Introductory Incentives for Fastest-in-Class UP-DR150 Accompany Launch

ORLANDO Feb. 19, 2005 - PMA 2005, Booth 3032 - Sony Electronics today announced the availability of the UP-DR150 digital photo printer, its fourth-generation dye sublimation digital photo printer that provides new levels of speed, quality and durability.

The UP-DR150 is the fastest in its class of professional digital printers, producing 4x6 prints in just eight seconds, 5x7 prints in only 15 seconds. It is available in both a standalone configuration for the studio/event photography market and integrated into PictureStation™ digital photofinishing kiosks. {mosaddphp:/ads3.php}

To mark the UP-DR150's introduction, special incentives are being offered as part of Sony's Digital from Day One PictureStation promotions alongside cash rebates for professional and event customers purchasing the standalone unit.

" The UP-DR150's unprecedented speed and superb print quality will quickly raise the bar for kiosk printing both in the industry and with consumers," said Jay Dellostretto, vice president for digital photofinishing in Sony Electronics' Broadcast and Business Solutions Company. "The added introductory incentives make this irresistible."

A New Generation, a New Standard

The UP-DR150 high-speed printer is the result of over a decade of research and development based on feedback from real-world use. A comparison between the fourth-generation UP-DR150 and the third-generation UP-DR100 printer that it replaces makes for a striking contrast. The UP-DR150 cuts the print time from 23 seconds to just eight seconds.

These performance benchmarks come from combining the UP-DR150's newly developed adaptive thermal print head with a high-speed USB 2.0 interface. Aside from speed and quality, the new thermal print head is designed for durability to meet the demands of industrial use reliably turning out print after print, day after day.

The high-volume roll capacity minimizes maintenance by producing 550 4x6 prints (or 335 5x7 prints) without reloading. The front-loading layout makes the most of countertop space by fitting into narrow spots without surrendering service access, and side-mounted interface connections are recessed to make this a drop-in installation.

Introductory Incentives

The UP-DR150 is available in both standalone configuration for the studio/event photography market or integrated in PictureStation digital photofinishing kiosks. Retail customers purchasing the standalone unit between now and March 31 qualify for a special $500 cash rebate providing authorized Sony Electronics dealers an added incentive for their customers.

The latest UP-DR150 equipped PS250DLX/BL Deluxe PictureStation is also included in Sony's Digital from Day One promotion. Those customers purchasing a PS250DLX/BL between now and March 28 will be eligible to choose between receiving a Sony UPX-C200 Digital Passport System for high quality passport and ID photos (a $1,495 value based on MSRP), or two boxes of PictureStation media (2UPC-R154 4x6" for 1,000 prints and 2UPC-R155 5x7" for 670 prints), or a $1,000 rebate direct from Sony.

In addition, those customers wishing to trade-in and trade-up their existing digital photo kiosk can receive a $3,000 rebate direct from Sony. Those without a digital kiosk for trade-in can take advantage of the $99 per month for the first six months PictureStation lease (subject to credit approval. See complete Digital from Day One information at Sony.com/digitalphotofinishing).

Pricing and Availability

The Sony UP-DR150 digital photo roll printer is available now at a suggested list price of $2,595. The UP-DR150 equipped PS250DLX/BL Deluxe PictureStation will be available in March at a suggested list price of $13,995. The UP-DR150 is also available in the new PictureStation slimline kiosk with either single or dual printer options. The PS150SLM1/BL with single printer will be available in March with a suggested list price of $7,995. The PS150SLM2/BL with dual printers will also be available in March at a suggested list price of $9,995.

Editor's Note: Your readers can find their e nearest Sony authorized dealer or service location by calling 1-800-686-SONY or visiting Sony.com/digitalphotofinishing. Press information and digital images are available at Sony Electronics' news and information web site at www.sony.com/news.

Contact Info:
Anne Carlantone
Sony Electronics Inc.