Press Centre | Olympus Imaging Malaysia

Olympus, one of the world’s leading brands in the opto-digital industry, kicks off 2009 on a promising retail note, introducing 10 new compact digital models in Malaysia today. And on an even more significant note, Olympus’ new shockproof, waterproof, freezeproof, crushproof and shakeproof flagship model best equates to one word – TOUGH!

Olympus offers a diverse choice, delivering the best to the ever increasing demands of photography enthusiasts and beginners. Its Spring-Summer 2009 Collection comprises the (mju) µ Tough 6000, µ Tough 8000, µ 550 WP, µ 1070, µ 9000, µ 7000, the SP series of SP-590 UZ, and the fun & easy series of FE-45, FE-3010 and FE-5010.

“What was formerly known as mju SW takes on a new description this year and is now known as the ‘TOUGH’ series, as noted in the µ Tough 6000 and the µ Tough 8000. This is because the new ‘TOUGH’ brand will be even easier for consumers to understand the cameras’ unique benefits,” explained Mr Tan Tick Boon, Managing Director for Olympus (Malaysia) Sdn Bhd at the 2009 product launch.

“Since the introduction of the first mju SW way back in 2006, Olympus’ flagship series has notched many world records in terms of revolutionary features and innovative achievements. When mju 720 SW was introduced, it only had the waterproof and shockproof features. With ongoing R&D contributions and innovative improvements, the series has evolved tremendously and today, it offers not only waterproof and shockproof, but also dustproof, freezeproof to -10° and crushproof up to 100 kg

“All these features are unique to Olympus, having pioneered them years ago. Now, we progress to the TOUGH series that again sets Olympus apart from the competition!

“The µ Tough 6000 and µ Tough 8000 are built to withstand some of the harshest weather conditions and yet are packaged slim and sleek. Just right to capture thrilling moments of an adventure-filled holiday trip, also for snapping picture-perfect moments at family gatherings, office occasions and any other interesting images. And even for any normal occasions, too” remarked Mr Tan.

The new µ Tough 6000 and µ Tough 8000 offer new 2.7 inch HyperCrystal III LCD monitors with anti-reflection coating, wide-angle 28mm zoom lens with 3.6x optical zoom, and Dual Image Stabilization with CCD-shift image stabilization mechanism that significantly reduces image blur caused by camera shake and subject movement. Other features included are Tap Control and Intelligent Auto mode, making it a friendly model that can be easily handled by anyone, even the children.

Mr Tan continued, “Another model highlighted today is the 10X optical zoom μ 9000 which comes with 28mm wide-angle and is acknowledged as the world's slimmest and smallest body.

“The μ 9000 is rated as a good travelling companion as it can be carried anywhere, used anytime and does not shortchange features. It offers versatile shooting capabilities without being bulky, captures stunning, high-quality images of magnificent landscapes and historical architecture using the high 10X zoom ratio.”

To prevent picture blur resulting from camera shake and subject motion that tends to occur in telephoto shooting, the μ 9000 features the Dual Image Stabilization with a CCD-shift image stabilization mechanism having a correction effect covering up to 4 shutter speed steps and high-sensitivity image capturing. High image quality is assured by the high-definition 12-megapixel CCD and the proprietary Olympus TruePic III image processing engine.

For the fashion-conscious circle where the look and packaging are ever so important, the ultra slim μ 1070 at only 16.5 mm and weighing only 180 g (without card and battery), would be the perfect choice. Just right to tuck it into one’s pocket or handbags. Features are not compromised, as the model offers a 12-megapixel CCD, 3X optical zoom lens in a stylish, slide-barrier design that also offers the newly incorporated Beauty mode. This is a new function that gives subjects an instant makeover, using the face recognition function to detect people’s faces in images during shooting or playback and enhancing their appearance by brightening the face tone, highlighting the eyes, and smoothening the skin.

All four models feature Olympus TruePic III image processing engine, an exclusive function that makes it possible to create photographic images in the highest possible picture quality with more accurate colours, true-to-life flesh tones and faster processing speeds.

“According to Olympus’ in-house findings, these extra features are important to convince customers which cameras suit their lifestyle and specific needs. The full line-up of features covering shockproof, waterproof, freezeproof, dustproof and crushproof are offered in the TOUGH series and is not found in any other brands, today.

“Despite the current economic downturn, Olympus’ brand recognition and new line-up of digital compact cameras are sure to weather through these times, effortlessly,” concluded Mr Tan.

The Olympus µ Tough 6000 and FE-45 would be available in the market next week, retailing at RM1,299 and RM499, respectively. The FE-3010, µ 550 WP µ Tough 8000, µ 9000 will be released this February whilst the FE-5010, µ 1070, SP 590UZ together with µ 7000 will be available from March onwards.