Sony α (alpha)

Sony has announced the brand name for its D-SLR cameras that will be launched sometime this summer. Sony will be using the symbol α which they describe as “meaning “beginning” and “essential,” the symbol (pronounced alpha) embodies the spirit of Sony’s approach to the D-SLR market. Under this sub-brand, Sony will produce a complete camera system of accessories and lenses to enhance the enjoyment of photography.” 

“The Sony α™ mount system of cameras, lenses and accessories will integrate advanced electromechanical technologies that are key to D-SLR performance, the versatility of the well-established Maxxum lens mount system, and Sony’s renown in imaging devices and technologies. These include CCD and CMOS imaging sensors, as well as other image processing technologies, in addition to overall product miniaturization. People who have already made investments in many of Konica-Minolta’s lenses and accessories will be able to take full advantage of Sony’s new D-SLR cameras.”

This brand is in fact a continuation of Konica-Minolta’s earlier efforts in this area. It'll be of interest to see what Sony release this summer as they promise several models.