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New year, new cameras for Olympus

New year, new cameras for Olympus - Olympus start the new year with a new range of cameras. The new family members are the Mju 5000, Mju 7000, Mju 900, Mju Tough 600, Mju Tough 8000 and the SP-590.

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Category : Compact Cameras
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Olympus SP-590Press Release:

Olympus, the company that introduced freezeproof, waterproof and shockproof cameras for active lifestyles to the mass consumer market in 2006, is now redefining the segment it continues to dominate. Beginning with the newest members of the line-up to be introduced in January 2009, these incredibly rugged cameras built to capture amazing images in extreme situations will be rebranded as µ TOUGH.

The new µ TOUGH brand will allow Olympus to continue the series' reputation for incredible durability while introducing new innovations and benefits to the line. In addition, the name change will make the unique advantages of the series more recognisable and comprehensible to consumers. If it is not waterproof, shockproof and freezeproof, then by Olympus standards, it is not "tough". This means that, thanks to the new

µ TOUGH brand, the company can offer one or more of these unique features in other Olympus camera lines.

According to a recent study, many consumers in the market for a new digital camera list durability and weatherproofing as the most important features in a camera. The current line-up of µ SW cameras offers different levels of durability, providing customers with options that best meet their needs. The shockproof and waterproof models are ideal for adventure: they can survive anything from an underwater snorkel tour to a day with the kids at the playground. And for a trip to the most extreme mountain peaks or the darkest depths of a cavern, the freezeproof and crushproof µ SW cameras are the perfect partner to bring along to capture brilliant images of an unforgettable experience.

"Over the last few years, our tough µ SW-series cameras have increasingly impressed consumers with their combination of incredible durability and excellent image quality. They allow our customers the freedom to shoot in situations where other cameras simply wouldn't survive", says Miquel Angel Garcia, Managing Director Marketing at Olympus Imaging Europa GmbH. "Since some of our cameras even go beyond shockproof and waterproof - certain models are freezeproof and crushproof as well - we needed a name that was more reflective of the true nature of the SW series. The µ TOUGH brand lets our customers know what these cameras truly have to offer: strength that's always ready to go, even in the most extreme conditions".

Olympus continues to be an innovator, developing new technologies to expand the frontiers of digital photography. Olympus products set benchmarks for others to follow, enabling consumers to capture it all. The new µ TOUGH cameras will be available in January 2009.

 

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Available:
Olympus FE35
£100 No
103xFace Detection
End Jan
Olympus FE3000
£130
2Gb Card
103xMetal, Intelligent AutoEnd Jan
Olympus FE5000
£150
No
105xMetal, Dual image stabiliserEnd Jan
Olympus Mju 5000
£220  No 125xStylish, Dual image stabiliser
Early March
Olympus Mju 7000
£260
No 127xSlim, HDMI output
Mid Feb
Olympus Mju 9000
£310
No 1210xWorlds smallest 10x zoom, 28mm wide lens Early March
Olympus Mju Tough 6000
£280
No 103.6x28mm wide lens, waterproof 3m, drop proof 1.5m
Early Feb
Olympus Mju Tough 8000
£340
No 123.6x28mm wide lens, waterproof 10m, drop proof 2m, crushproof 100kg
Mid Feb
Olympus SP-590
£360
No 1226x26-676mm zoom lens, dual image stabiliser
March

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