Sony announces α7R II in the UAE

August 5, 2015

Flagship mirrorless camera boasts full-frame format 4K recording

This is interesting. In a world where the point-and-shoots categories have been wiped out, where mobile manufacturers parade their phone-taken imagery on billboards, this one company seems to be standing tall.

Sony’s strengths in the image sensor category have been capitalized on, for a consistently strong leadership of the mirrorless camera category for the last few years. Something reflected globally, with a massive category market share in Europe, MENA and South East Asia.


They have now announced their new flagship full-frame mirrorless camera, the α7R II, in the UAE. In terms of USP’s, this boasts the world’s first back-illuminated 35mm full-frame sensor Exmor R CMOS sensor, which realizes 42.4 effective megapixels and up to ISO 102400 sensitivity.

The camera also includes a 5-axis image stabilisation system borrowed from the acclaimed α7 II model. The α7R II can record movies in 4K quality (QFHD 3840×2160) in either Super 35mm mode (without pixel binning) or full-frame mode, making this the world’s first digital camera to offer this in-camera full-frame format 4K recording capacity.

A new highly-durable reduced-vibration shutter realises 50 per cent less vibration from shutter movements. Plus, the new image sensor features 399 focal-plane phase-detection AF points – the world’s widest AF coverage on a full-frame sensor – that work together with 25 contrast AF points to achieve a focus response speed that is approximately 40 per cent faster than the original model.


The α7R II is compatible with Sony’s growing line-up of α mount lenses, which now totals 63 different models including 12 native FE full frame lenses. By early 2016, Sony is set to add eight new lenses to its FE full frame lineup, bringing the FE total to 20 lenses.


In addition to the α7R II, Sony also announced two new entries in Cyber-shot series. These include the RX100 IV and high-zoom RX10 II cameras. Now, the RX100 M2 and M3 had stolen our hearts with their very impressive performance parameters. The RX100 IV boasts fine improvements that include a 2x sharper retractable electronic viewfinder with a 2.35 million dots resolution [versus 1.44 million dots on the RX100 III] and 4K video recording. One feature we would love to try out would be the HFR 40x Super Slow-Mo, which lets you record footage at 240, 480 and 960 fps. Meaning capturing that moment when Mentos and Coke combine isn’t the stuff of movie-maker geekology anymore.

Satoru Arai, Head, Sony Middle East Marketing Company commented: “Over the last two years, we have seen a shift in consumer preference in relation to digital imaging products. Globally, the camera market is declining however the mirrorless camera segment is growing and is expected to be 20% of the overall camera market by the end of 2015. Consumer demand for cameras that are lightweight and have fast Autofocus capabilities is increasing. Similar trend is observed in the Middle East where the mirrorless camera segment has increased by 110% in sales in the last two years. Sony is the leading brand in mirrorless segment with Sony’s market share ranging from 43% in UAE, 48% in Saudi Arabia and 87% in India. In order to adapt to these trends, Sony continues to deliver game-changing imaging products that are shaping the way imaging enthusiasts, hobbyists and professionals can see and capture the world. Utilising Sony’s decades of expertise in digital imaging, as well as the highest spec technology, we have made it possible for everyday customers to enjoy a professional imaging experience.” 

The launch of the new cameras follows a successful year for the number one image sensor manufacturer for digital cameras and video recorders – Sony finished FY2014 with over 50% market share continuing to be the clear No.1 manufacturer. In addition, Sony cameras incorporate ‘the world’s most selected’ image sensor.

In terms of availability, the Sony Cyber-shotT RX100 IV and RX10 II cameras are currently in retail in all GCC countries, while the α7R II will be available in select countries from 5 August onwards.

by Anil George
Avid follower of all things tech. In between his quest for the ultimate gizmo, Anil fiddles with light meters, collects rare books and feeds his fetish for Jap horror movies. As Managing Editor of T3 Middle East for the GCC, Anil oversees content direction across print and digital. He was a CES 2017 Innovation Awards Judge, reprising his role as an Innovation Awards Judge at CES 2015 and 2016. Anil is also the Middle East's first Brand Ambassador for Ashdown Engineering.  Reach him at: