A sensor used in full-sized DSLR cameras is said to be the "secret" to the performance of Sony's latest compact release for the consumer market.
The NEX-5 is the first of its kind to have interchangeable lenses and as the Daily Mail suggests, "never has so much lens been screwed on to so little camera".
While the publication's review of the camera hinted at a complex piece of electronic equipment that is hard to master, the manufacturer appears to disagree with that assessment.
Sony's characterises the NEX-5 and its other new release, the NEX-3, as combining both "serious creative possibilities with stylish looks" and added it is "beautifully easy to use".
Indeed, as the Daily Mail's reviewer pointed out, the technology uses big sensors to soak up as much light as possible and the kind of result professional photographers may be happy with.
The company is estimated to employ more than 170,000 workers across the world in its various divisions covering electronics and financial services.
Its consolidated sales revenues, as of 2008, stood at Yen 7.7 trillion (£59.8 billion).