Fifty One East and Sony introduce the Next-generation α6400 Mirrorless Camera in Qatar

New Mirrorless Camera Features World's Fastest Autofocus 0 .02 seconds AF acquisition speed plus 425 phase-detection and 425 contrast-detection AF points plus Newly Developed Real-time Tracking for object tracking, High Resolution 4K Video Recording and More

  

Doha, Qatar - Fifty One East, Qatar’s favorite department store, and Sony the leading consumer electronics brand introduced an exciting new addition to its E-mount mirrorless camera line-up – the α6400 (model ILCE-6400) in Qatar.

New α6400 camera is now available at Fifty One East in Lagoona Mal, Al Maha Center, Fnac in Lagoona Mall and Doha Festival City, and Virgin Megastore in Villaggio and Landmark.

α6400 brings many of Sony’s most advanced technologies from their acclaimed full-frame line-up to a compact, lightweight APS-C camera. The speedy new camera boasts the world’s fastest1 autofocus (AF) acquisition of 0.02 seconds2, while also introducing the new advanced “Real-time Eye AF” and ”Real-time Tracking” capabilities. Also included are high-speed shooting at up to 11 fps4 with AF/AE tracking, a new-generation BIONZ X image processing engine that produces excellent image quality, 4K6 video recording, a fully 180-degree tiltable LCD touch screen and much more, making it the ultimate tool for all types of creators ranging from professionals to everyday vloggers.

The impressive autofocus system on the new α6400 inherits many technologies from Sony’s newest line-up of full-frame cameras including the α9, α7R III and α7 III models. The new camera features 425 phase-detection AF points and 425 contrast-detection AF points that are placed densely over the entire image area, covering approximately 84% of the image area. This high-speed, high-performance tracking AF system is paired with a new-generation BIONZ X image processing engine that together allows the camera to acquire focus in as little as 0.02 seconds2 and maintain subject lock extremely effectively, ensuring even the fastest moving subjects can be tracked and captured with ease.

The α6400 introduces advanced “Real-time Eye AF,” the latest version of Sony’s acclaimed Eye AF technology. This exciting new capability employs artificial intelligence (AI) based object recognition to detect and process eye data in real time, resulting in improved accuracy, speed and tracking performance of Eye AF.

Also debuting on the α6400 is Sony’s newly developed “Real-time Tracking.” This mode utilises Sony’s latest algorithm including artificial intelligence (AI) based object recognition and processes colour, subject distance (depth), pattern (brightness) as spatial information to ensure that all subjects can be captured with excellent accuracy.

The versatile α6400 is an exceptional video camera, offering internal 4K (QFHD: 3840 x 2160) movie recording with full pixel readout and no pixel binning to collect about 2.4x the amount of data required for 4K movies, and then oversamples it to produce high quality 4K footage with exceptional detail and depth.

The new camera is designed to offer a high level of functionality and customisation to maximise shooting freedom. New on the α6400 is a fully 180-degree tiltable, 3.0-type LCD flip screen with 921k-dots of resolution that allows for simple and effective framing of selfie-style shooting for both still and video capture. Utilising this capability, vloggers will be able to check and monitor composition throughout their entire creative process. The LCD screen is also equipped with touch functionality, with options for Touch Pad, Touch Focus, Touch Shutter and new Touch Tracking which quickly activates “Real-time Tracking” through the touch screen.  

The camera features a high quality XGA OLED Tru-finder™ viewfinder, extensive customisation with 89 functions that are assignable to 8 custom keys, the new My Dial and My Menu functionality, enhanced overall menu usability, a help screen for menus, star rating for images, and many other features that allow for a seamless shooting experience. It is also built with a tough magnesium alloy design, is dust and moisture resistant[1] and has an extremely durable shutter that is rated for approximately 200,000 cycles[2]. It also is capable of seamlessly transferring files to a smartphone or tablet when connected to the brand new ‘Imaging Edge Mobile’ application[3].

-Ends-

About Sony Middle East and Africa:

Sony Middle East and Africa FZE is a 100% subsidiary of Sony Corporation and is the regional headquarters for the Middle East and Africa regions. The company is engaged in the business of Sony Consumer Electronics, Recording Media and Energy, Mobile Electronics (Car Audio) and Computer Entertainment (PlayStation) products in more than 40 countries in the region.

Apart from stock operations in the Jebel Ali Free Zone Establishment in Dubai, Sony Middle East and Africa leads execution of various logistics, sales, marketing, advertising and customer services activities through its business partners. 262 accredited third party service centres reinforce Sony’s presence in key markets in the region.

About Fifty One East:

As the sun rises, the world looks towards the east. As the earth turns, each new dawn brings light, life, and new opportunities. And so comes Fifty One East – a name chosen to reflect the geographic location of Qatar’s pioneering retail brand whilst honoring its Qatari legacy.

Situated at 51 degrees longitude, Doha is a mélange of styles and cultures. And from Kahraba Street in downtown Doha, where we started, to the Lagoona Mall in the up market West Bay neighborhood, Fifty One East presents a fusion of exclusive luxury, extraordinary beauty and charming hospitality that epitomizes the very best of style in the region.

Portfolio of Brands at Fifty One East:

Men's Fashion:

Brioni, Lanvin, Kiton, Dior Homme, Francesco Smalto, Moreschi, Armani Collezioni, Luciano Barbera, Cerruti 1881, Barrett, Paul & Joe, Calvin Klein Jeans, Tombolini, Fred Perry, Van Laack, Vicomte A, Holland & Sherry, Dormeuil, Noya, Casadei, Trussardi Jeans, Adidas Y-3, True Religion, Joe’s Jeans, Joshua Sanders, Orlebar Brown, Versace Jeans, Aeronautica Militare and more.

Ladies’ Fashion:

Oscar de la Renta, Azzedine Alaïa, Carolina Herrera, Balmain, Monique Lhuillier, Zac Posen, Giambattista Valli, Ralph & Russo, Reem Acra, Naeem Khan, Zuhair Murad, Vivienne Westwood, Alessandra Rich, Rosie Assoulin, Diane Von Furstenberg, Dries Van Noten, Andrew GN, Marchesa, Roksanda, Georges Hobeika, Tony Ward, Nancy Gonzalez, Anya Hindmarch, , Roberto Cavalli shoes, Gianvitto Rossi, Charlotte Olympia, Aruna Seth, Calvin Klein Jeans, Rupert Sanderson, Delpozo, Mario Dice, Osman, Redemption, Jonathan Simkai, Isa Arfen and more.

Bridal:

Carolina Herrera, Oscar De La Renta, Monique Lhuillier, Naeem Khan, Marchesa, Reem Acra, Ines Di Santo, Zuhair Murad, Viktor & Rolf, Christian Siriano, Gemy Maalouf and more.

Kids’ Fashion:

Oscar De La Renta Kids, TWIN-SET, Armani Junior, Lanvin Petite, Gaultier Junior, Little Marc Jacobs, John Galliano Kids, Il Gufo, Miss Blumarine, Rykiel Enfant, Hackett London, Napapijri Kids, Hugo Boss kids, Melissa Kids, Sandra J kids, Roksanda, Marni, N21 and more.

Timepieces, Jewelry & Pens:

Rolex, Boucheron, Pasquale Bruni, Tudor, H. Moser & Cie., Bremont, Zeades, Pandora, Christian Bernard, Deakin & Francis, Le lune, Hueb, Azza Fahmy, Falamank by Tarfa Itani, leBebé, Yvan Tufenkjian, Cerruti, GC, Guess, Just Cavalli, Maserati, Parker, Waterman and more.

Cosmetics & Fragrances:

Chanel, Givenchy, Amouage, Elizabeth Arden, Hervé Gambs, Nesti Danti and more.

Electronics & Home Appliances:

Sony, Bang & Olufsen, Bose, Apple, Yamaha, Sony Mobile, Bosch, Monster, Beats, Sennheiser, Belkin, Libratone, Strong, Jawbone, Speck, Gigaset, Logitech, Hisense, BenQ, Motorola, Casio, Kate Spade, Moshi, Ted Baker, House of Harlow, Fitbit, H2O Pal , OZMO, Chipolo and more.

Musical Instruments:

Yamaha, Bösendorfer, Gibson, Jim Dunlop, Peavey Electronics, Remo, Meinl, Konig & Meyer, Proel, Wallace, Kun, Thomastik Infeld, Strunal, Vandoren, and more.

For media inquiries, please contact:

Aileen Andojar

Asda’a Burson Cohn& Wolfe

T: +974 44239222

Email: aileen.andojar@bcw-global.com

Roldy Arrouk or

Jessica Kazan or

Salha Said

Darwish Holding

T: +974 44257792-8

E-mail: RArrouk@darwishholding.com

JKazan@darwishholding.com

SSaid@darwishholding.com

[1] Not guaranteed to be 100% dust and moisture proof

[2] Sony internal tests with electronic front curtain shutter

[3] Availability of transfer / playback depends on the performance of the smartphone and tablet

© Press Release 2019

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