Sony India has launched what it claims are the world's smallest and lightest interchangeable lens digital cameras – the NEX-5 and NEX-3.
Compact & light-weight, NEX-5 and NEX-3 have been priced at approximately Rs 35,000 and Rs 30,000 respectively, and allow users to capture DSLR quality photos.
Equipped with a control for background defocus, full HD movie, 7 frames per second (fps) high speed shooting and 3D Sweep Panorama function, the new NEX series cameras promise to deliver superb imaging experience effortlessly.
Speaking at the launch of the new NEX series, Sony India managing director, Masaru Tamagawa, said, "The launch of NEX-5 and NEX-3 marks a milestone for Sony as it yet again reinforces our strength in introducing new and revolutionary products in the market. These cameras are unique as they narrow the gap between professional and consumer segments and deliver the best imaging expertise in the hands of amateurs. We believe that these cameras would surely create excitement among Indian consumers who are dynamic and vibrant and receptive to new products and technologies."
These cameras feature background defocus function which lets the user enjoy one of the biggest creative advantage of interchangeable lens photography, which is, the ability to defocus the background to make your main subject stand out from the scene. Seven fps of shooting speed allows users to capture fast moving action.
"Sony developed this new line of NEX Series so that anyone can easily capture DSLR quality images, regardless of whether they are seasoned or amateur photographers," said K Teshirogi, business head, camera division, Sony Corporation.
"For photographers who are averse to extensive manual controls on a camera, the NEX-5 and NEX-3 offer sleek form factor, as well as user-friendly settings. This allows them to capture professional quality photos effortlessly. For experienced photographers, lightweight NEX offers serious DSLR performance in a camera that they can easily carry with them at all times."
Sony claims it has 35% share of the total camera market in the compact plus interchangeable lens digital cameras in financial year 2010. With the launch of NEX-5 & NEX-3, the company hopes to increase it to 40% by next fiscal year. Sony's digital camera sales revenue is similarly estimated to go up from Rs 600 crore to Rs 900 crore by FY11.
Sony is hopeful of selling 40,000 units of NEX series units by FY11. It has also planned to invest Rs 25 crore towards marketing activities to push sales of the new series of cameras in India.
India's total camera market, currently pegged at Rs 1,750 crore for FY10, is growing at 30% per annum, and is expected to reach Rs 2,250 crore by FY11, according to Sony India.