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Sony MEA officially launches the Sony A7RIII, RX0 and RX10 IV in the UAE

By Team Feedbaac
After the release of the Sony A9, Sony Middle East unveils two industry-defining cameras that offers high-resolution images and performance and a new ultra-portable camera that’s robust and waterproof.

Sony A7R Mark 3 UAE launch

At the Xposure International Photography Festival, held at the Sharjah Expo Centre, Sony Middle East has officially announced their latest generation of high-performance professional cameras and lens, that includes the impressive Sony A7R III, the Sony RX0 action camera, and the improved Sony RX10IV. Sony also introduced a new full-frame lens called the Sony FE 24-105mm F4 G OSS Standard Zoom (SEL24105G).

Sheikh Sultan bin Ahmed Al Qasimi, the Chairman of Sharjah Media Council, stressed the keenness of the Xposure International Photography Festival event, to support the photography sector in the UAE. Sheikh Sultan bin Ahmed Al Qasimi expressed his appreciation for Sony's efforts to announce their latest devices at the Xposure event.

“Sony is leading innovations in professional photography and videography by delivering new imaging experiences which have never before existed.  Today we are adding 3 new cameras that cater to different segments of the market. The Alpha 7R III is for the most demanding professional.  The rugged ultra-compact RX0 can be placed anywhere and connected in a series-opening up infinite creative possibilities, The RX10 IV is a powerful all in one camera for the enthusiasts,” said Taro Kimura, Managing Director, Sony Middle East and Africa. “The full frame camera market in UAE is growing by 14 % and Sony is contributing to this growth with its range of industry defining Alpha cameras. We hope these new introductions will significantly enhance our customer offerings and help us to consolidate our market standing,”

Sony a7RIII UAE launch

The Sony A7RIII is an evolutionary leap in image processing power and efficiency that features a high-resolution 42.4 MP back-illuminated Exmor R full-frame CMOS image sensor. The continuous shooting speed goes up to 10 fps with full AF/AE tracking, along with 4K video quality, 15-stop wide dynamic range, higher sensitivity to noise reduction and more. The A7RIII sports an improved version of the BIONZ X image processor that now is capable of processing images approximately 1.8 times faster than its predecessor. The maximum ISO ranges from 100 to 32000 (expandable to ISO 50 – 102400 for still images), and massive dynamic range at low sensitivity settings up to 15-stops.

The 5-axis optical image stabilization system that has been improved up to 5.5 step shutter speed advantage and is currently the world’s highest compensation for an image stabilization system.  Another new feature called the Pixel Shift Multi Shooting shifts the sensor in 1-pixel increments and captures four separate pixel-shifted images. The four images are then composited together and processed utilizing the new Imaging Edge software suite to form a sharper image.

Other new improvements include a higher resolution OLED electronic viewfinder (EVF) and the addition of dual SD card slots (for UHS-II and UHS-I cards) and USB Type-C (USB 3.1, Gen1) port. The camera is capable of shooting 4K video and offering 4K (3840x2160 pixels) video recording that takes the full advantage of the full-frame image sensor. While recording at Super 35mm format, the camera uses full pixel readout without the pixel binning for collecting 5K information. This data is oversampled to produce high-quality 4K footage with exceptional detail.

Sony RX0 UAE launch

The latest addition to the RX series is the Sony RX0 camera, featuring the 1.0-type stacked 15.3MP Exmor RS CMOS image sensor and powered by the BIONZ X® processor. Despite the small size, the camera holds a wide-angle ZEISS Tessar T* 24mm lens with a fixed aperture of F4.0. It has an Anti-Distortion Shutter and can shoot at up to 16fps. The RX0 is waterproof that can go up to 10 meters underwater. It is also shockproof when dropped from up to 2 meters and crushproof to 200kgf / 2000N.

Similar to the Sony RX10 III, the new RX10IV features a dust and moisture-resistant DSLR-like body, along with a fixed Zeiss lens with the effective focal length of 24-600mm (f/2.4-4). The camera comes with a 1.0-type 20.1MP Exmor RS CMOS sensor with the fast DRAM chip and a BIONZ-X image processor with front end LSI. Thanks to the new phase detection, AF performance is as fast as 0.03 seconds. The fast hybrid AF system has 315 phase-detection AF points for continuous high-speed shooting up to 24fps with full AF/AE tracking.  The built-in image stabilization gives 4.5-stops of compensation to reduce blurs during night photography.

Sony RX10IV UAE launch

The Sony A7RIII will be available from 13th December 2017 and will be priced at AED 12,499 in the UAE. The Sony RX0 is priced at AED 2799 and the Sony RX10 Mark IV is priced at AED 6999. Both the Sony RX0 and the Sony RX10 IV are available for purchase. Additionally, the new Sony SEL24105G lens is priced at AED 5499 and will hit the store shelves by the 7th of December, 2017.