Sony

Sony Singapore held a regional event this afternoon (with media from Thailand and Malaysia) to launch their latest NEX-C3 mirrorless camera and Alpha 35 digital SLR camera with translucent mirror technology. VR-Zone brings you the coverage.

"It has been a year since we launched our compact mirrorless interchangeable lens cameras NEX-3 and NEX-5, and our translucent mirror cameras Alpha 33 and 55. The impact on extremely compact digital camera business have been phenomenal, helping Sony gained increased market share across Asia including Singapore, Thailand and Malaysia. Today we unveil the latest models of the NEX and Alpha family, NEX-C3 and Alpha 35 digital cameras. These models include new functions and features that push the envelope of digital imaging technologies and highlight the confidence we have in our camera range," said Taisuke Nakanishi, managing director of Sony South East Asia.

Ichiro Takagi, deputy president, Personal Imaging & Sound Business Group, Sony Corporation, Consumer Products & Services Group, was also present to introduce the two new cameras and talked about the company's digital imaging business strategy, which is to create new customers with innovative products. Takagi also said that the market share in South East Asia have been increasing and will aim for higher position in Singapore, Thailand and Malaysia. The deputy president also briefly mentioned about the new A-mount lens which would be announced later this year.

 According to Sony, free firmware upgrade for existing NEX-5, NEX-3, Alpha 33 and Alpha 55 cameras will be available in late June 2011. The new Alpha 35 and NEX-C3 cameras will be available in Asia Pacific from July 2011. No pricing information at press time.

Here are some pictures of the models posing with the new cameras:-