The Sony Cyber-shot DSC-TX55 lays claim to being the world's thinnest camera with full HD video at a skinny 12.2mm thin, however, smartphones such as Samsung's Galaxy S II and LG's Optimus 2X offer Full HD 1080p video and measure just 8.5mm and 10.9mm thin respectively.

Luckily for Sony, the smartphones don’t ship with a 16.2 megapixel Exmor R CMOS sensor, a 10x zoom, or the ability to create super-detailed panoramas with a 42.9 megapixel resolution.

Sony’s Cyber-shot TX55 also boasts a 3D Sweep Panorama mode and can capture still images in three dimensions. It has a large 3.3" OLED wide touchscreen, built-in picture effects, anti-shaking system, and a battery life of 125 minutes (250 shots) with the LCD turned on.

Rival electronics maker Panasonic unveiled its latest digital camera offering during the week, the Lumix DMC-LS5. The 14.1megapixel entry-level compact camera is an easy-to-use camera with 720p video and the "added convenience" of running off AA batteries.

The Sony Cyber-shot TX55 will be available in September along with Sony's more curvaceous sibling, the Cyber-shot DSC-WX30. The Panasonic Lumix LS5 will be available in November. Pricing has not been announced.