Sony introduces the alpha sub-brand for digital single lens reflex (D-SLR) cameras.
The Sony alpha brand is supposed to underline Sony's commitment to move into the D-SLR market and clearly differentiate from the Cyber-shot brand. The first Sony alpha branded cameras and lenses will ship this summer.
More details in this Sony press-release (pdf). In Japan Sony already set-up an elaborate flash site to promote alpha.
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