Olympus asserts its rule with camera flood

Olympus asserts its rule with camera flood

Olympus introduces quintet of new digital cameras. Image: Stylus 1050 SW/Olympus.


If you want to convincingly grab market attention, then product grasp really must be squarely aimed betwixt the legs of unsuspecting consumers, which is a tactic mercilessly executed by Olympus this week following the unveiling of a whole host of new and appealing digital cameras.

First up is the new Stylus 1050 SW, a rugged compact that offers itself up as shockproof, waterproof and freezeproof camera that’s even sensitive to touch via the innovation of Tap Control technology, which means common menu interactions can be delivered via finger taps against the top, back and sides of the camera’s body.

“For example, to turn on the flash or Shadow Adjustment Technology, tap the camera’s side twice,” outlines Olympus. “In adverse climates, where the Stylus 1050 SW thrives, the new Tap Control ensures fast results – so you get the shot – even if you are adjusting settings while fighting frostbite with large gloves that would make traditional buttons nearly impossible to maneuver.”

Providing 10.1 mega pixels of performance, the Stylus 1050 SW comes in a choice of four “trendy” colours and has been designed to withstand the rigours of everyday life. According to Olympus, the 1050 SW will survive five-foot drops, operate in freezing conditions and even swim with the fishes.

Other features include Face Detection, Smile Shot, In-Camera Panorama, Shadow Adjustment Technology, Perfect Shot Preview, Perfect Fix In-Camera Editing, Red-Eye Fix, TruePic III Image Processing, Digital Image Stabilization, a HyperCrystal II LCD display, Master 2 software, an LED Illuminator, and support for microSD memory expansion.

Set for arrival in October, the Stylus 1050 SW will hit retail for around $300 USD.

Following close behind the new Stylus is its 1040 counterpart, which is described as a streamlined camera “perfect for style-conscious consumers.”

The Stylus 1040 comes equipped with 10 mega pixels of performance, a generous 2.7-inch HyperCrystal LCD display and Intelligent Auto Mode. As with the 1050 SW, other features include Face Detection and Smile Shot, In-Camera Panorama, Shadow Adjustment Technology, Perfect Shot Preview, Perfect Fix In-Camera Editing, TruePic III Image Processing, Digital Image Stabilization, Master 2 software, and support for microSD memory expansion.

Also available in October, the Stylus 1040 will come attached to a price point of around $200 USD.

Not finished polishing its consumer appeal, Olympus has also announced the FE-360 and FE-370 point-and-shoot digital cameras, which combine easy operation and smart performance to capture brilliant images at the push of a button. And. while small and compact, the two cameras offer “impressive imaging technologies” packed into colourful slimline metal casings for people on the move.

Both entrants come with 8.0 mega pixel performance, Image Stabilization, Face Detection, Perfect Shot Preview, In-Camera Help Guides, Master 2 software, a microSD adapter, a rechargeable lithium-ion battery and an LCD backlight boost. Both are also available in choices of red, blue, pink, black and silver.

Individual attributes include a super-slim 0.7-inch metallic body, 20 custom shooting modes and a 3x Optical Zoom on the FE-360, while the FE-370 comes with Dual Image Stabilization, TruePic III Image Processing, Intelligent Auto Mode, a 5x Optical Zoom, 2.7-inch high-res LCD display, Smile Shot and Expression Edit.

Due to hit store shelves before the close of August, the FE-360 will cost around $150 USD, while the FE-370 comes in at approximately $200 USD.

Last, but certainly not least, is the SP-565 Ultra Zoom (UZ), which Olympus lauds as a smaller and lighter version of the SP-570 UZ, “the world’s most powerful ultra zoom digital camera.”

Balancing the amazing precision of its 20x wide-angle telephoto zoom lens along with point-and-shoot simplicity, the SP-565 UZ offers 10 mega pixel performance, Dual Image Stabilization, enhanced Face Detection, Shadow Adjustment Technology and Perfect Shot Preview.

Other features include, Manual Controls, High-Speed Sequential Shooting and Pre-Capture (up to 13.5 frames per second at 3.0 mega pixels), Perfect Fix In-Camera Editing, TruePic III Image Processing, Master 2 software, microSD memory support and 33 Shooting Modes.

Scheduled to land in October, the SP-565 UZ will sting prospective consumers for around $400 USD.