Sony NEX Launch – detailed transcription

Autofocus
Autofocus performance is one of the challenging areas for this category – to try to offer DSLR performance on cameras actually not equipped with a mirror, and not equipped with Phase Detection autofocus. This is the benchmark, the traditional DSLR with 20-plus years’ worth of autofocus since Minolta pioneered it in 1985. Now we are moving into video-based contrast detect autofocus. We would refer to the digital SLR as still the best camera to use for sports photography – anything that’s high speed, requiring fast-updating autofocus, the DSLR is going to do the better job.
For everyday snaps and in most user conditions, NEX is going to do perfectly well. We actually believe that we have the best on-sensor autofocus technology possible. And that is a first for Alpha, because none of our Alpha cameras to date have offered on-sensor, live view, autofocus. We’ve got 25 zones spread all the way across the image area; you can select those with flex spot, you’ve got centre focus as well, and wide area multi-zone. You select as a user which is most sensible for the subject conditions.
That’s more sensor positions than Panasonic, significantly more than Olympus, and we believe our speed is as fast as Panasonic who seem to be about the best so far. We are seeing a consistently of about 0.3 seconds focusing on any focal length, with all of our lenses, which is a bit quicker than even Panasonic on telephoto.
You also have got Direct Manual Focus. This was introduced by Minolta in their legacy SLR system. Direct Manual Focus means that when the camera autofocuses, if it is not right, you just turn the end of the lens and manually focus. It automatically goes into manual focus control and automatically enlarges the image for you on live view. Manual focus assist pops up at 6X enlargement, if you want 12X enlargement you press the softkey at the bottom, you jump to 12X. This is another first.
Additional features
We put Smile Shutter into the camera; it is also in Alpha, but I don’t think that much used. It’s a great way of taking pictures of happy families without using the self timer (the camera also has Face Detection – Ed.).
The screen is an absolute joy to use. We introduced TruBlack technology in our photo frames and some of our camcorders. TruBlack is a gapless or bonded screen assembly which cuts down on internal reflections. You get the maximum resolution out of the 920,000 dots on the 3 inch screen. It is 55% brighter than the Alpha 550 screen. And the screen tilts. You can lift it up 80°, you can drop it down 45°, so you really can shoot above your head or below your waist, and get some creative angles. For the price point that is unique in the micro category.
It is able to take SD and MemoryStick, with automatic recognition of which you are using. We are now doing Sony branded SD cards.
Dust? Well, dust is a big problem, and something to worry about in a camera without a mirror and with an exposed sensor when you change the lens. So we have built in our anti dust system, vibrating the sensor on shutdown, it tries to dislodge the dust particles. But you are going to need to be somewhat more careful and considerate because of the exposed sensor.
Flash – it is an accessory, it is attached when you need it. It comes free in the box. The noise is so low you can take pictures in darker conditions without flash, that’s why we did not incorporate it, we went for the smallest possible accessory flash which can still provide great quality results. It draws the power from the camera’s battery, you simply elevate it to turn it on.