Bangkok--5 Mar--Chuo Senko (Thailand)
Olympus sets aside more than 150 million Baht to launch the latest version of mirrorless camera "OM-D E-M10" The highlight of this model is the interchangeable lens packed with the superb premium technology.
Mr. Shinsho Ikeda, Director and Division Manager for Imaging Product Division, Olympus (Thailand) Co., Ltd., said Olympus has recently introduced the latest innovative mirroless camera "OM-D E-M10", which is one of the interchangeable-lens cameras in the OM-D series. OM-D E-M10 camera is packed with superb and cutting-edge technology. The camera, which is small and lighter, combines all highlight features from the Olympus' high-end cameras such as E-M5 and E-M1. Those features are the 16-milion-pixel Live MOS sensor, the TruePic VII image processor that is well known for the ability to produce good image quality with high resolution, and high-sensitivity mode. Furthermore, the external body of the camera is outstanding with its ultra-slim stylish body, but full of excellent efficiency, quick response and high-resolution electronic viewfinder for authentic shooting style.
"OM-D E-M10 is the SUPER PREMIUM SMALL mirrorless camera, which is superior to our rival products mainly because of its high efficiency and stylish design. The camera can track moving subjects easily and perfectly, which is greater than other high-end cameras. Thus, Olympus believes that our latest product will win the heart of photography lovers easily."
Apart from the OM-D E-M10, Olympus also introduces a new compact digital camera - OLYMPUS STYLUS SP-100 EE" - which is equipped with super high-powered zoom lens (24-1200 mm) with a 50x optical zoom lens. It is also the world's first digital camera that comes up with built-in dot sight, which will enable the telephoto shooting more perfect and efficient with quick response. OLYMPUS STYLUS SP-100 EE comes with the high-resolution electronic viewfinder and can also shoot smooth 60 frames per second in Full HD movies. It also has a selection of Art Filters to enhance the ability to create the excellent pictures. Another new model to be launched by the end of March, 2014 is a compact digital camera "OLYMPUS STYLUS Tough TG-850", which is designed for the four basic qualification of durability - waterproof/dustproof, shockproof, frozenproof and crushproof constructions. The STYLUS Tough TG-850 has a super wide-angle 21mm, the resolution of 16-million pixels and other features such as a LDC screen that can flip up for more fun in the outdoor photography.
Ms. Patinee Leinghirungul, Marketing Manager, Olympus (Thailand) Co., Ltd., said the company has allocated marketing budget of more than 100 million Baht for the marketing communication and both below-the-line and above-the line marketing activities in order to build brand awareness among Thai consumers. The target for this latest innovative camera is those who are familiar with the Digital Single-lens Reflex (DSLR) cameras. The marketing activities will focus on the nationwide roadshow. Olympus strongly believes that the company will not only maintain its market leader, but also increase its market share progressively. OM-D E-M10 will be Olympus' driving engine to boost sales in the mirrorless camera segment. This year, Olympus will emphasize more on the marketing campaign and the gradual launch of new advanced technology cameras to the market.
Last year, the camera market was stable due to several factors including the world economy and the country's political situation also. These factors had an impact on the consumers' purchasing power. However, Olympus is confident that the market will improve this year as the consumers have more understanding about the current situation, while the purchasing power is coming back. Although the two major camera segments - compact digital cameras and DSLR cameras - are likely to shrink, the mirrorless camera segment is growing instead. Hence, this segment will help boost growth of the DSLR camera's overall market.