Sony Ericsson has announced it is to produce a line of branded 'high end'
The range will kick off with two devices, the 3G K8000 and the
EDGE-compatible K790, both of which will sport a 3.2 megapixel camera and carry
Sony's digital camera brand, Cyber-shot.
The phones also feature other camera-centric technology including image
stabiliser, red-eye reduction and BestPic, a technology that takes a series of
photos as soon as the phone's autofocus button is pressed and more snaps after
the user has taken a picture, in case any action shots don't quite come off
Sony Ericsson also announced a tie-up with Google's Blogger service to post
digital photos taken on the phone straight to an existing blog. The tie-up will
enable a blog to be created automatically if the phone's user has no weblog
already set up.
According to a Sony Ericsson spokesman, the phone-maker is aiming to
replicate its Walkman branding success – three million devices within the line
shipped last year - with the new camera range.
The spokesman said: "We needed to establish in the consumer's mind that the
phone is a great place to listen to music... We looked at the same opportunity
we took with music and we want to apply that to imaging."
The spokesman added Sony Ericsson is hoping consumers will now think of
camera phones as genuine cameras. "There were [previously] one or two things
that prevented consumers from saying 'this is really a digital still camera',"
While 3.2 megapixels may be considered high end in the UK, it is way behind
imaging technology in the Far East. Samsung, for example, unveiled an 8
megapixel device in late 2005.
However, Sony Ericsson's spokesman denied the device is too low-spec to be
sold as an imaging device. "From the consumer's perspective, it's the best
compromise [between storage and quality]," he said.
Jo Best of Silicon.com reported from London.