Bangkok--10 Sep--Hill & Knowlton
Sony Thai Co., Ltd., today secured its unrivalled position in the Digital Imaging business with the launch of a brand new portfolio of Sony Digital Imaging products, namely the Cyber-shot, Alpha, and Handycam digital cameras, which come equipped with ground-breaking digital imaging technology. This includes the world’s first interchangeable lens for a High Definition Handycam, the world’s first Translucent Mirror technology in Alpha with Quick Auto Focus (Quick AF) for fast, noiseless, and the most precise phase detection, and the world’s first Cyber-shot digital camera which is able to capture panoramic photos in 3D (3D Sweep Panorama). The company also launched marketing communication activities and a comprehensive advertisement campaign targeted at new generations with trendy lifestyles.
Mr Yosuke Aoki, General Manager, Personal Imaging & Sound, Sony Electronics Asia Pacific Pte. Ltd. said, “To offer an exceptional experience for customers, Sony has consistently aimed to redefine cameras and develop the best imaging technology with seamless integration of core devices including processors, image sensors, and cutting-edge lenses under the ‘Image3 (Image Cubed)’ technologies. In addition, we have put in place a marketing strategy to realize market expansion and product innovation for digital imaging entertainment. Today, we are pleased to introduce our latest digital imaging technologies, such as the world’s first consumer HD camcorder with interchangeable lenses, Translucent Mirror technology, and the 3D Sweeping Panorama function. Beyond giving our customers the best satisfaction, the launch of our brand new product portfolio also redefines the digital imaging industry, and marks yet another success for Sony in markets across the region, such as Taiwan, where Sony is the DSLR market leader, while other markets including Korea, Hong Kong, Singapore, Malaysia and Thailand have posted significant growth.
In revealing the business direction and marketing strategies for Digital Imaging products in Thailand, Mr Toru Shimizu, Managing Director, Sony Thai Co., Ltd. announced that “The overall trend of the Digital Imaging market this year has consistently risen, with current growth estimates at 10-12%, especially DSLR camera which has an outstanding growth figure at 25-30%. Sony Thai is ready to strengthen its Digital Imaging business through the launch of the latest unprecedented products including 3 series of Cyber-shot, 3 series of Alpha DSLR, and one Handycam camcorder with functions developed for customers’ ease of use. We are therefore confident that our ongoing development of innovative technology and high product quality can raise our customers’ confidence and secure our leadership position in the Digital Imaging market. Currently, the Sony Cyber-shot holds a 30% share of the digital still camera market; the Handycam holds 60% of the camcorder market, and the Alpha holds 17% of the DSLR market. Particularly noteworthy is the Alpha, which has tripled its growth rate after the launch of the Alpha NEX in June 2010.”
In addition, to advance Digital Imaging technology designed for amateur to professional photographers, Sony has prepared both on-line and offline marketing activities targeting all groups of customers. Sony Thai has also introduced its latest brand ambassador, Ms Cris Horwang, in the brand new television commercials that will be aired throughout the Asia-Pacific region from mid-September 2010, with a focus on the 3D Sweep Panorama in Sony Cyber-shot DSC-TX9 and Sony Cyber-shot DSC-WX5. “From previous Alpha NEX TV advertisements, Sony Thai and Sony regional offices agreed that Cris would be the perfect brand ambassador for Sony Cyber-shot as her active and confident personality accurately represents the outlook of new generations. Sony brand new advertisement will be launched in 6 countries, namely Thailand; Malaysia; Singapore; Indonesia; Vietnam; and Philippines, starting from mid-September 2010. Ms Cris Horwang is the first Thai presenter represented as an idol for young generations in other countries.” Mr Toru added.
Digital Imaging Product Features
Sony’s new Digital Imaging product portfolio is fully featured with a wide range of advanced technology as follows.
- Sony Cyber-shot comes in 3 series: Cyber-Shot DSC-TX9 is available in black, golden and pink colors. Cyber-shot DSC-WX5 is available in black, golden, and violet colors. Cyber-shot DSC-T99 is available in black, violet, green, pink, and silver. The Cyber-shot DSC-TX9 and WX5 are the world first impact digital cameras equipped with 3D Sweep Panorama technology, Background Defocus, Full HD Movie, 12.2 megapixel “Exmor R” CMOS image sensor and 25 mm and 24 mm wide-angle lens respectively. The aluminum ultra thin compact Sony Cyber-shot DSC-T99 comes with super HAD CCD sensor, 25 mm wide-angle lens and 4x optical zoom lens.
- Sony Handycam NEX-VG10 is the world’s first consumer HD camcorder with an interchangeable lens system. It contains Exmor” APS HD CMOS sensor for creative expressions in a shallow depth of field and an interchangeable lens providing unlimited creative expressions with E-mount and A-mount.
- Sony Alpha comes in 3 series including DSLR-A580, SAL-A55 and SAL-A33.
Sony Alpha SAL-A55 and Sony Alpha SAL-A33 are the world’s first interchangeable lens digital cameras to incorporate Translucent Mirror Technology, which enables new features that were previously difficult to achieve with traditional DSLR cameras. They contain 14.2 Exmor APS HD CMOS sensor, 3D Sweep Panorama, and Sweep Panorama functions with interchangeable lens with Sony Handycam. Also, there is the world’s first Quick AF (AVCHD Full HD1081i) which can easily focus subject that move quickly towards or away from the camera with fast and precise action.
New products are available from now. For more information, please contact Sony Contact Center on Tel: 0-2715-6100 or visit www.sony.co.th
Sony Cyber-shot
Sony Cyber-shot DSC-TX9 is priced at 15,990 baht (3 colors: black, gold, and pink).
Sony Cyber-shot DSC-WX5 is priced at 12,990 baht (3 colors: black, gold, and violet).
Sony Cyber-shot DSC-T99 is priced at 10,990 baht (5 colors: black, violet, green, pink, and silver).
Sony Handycam
Sony Handycam NEX-VG10 is priced at 69,990 baht.
Sony Alpha DSLR packages
Sony Alpha DSLR — A580L with SAL 1588 Lens is priced at 32,990 baht.
Sony Alpha SLT — A55VL with SAL 1588 Lens is priced at 30,990 baht.
Sony Alpha SLT — A33L with SAL 1588 Lens is priced at 26,990 baht .
About make.believe
“make.believe” (make dot believe) is a Group-wide brand message that unites Sony’s communications initiatives across electronics, games, movies, music, mobile phones and network services. “make.believe” symbolizes the spirit of Sony — the power of creativity, the ability to turn ideas into reality and the belief that anything you can imagine, you can make real.
For media inquiries, please contact;
Teeradej Pruksawananon Saowapa Sukuntee/Pishnu Plaikaew
Sony Thai Co., Ltd Hill & Knowlton Thailand
Tel: 0-2715-6298 Tel: 0-2627-3501 ext. 154
E-mail:
[email protected] E-mail:
[email protected]