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UPDATE: The new NEX firmware are now officially available! Check our the Sony support website: http://support.sony-europe.com/hub/hub.html

Or use our direct download links:
For the NEX-3: Download for Windows or MacOSX
For the NEX-5: Download for Windows or MacOSX
And here is update for lens adapter:Download for Windows or MacOSX

Once tried the new firmware let us know what you think about!

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US: Amazon, Adorama and BHphoto.
Europe: Pixmania (DE, BE, FR, AUT, UK, NL, PL, IT) or Amazon (DE, UK, FR).

Sony had a new product announcement today. We “warned” you that Sony will announce a colored NEX but of course we were hoping to be wrong with our “prediction”. No way :(

Sony Japan announced a all pink NEX-3 edition. The [shoplink 4321]pink Panasonic GF1[/shoplink] was quite popular in Japan and I guess that’s why they made a separate press release to announce it. By the way, look at the recent BCNranking which shows the weekly most sold system cameras in Japan. The [shoplink 3003]Sony NEX-5[/shoplink] really scores an impressive result! Time for releasing new NEX lenses Sony!!!

UPDATE: There will be a new press release on October 14th with the new firmware upgrade for NEX cameras

Koreatimes writes that :”Sony is confident that the latest additions to its Alpha series of translucent mirror cameras will prove to be among the first of many intriguing products that could eventually shake the (Canon/Nikon) hierarchy.“

They interviewd Mr.Kimihiro Itoki, who heads Sony’s Korean business. He said that “Sony looks to edge Nikon for second-place in the interchangeable lens cameras market here, including both the DSLR and the new breed of high-quality shooters, by the end of next year, to gain on Canon. The latest Alpha models will help us claim and solidify the second-position in Korea’s interchangeable lens digital cameras market and narrow the gap with Canon.’’

Sony had about 20 percent of the Korean market in interchangeable lens cameras at the end of the third-quarter, due to the popularity of its Alpha Nex mirrorless models. Sony has established leadership in the emerging market for mirrorless cameras here with an estimated market share of 40 percent due to the popularity of the Alpha NEX. The goal is to achieve a 50 percent share, Itoki said.

Macro of red dragonfly by [shoplink 3003]Sony Alpha 55[/shoplink]

Sony NEX-5 with Dicapac Waterproof Case (SonyAlphaNex)

Sony NEX-5 18-200mm OSS and the Zoo (SonyAlphaNex)

NEX 5 w/ Kipon and [shoplink 4217]CV 50mm Nokton at f/1.1[/shoplink] (Dpreview forum)

Broke the VG10 (Dpreview forum)

Sony Nex and Leica Elmarit-M 24/2.8 Asph. real world tests at motimotion.at

Amateur Photographer magazine has a Sony A33 review.

Sony Japan officially sent “Apology and Notice of insufficient supply of the new E18-200mm F3.5-6.3 OSS“

he high-end full of dangling cigarette packs … NEX-5 (AlphaKlub.com)

List of Sony SAM SSM Lenses for the LA-EA1 Adapter (SonyAlphaNex)

DXOmark tested the Sony A290 sensor (Click here)

TrendyNikkei interviewed the Sony team that worked on the NEX-VG10. There is also a review on Ascii.jp.

Via ImageSensorsWorld we learned that “Sony will subcontract the manufacture of CMOS image sensors to Fujitsu in an arrangement aimed at lowering production costs without revealing proprietary technologies to overseas foundries” and “The deal with Fujitsu should allow Sony to meet growing demand for image sensors while keeping production costs in check and safeguarding its proprietary technologies in Japan, the Nikkei business daily reported. A spokesman for Sony said the electronics giant has been considering outsourcing some image sensor production to meet strong demand driven by growing sales of advanced digital cameras and smartphones, but declined to comment further. A Fujitsu spokesman declined to comment.”

Is that good or bad news? Let me know what yu think…