Since then Sony featured its own SLT reflex camera conception instead of the traditional digital SLR concept. The DSLR-560 and DSLR-580 of 2010 were last DSLRs of Sony. In 2009 the highly light-sensitive cameras DSLR-A500 and DSLR-A550 were added.
Nevertheless some new Sony- and Zeiss lenses are available for the Sony α system. The Alpha 900 has an image sensor with 35.9×24mm frame format (equivalent to 35mm film format), making it interesting to use it with the finest old Minolta A-mount lenses. In 2008 the company offered DSLRs for beginners (Alpha 200) as well as for advanced to professional photographers (Alpha 900). In autumn 2007 a new model, the DSLR-A700, was introduced in Italy. This camera succeeded Konica Minolta's digital SLR series Alpha/Maxxum/Dynax and surpassed the predecessors concerning reliability. It was June 6th 2006 when it released the first of its DSLR cameras for Minolta's Alpha mount lenses, the Sony Alpha SLRs. Sony relied very much on the German optics designer Carl Zeiss. These oddly-shaped formats necessarily made the cameras rather unwieldly, so moves towards smaller memory cards were undertaken, as digital cameras became even more compact than their film-based ancestors. These were later followed by the Mavica CD models, which used CD-Rs as the storage medium. Mass market items from the Mavica range were a spectacular commercial success since they utilized the convenience of 3.5" floppy disks as the digital photography boom began in earnest. Its first Mavica (Magnetic Video Camera) way back in 1981 stored 570x490 pixel frames from an SLR "TV camera" on 2" magnetic floppy discs called Mavipaks. Having been active in the home video business since 1965, it started in the market more experienced with electronic cameras than some of the traditional camera makers. It entered the photography market in the age of digital photography. In the photo business Sony is one of the newer players. In 1955 they renamed the company to Sony, and in 1960 they introduced the World's first TV-set based on transistor technology. In 1950 they introduced "Soni" magnetic tape and a tape recorder. Soon they introduced a new electric rice cooker. (Tokyo Telecommunications Engineering Corporation). In 1945 engineer Masaru Ibuka and physicist Akio Morita founded Tokyo Tsushin Kogyo K.K.
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