| Samsung NX10 Digital Camera |
 Samsung Australia today announced the new Samsung NX10 at the Consumer Electronics Show in Las Vegas, an innovative new digital camera with the heart of a DSLR embedded inside the frame of a digital compact camera to deliver creativity without compromise.Thanks to its mirrorless design, the NX10 boasts a significantly smaller profile than its DSLR counterparts, but the integration of the APS-C size CMOS sensor means none of the image quality is lost. In addition, the potential to change lenses, typically a DSLR only feature, means that the NX10 is the perfect lightweight camera that users can easily take with them everywhere they go. “The new Samsung NX10 marks the start of the next generation of cameras, a creative tool for the creative class”, said Sagar Dave, Digital AV marketing manager, Samsung Australia. “Samsung has always been quick to implement cutting edge technology and for the first time in the camera industry, Samsung has successfully integrated an APS-C size sensor into a compact body by eliminating the mirror box, meaning users can now be as creative as they want without compromising image quality.” Available in two colours, Noble Black and Titan Silver, the NX10 gives users the ultimate performance with one of the fastest auto focus (AF) in its class. Samsung’s latest innovation, the DRIMe II Pro engine and advanced AF algorithm, provides an ultra fast focus speed with the higher precision of contrast AF providing more depth to the photos. But it isn’t just about still images. When finished taking photos, users can continue to tell their stories in video format with high definition movie recording that uses H.264 codec for easy transfer and viewing capability. Complementing the NX10 is a range of high quality detachable lenses that are lighter and smaller than traditional lenses offering users both image quality and portability.A standard DSLR size lens (68.5mm x 67.5mm) weighs approximately 225g whilst a standard lens with the NX10 (63mm x 65.1mm) weighs 198g. For the launch Samsung has three lenses available, the 18-55mm standard zoom lens which is the standard shipping set-up, plus a telephoto zoom lens at 50-200mm and a 30mm fixed focus lens. Leveraging its experience as one of the world’s leading digital screen manufacturers, Samsung has included a large 3.0” AMOLED (active matrix organic light-emitting diode) screen in the NX10. AMOLED provides easier viewing even in bright sunlight, meaning users no longer need to shield their screen with their hands to view photos they have taken or shots they are lining up. The category leading screen also provides 10,000 times faster response rate than conventional LCDs, has a far lower power consumption, meaning longer battery life, and higher contrast ratio – 10,000:1 vs. 500:1. “The new Samsung NX10 marks the start of the next generation of cameras,” said Mr SJ Park, CEO of Samsung Digital Imaging Company. “We know from our detailed research over several years that what consumers want from their cameras is evolving, which we’ve reflected in the development of the NX10. With specialist equipment open to everyone and no longer restricted solely to the professional, more and more people want to capture something creative and tell a story through their camera – but they also want something compact that they can carry round with them all day. The large sensor and the ultra fast auto focus give consumers the quality they demand as well as the compactness they want in one exceptional package.” The Samsung NX10 also contains a range of intelligent features to put professional quality images within reach of the amateur photographer. The Samsung NX10 includes in-depth manual controls and also a Smart Auto function which automatically detects the surrounding environment of the shot and selects the right shoot mode. Its Smart Range feature also enables the user to vividly express both bright areas and dark areas in the same frame, and the Supersonic Dust Reduction system keeps those dust particles clear of the image sensor that can often impair an image. It even senses when the user brings the camera close to their face to look through the viewfinder, and puts the AMOLED screen on standby to conserve power.      
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About Samsung
Since SAMSUNG's founding in 1938, SAMSUNG has maintained a mission statement that responds both to its own change, and to new developments in the world: "Economic contribution to the nation," "Priority to human resources," "Pursuit of rationalism." Each slogan represents significant moments in SAMSUNG's history, reflecting different stages of the company's growth from a domestic industrial leader into a global consumer electronics powerhouse.
In the 1990's, SAMSUNG transformed its mission statement to keep pace SAMSUNG's growing global operations, rapid changes in the world economy and escalating competition from well-established rivals.
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