Professional quality in your pocket with Cyber-shot RX100 III

DUBAI– Sony Middle East and Africa FZE today(May 20^th) announced the launch of the RX100 III, the latest addition to the popular Cyber Shot RX100 series. Offering fine image quality and incredible portability, the RX100 III is targeted at professionals and photography enthusiasts, as well as current RX100 or premium compact camera users looking to upgrade.

Crafted in tough, travel-friendly aluminium for lightness and looks, the Cyber-shot RX100 III builds on the acclaimed reputation of its predecessors. An uprated lens and speedy image processor are complemented by a retractable OLED Tru-Finder™ with ZEISS T coating, enhanced movie features and a 180-degree tilting LCD – all in a stylish fixed-lens camera that’s truly pocket-sized.

Brighter and wider than before, the ZEISS Vario-Sonnar T 24-70 mm F1.8-2.8 lens captures everything from expansive landscapes to soulful portraits. Thanks to a large F2.8 maximum aperture at its telephoto end, subjects stand out crisply against smooth background bokeh. The impressive light-gathering power of the lens also allows faster shutter speeds to freeze fast-moving subjects. A built-in three-stop (1/8) Neutral Density filter gives added creative flexibility with sun-drenched exteriors or intentionally-blurred shots of moving water.

Retractable OLED Tru-Finder for detailed pictures

Another eagerly awaited addition to the Cyber-shot RX100 III is its high-contrast retractable OLED Tru-Finder that offers bright, detailed viewing with the camera held to your eye. The viewfinder’s optical surfaces include a ZEISS T coating that dramatically reduces reflections and delivers exceptional corner to corner clarity. There’s also a handy eye sensor that automatically switches between viewfinder and monitor display.

Breathtaking stills with the new CMOS image sensor

From detail-packed stills to vibrant Full HD movies – everything’s beautifully clear thanks to the new camera’s 20.1 effective megapixel 1.0-type back-illuminated Exmor R CMOS image sensor. Far larger than the sensor in regular compact cameras, the RX100 III offers the key to breathtaking stills and video with stunning background defocus effects.

Offering excellent low-light sensitivity and low noise, the sensor is complemented by Sony’s latest-generation BIONZ X processing engine. Three times faster than its earlier version, the camera powers detail reproduction technology for natural representation of fine textures, diffraction reducing technology for enhanced quality at small apertures, and area-specific noise reduction to maintains clarity in dimly-lit regions of indoor and night-time shots.

The speedy BIONZ X processor also powers exciting new video features. In a Cyber-shot first, the RX100 III now supports the efficient XAVC S format. Based on the professional XAVC standard, the camera records stunning Full HD video footage at up to 50 Mbps with minimal distortion and noise – even in busy, movement-packed settings. HD footage can be recorded at 100 fps in XAVC S mode for silky smooth slow motion replays via an application like Sony’s PlayMemories Home application.

Handheld video footage is even more of a pleasure to watch with Intelligent Active Mode that minimises the effects of camera shake. Frame analysis technology and 5-axis stabilisation are combined for the first time in the RX100 series, ensuring steadier movies even when you’re walking along.

4K Image Output

A newly-added 4K still image output allows photo viewing on 4K TVs. High-resolution images can be transferred via HDMI or Wi-Fi, with support for Triluminos Colour assuring opulent tones and textures on compatible BRAVIA TV models.

Despite its diminutive size, the camera inherits several movie functions from Sony’s professional camcorders. There’s a clean HDMI output, allowing Full HD footage to be stored on an external recorder. ‘Zebra’ patterning on the LCD and in the viewfinder helps identify brightest areas in a scene, and dual video recording simultaneously stores small MP4 format files alongside top-quality AVCHD /XAVC S files.

Ideal for Selfies

Selfie fans will welcome the articulated 3.0-type Xtra Fine LCD that now flips up 180 degrees for effortless arms-length portraits and is also very useful for shooting from either high or low positions.

PlayMemories Camera App debut upgrades photography experience

Making its debut in the RX100 family, PlayMemories Camera App boosts your photo experience with a growing range of free and paid-for apps. It’s easy to enhance your photography with a choice of creative effects and filters, utilities and more. The integrated NFC/ Wi-Fi connectivity ensures an easy customer experience.

Enthusiasts will value uprated manual control possibilities to help craft the perfect image. Functions can be assigned to the new Custom button or control wheel to suit individual shooting styles. The control ring and function button are also customisable for fumble-free access to frequently-used settings.

The Cyber-shot RX100 Mk III compact digital camera from Sony will be available from June 2014.