Olympus Rebrands Stylus SW Cameras To Stylus Tough Series Olympus, the company that introduced shockproof/waterproof digital compact cameras (Stylus 720 SW) in 2006 to mass consumers with active lifestyles, is now redefining the segment it continues to dominate. Starting with its Spring 2009 line-up in January, Olympus’ incredibly rugged cameras built to capture amazing images in aquatic adventures, harsh climates and everyday activities with kids will be rebranded "Stylus Tough."
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Consumers' passion and excitement for our tough cameras has continued to grow throughout the last three years, and they love the freedom of being able to capture beautiful images where other cameras wouldn’t dare to venture," said Mark Huggins, executive director, Brand Marketing, Olympus Imaging America Inc. "
Once our innovations moved beyond purely shockproof and waterproof – some Olympus cameras offer freezeproof and crushproof – the SW name became limiting. The Stylus Tough brand will be more descriptive and visual, and will provide us with greater flexibility as we grow this and other camera lines."
The current line-up of Stylus SW cameras offers different levels of durability, providing consumers with options that best meet their needs. Cameras that are shockproof and waterproof are perfect for those who want worryproof, kidproof or lifeproof shooting. Building on these original tough features, other cameras also offer freezeproof and crushproof capabilities for those who seek adventure from the highest slopes to the most tropical depths and want to take their cameras anywhere to capture brilliant images.
The new Stylus Tough brand will enable the company to expand the line-up beyond these current tough benefits, and will be even easier for consumers to quickly understand the cameras’ unique benefits. If it is not waterproof, shockproof, and freezeproof, then by Olympus standards, it is not "Tough." It also allows the company to offer one or more of these unique features in other Olympus camera lines. According to a recent study, many consumers looking for a new digital camera chose durable, weatherproofing as a feature they desire.
Olympus continues to be an innovator, developing new technologies to expand the frontiers of digital photography and leading where others have followed. Proof that Olympus enables consumers to capture it all.
Specific details on the current Stylus SW cameras are available at
http://www.getolympus.com/.
The new Stylus Tough cameras will be introduced in early January 2009.
All trademarks mentioned herein are the property of their respective holder. ©2008 Olympus Imaging America Inc.
Boasting a sturdy body which is watertight to a depth of ten meters, the DC 6033 WP digital camera stands up to dust, water, sand and salt and has been specially designed for use in a rough environment. This camera is geared to capture perspectives, whether canyoning, on the beach, diving or sailing, or in hard everyday working life. It has a 6 megapixel CCD sensor. The high quality multicoated MINOCTAR lens which delivers neutral color rendition features a 42 mm fixed focal length (in 35 mm format terms) and permits macro shots from a distance of 60 cm from the subject. It is also impact-resistant and hard wearing – despite weighing in at just 230 grams with dimensions of 78 x 120 x 43 mm. The choice of subject and viewing of the image after the shot is even possible under water with the 2 inch TFT color monitor on the back of the MINOX DC 6033 WP. An integrated electron flash unit automatically brightens up the scene or, alternatively, only if selected to do so by the photographer. In addition to this, there are various exposure programs to help the user in special situations. The photographer can, for example, choose between an underwater, portrait, sports, landscape or night-time mode. Otherwise the automatic mode takes over all necessary adjustments and controls everything from pin-sharp focus to the correct exposure. ISO sensitivity and white balance can also be adjusted automatically or manually. The extended scope of the DC 6033 WP includes the use as PC-Cam or the recording of video clips. Besides the slot for SD memory cards with a capacity of up to 2 gigabytes, it has a 16 megabyte internal flash memory. For independence when traveling commercially available AA batteries or rechargeable batteries are available as power source. The camera has a digital USB port and a PictBridge interface for direct printer connection. The scope of delivery of the MINOX DC 6033 WP includes two AA batteries, a wrist strap, case, USB cable, CD-Rom with software as well as a user manual. Photos © MINOX - All rights reserved - www.minox.de 05-07-2007 - Last update: 07-04-2009