Take a better look at all you aim for, with the world's smallest1 digital camera including a 30x optical zoom lens developed by Sony along with the legendary Zeiss a clear retractable OLED Tru-Finder and other features to extend full-scale shooting capabilities. The new Sony HX90 – it's absolutely brilliant from every perspective. The Elements of Comprehensive Image Quality. The synergy of a higher-performance CMOS image sensor, lightning-quick image processor and legendary lens pack the latest optical and engineering advancements into an amazingly compact form. The Zeiss Vario-Sonnar T* 30x optical zoom lens extends a legacy of high-precision optics to capture clear, sharp, undegraded images throughout a 24-720mm2 range. Command With Confidence. Instantly take control of any function that you want. All aspects of operation and handling are intuitively manageable, making it as easy as possible for you to love using this camera. Set the Right Shooting Style in Motion. Gain more choices to shoot your movie just right, according to the situation and how you want to show it. Whether you just want to share some action quickly or save it at higher resolution for more careful editing later, you can shoot in your own style to suit your purpose. Simply make format, mode, exposure and other settings and start recording as you like. Show the world how much farther you can go even after you've taken your shot. Touch up photos, share footage wirelessly, map your journey and have more fun in fresher ways than ever with your camera. Built-in GPS geotags your photos and movies, so when viewing them later, you can see trail maps of the shooting locations using Sony PlayMemories Home software on a computer.