| Olympus Mju Tough 770SW Digital Camera |
 Olympus Imaging Australia today announced the introduction of its most rugged Shockproof and Waterproof camera yet, the Tough 770SW – now with a raft of new strength features and capable of underwater shooting to a depth of an incredible 10 metres!Fashioned for everyday punishment, the Tough 770SW is now also capable of enduring pressures of up to 100 kilos – meaning it’s more shock-proof than ever! It can even withstand temperatures as low as -10ºC, sending a shiver down the spine of competitor cameras that freeze up at the very thought of the cold! It’s a stylish little 7.1 megapixel package, but don’t let looks fool you – it’s capable of withstanding the greatest demands and most outlandish scenarios of everyday life. The shockproof and waterproof construction allows the camera to be taken almost anywhere. Now able to go a further five metres from where its predecessor the Tough 725SW left off, means you can take your underwater photography even deeper without needing special housings or extra equipment. If you’re a traveller or simply one of those people who always manages to accidentally break things, you can sleep easier knowing the Tough 770SW is crushproof, withstanding up to 100 kilos of pressure – equivalent to a four-draw filing cabinet - meaning you can throw it in your suitcase or in your back pocket and not have to worry about damaging this virtually indestructible digital camera. It’s a camera that truly blends brains with beauty, clever enough to make sure your photos come out right every time and tough enough to withstand even the greatest pressures of life. Mju Tough 770SW : The Hard Facts - Now even tougher underwater: the Tough 770SW is now waterproof up to 10 metres thanks to further enhancements of its internal waterproofing systems. New material has also been used for the microphone and speaker components of the camera to make them last the ocean depths. - Won’t crack under pressure: shock-proof was a popular feature of the Tough 725SW and with the latest edition to the Tough range, Olympus has gone to greater lengths to make this camera almost indestructible. Still able to be dropped from a height of 1.5 metres, the Tough 770SW is one tough creature. A tougher, durable stainless steel body and improved shock-absorbent materials mean the Tough is now crushproof, able to withstand load-bearing pressure of up to 100 kilos – which will really pass those pocket and suitcase tests. - It’s hard to get snowed under: normally the lowest temperature that digital cameras are guaranteed to work is 0ºC, with the new Tough 770SW, all internal electrical components are guaranteed to work at snowproof temperatures to -10ºC*, so whether you’re skiing or mountain-climbing your trusty Tough 770SW is up for the challenge. - Bright light when you need it: the Tough 770SW comes equipped with a Super- Macro LED function meaning when in Super-Macro mode, a light can be switched on with a touch of a button. So if you are under water in a darker situation, switch the camera to Super-Macro mode for easy illumination and sharper images. When your camera is off, a prolonged push on the shutter button will also switch on the light meaning your camera can also double as a flashlight if you’re searching for something in a hurry. - See the pressure: the Tough 770SW also comes with inbuilt air, water and altitude pressure sensors so that you can measure how high or how deep you really are. Recorded as Exif data, the sensor will allow you to keep a note of the conditions your photographs were taken under. Tough 770SW Features: • 7.1 megapixels and 3x optical zoom for premium quality images • 2.5-inch Hyper-Crystal LCD monitor • Waterproof to 10m • Shockproof to 1.5m • Crushproof to 100kg • Snowproof to -10°C • Shakeproof image stabilisation with ISO1600 sensitivity • Nightproof technology to produce bright images of subjects • Bright, color-rich video shooting even in poorly lit locations • High-speed shooting at 3.5 frames per second (maximum image size: 3 megapixels) • Pocket photo function to store up to nine of your favourite pictures for quick viewing • 16:9 viewing function for a real wide-screen experience • Extensive editing functions, including red-eye correction, brightness adjustments, frame synthesis and calendar creation • Windows Vista ready The Tough 770SW is available from photo specialty and selected retail outlets from now at RRP $599      
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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.
