Following up on that farewell to Konica Minolta, Sony just announced their new D-SLR sub-brand hitting the streets this summer: Alpha. Yeah, Alpha as in "beginning" or "essential," not pre-beta instability (we hope). Sony will produce the complete camera system including the lenses (no Carl Zeiss?), accessories, CCD (hopefully not those CCDs) and CMOS imaging sensors, and other Sony imaging technologies. And like we already knew, the new Sony shooters will be compatible with Konica-Minolta lenses and accessories. That's it, we can all go back to waiting now for actual products to be announced. Oh, and we linked to the Sony Alpha website per the press release which is, er, down at the moment... "Alpha" indeed.

Update: Thanks to everyone who pointed out that Minolta's SLRs were marketed in Asia under the Alpha brand. At this point, it looks likely that Sony will be using the brand globally, dropping Minolta's previous use of Maxxum (North America) and Dynax (Europe) branding for its SLRs. We'll let you know if we learn otherwise.

[Via Sony]

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