Sony stops swimming against the SD format stream

By Paul Hayes

SYDNEY, NSW: In a move that sees it finally fall in line with the rest of the market, Sony Australia has today announced that its entire 2010 range of digital imaging products will be capable of using SD and SDHC memory cards.

The move is a departure from Sony’s long held stance of offering its proprietary Memory Stick range as its only option for digital image storage.

“It’s all about providing consumers with choice,” said Maurice Satya, product manager, digital SLR cameras and memory cards, Sony Australia.

Available in sizes from two to 32 gigabytes, Sony’s range of memory cards will be available in addition to the Memory Stick range.

“The new SD and SDHC cards will complement Sony’s existing Memory Stick range satisfying the needs of a broader range of users, and strengthening Sony’s position as a full line media supplier,” said Satya.

Sony has faced criticism in the past for offering only its propriety range of memory sticks at a time when the other major suppliers of imaging products were incorporating either SD or XD cards as a standard.

Sony is introducing five SD/SDHC memory cards and two microSD/microSDHC memory cards with class 4 data transfer speeds.

According to the company, the new cards will provide users with stable high definition video recording and enough speed to cope with the advanced functions of compact digital cameras and high-end camera phones.

The new SD cards will also feature File Rescue software, designed to enable quick retrieval of damaged or deleted photos, videos or music.
 

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