Sony announced yesterday that it's new digital slr line will be released under the name Alpha (Sony Alpha) or more accurately α™.

Meaning "beginning" and "essential," the symbol alpha embodies the spirit of Sony's approach to the D-SLR market. Under this sub-brand, Sony will produce a complete camera system of accessories and lenses to enhance the enjoyment of photography.

When these cameras start hitting retail shelves it will make the dslr market a bit more interesting. While Canon and Nikon have superior brand reputation among more serious photographers and hobbyists Sony has excellent brand recognition with general consumers because of their diverse product line including PCs, dvd players, digicams, etc. If they release a sub $600 d-slr that will certainly give Canon (350D as starting d-slr) and Nikon (D50 as starting d-slr) a run for their money.

Via engadget