Sony MEA launches the Sony A9 camera in Dubai at the Photography Live 2017

By Team Feedbaac
New A9 camera to spur sales growth in Sony interchangeable lens camera business in the region.

Sony Middle East and Africa (MEA) has officially introduced its latest revolutionary digital camera, the A9 (model ILCE-9) as an exclusive launch at Photography Live event, the Middle East’s leading international exhibition for photography, videography, and imaging.

The new A9 is currently the most technologically advanced and innovative digital camera that Sony has ever created, offering a level of imaging performance that is claimed to be simply unmatched by any mirrorless camera.One of the impressive capabilities that are simply not possible with a modern digital SLR camera is the high-speed, blackout-free continuous shooting at up to 20fps with 60 AF/AE tracking calculations per second and a maximum shutter speed of up to 1/32,000 second.

The 35mm full-frame stacked Exmor RS™ CMOS sensor is the world’s first of its kind, enabling data speed processing at up to 20x faster than previous Sony full-frame mirrorless cameras. The new and unique sensor is paired with a brand new and upgraded BIONZ X processing engine and front-end LSI that maximizes overall performance.

This industry-leading speed and innovative silent shooting are combined with a focusing system that features an incredible 693 phase-detection AF points. The new phase detection points cover approximately 93% of the frame.  The new A9 also features a vibration free and fully electronic that’s completely silent anti-distortion shutter with absolutely no mechanical mirror or shutter noise, making it an extremely powerful photographic tool for any shooting situation that demands quiet operation.

The camera also features a new Z battery that’s approximately 2.2x the capacity of W batteries, as well as dual SD media card slots (including one that supports UHS-II cards). An Ethernet port (wired LAN terminal) is available for FTP transfers, and there is a wide variety of new settings, controls and customizability options that are essential for working professionals.

“The α9 breaks through all barriers and limitations of today’s professional digital cameras, with an overall feature set that simply cannot be matched considering the restrictions of mechanical SLR cameras.  It is a fresh look at what a camera is and what a camera should be and really enhances how a professional camera person does his or her job”  said Taro Kimura, Managing Director, Sony MEA.

“Sony is a worldwide leader in digital imaging and the world’s largest image sensor manufacturer. The α9 is a welcome addition to our line-up of industry leading Interchangeable Lens Cameras that include the much acclaimed α7 Series and α6000 series. This year, we are aiming to achieve a 52 percent sales growth in the Interchangeable Lens Camera business and expect the Full Frame Camera segment to grow by 108%,” Kimura added.

Critical to the record-breaking speed of the new α9 is the combination of the new stacked 24.2 MP2 Exmor RS image sensor, new BIONZ X processor and front end LSI.

The immense processing power from these new components allows for faster AF/AE calculation while also reducing EVF display latency. The processor and front end LSI are also responsible for the larger continuous shooting buffer, enabling photographers to shoot at a blazing 20 fps with continuous AF/AE tracking for up to 362 JPEG or 241 RAW images.


With 693 focal plane phase detection AF points covering approximately 93% of the frame, the camera ensures improved precision and unfailing focus in scenes where focus might otherwise be difficult to achieve. The Fast Hybrid AF system – pairing the speed and excellent tracking performance of phase detection AF with the precision of contrast AF – achieves approximately 25% faster performance when compared with α7R II, ensuring all fast-moving subjects are captured.

The Sony A9 also features an all-new, high-resolution and high-luminance Quad-VGA OLED Tru-Finder with approximately 3,686k dots for extremely accurate and true-to-life detail reproduction. The new Tru-Finder features an optical design that includes a double-sided aspherical element. This new design helps to achieve 0.78x magnification and a level of a corner to corner sharpness that is simply outstanding. The EVF also utilizes a ZEISS® T* Coating to greatly reduce reflections and has a fluorine coating on the outer lens that repels dirt. 

The Sony A9 is equipped with an innovative 5-axis image stabilization system that provides a shutter speed advantage of 5.0 steps for blur-free images, ensuring the full power of the new sensor can be realized, even in challenging lighting. With a simple half-press of the shutter button, the effect of the image stabilization can be monitored in the viewfinder or on the LCD screen.

The camera features a multi-selector joystick on the back of the camera that helps shooters to easily shift focus within the frame by pressing the multi-selector in any direction up, down, left or right when shooting in Zone, Flexible Spot or Expanded Flexible Spot focus area modes. The new model also offers touch focusing on the rear LCD screen for easy selection the subject or desired location.

New for Sony E-mount cameras, the Sony A9 includes the addition of the new “AF ON” button that can be pressed to activate autofocus directly when shooting still images or movies.  The new Sony A9 4K (3840x2160p) video recording by using the full width of the full-frame image sensor. Additionally, the camera can record Full HD at 120 fps at up to 100 Mbps.

The Sony A9 interchangeable lens camera will be available in the Middle East from 8th June 2017 onwards at AED17,499. Pre-booking is now open until 7th June and customers will receive a free battery (NP-FZ100) worth AED299.