New models are: the DSC-W55, DSC-W35, DSC-S700 and DSC-S650. The slim, compact DSC-W55 and DSC-W35 models will sport 7.2-megapixel imagers and precision Carl Zeiss Vario-Tessar lenses. They combine traditional, eye-level viewfinders with large LCD screens for easy framing and viewing of photos. The W55 camera will make a splash in Caribbean blue, pale pink, elegant black and sleek silver with a 2.5-inch LCD screen wrapped in a metal body, and the W35 camera will shimmer in silver with a two-inch screen.

The new DSC-S700 and DSC-S650 cameras will also feature 7.2-megapixel imagers, and will shine in classic silver. The former model will house a 2.4-inch LCD wrapped in a metal body and the latter a two-inch screen.


All four new models feature 3x optical zoom capability, blur-reduction technologies (ISO), and substantial internal memory for shooting without a media card. Their storage capacities can be expanded further with optional 8GB Memory Stick Duo or Memory Stick PRO Duo flash media cards for the W-series models and 4 GB Duo media cards for the S-series models.

"Now that digital cameras are personal items, it's common to have more than one camera per household," said Phil Lubell, director of marketing for digital cameras at Sony Electronics. "Our new models are solid performers that will be easy for novices to digital photography to use and at the same time meet the needs of more advanced users."

In stores in February, the W55 model will be available for about $200, the W35 for about $180, and the S650 for about $150. The S700 ships in March for about $180.