lenses will still be compatible with the new Sony D-SLR system. This is good news for the huge number of Konica-Minolta users who have Minolta Maxxum lenses in their collection.

Since taking over Konica-Minolta's SLR division, Sony has already started to provide support and repair operations for current Konica-Minolta cameras - both digital and 35mm film.

For further information, visit www.sony.com/dslr