Samsung launches i-Function lens
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Samsung launches i-Function lens

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It is all about the lens! Ask any pro about what's the single most valuable part of a camera and the answer is always never too far away from that thing called lens. It is so important manufacturing ...

It is all about the lens! Ask any pro about what's the single most valuable part of a camera and the answer is always never too far away from that thing called lens. It is so important manufacturing companies, in fact, are always trying to one up each other by capturing the latest lens innovation in the market, redesigning or reinventing it to cater to the ever fickle consumers of the imaging world.

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Samsung launches i-Function lens Document Transcript

  • 1. Link:http://www.manilastandardtoday.com/insideLifestyle.htm?f=2010/december/14/lifestyle1.isx&d=2010 /december/14Samsung launches i-Function lensBy Diana A. Uy It is all about the lens. Ask any pro about whats the single most valuable part of a camera and the answer is always never too far away from that thing called lens. It is so important manufacturing companies, in fact, are always trying to one up each other by capturing the latest lens innovation in the market, redesigning or reinventing it to cater to the ever fickle consumers of the imaging world.
  • 2. For instance, Samsung, shortly after following suit in the interchangeable lens camera trend, haslaunched a camera equipped with a lens technology that can "control the settings" of the imagingdevice by itself.Folks, welcome the Samsung NX100, considerably the better performing and/or improved version ofthe NX10.The NX100 is an innovative mirrorless camera that boasts of the world’s first i-Function lens thatallows users to control their camera through the lens for the first time.What exactly does it mean?While conventional lenses were passive in controlling camera settings, the unique i-Function Lens is aproactive lens that communicates with the camera body. It delivers total image control with fastmanual settings to ensure quick and easy image capturing, and also provides customized settingsoptimized for the lens being used. The lens incorporates a conveniently located i-Function buttonallowing users to scroll through manual settings, and a focus ring, which is used to easily changeparameters for each setting.With the i-Function lens, photographers can now easily use their left hand, as opposed to wrappingtheir hands around the lens when holding the camera, to change settings without the need to take theequipment off the target. Users can toggle between shutter speed, aperture, EV, WB, and ISO quicklyand easily by simply using the i-Function button and ring on the lens for an easier and quickerconfiguration while shooting.The NX100 also has a lens priority mode, which provides scene options optimized for the lens beingused. For example when a landscape lens is attached the camera will immediately display thelandscape mode. Also, when users change to a specialized lens, the camera would recognize the lenstype and automatically configure the settings that would best match with the attached lens. This latterfeature would work with specialized Samsung lenses in the future.“Our aim is to dominate the mirrorless camera market in the same way that we do in the 2 Viewcategory, and the new NX100 is the embodiment of that goal. Nobody else has brought together thishigh quality of imaging technology with intuitive consumer insights based on our in-depth consumerresearch, which is why we believe that, alongside the NX10, the NX100 will cement our leadership inthis growing field. Our unique and pioneering i-Function Lens stands out from the competition as anexample of our unparalleled innovation which will appeal to every photographer," says Candy DelosSantos, product manager of Samsung Digital Imaging Division, SEPCO.The NX100 boasts one of the fastest AF on the market today and an increased ISO of a maximum of6400 for action shots, particularly. Like the NX10 it makes use of an APS-C size sensor for qualityimages and a 3 inch AMOLED screen for easy and clear viewing, as well. It supports HD movierecording at 720P and can be used like a lomocam with its "Smart Filter" feature allowing camwhoresto play with different effects on the picture on playback mode --from vignette to soft focus or fish-eye.Designwise, the NX100 is inspired by the shape of dew forming on a leaf, which can be seen on thecamera’s shutter button and curved body. The latest from Samsung comes in either black or white.
  • 3. The lens line-up has been launched with the camera including a compact zoom 20-50mm lens toprovide both high image quality and portability.Samsung plans to release a range of innovative lenses and accessories to further enhance the user’sexperience with the NX100. One of which is the the small and light 20mm wide angle Pancake lenswhich will be introduced shortly after. Two additional specialized lenses will be available in the firsthalf of 2011 – a 60mm Macro lens and 18-200mm Super Zoom lens. To expand the lens line-up evenfurther, three more lenses will be introduced by the second half of 2011, including 16mm, 85mm, and16-80mm lenses. The NX system will be further enhanced with more accessories, including anElectronic Viewfinder, Flash and GPS tracker to capture the user’s exact geographical location.