When Sony purchased Konica-Minolta in January of 2006, everyone expected the world's largest digital sensor manufacturer to use the Minolta acquisition to boomerang Sony's entry into the DSLR market. It was soon clear that Sony had ambitious plans for capturing market share in photography's fastest growing market, but the going has been slow.

In the past year Sony has kicked up the pace, beginning with the A700 to compete in prosumer space, followed quickly by the A200 entry-level DSLR, and the A350/A300 DSLRs built with a truly unique and useful Sony implementation of Live View. The Sony Live View is the only Live View that truly behaves like a point and shoot camera in Live View mode. It's as simple as a switch that lets a new user move between Live View and traditional DSLR.

The culmination of the Sony push into the Digital SLR market was unveiled on September 8, after 18 months of hints, speculation, and closed case exhibits at photography events. It is likely that anyone out there who follows photography has at least heard of the A900 - Sony's flagship DSLR and the first to showcase the new Sony 24.6MP full-frame sensor. It also gives the full-frame resolution crown to Sony for the time being, as no other full-frame sensor can claim resolution this high. The closest competitor is the $8000 Canon 1Ds Mark III at 21.1MP.

Sony launched the new A900 in events around the world where invited press and professional photographers were given the opportunity for hands-on time with the A900. It was certainly a controlled environment, with a studio setup with a model and a typical tethered studio shooting product ads. The two environments do reflect how most photographers make their living today, but the manufacturer setups are hardly designed for a competitive comparison. That will have to wait until production cameras arrive in November.

Today we are publishing the A900/Sony DSLR press announcements. You may have already seen the A900 announcement, but we have gathered information on the Sony flagship items together so you can more easily see how the parts contribute to the whole. There was not enough hands-on time to do anything like a thorough analysis of a groundbreaking new camera like the A900. That will have to wait until the release of the A900 in November. However, strong impressions were triggered and we did have enough time with the A900 system to answer many of our questions about the feel, layout, and controls of the new A900. Those impressions are shared on pages seven and eight in our complaints and praise for the new Sony A900.

Full-Frame, 24.6MP, and SteadyShot Integrated IS

The A900 is the first Sony DSLR to feature a full-frame sensor. The sensor is approximately the size of a frame of 35mm film, which is 24x36mm.

Most digital cameras today use a sensor closer to APS-C size.  As a result, lenses mounted on APS-C DSLRs behave as if they are 150% to 200% longer than the marked focal length. Other Sony DSLR cameras, like the A700, also feature a 23.5x15.6mm APS-C sensor.

In the computer world, increasingly smaller traces mean higher density, more transistors, and generally better and faster performance. However, the digital sensor is not a digital device; it is an analog device that gathers light and turns it into a digital signal. Sensors are the reverse of digital electronics in that larger is almost always better in sensors, with everything else equal. More details on how digital sensors actually work can be found in The Digital Sensor.

DSLR Sensor Comparison
Camera	Effective Sensor Resolution	Sensor Dimensions and Area	% of Full-Frame	Sensor Density (MP/cm2)
Olympus E-520/E-3	10	13.5x18 2.43 cm2	28.10%	4
Canon XSi	12.2	14.8x22.2 3.28 cm2	38.00%	3.7
Sony A350	14.2	15.8x23.6 3.72 cm2	42.90%	3.8
Pentax K20D	14.6	15.6x23.4 3.65 cm2	42.20%	4
Canon 50D	15.1	14.9x22.3 3.32 cm2	38.40%	4.5
Sony A700, Nikon D300, Nikon D90	12.3	15x23.5 3.66 cm2	42.40%	3.3
Nikon D700/Nikon D3	12.1	24x36 8.64 cm2	100%	1.4
Canon 5D	12.7	24x36 8.64 cm2	100%	1.5
Canon 1Ds Mark III	21.1	24x36 8.64 cm2	100%	2.4
Sony A900	24.6	24x35.9 8.61 cm2	100%	2.9

The last column in the chart is the one that tells the story most accurately, however. Here the effective sensor resolution is divided by the sensor area to yield a sensor density. The lower the density, the larger the individual pixel size, and the more data that pixel can gather - all else being equal. There are a few surprises here, such as the Sony A350 being essentially the same density as the Canon XSi, and the new Canon 50D having the highest density of any current DSLR camera.

The last column does put into perspective the true potential of the full-frame sensor and shed some light on the true meaning of Sony's 24.6MP A900 sensor. At 2.9MP per cm², the A900 still exhibits a lower density and theoretically better high ISO performance that any current APS-C DSLR. This is very much at odds with the ridiculous claims many on the web are making about Sony going too high in resolution on the A900. In fact, sensor density on the A900 is lower than the 10MP Canon 40D, which is 3.1.

The point is that any issues Sony may be found to have with noise are not the result of pixels being "too small". All else being equal the high ISO noise should be at least as good as an 8 to 10MP Canon sensor. Where the Sony does suffer is in comparison to sensor density of other full-frame sensors. In that metric the Sony has twice the pixels per cm² of a Nikon D3/D700 and Canon 5D, and keeping up in high ISO performance with those cameras would be quite a feat.

Moving a digital SLR camera to full-frame involves a lot more than just the sensor, however. Everything is bigger, heavier, and more difficult to accomplish. You can clearly see some of those challenges in this Sony case comparing sensors, pentaprisms, the microprocessor to move the huge increase in data (dual BIONZ), and the motors to control the in-camera image stabilization (IS). Rumors were rampant for months that Sony just could not get their signature SteadyShot IS to work in full-frame, which would have been a major failing had it turned out to be true. Now that we have used the A900 hands-on we can report that SteadyShot is definitely working as it should, and Sony still claims a 2.5 to 4.0 stop improvement in hand-holdability in the full-frame A900.

To accomplish this Sony employed a parallel-link to move instead of flip the mirror. This reduced vibration substantially to reduce the demands on SteadyShot. It also had the benefit of allowing a shorter front to back dimension while still utilizing a full-frame mirror.

The second innovation was the sensor motors themselves. Since SteadyShot is controlling heavier components in even greater motion than APS-C, the motors required a 50% increase in output. Amazingly, the motors were beefed up, twice as many pixels are being captured and processed with dual BIONSZ processors, and with the same NP-FM5000H battery used in the A700, A350, A300, and A200 they extended the expected battery life in the A900 to 850 shots. Even if you're predisposed to hate Sony because you are a loyal Canon fan, you have to admire the engineering that went into solving many of these challenges.

A900 Press Release

SAN DIEGO, Sept. 9, 2008
SONY UNVEILS FIRST FULL-FRAME ALPHA DSLR MODEL

Sony is introducing its full-frame α (alpha) DSLR-A900 camera, aimed at serious photo enthusiasts looking for traditional SLR performance with the added benefits of digital photography.

It is designed to deliver ultra-fine picture quality with the world's highest resolution, 24.6MP, 35mm full-frame CMOS sensor, and fast image processing with a new dual BIONZ processing engines. The camera is also the first to have a body-integrated image stabilization system for a full-frame sensor with Sony's SteadyShot Inside anti-shake system.

One look at the camera's distinctive pentaprism and nostalgic body design will evoke its full-frame optical performance. It features a bright, clear optical viewfinder with 100% field of view coverage that would impress even film photography loyalists.

"The α (alpha) DSLR-A900 introduction solidifies Sony's position as a leading camera manufacturer that can meet the demands of serious enthusiasts," said Phil Lubell, director of digital camera marketing at Sony Electronics. "It represents the best in sensor and image processing technologies and offers enhanced functions, performance, and reliability so photographers can push their creativity to the limit."

Ultra-Fine Images As the Human Eye Perceives Them

The camera's Exmor CMOS sensor delivers the photographic expressive power of wide angles and perspective that only a 35mm full-frame sensor can offer, and is designed to take advantage of the resolving power of high-precision α (alpha) lenses. Its high pixel count and large size provide enhanced image detail and a wider dynamic range for natural color reproduction and subtle tonal gradations.

The sensor is produced using proprietary Sony planarization technologies to ensure an ultra-flat surface across the entire imaging area. Instead of a single analog/digital convertor, the sensor uses over 6,000 on-chip, column-parallel A/D converters to convert analog signals to noise-resistant digital signals at the earliest possible stage. The result is reduced noise and high-speed transfer of data.

Image processing gets a boost in speed and power from the application of two BIONZ image processing engines. Large amounts of data captured by the 24.6MP sensor can be quickly processed to achieve a fast shooting response. Additionally, this dual BIONZ processing system applies advanced noise reduction algorithms producing images of exceptional quality and detail, especially at high ISO sensitivities.

World's First Anti-Shake System for a Full-Frame Sensor

The camera's newly developed, body-integrated SteadyShot Inside unit achieves an anti-shake effect equivalent to shutter speeds faster by 2.5 to 4 stops. This new unit provides stabilization for Sony, Minolta and Konica-Minolta wide-angle, large-aperture lenses, which is difficult for lens-integrated systems.

State-of-the-Art Optical Performance and Responsiveness

The ultra-bright viewfinder with 100% field of view coverage and 0.74x magnification enables accurate framing and preview. It features a high-power condenser lens, an eyepiece with high reflective-index glass, and a multi-layer, anti-reflective coating on every optical surface to deliver its extraordinarily bright and accurate view. Additionally, the focusing screen is user-replaceable, with additional L-type (grid pattern) and M-type (super spherical acute matte) screens sold separately.

The camera's newly developed autofocus system consists of nine wide-area sensors with 10 assist points for improved tracking of moving subjects. A center dual cross sensor comprised of two horizontal and two vertical line sensors as well as a dedicated f/2.8 sensor are included to achieve greater precision, especially when using fast-aperture lenses.

It also offers high-speed continuous shooting of 24.6MP images at five frames per second. A newly designed mirror box features a unique parallel-link mirror mechanism that moves on two horizontal axes to accommodate both 100% viewfinder coverage and the body-integrated image stabilization system without increasing the camera's size. The mirror box also has a new moving magnet actuator, a high-powered coreless motor for a faster shutter charge, and a magnet catcher to minimize mirror bounce and light refraction within the box.

Versatility to Unleash Creative Possibilities

The model's innovative intelligent preview function takes the guesswork out of setting up a shot and the hassle of taking multiple shots to achieve a desired effect.

After pressing the depth of field preview button, the camera "grabs" a RAW preview image, which is processed and displayed on the LCD screen. You can then fine tune white balance, determine the best level and effect of dynamic range optimization, adjust exposure compensation, and check histogram data, all before you actually take the picture. Preview images are not recorded on the camera's memory card, thus saving capacity.

Other key features aimed to expand creative options include the Dynamic Range Optimizer (DRO) with five levels of user-selectable correction as well as DRO bracketing for enhanced scene analysis and graduation optimization. EV bracketing with ±2EV range makes it easy to create high dynamic range composite images.

Thirteen creative styles can be selected to enhance images and then fine-tuned by customizing contrast, sharpness, zone matching and other parameters, while three user-programmable memories provide instant access to as many as 26 different mode settings.

Powerful RAW file processing control is put in the photographer's hands with the included Image Data Converter SR3 software that delivers faster file processing speeds, easy adjustment of image parameters, Dynamic Range Optimization, and a new Peripheral Illumination function that compensates for corner light fall off.

With the camera's HDMI output and Photo TV HD mode, your creative output can be enjoyed on a compatible HD television. This mode brings the look of actual printed photography to the television, by fine-tuning such image parameters as sharpness, gradation, and color.

Comfort in Your Hands

Its construction features rugged, lightweight magnesium alloy with moisture-resistant, rubber seals for buttons and dials, an anti-static coating to prevent dust adherence to the imager, and a high-endurance shutter rated for more than 100,000 release cycles.

It has a 3-inch, Xtra Fine LCD screen (921K) that makes it possible to check focus and image quality with accuracy. It incorporates an easy-to-see display with a quick navigation menu to easily access common functions without interrupting your creative flow. A backlit LCD panel sits on top of the camera and displays key settings.

System Expansion with New Accessories

The A900 camera will be accompanied with an array of accessories like the recently-announced Sony HVL-F58AM flash unit with its innovative Quick Shift Bounce system, powerful performance with a guide number of 58, and wireless auto flash ratio control.

The Sony VG-C90AM vertical grip offers the same ease of operation when shooting vertically as horizontally, with its button layout and low-position shutter-release button. It also houses two InfoLITHIUM batteries (sold separately) for longer shooting and playback.

The DSLR-A900 body will be available in November for about $3,000 along with related accessories. All will be available at authorized dealers, at military base exchanges, Sony Style retail stores, and at sonystyle.com. Online pre-orders began on Sept. 10.

A900 Specifications

Convenience

• Burst Mode: 5 fps
  
• Color Mode(s): Standard, Vivid, Neutral, Clear, Deep, Light, Portrait, Landscape, Sunset, Night view, Autumn, B/W, Sepia (All other color modes use the sRGB color space)
  
• Red-Eye Reduction: N/A
  
• Self Timer: Yes (10 seconds, 2 seconds with mirror-up function)
  
• White Balance: Auto plus 6 Modes (Daylight, Shade, Cloudy, Tungsten, Fluorescent, Flash); +/- 3-step adjustable Kelvin temperature control (2500-9900k w/19-step Magenta/Green compensation)

Hardware

• LCD: 3.0" TFT Xtra Fine (921k pixels) LCD
  
• Microphone: N/A
  
• Viewfinder: Optical: TTL, 0.74 x, Diopter -1m^-1 100% coverage of 35mm Full-frame area

Power

• Battery Capacity: 7.2V, CIPA standard; approx. 650 pictures
  
• Battery Type: NP-FM500H Lithium-ion rechargeable battery

General

• Imaging Device: 24.6MP (effective) 35mm full-frame Exmor CMOS image sensor; RGB primary color filter
  
• Megapixels: 24.6MP

Convenience Features

• AF Illuminator Light: Yes (Built-in LED)
  
• Movie Mode(s): N/A
  
• Multi-Pattern Measuring: Switchable; 40 segment honeycomb pattern, Center Weighted, Spot
  
• Scene Mode(s): Standard, Vivid, Neutral, Clear, Deep, Light, Portrait, Landscape, Sunset, Night view, Autumn, B/W, Sepia

Optics/Lens

• Focus: Autofocus: TTL Phase Detection, Dual-cross 9-point AF w/ 10 assist focus points for Wide AF
  
• Focus Mode: Single-shot AF, Automatic AF, Continuous AF, Direct Manual Focus, Manual focus
  
• Focus Area: Wide focus (Auto - 9 areas), Spot focus, Local focus (9 local areas selection with the multi-selector)
  
• Lens Type: Interchangeable A-mount
  
• Shutter Speed: 1/8000 second - 30 seconds, bulb

Software

• Operating System Compatibility: Microsoft Windows 2000 Professional, XP Home and Professional, Vista; Macintosh OS X (v 10.1.3 or later) OS must be installed at the factory.
  
• Supplied Software: Image Data Converter SR (Windows & Macintosh), Image Data Lightbox SR (Windows & Macintosh), Remote Camera Control (Windows & Macintosh), Picture Motion Browser (Windows only)

Operating Conditions

• Flash Effective Range: No Built-in Flash (Compatible with Sony System Flash)
  
• Flash Mode(s): Auto, Fill-flash, Rear flash sync, High Speed Sync, Wireless off camera flash (with Flash HVL-F56AM, F36AM)

Inputs and Outputs

• HD Output: Yes (w/ optional HDMI cable)
  
• Output(s): Video and HMDI: NTSC/PAL Selectable
  
• USB Port(s): Yes, Supports USB 2.0 Hi-speed

Weights and Measurements

• Dimensions (Approx.): (WHD) 6 1/8" x 4 5/8" x 3 1/4" (156.3x116.9x81.9mm) (excl. protrusions)

Accessories Supplied

• M-series Lithium-Ion Battery (NP-FM500H)
  
• Battery Charger w/cord (BC-VM10)
  
• Wireless Remote Commander (RMT-DSLR1)
  
• Video Cable
  
• USB Cable
  
• Shoulder strap with eyepiece cap and Remote Commander clip
  
• Body cap
  
• Accessory shoe cap
  
• Software/USB Driver CD-ROM

New Zeiss 16-35mm f/2.8 and 70-400mm f/4-5.6 G Lenses

SAN DIEGO, Sept. 9, 2008 - Sony is expanding its number of high performance Carl Zeiss and G Series lenses with the addition of the new SAL1635ZA and SAL70400G models.

Vario Sonnar T* 16-35mm f/2.8 ZA Carl Zeiss Series Lens

The SAL1635ZA model is a super wide-angle 16-35mm f/2.8 constant aperture zoom lens, well suited for landscape, snapshot, and indoor photography. It is constructed of 17 lens elements in 13 groups, including an extra-low dispersion (ED) for exceptional clarity and center-to-edge resolution and a super ED glass element for much stronger correction of chromatic aberration or discoloration. It also features three aspherical lens elements that provide greater brightness from center to the edge of the image field. Its Carl Zeiss T* (T star) coating technology provides higher light transmission, and minimizes flare to produce images of luminous clarity, color and sharpness.

The SAL1635ZA lens offers the utmost flexibility in challenging lighting conditions due to its wide f/2.8 constant aperture. Combined with Sony's in-camera SteadyShot Inside image stabilization system, this lens is the only large aperture, full-frame capable, wide-angle zoom lens with the benefit of stabilization in the industry. Smooth, fast, and precise focusing is delivered by Sony's Super Sonic wave Motor (SSM) autofocus drive system. It utilizes a solid-state focus drive motor to provide silent, high-speed response, powerful torque, and fine rotational control - critically important for large wide-aperture lenses.

70-400mm f/4-5.6 G Series Lens

The SAL70400G lens is a 5.7x super telephoto zoom lens and the latest addition to Sony's G-series line of premium lenses. Designed to deliver extremely sharp descriptive performance across its wide focal length range, it is ideally suited for sports, action, and wildlife photography. Constructed of 18 elements in 12 groups, it includes two extra-low dispersion glass lenses for high contrast, sharp details, and exceptional center-to-edge resolution with minimal chromatic aberration. A circular aperture with nine diaphragm blades is utilized to achieve natural, aesthetically pleasing de-focusing effects.

With a minimum focus distance of 1.5m and maximum magnification of 0.27x, the lens delivers best-in-class performance. Like the SAL1635ZA lens, focus drive is provided by its SSM system, which offers the speed and rotational precision often required for telephoto shooting. Additionally, the lens has an internal focusing system for faster autofocusing.

A focus-mode/range switch and three focus-hold buttons have been added to the lens barrel for enhanced operability. For both models, when attached to the flagship α900 camera body, the AF hold buttons can be customized to activate the intelligent preview function.

Price and Availability

The Vario-Sonnar T* 16-35mm f/2.8 ZA and 70-400mm f/4-5.6 G lens will ship in January 2009 for about $1,800 and $1,500, respectively.

Flagship HVL-F58AM Flash

SAN DIEGO - Sony is expanding its α (alpha) system of accessories to include the new HVL-F58AM flash unit with exceptional features for versatile and flexible external lighting control.

Quick Shift Bounce and Expanded Versatility

This new flash features a new and innovative Quick Shift Bounce system. It offers more creative ways to achieve lighting, flash and bounce angles you may not have been able to experience before. The flash head can pivot 90 degrees left and right on a horizontal axis in addition to the conventional up and down vertical adjustment. With this system, the camera and flash unit can keep the same orientation regardless of portrait or landscape shooting. This gives a higher degree of flexibility when arranging the direction of light. For example, you can take full advantage of the flash unit's built-in bounce card even during portrait shots since the flash head can maintain the same orientation as it would in the landscape position.

Enhanced Operability and Ease-of-Use

A powerful performer, the HVL-F58AM flash unit features a maximum guide number of 58 at 105mm and ISO 100. It recycles (or recharges) in as little as five seconds, approximately 55% faster than the predecessor HVL-F56AM model, so you are ready to capture the next shot. And because it features a quiet recycle charge, there's no whine to distract you from your subject. It also has a large, easy-to-read LCD screen that is about 13% larger than its predecessor's. Its intuitive control layout makes it easy to control flash functions and configure the settings based on your shooting needs.

Wireless Auto Flash Control

This new flash has wireless auto flash control so you can remove the flash unit from the camera and easily light subjects from different angles. Photographers can create soft shadows to add depth to their images and avoid the strong shadows and hot spots that can occur with front lighting. The HVL-F58AM flash unit can also control the ratio of lighting from several off-camera flash units.

Up to three groups of flashes can be set up for optimal, complete control of lighting via a wireless connection. Flash output ratios can be adjusted automatically without having to do tedious exposure calculations. Additionally, you can fire a modeling flash to preview flash effects before taking the picture. Even with multiple units, the modeling flash fires according to the flash ratio you have set.

Advanced Features for Optimal DSLR Performance

One of the flash's most advanced features is its sophisticated zoom control that automatically optimizes illumination angles that are suitable for either APS-C size or 35mm full-frame sensors. This control reduces light "fall-off" at the periphery of images. It also has an advanced white balance compensation system that gathers color temperature information, complimenting the white balance information reading of the camera. This achieves more accurate results when the main unit is in auto white balance mode. Other features include: high-speed synchronization at shutter speeds of up to 1/4000 of a second, ADI flash metering, manual flash and zoom (six levels), multiple-flash, and a supplied mini-stand for greater wireless freedom.

Price and Availability

The HVL-F58AM flash unit will ship in September for about $500 at sonystyle.com, Sony Style retail stores, military base exchanges, and authorized dealers nationwide.

A900 Complaints

Let's get the disappointments out of the way first, since there is much more to like about the new A900 than to dislike. Sony has really been active this past year, just as they promised, but sometimes it is really hard to figure out what the DSLR design team is thinking. We get brilliant concepts from Sony marred by a "no thought here" feature, or lack thereof, that makes us truly wonder. The A900 is not without its share of a few of these:

1. No Pop-Up Flash or Wireless Controller - It looked like the D700 had finally killed the idea that a pop-up flash didn't belong on a pro level camera. The argument that the wireless control capabilities alone justified a pop-up is pretty compelling. Sony even supports four banks of ratio controlled wireless flashes in their flash arsenal, but you won't find a pop-up flash for wireless control or a built-in controller in the A900. Apparently the Sony employees that used to work for Minolta remember the Maxxum 9 fiasco over the pop-up flash. When asked about it the Sony reps commented that the 5D was the competition and there's no built-in flash on the 5D. What is funny is the 5D replacement, like the D700, is very likely to feature a pop-up flash, which would make the Sony A900 alone again.
   
2. Same Pricey Battery- The same proprietary NP-FM500H battery used in the A700, A350, A300, and A200 is also used in the A900. Great consistency, but you can still only buy it from Sony and you will still pay $55 to $95 for a spare. Sony insists on pimping their battery manufacturing even if their stubborn insistence on a proprietary battery drives some users away in a market where they need to win new users.



3. Another Battery Grip - Unlike Nikon's clever move which allowed the Nikon MB-D10 grip to work on either the APS-C D300 or the full-frame D700, the new Sony A900 gets another new grip that fits the same batteries used in the A700. The A900 base is about half an inch wider than the A700 so the VG-C70AM grip can't work. You would think design teams working together could have found a way around this since there is nothing new about the VG-C90AM. Keeping the volumes small with separate grips will all but guarantee Sony will continue as the most expensive grip options in its class.
   
4. No zoom in "Intelligent Preview" - Continuing the only glaring failing in the Sony A350/A300 Live View, the A900 Intelligent Preview does not allow zooming in the preview. Most studio users and tripod shooters like live view zooming for critical pre-focus, and that just isn't possible with no zoom. When asked, a Sony rep commented that critical focus control was not something they found studio shooters using Live View for. In my opinion, the intelligence is missing from the A900 Preview if you can't zoom.
   
5. Multiple HVL-F58AM Flash Units Required - The new HVL-F58AM is truly a fantastic concept in a flash unit as we'll talk about in our Positives pages. However, four flash banks with ratio control requires a 58 flash unit as a wireless flash controller on the camera, and other 58 units for the flash banks. This can get pricey with the 58 selling for around $500.



6. A Memory Stick Slot? - Do you know anyone who shoots the Sony Memory Stick in an A700 instead of the industry standard CF? It's easy to see why you might include a memory stick option in the A200/300/350 for Sony point-and-shoot users moving up, but a memory stick slot in the A900 is a true mystery. It looks like Sony Corporate has declared anything imaging will use only a Sony battery and will include a Memory Stick option. No other explanation makes sense.
   
7. No speed improvement in APS-C mode - While Sony DT lenses automatically switch to APS-C mode and you can select crop mode even with a full-size lens, there is no improvement in burst speed while in crop mode.
   
8. No Video Mode - Sony reps were on the verge of laughter when asked about a Video Mode for the A900. Frankly, with Sony's capabilities we really thought Sony might be first in bringing video to the DSLR instead of Nikon (D90) and Canon (rumored feature on the 5D replacement). Some industry analysts predict every news photographer will be shooting DSLR video within two years, giving editors the ability to select the stills they want for newspapers and magazines. Sony needs to truly lead in the DSLR market to capture the market share they covet.
   
9. No Weather-Sealed Lenses - The A900 appears very well sealed against the elements, as you would expect in a camera aimed at pro users. However, none of the current or announced Sony lenses are weather-sealed. Weather resistance is only as good as your weakest link, and Nikon and Sony need to pay more attention to weather-sealing their lenses.

A900 Praise

When a camera and company truly break new ground, as the A900 does, there is plenty to like. The A900 also exhibits quite a few market firsts:

1. The Most Amazing Viewfinder - If the reason for an SLR is the through-the-lens view, and it certainly is in the opinion of most, then the A900 wins in spades with the brightest, sharpest viewfinder seen in any SLR in a long time - perhaps ever. Sony and the Minolta engineering staff they bought have lavished attention on the prism and 100% view and it clearly shows. The only complaint is that eye-relief, while excellent, could be even better. It will be difficult for some eyeglass wearers to see the whole viewfinder and displays without moving their eye a bit. The view is so beautiful and clear you will definitely want to see it all.
   
2. A 24.6MP CMOS Sensor - Some will complain that noise is not as low as the Nikon D3 at high ISOs, and the answer is so what? The A900 is the highest resolution full-frame you can buy and twice the resolution of the D3. If you think that doesn't matter ask a working professional who is trying to supply images to his ad agency. Image buyers are demanding larger and larger files from photographers and the Sony delivers.
   
3. Body-Integrated Image Stabilization - Calling it SteadyShot Inside instead of Super SteadyShot is just a marketing decision. The technology is still "Super SteadyShot" and Sony had to beef up the drive motors by 50% just to keep up with the added motion of a full-frame. Industry observers marveled when Minolta made the APS-C sensor Image Stabilized, because it was so much harder than stabilizing the tiny P&S sensors. We should all stand in awe that Sony accomplished body IS in a full-frame sensor.
   
4. Image Stabilization with Any Lens - With body IS any lens you can mount can be an IS lens. This is particularly welcomed in very large aperture lenses, which are often prohibitively expensive for optical IS since such huge elements have to be compensated. Sony has taken advantage of this with a growing collection of fast, but very expensive, Zeiss lenses.
   
   
5. Rugged Magnesium Alloy Body with Complete Weather Sealing - Sony passed around the alloy shell of the A900 at the A900 introduction. It is amazing how light the structure actually is considering the incredible strength of the assembled shell. We also saw full seals and gaskets for all buttons and openings and the rubber gaskets for ports seal effectively but are still easy to remove and reseal.
   
6. Very Decent High ISO Noise - Compared to its real competition, which is the Canon 1Ds Mark III, the Sony sensor is amazingly low noise. According to pro photographers we talked with who have been shooting the A900 for several weeks the A900 is cleaner at ISO 800 and 1600 than the Mark III and just as clean at ISO 400. If this proves to be true in test comparisons this should certainly be considered a Sony success. The Canon 5D replacement may write a new chapter in this comparison, but only if it destroys the 1Ds Mark III performance. The A900 is not a D3 or D700 as it only goes to ISO 6400 and shooting at 3200 and 6400 is a when needed option - not something you want to do routinely. However, the A900 is also twice the resolution of the D3 and D700.
   
7. 126 MB per Second - the Dual BIONZ processors in the A900 move 126MB/sec at the 5 fps shooting speed - faster even than the Canon 1Ds III. That's pretty good performance for a camera that will sell for $3k instead of the $8K for the Canon.
   
   
   
8. Flash that Makes L Brackets Obsolete - Fortunes have been made with L brackets for pro cameras that enable shooting flash vertical with the flash also rotated 90 degrees. When you see the new Sony HVL-F58AM flash, you'll wonder why Sony - or you, or anyone else - didn't think of it sooner. The flash head turns smoothly in a 90 degree arc as one of its movements - aligning the flash perfectly for portrait mode. Goodbye L bracket.
   
9. Sony PhotoHD output to Bravia TV - The support for direct tethered output via HDMI to Sony's Photo HD on a Sony Bravia TV is no passing feature. The performance and results seen at the Toronto hands-on were stunning. Output from the A900 model shoot and the studio shoot with fishing lures and flies was direct to huge Sony HD Bravia displays.
   
10. Complete Familiarity - Users of the Sony A700 will have no learning curve at all, which is always a good thing. The layout of the A700 and A900 and grips are exactly the same, making for instant familiarity.
    
11. True RAW Files - The Sony A700 has been criticized by some sites for not providing true RAW images, as even the Sony RAW had some noise-reduction applied with questionable success. The A900 finally has the RAW option of "No Noise Reduction". Sony will also provide this option to A700 owners in the upcoming firmware version 4.