Setting The StageSony likes to win, and much of the time they do. Betamax was an exception, even though it was technically superior to VHS. But, it then went on to become a broadcast standard that lasted more than two decades, actually outliving VHS. Other than that Sony has a long history of winning products, and of dominating the market segments that they target.

Sony is relatively new to DSLRs, but their acquisition of Konica / Minolta a few years ago gave them a highly regarded platform on which to build (more Minolta, in truth, than Konica). A wide range of cameras in the consumer end of the market has done very well for them, and with last year's A900, a full frame 25MP model, they have shown themselves to be highly aggressive in terms of pricing – something that Sony isn't usually known for.

It should also be noted that Sony is one of the few manufacturers of camera sensors, supplying many of their competitors, as well as themselves.

With the new A850 Sony is pu...