By Claire Reilly

Sony is expanding its range of NFC-enabled devices and boosting its “one-touch” brand messaging with the launch of a new compact digital camera — the first digital imaging device from Sony to be equipped with NFC (near field communication) technology.

The Sony Cyber-shot RX100 II is the second iteration of the RX100 camera from the brand and is set to be available for RRP $899, slightly more than the RRP $799 price of the RX100, which will continue to be sold in market. 

At the premium end of the compact camera spectrum in terms of price (Sony’s prices go as low as $149 for the compact Cyber-shot DSCW710P) the RX100 II also boasts more advanced features than a standard compact camera. These include a back-illuminated Exmor R 1.0” CMOS sensor, which Sony says “increases sensitivity while reducing picture noise, especially in challenging low-light” as well as a f1.8 Carl Zeiss Vario-Sonnar T* lens. It also features a “Multi Interface Shoe” on top of the camera body for attaching accessories such as an external flash or electronic viewfinder.

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But the key selling point behind is the camera’s Wi-Fi and NFC connectivity, as Sony Australia marketing manager for Digital Imaging Ervin Quek explained.

“The new RX100 II is our first camera to launch with one-touch (NFC) technology,” said Quek. “One-touch enables consumers to instantly share images with other NFC capable devices such as your Android smartphone or tablet, laptop or TV.

“Sony’s strategy behind NFC is to simplify the connection of its RX100 II to smartphones and tablets. Once connected, users can remotely control the camera’s shutter release from their mobile device, instantly receive the captured image via Wi-Fi and upload the transferred images straightaway to their favourite social networking site.”

It is this simple approach that Quek said made NFC capability an easy sell for retailers. With a simple demonstration of ‘one-touch’ connection, retailers are able to grab the attention of consumers who have previously been required to use complex connections to get their devices to pair.

“NFC makes it incredibly easy to wirelessly connect devices without complicated set-up,” said Quek. “Usually connecting devices requires reasonable technical knowledge, a PIN, passwords, special cables or docks and often a pinch of luck! It often leads to frustration and confusion.

“One-touch products eliminate this frustration. Simply touch two NFC products together and within moments, they're connected.”

The Sony RX100 II will be available from “mid July” according to Sony, for RRP $899.