Sony says it means "beginning" and "essential". The symbol α (pronounced alpha) embodies the spirit of Sony's approach to the D-SLR market. Under this new brand, Sony will produce a complete camera system of accessories and lenses.

The Sony α mount system of cameras, lenses and accessories will integrate advanced electromechanical technologies that the company says are key to D-SLR performance, including Maxxum lens mount system, and Sony's know-how in imaging devices and technologies.

These include CCD and CMOS imaging sensors, as well as other image processing technologies, in addition to overall product miniaturization. People who have already made investments in many of Konica-Minolta's lenses and accessories will be able to take full advantage of Sony's new D-SLR cameras.