Sony developing upmarket Qualia range


December 14, 2003

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Monday December 15, 2003

Sony is developing an upmarket brand in Japan, using its world-leading R&D to bring advanced products to market earlier than they would for more price-sensitive consumer products.

Only four products have been released - the Qualia 004 (a digital projector), the 007 (an audio system), 015 (a 36-inch color monitor), and the Qualia 016, (a digital camera). They are sold in boutique stores in Tokyo and Osaka which are staffed by 'concierges'.

The premium nature of the brand is exemplified by the 016, which is 69.116.824mm in size and weighs 50g. To ensure the crispest of images, it takes 4 pics in rapid succession and then combines them into one two megapixel image. It has a built-in .55' TFT, 4x digital zoom, and a MemoryStick to store pics.

The 016 comes in its own briefaces with a flash unit, remote timer, video out unit, telephoto lens, wide angle lens, and battery charger.

The pricetag is equally upmarket - a staggering A$5400.

About the Author
Mike Hanlon Mike grew up thinking he would become a mathematician, accidentally started motorcycle racing, got a job writing road tests for a motorcycle magazine while at university, and became a writer. As a travelling photojournalist during his early career, his work was published in a dozen languages across 20+ countries. He went on to edit or manage over 50 print publications, with target audiences ranging from pensioners to plumbers, many different sports, many car and motorcycle magazines, with many more in the fields of communication - narrow subject magazines on topics such as advertising, marketing, visual communications, design, presentation and direct marketing. Then came the internet and Mike managed internet projects for Australia's largest multimedia company, (Australia's largest Telco), (Australia's largest employment site),,, and a dozen other internet start-ups before founding Gizmag in 2002. Now he writes and thinks. All articles by Mike Hanlon
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