Photo messages sent by smartphone play a key role in today’s way of life. Pictures are taken and immediately sent. The design of the DSC-QX10 / QX100 is based on a new conceptual approach. Instead of equipping the smartphone with a better camera, this camera has expanded the phone’s options. It has a high performance optical zoom with which the user can take high quality photos even of far away images. Modelled on the design of the interchangeable lenses for an SLR camera, this camera clearly conveys its function. The well thought-out concept makes use intuitive. The camera can be attached to a large variety of smartphones via a sturdy mount. Integrated tabs can simply be folded inwards to turn the mount into a compact, easy to carry cylinder when connected to the phone. The camera can also be used separately to the smartphone and can be operated like a traditional digital camera. An added innovation is that the user can take photos from angles that are not available to typical cameras or smartphones. With its functional and sleek design, this digital still camera has opened up new ways of photography. Its autonomy is ground-breaking.