Posted on January 13, 2018

Fifty One East and Sony Middle East and Africa announced that the impressive addition to their full-frame mirrorless camera line-up, the α7R III (model ILCE-7RM3) is now available in the Qatari Market.

The company also announced the arrival of new additions to its flagship cameras including the ultra-compact, robust and waterproof RX0 (model name: DSC-RX0) and the latest model from the RX10 line – the RX10IV (model name: DSC-RX10M4). A new addition to Sony’s expanding full-frame E-mount lenses was also announced at the event, the FE 24-105mm F4 G OSS Standard Zoom (model SEL24105G). The new cameras and additions are now available at Fifty One East located in Al Maha Center on Salwa Road, FNAC at Lagoona Mall and Doha Festival City, Virgin Megastore branches in Landmark, Villaggio and Doha Festival City, as well as selected outlets in Doha.

Alpha 7R III

An evolutionary leap in image processing power and efficiency, the new α7RIII combines a high-resolution 42.4 MP[1] back-illuminated Exmor R CMOS image sensor with impressive shooting speeds at up to 10 fps[2] with full AF/AE tracking, as well as beautiful image and 4K[3] video quality, wide 15-stop[4] dynamic range, high sensitivity with noise reduction of almost a full stop[5] and more. With these immense capabilities and a compact, lightweight body, it is an extremely versatile tool for photographers, videographers, multi-media creators and all other professionals who demand reliability, flexibility and versatility.

A New Level of Image Quality

The α7RIII sports an updated BIONZ X™ image processor that boosts processing speed approximately 1.8 times faster than its predecessor, achieving nearly twice the burst shooting speeds compared to 10 fps, with full autofocus when using the mechanical shutter or the electronic shutter. The maximum ISO has also enabled its impressive ISO range of 100 - 32000 (expandable to ISO 50 – 102400 for still images) and massive 15-stop4 dynamic range at low sensitivity settings.

The new mirrorless camera is equipped with an innovative 5-axis optical image stabilization system that has been fine-tuned to support its high-resolution shooting capacity, resulting in a 5.5 step[6] shutter speed advantage, the world’s highest[7] compensation performance for an image stabilization system. Offering a new software suit called ‘Imaging Edge’, the α7RIII extends creative capabilities for pre and post processing work, like live-view PC remote shooting and RAW development. Pixel Shift Multi Shooting is a new feature that will debut with the α7RIII, which shifts the sensor in 1-pixel increments to capture four separate pixel-shifted images. These four images can be composited together and processed utilising the new Imaging Edge software suite. Other improvements include a higher resolution OLED electronic viewfinder (EVF), dual SD card slots (for UHS-II and UHS-I cards) and USB Type-C (USB 3.1, Gen1) port.

Fifty One East and Sony MEA 2 [].jpg

Additional improvements in focusing flexibility include AF availability in Focus Magnifier mode, focal-plane phase-detection AF support when using A-mount lenses[8], an ‘AF On’ button, a multi-selector or ‘joystick’ for moving focusing points quickly, flexible touch focus functionality, and a 3-inch touchscreen for touch focus. The α7RIII is capable of shooting 4K video and offering 4K (3840x2160 pixels) video recording across the full width of the full-frame image sensor. When shooting in Super 35mm format, the camera uses full pixel readout without pixel binning to collect 5K[9] of information, oversampling it to produce high quality 4K footage with exceptional detail and depth.  It also records HLG (Hybrid Log Gamma)[10] metadata, which allows HLG compatible HDR displays to accurately display the footage without needing any post processing. High framerate shooting is also present at 1080p 120fp.

FE 24-105mm - High Optical Performance and Outstanding Resolution

Sony has also expanded the full-frame lens line-up with a new compact, lightweight FE 24-105mm F4 G OSS standard zoom covering wide-angle to mid-telephoto range. The new full-frame lens covers the commonly used 24 to 105mm focal length range, delivering outstanding G Lens™ imaging performance with the most lightweight design in its class[11], maximizing its versatility and usability. The FE 24-105mm F4 G OSS can be used for versatile shooting such as landscape, portrait, wedding and so on.  This lens also features fast, precise and quiet autofocus capabilities in both still and video shooting, making it an ideal complement to Sony’s extensive line-up of E-mount cameras. It delivers excellent corner-to-corner sharpness throughout the entirety of its zoom range, while also producing beautifully rendered ‘bokeh’ or background defocus at all focal lengths.

RX0 - An all new type of camera

The RX0 marries the leading-image quality of the Sony RX series with advanced photo and video capabilities, all compressed into a robust and ultra-compact body. Designed to facilitate creative photographic and videographic expression beyond current limitations, the RX0 is equally adept at shooting still images, filming video or can be used as part of a multi-camera set-up to create an inspiring series of images, videos and super slow-motion footage[12] from a multitude of different perspectives. Its miniature dimensions and all-around versatility maximises freedom to tackle photographic and videographic challenges in new ways, with the assurance of high quality results.

Fifty One East and Sony MEA 3 [].jpg

Weighing just 110g[13] and measuring 59mm x 40.5mm x 29.8mm (WxHxD)[14], the RX0 can be used as a standalone camera for capturing photos or videos in any shooting conditions including rain, underwater, or in sandy or dusty environments and is equally adept, as a part of a multi-camera setup, to shoot subjects from a variety of different viewpoints. The RX0 is packed with advanced Sony technology and features a 1.0-type stacked 15.3MP Exmor[15] RSCMOS image sensor, BIONZ X® processor and a wide-angle ZEISS® Tessar T* 24mm F4 fixed lens to deliver high resolution and less distortion results for both RAW and JPEG stills across all supported video formats. It has an Anti-Distortion Shutter of up to 1/32000 second and can shoot at up to 16fps, meaning that even fast-moving objects are beautifully and accurately rendered.

The RX0 is waterproof[16],[17] at depths of up to 10 metres and when used with the new MPK-HSR Housing, can be used at a staggering 100 metres depth. It is shockproof[18], 15 when dropped from up to 2 metres and crushproof[19],15 to 200kgf / 2000N, making it durable enough to withstand shooting in difficult situations where traditional cameras simply cannot go. Users can now produce content that has previously not been possible and rainy, sandy and space-limited or dusty environments are no longer a barrier.

RX10 IV - A Bridge Camera that's Big on Speed

Sony expands its RX10 line with the latest RX10IV. Replacing the popular III, the new camera can deliver an unmatched combination of mobility and speed for imaging enthusiasts and professionals looking for the ultimate ‘all-in-one’ solution. Like the RX10 III, the RX10IV is built around a dust and moisture-resistant[20] DSLR-like body, with a fixed Zeiss lens that gives an effective focal length of 24-600mm[21] (f/2.4-4). The camera features a 1.0-type 20.1MP[22] Exmor RS CMOS sensor with DRAM chip along with a BIONZ-X image processor and front end LSI. It also comes with a high focusing speed of 0.03 seconds[23] along with a 24-600mm Zeiss Vario-Sonar T zoom lens with f/2.4-4 aperture range.

The lens also has built-in Optical SteadyShot image stabilization that helps to reduce camera shake and image blur. It is equipped with high density tracking AF technology that improves tracking and focus accuracy. The camera also comes with a fast hybrid AF system with 315 phase-detection AF points that offer continuous high speed shooting[24] at up to 24fps with full AF/AE tracking. With this, the camera can buffer up to 249 images[25] at a time. The EVF display lag during continuous shooting has also been reduced.

Apart from this, users can now see the continuously shot images in groups instead of individual shots. Built-in image stabilisation gives 4.5-stops of compensation, so photographers will be able to keep shooting in low light conditions without the risk of camera shake. The RX10 IV also boasts a high maximum shutter speed of 1/32000sec. The 3-inch LCD can be tilted offering a resolution of 2350k-dot and is touch-sensitive, so the shutter can be triggered by simply pressing the screen.


[1] Approximately, effective

[2] Up to 10 fps in continuous “Hi+” mode, and up to 8 fps in continuous “Hi” mode. Maximum fps will depend on camera settings

[3] A Class 10 or higher SDHC/SDXC memory card is required for XAVC S format movie recording. UHS speed class 3 or higher is required for 100 Mbps recording

[4] Sony test conditions for still images

[5] Compared to the α7R II, according to Sony testing

[6] CIPA standards. Pitch/yaw shake only. Planar T* FE 50mm F1.4 ZA lens. Long exposure NR off

[7] Among digital cameras with a full-frame image sensor. As of October 2017 press release, based on Sony research

[8] With SSM or SAM lenses only. With the LA-EA3 mount adapter. Focal plane phase-detection AF not supported for movie recording. AF-C can only be used when the “Phase detection” AF system is selected, but focus is fixed at the first frame during continuous shooting in any mode other than “Continuous: Lo” (Hi+, Hi, Mid)

[9] 15-megapixel

[10] Connect this product to an HDR (HLG) compatible Sony TV via a USB cable when displaying HDR (HLG) movies

[11] Compared to currently available full-frame 24-105mm F4 standard zoom lenses (25 October 2017, Sony research)

[12] Up to 1000fps super slow motion can be recorded. Image quality approaches Full HD quality at 250fps in Quality Priority mode. Sound cannot be recorded when shooting slow motion and setting conditions of focus, exposure, focus area, frame rate and other settings are fixed when start shooting. Micro SDHC/ Micro SDXC memory card of Class 10 or higher is required

[13] Approximate weight with battery and media included

[14] Approximate dimensions 

[15] 35mm equivalent

[16] Depending on usage conditions and circumstances, no guarantee is made regarding damage to, malfunction of, or waterproof performance of this camera

[17] Compliant with JIS/IEC protection levels (based on Sony tests). Shooting in depths of up to 10 metres is possible for up to 60 minutes (JIS: Japan Industrial Standards; IEC: International Electrotechnical Commission)

[18] Capable of withstanding a fall of 2.0 metres from MIL-STD-810G C1 Method 516.7-Shock compliant 5 cm plywood (based on Sony tests)

[19] Capable of withstanding a load of 200kgf /2000N (based on Sony tests)

[20] Not guaranteed to be 100% dust and moisture proof.

[21] 35mm equivalent

[22] Approximate effective MP

[23] CIPA standard, internal measurement, at f=8.8mm (wide-end), EV6.8, Program Auto, Focus mode: AF-A, AF area: Centre

[24] With "Continuous shooting mode: Hi".

[25] With "Continuous shooting mode: Hi" and "Image quality: Fine