OCTOBER 18, 2007

OLYMPUS UNVEILS E-3 DSLR CAMERA WITH

WORLD'S FASTEST AUTO FOCUS FEATURE

Olympus, renowned as one of the world's leading brands in powerful imaging products, sets a new world record within the digital imaging product category via the E-3, its new flagship model from the Olympus E-System digital SLR series.

Offering high-speed performance thanks to the world's fastest auto-focus feature, the E-3 is set to become a much sought-after model amongst professionals and serious amateur photographers.  The E-3 was unveiled in Tokyo, Japan, yesterday at a function organized by Olympus Imaging Corporation for representatives from Olympus’ offices worldwide together with international journalists and media photographers. 

Mr Tan Tick Boon, the managing director of Olympus Malaysia, who is in Tokyo for the event, said, 'The Olympus E-System is rated as the world's leading line of compact, high-performance digital interchangeable-lens SLR cameras.  What started out in 2003 via the introduction of the E-1 award-winning model, continues to set new benchmarks for professional image quality, performance, mobility and reliability.  All this can be attributed to Olympus’ compact, lightweight designs that are supported by innovative industry-first features.

"Besides being the successor of the E-1, the E-3 is the flagship model of the E-series and is the seventh model in the Olympus E-System.  This lineup now meets the needs of all types of users, including avid beginners, advanced users, amateur as well as professional photographers," he explained.

Ruggedly constructed from lightweight, rigid magnesium alloy that can withstand the most severe operating conditions, the dust and splash-proof E-3 also offers 10.1MP, high-speed sequential shooting capabilities at 5 frames/second and a high-speed shutter up to 1/8,000 seconds.

GfK Malaysia released some interesting insights gleaned from its August '07 data which indicated that the YTD dSLR market is estimated to be worth around RM70 million, which chalked up a 58 per cent increase compared to the same period last year.  In terms of units sold, YTD 2007 recorded around 21,000 pieces, which is a huge increase of 95 per cent compared to the same period last year.

Reflecting on the  amazing sales recorded for dSLR in the local environment, Mr Tan added that such appreciable growths for dSLR sales will also be reflected in Olympus Malaysia's operation and revenue performance, stating, "We have forecasted that the dSLR sector stands to contribute around 9 per cent to the Malaysian outfit's total revenue for the 2007/08 fiscal year.  This is a huge rise when compared to only 3.3 per cent in the last fiscal year (which ends on March).

"This reflects today's growing trend wherein customers seek to acquire high-quality gadgets that enable them to indulge in their hobbies or even their careers, and being rewarded with excellent results and much satisfaction.  With the kind of adventure-filled lifestyles they lead, their choice of digital imaging products have to be heavy-duty and tough, coupled with  extraordinary features to capture many a memorable event.

"2007 has been a significant year which has been dedicated to Olympus' E-System, having launched three new dSLR models, them  being the E-410, E-510 and now the flagship model of E-3.  Coupled with the E-3 release will be the availability of new accessories, like the ZUIKO digital 2x teleconvertor lens that is capable of doubling the focal length of the master lens, together with the FL-50R and FL-36 R electronic flashes," added Mr Tan. 

The E-3 dSLR, whose price is yet to be confirmed, will be available come November 2007, in time for the festive-cum-holiday season.

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