| Olympus PEN E-P1 Digital Camera |
 Set to revolutionise photography in the digital era, Olympus Imaging Australia has announced the much-anticipated arrival of the latest innovation in digital imaging technology – the Olympus PEN E-P1. Delivering high-resolution digital SLR image quality in a conveniently sized stylish model, the PEN E-P1 is as easy to use as a compact camera.With its slim line body, premium quality metal construction and modern, yet classically elegant design, the Olympus PEN E-P1 is neither a compact camera, nor a digital SLR. It is the first in an entirely new camera category – bringing a new experience to photography enthusiasts through enhanced ease-of-use and portability. With its compact size and digital SLR image quality, Olympus PEN E-P1 is tipped to be the next technological breakthrough in photography. Its sleek and compact body is the result of its 4/3 sized image sensor. The internal structure eliminates the traditional digital-SLR quick-return mirror allowing a radical reduction in camera size without compromising the benefits of digital SLR photography with its high shooting performance and high quality images. The new interchangeable lens system digital camera draws inspiration from the legendary “Olympus PEN” half-frame film camera range which celebrates its 50th anniversary this year. Widely acknowledged as the epoch-making forerunner of consumer point-and-shoot „compact‟ cameras, the Olympus PEN range made history by creating a fuss-free and unencumbered photography experience for the first time. Its success led to 17 million units being sold globally. Olympus‟ Product Manager, Ray Okubo commented: “The Micro Four Thirds platform is set to revolutionise the way we take pictures. Bringing a completely new camera category to market is an exciting development for Olympus and is testament to our dedication to delivering innovative technology to customers. The new PEN E-P1 offers a diverse photography experience that will appeal to beginners looking to take digital SLR quality pictures with the ease-of-use of a compact body as well as traditional photographers who are looking for a portable solution, with digital SLR image quality and all the latest features.” For enhanced ease of use, the new Olympus PEN E-P1 is equipped with the Intelligent Auto (iAUTO) function popular on the Olympus range of compact digital cameras. This function automatically evaluates the scene and sets the optimum scene shooting mode to take the selected shot. The imaging system uses a 4/3-inch type, 12.3-megapixel high speed Live MOS Sensor and a newly developed TruePic V image processing engine to provide high quality still images, equivalent to those produced by digital SLR cameras. This impressive processing engine also enables non-flash shooting up to ISO 6400. The Olympus PEN E-P1 also boasts a 720p High-Definition movie recording capability. Its stereo audio recording in the linear PCM format allows movie recording with high quality sound. Powerful Art Filter effects encourage users to bring out their creative genius. The creative filter effects can be used for both still shooting and movie capture modes, expanding photographic possibilities for the camera user. Key Features: Elegant, classic design: Mirror-less camera system with metal construction for a premium, high quality feel, in a light weight body that can be taken anywhere As easy to use as a compact: Intelligent Auto and Live Control functions for intuitive camera setting by selecting icons displayed on the LCD panel The power to create: 4/3-inch Live MOS Sensor and new TruePic V image processing engine offer traditional SLR-equivalent image quality, whilst High Definition movie shooting and high-quality audio recording in linear PCM format are coupled with Art Filters for creative photographic expression.      
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About Olympus
In Greek mythology, Mt.Olympus is the home of the twelve supreme gods and goddesses. Olympus was named after this mountain to reflect its strong aspiration to create high quality, world famous products.
"Olympus" has been used as a trademark since the time of Takachiho Seisakusho, the predecessor of Olympus Corporation.
In Japanese mythology, it is said that eight million gods and goddesses live in Takamagahara, the peak of Mt.Takachiho. The name "Olympus" was selected as the trademark because Mt.Olympus, like Mt.Takachiho, was the home of gods and goddesses. This trademark is also imbued with the aspiration of Olympus to illuminate the world with its optical devices, just like Takamagahara brought light to the world.
Takachiho Seisakusho was renamed Takachiho Optical Co., Ltd. in 1942 when optical products became the mainstay of the company. In 1947, the name was changed again to Olympus Optical Co., Ltd. in an attempt to enhance its corporate image.
And in 2003, the company made a fresh start as Olympus Corporation, to show its willingness to establish a dynamic corporate brand by unifying the corporate name and the well-known brand.
In recent years, Olympus Corporation has focused on "Opto-Digital Technology" as its core competence, technological strengths that competitors cannot easily imitate, to maximize corporate value and to become one of the top optical instrument manufactures.
