Sony has announced a radical new concept in its Digital Still Camera line-up. Cyber-shot U is aimed at the younger generation who are looking for an ultra compact, quality camera to take anywhere, ensuring that they can capture and share memories and experiences anytime. The DSC-U10 represents the first in a new generation of Sony Cyber-shot cameras that are designed to transform personal digital photography in the same way that the Sony Walkman personal stereo revolutionised personal audio in the 1970s.
Just as your choice of mobile phone says something about you as a person, the DSC-U10 is much more than a digital camera. It's a compact, chic and stylish lifestyle accessory that stays with you 24/7 and adds value to your busy lifestyle. It targets those that are young at heart and value their memories enough to capture the moment and share the good times with friends and family.
"Cyber-shot U is a concept that breaks current perceptions of digital still camera use," comments Adam Williams Sony Digital Imaging UK. "You see the DSC-U10 and it stirs the emotions. You use it and fall in love with it. It's a simple concept based on style, quality and ease of use." Whether you are at work or at play, the elegant good looks of this new aluminium-bodied camera offer a blend of chic sophistication and casual style. At 90g, about the same weight and dimensions as a mobile phone, it easily fits in your pocket or you can even wear it comfortably on a neck strap.
An affordable* price tag opens up the DSC-U10 to a wide range of young people, and yet it belies a digital camera that shares many facilities and features which are associated with the most sophisticated Sony Cyber-shot models. The camera takes less than one second to power up, so you never need to miss a moment and the supplied STAMINA AAA rechargeable batteries ensure that you will give out before the camera does.
As well as ultra fast start-up and automatic shooting, the DSC-U10 offers a number of fun shooting options. Burst Mode allows you to shoot five rapid shots so that you can capture fast action shots. Or take an MPEG movie (without audio) straight onto the camera's integral Memory Stick.
When you return from the beach, a club or a party, downloading that day's images could not be easier. The camera's USB port provides a fast and straightforward means of transferring the images direct to your PC, and also powers the camera to save the battery life. Alternatively, images can be transferred with ease via Memory Stick. And, the supplied image transfer and editing software turns your PC into an image workstation where your favourite pictures can be safely stored, documented and shared with friends as email attachments.
Advanced technology delivers quality plus simplicity
The DSC-U10 integrates some of Sony's most advanced digital processing technology. The camera includes a 1.3 effective megapixel Super HAD CCD, while the 12-bit Digital Extended Processing (DXP) delivers superb results from every pixel. Clear Colour Noise Reduction further aids high quality image capture, by analysing the colour frequency of each pixel, and smoothing out distortion to create a natural tone reproduction across the image. Also, three pre-set scene selections and four picture effect modes helps you to create the right image for any occasion.
Thanks to its host of auto features, you can rely on the DSC-U10 to help you capture the right shot everytime, so you can have fun while the camera chooses the perfect focus, exposure and flash levels automatically.