Modern Electronics Company Ltd.(MEC), a subsidiary of the Al-Faisaliah Group and Sony, a leading consumer electronics brand, have announced the launch of the Alpha a7 series featuring the Alpha a7 and Alpha a7R and a7S from Sony.

Eagerly awaited by professional photographers and technology enthusiasts, these models set an exciting new benchmark in digital imaging.

A game-changing blend of imaging power and portability, both mirrorless models redefine the creative options of full-frame photography in a palm-sized interchangeable lens camera.

The Alpha a7 (24.3 effective megapixels) and the Alpha a7R (36.4 effective megapixels) give serious photographers a limitless range of new artistic possibilities. Expanding the selection of optical options from Sony and Carl Zeiss, six new full-frame lenses complement the superlative image quality of the cameras — whether you are shooting detail-packed stills or crisp, cinematic Full HD video.

Beautifully styled and easy to hold on lengthy assignments, both cameras are no-compromise photographic tools that put the needs of advanced users first. Front and back dials plus a control wheel and exposure compensation dial allow intuitive adjustments while framing shots through the high-contrast, high resolution XGA OLED Tru-Finder or on the tiltable 3.0-type LCD screen.

The 35mm full-frame Exmor CMOS sensor in both cameras incorporates light concentration and photo diode expansion technologies, while the Alpha a7R also features a new ‘gapless’ on-chip lens design that eliminates the spaces between adjacent pixels. These advances increase light collection efficiency, achieving outstanding resolution, sensitivity and low noise while circumventing the challenge of decreased pixel sizes due to the extremely high pixel count.

Together with the powerful new BIONZ X processor, the full-frame sensor also allows both cameras to shoot pro-quality Full HD video (50p/25p). You will enjoy rich, beautifully rendered movie footage with sumptuous colors and ultra-low noise, even in low light. Clear Image Zoom has been enhanced for video recording, delivering powerful close-ups without sacrificing pixel count. Pro-style movie features include an audio recording level control and display, plus a ‘clean’ HDMI output that allows video to be viewed on an external monitor or recorded on another device.

Both cameras showcase new Fast Intelligent AF that ensures speedy, accurate autofocus.

The Alpha α7 supplements this with Fast Hybrid AF that combines Fast Intelligent AF with phase detection autofocus. Boosting AF tracking, it lets the Alpha α7 keep fast-moving subjects like athletes and wildlife in sharp focus while supporting continuous shooting at up to five frames per second.

Both new camera models are designed to be fully customisable to suit your precise photographic demands, with nine preference buttons and 46 assignable functions.

With both Wi-Fi and NFC, the Alpha a7 and Alpha a7R allow effortless one-touch wireless connections with your Xperia or NFC-compatible Android smartphone or tablet.

The Alpha a7 and Alpha a7R also connect to your iOS devices via Wi-Fi. PlayMemories Camera Apps further enhance your photo experience with a growing range of free apps, spanning exciting new creative effects and filters, utilities and more.