Sony announced a bevy of new Cyber-shot cameras on Tuesday that will come with a new lens technology that promises "clearer, steadier and better" images.
The new Advanced Aspherical (AA) lens claims to boost zoom range while allowing a far smaller lens body.
The new tech makes its debut in the Cyber-shot HX20, WX100 and W690.
"With the WX100, this results in an impressive 10x optical zoom range in a compact camera that’s just 17.5mm thin at its slimmest part," Sony tells us.
Sony adds that its "Pixel Super Resolution technology" promises to "double optical zoom range without sacrificing image quality or resolution".
The final elements in the mix are a newly refined gyro that should help combat camera shake and a ISO level that goes up to 12800.
Heading up the new range of Cyber-Shot models is the DSC-HX20V.
It will come with a 18.2 megapixel Exmor R CMOS sensor, a quick autofocus (approximately 0.13 second in daylight and 0.21seconds in low-light at 3 EV) and a 20x optical zoom.
Video fans will get AVCHD Full HD 50p video recording, while artistic Picture Effect modes, 3D shooting and GPS should keep everyone else happy.
There is the usual quota of advanced manual functions and all the usual tech you've come to expect from Sony.
Those on a tighter budget will be able to opt for the Cyber-shot HX10V. It offers a virtually identical setup but drops the optical zoom offering down to just 16x.
Those not needing a long zoom will be able to opt for the Cyber-shot WX100. Still packing the new lens tech and other goodies, the camera will sport a 10x optical zoom even though it is a compact camera and claims to be "the world’s smallest, lightest camera to offer a 10x optical zoom range".
It will offer an 18.2 megapixel resolution, ISO up to 12800 and a 6.7cm display on the back. You will be able to record video in AVCHD at 50i (1920 x 1080). Although it measures 92.3 x 52.4 x 21.6mm it is 17.6mm at the thinnest point - something Sony is keen to brag about. It weights 108g.
Offering all of the features of the DSC-WX100, the WX150 boasts an even larger LCD screen.
The Cyber-shot HX10 will be available in the UK from mid April 2012. The Cyber-shot HX20V and WX100 are available from mid-May 2012.