Sony is certainly shaking things up at Photokina this year, bringing out a trio of new products featuring full-frame image sensors: the NEX-VG900 camcorder, the Sony Alpha A99 interchangeable lens camera, and the compact Cyber-shot RX1. Of the three, the model getting the most interest from the Photokina crowd may be the Alpha SLT-A99—the world's first full-frame camera that uses Sony's translucent mirror technology. With improved continuous phase-detection autofocus, compatibility with the well-established A-mount lens system, and a price tag of $2800, the Sony A99 is being primed to compete directly with full-frame DSLRs from Canon and Nikon. The camera's multitude of video controls and features also suggest that Sony is marketing the A99 not only to professional photographers, but to casual video shooters and pro videographers on a budget.