This article is also contributed by Daniel Lim

Sony Launches First DSLR with 21 Lenses and Full Accessories

Tokyo, Japan, 6 June 2006 – Today, Sony launched what was arguably the most anticipated camera of this year – the Sony Alpha A100 Digital SLR (DSLR) camera. This new camera is very significant in these ways: Firstly, it was built by combining and improving technologies that Sony had to offer with those from the now-defunct Konica Minolta whose DSLR arm was acquired by Sony earlier this year when Konica Minolta retired from the camera market. Secondly, and more importantly, the A100 is Sony's very first attempt at marketing a DSLR. This also makes Sony the only company that never had a significant film camera history to do so as well. The name "Alpha" is derived from the first letter of the Greek alphabet "á" and has an auspicious meaning since this is Sony's first DSLR.

The Alpha A100 - Sony's first Digital SLR (DSLR) camera and hopefully the start of many more to come.

Models proudly showcasing the Sony Alpha A100. Look carefully and you could probably make out the size of the camera from their handling.

Prior to the A100's launch and without a DSLR in its range, Sony had already shared the no.1 market position in the digital camera world with Canon for the past few years, with the two companies exchanging no.1 and no.2 positions frequently. Now, industry analysts are seeing if this will finally break the deadlock and spur Sony on to become the undisputed world leader.

The Sony A100 was launched at the famous and very up-market Omotesando Hills Mall in Tokyo.

A Sony executive told us that Shoguns used to parade down the gently sloped Omotesando road before battle and after a victory. How poetically appropriate it was then to launch the latest warrior in the DSLR arena from a highly respected brand like Sony here.

From left: Tatsuo Takahashi, GM Digital Imaging Marketing of Sony Asia Pacific, Yutaka Nakagawa, Executive VP and CEO, Digital Imaging; and Toru Katsumoto, Senior GM, Digital Imaging.