Fifty One East and Sony Bring a New Level of Power to Premium

Compact Camera Line-up in Qatar with Introduction of the RX100 VII





Fifty One East, Qatar’s favorite department store, and Sony Middle East and Africa FZE, the leading consumer electronics brand, announced the arrival of the new addition to Sony’s award-winning series of RX cameras with the launch of the RX100 VII (model DSC-RX100M7) in Qatar. Utilising technologies developed for Sony’s full-frame mirrorless camera Alpha 9, the RX100 VII achieves new levels of performance in a compact camera, in both stills and movie shooting, inspiring the user to feel confident that they are armed with professional-level power in their pocket for spontaneous shooting in everyday life.


The newest Sony Cyber-shot RX100 VII pocket-sized camera VII (model DSC-RX100M7G, package with Shooting Grip Kit) and leather-look body jacket case for the RX100 Series (LCJ RXK) in black and beige are now available at FNAC in Lagoona Mall and Doha Festival City, Modern Home in Al Maha Center on Salwa Road and Virgin Megastore in Villaggi, Landmark and Doha Festival City and other major retailers in Doha.


The RX100 VII is powered by a newly developed 1.0-type stacked Exmor RS CMOS image sensor and the latest generation BIONZ X image processor. This combination delivers new levels of autofocus performance and achieves speed breakthroughs that have previously only been seen on the Alpha 9. Flexibility of shooting is ensured by a ZEISS® Vario-Sonnar T* 24-200mm F2.8-4.5 high magnification zoom lens, making the RX100 VII a versatile choice for all types of shooting scenarios and users, from photo enthusiasts to professionals.





New Standard for AF Performance in a Compact Camera

The RX100 VII offers a world leading 357 focal-plane phase-detection AF points and 425 contrast-detection AF points. In addition, thanks to a newly optimised lens drive control, world’s fastest 0.02 sec AF acquisition time is realised. A major leap in AF/AE tracking performance during continuous shooting[i] means the camera performs AF/AE calculations up to 60 times per second2 and captures fast moving action at 20fps with AF/AE tracking, ensuring that each moment is shot with swift and accurate focus.


In addition, the image sensor realises blackout-free shooting4 for a completely live view, even when continuous shooting at 20fps3; the same experience as the Alpha 9. The RX100 VII also debuts a new drive mode, Single Burst Shooting9, for capturing the perfect high-speed shot at up to 90fps in JPEG/RAW format utilising the anti-distortion shutter. ‘Single Burst Shooting’9 allows the photographer to frame fast moving action and shoot as if taking a single shot but the camera will actually deliver seven still images, taken at 90fps, 60fps or 30fps, so the user can select the perfect moment.


For the first time in a compact camera, the RX100 VII introduces advanced ‘Real-time Tracking’ and ‘Real-time Eye AF’ capabilities. ‘Real-time Tracking’ utilises Sony’s latest algorithm including artificial intelligence-based object recognition to ensure that subjects can be captured with excellent accuracy, even via the touch panel on the rear screen. ‘Real-time Eye AF’, the latest version of Sony’s acclaimed Eye AF technology, employs AI-based object recognition to detect and process eye data in real time, resulting in improved accuracy, speed and tracking performance of Eye AF for both humans and animals7, and allows the photographer to concentrate exclusively on composition[ii].





Movie-Making Marvel

The compact and lightweight characteristics of the RX100 VII (approx. 302g / 102mm x 58mm x 43mm[iii]) mean it can always be carried around and can be mounted in places that larger cameras cannot. But its small factor belies a multitude of pro-level movie-making capabilities perfect for on-the-go shooting such as vlogging:


- 4K in-body movie recording with full pixel readout and no pixel binning in high bit rate XAVC S™

- Real-time Tracking and Real-time Eye AF for video

- 4K Active SteadyShot[iv] that is 8x more effective than 4K Standard SteadyShot

- Integrated Microphone input[v]

- Hybrid Log-Gamma (HDR) / S-Gamut3.Cine / S-Log3, S-Gamut3/S-Log3

- Compatibility with ‘Movie Edit add-on’ from the ‘Imaging EdgeTM’ mobile application for movie stabilisation and editing

- Vertical-position data recording for movies[vi]

- Interval Shooting[vii] for stunning time-lapse videos

- Super Slow Motion[viii] recording at up to 1000fps

- 180-degree flip screen for ease-of use whilst vlogging


[i] Compared to RX100 VI

[ii] Both right eye and left eye are selectable, either via the menu or by the touchscreen panel

[iii] Width x Height x Depth

[iv] Image compensation angle at wide-end (Comparison with 4K standard mode)

[v] Attaching a mic without the Shooting Grip Kit requires an optional accessory

[vi] In-camera movie playback is in the horizontal position. Whether or not movies are displayed in the vertical position depends on your device

[vii] Wi-Fi does not work during interval shooting

[viii] Audio recording is not available. A Class 10 or higher SDHC/SDXC memory card is required

9 One included with RX100 VII body



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