By Claire Reilly
Sony is preparing to launch its latest line-up of consumer electronics into the Australian market, after unveiling a number of innovations at the IFA trade show in Berlin earlier this month.
The new range will be rolling out into Australian retailers over the coming months and is defined by “best in class, best in market” products according to Sony Australia group manager of network services and technology Paul Colley.
Standouts include the brand’s NFC-enabled products, which Colley said were “changing the way people connect”, as well as a new Ultra HD TV (which Sony dubs “4K”) and soundbars, digital imaging products and a new Vaio notebook that Colley said was “lighter than Air” making a jibe at the brand’s well-known Mac competitor.
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In the AV space, Sony has added to its current 4K line-up with two new models (Bravia X8504A Series) in 55-inch and 65-inch sizes. The TVs pack the same specs as Sony’s previously-released 55- and 65-inch models, but without Magnetic Fluid speakers built into the side of the panel.
Rather than pushing the TV into the mid-market, the brand says it is bringing this TV to retail to provide an option for consumers that already have an existing hi-fi setup. The ‘X8’ TVs will be available at the end of October and though no pricing was announced, it is expected they will mirror the pricing of Sony’s existing models (65-inch: $6,999; 55-inch: $4,799), less the approximate price of a soundbar.
Speaking of soundbars, the brand has refreshed its line-up with the slimline HTST3 4.1-channel soundbar (available November 2013, pricing TBC), and the higher-spec’d HTST7 7.1-channel model (RRP $1,399), both of which are being billed as Sony’s “first entry into the premium soundbar category”.
The soundbars join Sony’s High-Res Audio system, the HDASP1, which is being targeted at audiophiles looking for high-quality playback of uncompressed music files, with the potential to stream direct from a home network. While no firm launch has been set for the High-Res product, it is set to launch in the US in December, and an Australian launch is expected shortly after this through specialist audio retailers. As far as pricing goes, Sony hinted at a sub-$1,000 price point.
Sony has also added to its Vaio line-up with the ruby-hued Vaio Pro Red, the convertible Vaio Tap 11 (which offers tablet functionality with a laptop-sized attachable keyboard) and the larger all-in-one Tap 21. Pricing and availability on all three products is yet to be confirmed.
Finally, in the digital imaging space, the brand has launched the HDR-MV1 Music Video Recorder, (dubbed the Music Cam) for YouTube-ready home musicians, and two smartphone attachable lenses that boost the imaging capabilities of an iPhone or Android smartphone.
The DSC-QX100 (RRP $599) and DSC-QX10 (RRP $279) can be attached to a smartphone with a dedicated frame, or used as a handheld camera with the smartphone acting as viewfinder. Certainly one of the more memorable products in Sony’s new line-up, they are also potentially the most niche — it remains to be seen whether consumers will want to add bulk to their phone with an added lens that can be bought at the price of a standalone compact camera.
Sony's new Ultra HD '4K' TV removes the speakers that were positioned on either side of the panel on the brand's previous 4K model.
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