Whenever we think of DSLR cameras the first two brands that you think of are Canon and Nikon, but are things about to change? We say this because Sony Alpha’s, Translucent Mirror range is about to become their standard. As we know the technology is currently available in their a33 and a55 models, but will also be used in the upcoming a77, which we expect to see around August.
According to Photo Rumors Sony had held an event in Spain, which they learned from Spanish website Quesabesde. The Japanese consumer electronics company is committed to pushing their brand much harder in 2011, as they aim to become number one in a number of key areas. We have to wonder if they also plan to take a huge market share from the big two camera brands that we mentioned above?
We were told by a number of eager staff at a camera store that the Translucent Mirror Technology was a first for Sony, and made it possible for them to reduce the size of the body, as well as giving the camera ultra-fast continuous shooting. This idea is simple; the semi-transparent mirror allows a small amount of light through to the AF sensor, while the rest goes to the main imaging sensor. Being new to DSLR, this will be a nice transition from a compact – I should know.
Sony’s hope is to change the camera market, they believe that they have done so with their small-compact range, and looking at how they describe their α33 and α55, they could also succeed in the DLSR market as well. However, this will depend on a number of factors, having only three models in 2011 will not be one of them. They will have to increase the range by at least double that by the end of the year, but we have yet to know what other models they will make available – well apart from the upcoming a77 that is?
For those who are new to DSLR and want to step up from compacts, then the Sony Alpha Translucent Mirror Technology range offers a body that is 23 percent smaller and anywhere from 26 to 28 percent lighter. It is this and the idea of being able to shoot much faster, that Sony believe will be a deal breaker for consumers wishing to upgrade. For more details on the a33 and a55 visit the official Sony website.
Do you think that this new Translucent Mirror Technology will be enough for Sony to take on the Titans that are Canon and Nikon?
Also See: Sony A6300 available to buy in March