Alpha Centres of Excellence

Get to know the full Sony Digital Imaging product range, plus a selection of lenses and accessories at your Alpha Centre of Excellence

We popped along to the Sony Centre in Carlisle and spoke to Grier Fisher about what it means to be a Sony Alpha Centre of Excellence.

Crier explains that as an Alpha centre of Excellence they are able to demonstrate the full range of Alpha and NEX cameras, enabling customers to experience them hands on1h when choosing the best camera to suit their requirements. As well as this they also stock the full range of lenses and accessories in store to ensure customers can appreciate the different lenses when testing the camera.


One of the benefits of buying an Alpha or NEX camera from an Alpha Centre of Excellence. Grier points out, is that they’re enrolled into the Alpha Club. This gives customers access to exclusive events, both in-store as well as on location.


Grier’s own camera is a 24.3MP NEX-7 CSC that gives him the perfect blend of quality and control in a compact-size body Sticking with the NEX range and been so strong, with the NEX-3N encouraging people to step up from the Cyber-shot range, while higher-end models such as the NEX-6 or 7 offer enthusiasts a perfect complement to their existing Alpha DSLR, especially as they can make full use of their existing lenses (including AF) via the NEX E-mount adaptor


Grier’s been involved in the Sony Centre retail experience for the past 24 years and in that period he’s seen Sony’s first Mavica digital camera, as well as a host of other innovations from Sony. One of which is the development of Sony’s translucent mirror technology for DSLR, with Grier finding the blend of fast continuous AF, rapid burst shooting and excellent image quality that’s possible with the SLT technology incredible. Thot’s not forgetting the arrival of the 24MP full frame Cyber-shot RX1 and RX1R compacts featuring a high quality Zeiss fixed prime in a pocket-sized body.

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