The NX10’s Innovation Continues, With the Launch of Five New Lenses

Anaheim, CA (February 20, 2010) – Samsung Electronics America, Inc., a market leader and award‑winning innovator in consumer electronics, today announced several new additions to its groundbreaking NX system lens technology, to be released throughout 2010. The original line up of a standard zoom (18-55mm OIS / F3.5-5.6), tele zoom (50-200mm OIS / F4.0-5.6) and pancake lens (30mm / F2.0) launched with the Samsung NX10 during the 2010 International Consumer Electronics Show, will be complemented by the introduction of five additional lenses through 2010. This will provide consumers with a total of eight potential lenses designed specifically for the Samsung NX camera system.

Samsung’s NX lenses have each been specifically designed to ensure that users get the most out of their photography experience. The NX system’s advanced intelligent lens technology means it does the capturing so users can do the creating, providing an enjoyable photography experience every time. The NX10 boasts a compact, sleek and lightweight design, and now thanks to its leading lens technology, users never need to miss a creative moment.

Consumer research carried out by Samsung revealed that camera users want convenient and easy-to-use features which guarantee value and creative freedom through innovative concepts. Samsung’s intelligent lens technology ensures users’ needs are fulfilled through the highest picture quality, while enjoying the sleek, durable and portable compact camera body of the NX10 thanks to its mirror-less design. Building on the company’s strong heritage in performance and innovation, Samsung’s new lens technology is designed to meet the universal ease-of-use capabilities requested by users.
The eight Samsung NX lenses incorporate unique features and designs so that the images users produce are easy to create yet still of professional quality. The lenses have been developed to include specific benefits which respond directly to consumer needs and desires which were highlighted in the research.

Consumers reported that they wanted lenses which are small and convenient to carry, yet still stylish and iconic. In response to this, Samsung has created the compact zoom lens (20-50mm / F3.5-5.6), the wide pancake lens (20mm / F2.8) and the pancake lens (30mm / F2.0) – all of which give users a high level of optical performance without the bulk of other lenses on the market. These are ideal for consumers who want a lens they can take anywhere and everywhere that will complement the compact, sleek and stylish design of their NX10.

For consumers who are looking for specific qualities to their shots, be it capturing with a certain focus or depth of perspective, Samsung has released the tele zoom lens (50-200mm OIS / F4.0-5.6), the macro lens (60mm / F2.7) or two types of standard zoom lenses (18-55mm OIS / F3.5-5.6 and 18-55mm / F3.5-5.6). These lenses feature intuitive technology, are optimized for picture taking of a professional standard and are the ultimate in high-performance.

Finally, Samsung found that many people are looking for all-round quality and durability in a multi-purpose lens which can perform faultlessly in a number of functions. For this, the super zoom lens (18-200mm OIS / F3.5-6.3) is the perfect choice.

“We were inspired to create new lines of cameras and lenses that would change the way people think and feel about photography. This could only be achieved by ensuring all of the NX10’s components represented an intuitive and harmonious design and capabilities to meet the needs of our customers,” explained Mr. S J Park, CEO of Samsung Digital Imaging. “We know from our detailed research that what consumers want from their cameras is evolving – they’re looking for compact and stylish products of a high performance, while retaining a focus on value. We’ve reflected these demands throughout the development of our lens technology for the NX10 and forthcoming NX range.”

Mr. Park added, “Samsung has always been quick to implement cutting-edge technology, and the development of our lens technology ensures highest image quality is always within reach. Our continued commitment to improving the imaging experience of our users is a number one priority – we don’t want our users to just capture images but create their own unique stories. The Samsung NX10 represents a whole new category of digital cameras and the new offerings within our lens line up will ensure our users feel empowered to unleash their creative side and integrate camera technology into everyday life, in their own way.”

NX10 LENS TECHNOLOGY SPECIFICATIONS

* Lens spec and launching time are subject to change without notice.

About Samsung Digital Imaging
Samsung Digital Imaging Co. Ltd. is a leader in photo imaging technology, digital cameras and optical devices. The company offers a range of high-performance digital compact and DSLR cameras, introducing cutting-edge features to meet consumer needs. Samsung began developing film cameras in 1979 and has led the growth of the digital imaging market through its advanced technology and innovation. For more information, please visit www.samsungimaging.com

About Samsung Electronics America, Inc.
Headquartered in Ridgefield Park, NJ, Samsung Electronics America, Inc. (SEA), a wholly owned subsidiary of Samsung Electronics Co., Ltd., markets a broad range of award-winning, digital consumer electronics and home appliance products, including HDTVs, home theater systems, MP3 players, digital imaging products, refrigerators and washing machines. A recognized innovation leader in consumer electronics design and technology, Samsung is the HDTV market leader in the U.S. Please visit www.samsung.com for more information.

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