Ultra-Zoom Category Gets More Crowded At PMA

By Greg Scoblete -- TWICE, 3/9/2009

LAS VEGAS — The ultra-zoom category will see increasing competition this year as manufacturers compete in an emerging “hybrid” category that straddles the line between digital SLRs and point-and-shoots.

The ultra-zoom market is split in terms of its positioning, observed Mette Eriksen, research director, InfoTrends. Some vendors offer high-end, SLR-like models (with RAW capture, hot-shoes, etc.), and others, entry-products targeting sub-$200 price-points.

Most PMA introductions leaned toward the higher-end of the market.

Samsung promised a new “hybrid” interchangeable lens camera that does not have a reflex mirror, so is not an SLR (much like the micro Four Thirds cameras introduced by Olympus and Panasonic). Details at press time were sparse, but the model is expected to offer an APS-C sized image sensor, an electronic viewfinder and a live-view LCD. It is due in the second half of the year.

Sony unveiled its first ultra-zoom digital camera to incorporate a 9-megapixel CMOS image sensor. The Cyber-shot HX1 boasts 1080p HD video recording. It can burst at 10 fps and incorporates a 20x optical zoom (28mm) Sony G-lens.

The $499 HX1 will offer a 3-inch LCD, optical stabilization, manual controls and a “sweep panorama” mode that can stitch together three successive images into a single panorama.

Pentax entered the market with the new X70, targeting a $399 price point. The 12-megapixel model features a 24x optical zoom lens (26mm), a 2.7-inch LCD, image stabilization, 720p HD video recording and a burst mode of up to 13 fps. It also offers face detection and macro focusing as well.

The X70 will ship in April.

Kodak continued to seek the mass consumer with the $199 Z915, a 10-megapixel model with a 10x optical zoom lens.

The camera features the company’s Smart Capture scene mode, which in addition to automatically choosing the right scene mode, applies Kodak’s Perfect Touch image correction technology to the photo.

The Z915 also features a 2.5-inch LCD display and optical image stabilization, and will ship in red, blue, black and gray when it hits stores in April.

Olympus Intros E-620 D-SLR

CENTER VALLEY, PA. — Olympus will ship a new entry-level d-SLR to dealers in May.

The 12-megapixel E-620 will be sold in a body-only kit for $699 or with an ED 14-42mm f3.5/5.6 Zuiko lens for $799.

The E-620 will feature a 2.7-inch swivel LCD display with live view. It employs CCD-shifting image-stabilization technology in three modes for normal shooting and for vertical or horizontal motion.

The camera will feature a number of art filters for applying creative effects to images in-camera. Filters include pop art, soft focus, pale and light color, light tone, grainy film and pin hole. The effects can be previewed during live view or during playback.

A multiple-exposure function lets consumers merge two separate exposures in-camera.

Additional features include illuminated buttons, and a pair of autofocus modes — one for focusing in live view, the other a phase-detection system. The camera can capture images in four aspect ratios, including 4:3 and 16:9, and incorporates Olympus’ shadow adjustment and perfect shot preview technologies. It offers 28 scene modes and is compatible with the FL-36R and FL-50R wireless flash units.

Joining the new SLR are a pair of accessories. The HLD-5 power battery hold can hold two lithium-ion batteries for the E-620 while the PT-E06 underwater housing lets E-620 users descend to a depth of 130 feet.