InTechSpot  

The slim, compact DSC-W55 and DSC-W35 models will sport 7.2-megapixel imagers and precision Carl Zeiss® Vario-Tessar lenses. They combine traditional, eye-level viewfinders with large LCD screens for easy framing and viewing of photos. The W55 camera will make a splash in Caribbean blue, pale pink, elegant black and sleek silver with a 2.5-inch LCD screen wrapped in a metal body, and the W35 camera will shimmer in silver with a two-inch screen.

The new DSC-S700 and DSC-S650 cameras will also feature 7.2-megapixel imagers, and will shine in classic silver. The former model will house a 2.4-inch LCD wrapped in a metal body and the latter a two-inch screen.

All four new models feature 3x optical zoom capability, blur-reduction technologies (ISO), and substantial internal memory for shooting without a media card. Their storage capacities can be expanded further with optional 8GB Memory Stick Duo ™ or Memory Stick PRO Duo™ flash media cards for the W-series models and 4 GB Duo media cards for the S-series models.

“Now that digital cameras are personal items, it’s common to have more than one camera per household,” said Phil Lubell, director of marketing for digital cameras at Sony Electronics. “Our new models are solid performers that will be easy for novices to digital photography to use and at the same time meet the needs of more advanced users.”

Capture the Mood

High sensitivity is featured on all of the cameras to reduce the chances of taking blurry photos, especially in low light situations. With settings up to ISO1000, you can shoot at higher shutter speeds to capture the candles on a birthday cake or the city lights without using a flash.

On the W-series cameras, Sony's Clear RAW ™ noise reduction technology helps reduce picture noise common to low-light exposures. Sony’s AF Illuminator also facilitates these models’ ability to shoot well in low light. A special light is thrown on subjects before taking a shot so that the camera’s imager can better detect contrast. The end result is well-focused, clear pictures, even in low light.

Shoot At The Speed of Life

These new models feature quick start-up, fast shot-to-shot times, and long battery life – up to 380 shots on a full charge of the W55 and W35 cameras’ Lithium ion battery, and 460 shots on a full charge of the S700 and S650 models’ optional, rechargeable AA batteries. The cameras' sophisticated auto-exposure and auto-focus features work fast so you get the picture right the first time.

No More Guesswork

All models incorporate a function guide and resolution guide. When menu icons are selected, a simple text explanation is displayed on the LCD screen. This function guide is readily-accessible through a convenient mode dial. The resolution guide is helpful when deciding on the best resolution for prints. When you select the resolution in the menu, a pop-up screen provides the ideal print size for that particular setting.

In stores in February, the W55 model will be available for about $200, the W35 for about $180, and the S650 for about $150. The S700 ships in March for about $180. Options will include batteries, travel chargers, lenses, filters, sports packs, and cases. All models can be purchased online at Sonystyle.com, at Sony Style® retail stores (www.sonystyle.com/retail), and at authorized dealers nationwide. Pre-orders begin on Jan. 23 at www.sonystyle.com/cameras2007.