New mirrorless camera
Ridgefield Park, NJ (September 14, 2010) – Samsung Electronics Co., Ltd, a global leader in digital media and digital convergence technologies, today announced the launch of the unique Samsung NX100 – an innovative mirrorless camera equipped with the world’s first i-Function lens, putting the perfect picture at the fingertips of all photographers through a completely new way of controlling your camera.
The NX100 is expected to dominate the new mirrorless camera category. The innovative NX100 has benefited from Samsung’s expertise across multiple areas of technology as all of the camera’s key components are produced internally. Samsung’s expertise has been combined with a detailed and extensive program of consumer research, which provided valuable insights that the company’s designers and engineers have incorporated into the creation of the NX100. Additionally, the unparalleled camera is complemented by an extensive line up of lenses and accessories, which give photographers the full package to explore their creativity.
The launch of the NX100 follows the success of the NX10, Samsung’s first mirrorless camera and the first in the world to feature an APS-C size sensor, which has changed the way photographers across the globe take pictures, and raised the bar for the industry as a whole. The NX100 shares the industry leading technology of NX10, such as an APS-C size sensor for quality images and a 3-inch AMOLED screen for easy and clear viewing. However, with the NX100, Samsung takes the mirrorless camera to the next level, by incorporating the innovations of the NX10 and improving other areas of the camera’s performance and design. While the body of the camera is slim, sleek, and stylish, the NX100 also features the intuitive i-Function lens which allows users to control their camera through the lens for the first time. The NX100 also boasts one of the fastest AF on the market today, which ensures that users never miss a moment, and an ISO that is raised to a maximum of 6400 for action shots.
The design of the NX100 is inspired by the simple shape of dew forming on a leaf, which can be seen on the camera’s shutter button and curved body, which comes in two different colors; black and brown. The lightweight, compact and modern design makes the camera portable, allowing users with a creative flair to carry the NX100 with them anywhere and for any occasion. The NX100 is more than just a camera; it is both a creative tool and an artistic object that makes a bold style statement everywhere it goes.
“Our aim is to dominate the mirrorless camera market in the same way that we do in the DualView category, and the new NX100 is the embodiment of that goal,” said Mr. SangJin Park, President of Samsung Digital Imaging Division, Samsung Electronics. “We are the first to create a mirrorless camera with high quality imaging technology which has been designed based on intuitive consumer insights from our in-depth consumer research. This is why we believe that the NX100, alongside the NX10, will cement our leadership in this growing field. Our unique and pioneering i-Function Lens stands out from the competition as an example of our unparalleled innovation, which will appeal to every photographer.”