Sony adds the α7 III to its “Full-frame Mirrorless” camera Line-up

Sony Middle East and Africa has introduced yet another impressive addition to their full frame mirrorless camera lineup, α7 III (model ILCE-7M3) into the Kenyan market.

This comes a few months after the company launched its a9 model into the local market as it seeks to achieve a growth in its sales by 52 %. This year, the company says it is aiming to achieve a 52 per cent sales growth in the interchangeable lens camera business and expect the full frame camera segment to grow by 108 percent.

The α7 III unique features include Continuous Shooting at up to 10 fps with either Mechanical Shutter or Silent Shooting and full Auto Focus/Auto Exposure tracking making it a good photographic tool for any shooting situation that demands quiet operation.

The camera also has a robust autofocus to keep up with those speeds, too. There are 399 phase detection autofocus points, and 425 contrast AF points, which makes the A7R III twice as fast as the A7R II in low light situations.

If there is fluorescent or artificial lighting present in a shooting environment, users can activate the Anti-flicker function to allow the α7 III to automatically detect frequency of the lighting and time the shutter to minimize its effect on images being captured. This minimizes any exposure or color anomalies that can sometimes occur at the top and bottom of images shot at high shutter speed.

It has an outstanding video camera as well, offering 4K6 (3840×2160 pixels) video recording across the full width of the full-frame image sensor which brings out high quality videos.

To ensure maximum usability and reliability, the camera features a new Z battery with approximately 2.2 times the capacity of W batteries, as well as dual SD media card slot, including one that supports UHS-II cards.

The new camera features “My Menu” functionality which allows up to 30 menu items to be registered for instant recall when needed. Users can also apply star ratings to their still images through the camera controls for easier image playback and review, and edit the first three characters of all still image files.

The α7 III series was first launched in the international market in November last year. Other companies such Panasonic with its GH5 series and Nikon D750 series are its Sony’s a7III direct competitors for the high-end camera market.

The new α7 III is available in Kenya upon request and priced at KSH 345,000.

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