PRESS RELEASE: 05th November 2009, 2pm, Kuala Lumpur, Malaysia
Continuing the rich legacy of Olympus’ PEN family of cameras, Olympus Malaysia launched its new Micro Four-Thirds interchangeable lens system camera, called the PEN E-P2. Similar launches for this new model were being rolled out simultaneously throughout the world.
The Olympus PEN series is a revolutionary new system developed for avid photographers, budding, amateur and professional alike, who love to delve with different features as the model delivers superb photographic optics. What’s more, the model functions as a dSLR with all its varied features yet is as sleek as a compact digital camera’s size and easy to use.
Talking to the media during the press conference, Mr Tan Tick Boon, Managing Director of Olympus (Malaysia) Sdn Bhd explained, “Many customers have expressed their satisfaction with the first Olympus PEN E-P1, finding it really handy to carry around without the bulk and weight of a normal dSLR.
“Easy operating modes, varied features like the art filters scored tops with photographers who were able to add even more creativity to their shots. They also enjoyed the easy operation modes and its different features that gave them endless techniques to add more creativity to their photography. Minus the hassle of having to do post-production or editing on the computers.
“The Olympus Pen E-P1 won many accolades and international awards from reputable photography magazines and associations, which prove its popularity amongst avid customers. Awards from reputable organisations like the Good Design Award by the Japan Industrial Design Promotion Organization, Highly Recommended by DP Review, the EISA Award for European Camera 2009-2010 category, the Gold Award from Hardware Magazine and the Recommended Award by CHIP Magazine, are but a few to mention,” said Mr Tan.
The Olympus PEN E-P1 has added a new dimension to the photography scenario. Many photographers, especially professional ones, have been looking for a substitute camera that is reliable and able to deliver SLR quality photographs, and with the PEN E-P1’s entry, it is being regarded as a choice companion.
Data from a recent survey conducted on purchasers of the Olympus Pen E-P1 have revealed some interesting insights. 91.5 per cent of the purchasers were males and the remaining 8.5 per cent were females. In turn, 70 per cent of the purchasers already own a dSLR camera.
Added Mr Tan, “This finding caught us by surprise, as it reflects that Olympus has attracted a niche market of customers. It also indicates that Olympus is on the right track, being able to offer a substitute camera for those who are looking for something just as good as the dSLR but minus its heavy components and bulky accessories.
“The survey also revealed that Olympus has been able to break into the competitors’ market, as 50 per cent of the purchasers currently own competitors’ dSLR models. Admittedly, the numbers may be relatively small now but with our aggressive stance and innovative R&D, Olympus is determined to grow this market,” stressed Mr Tan.
“The new OLYMPUS PEN E-P2, like its predecessor, complies with the Micro Four-Thirds Systems standard, using a mirror-less design to deliver true SLR-class performance and image quality in an exceptionally compact format.
“Several new features have been added to the PEN E-P2, amongst them is the Electronic Accessories Port, which allows the usage of a newly developed high-definition, 1,440,000-dot rotatable Electronic Viewfinder (EVF) and external microphone. Shooting functions also have been increased to eight art filters, including new Diorama and Cross Process filters, that save valuable time and having to do editing work on one’s computer,” he explained.
To date, the sale for Olympus PEN E-P1 has been very encouraging with more than 1,000 units sold in Malaysia, making it one of the biggest contributors towards Olympus’ sales figures this year.
Olympus also announced their latest development on the super wide-angle zoom lenses of the M.ZUIKO DIGITAL ED 9-18mm F4.0-5.6 (35mm format equivalent 18-36mm) and a high-power telephoto zoom lenses of M.ZUIKO DIGITAL ED 14-150mm F4.0-5.6 (35mm format equivalent 28-300mm), to be available in the first half of 2010. These two lenses would maximize the design advantages of the Micro Four-Thirds Systems standard, offering outstanding optical performance in an unprecedentedly compact and lightweight package.
Built within a metal body that extends a solid feel with a distinctive style that reflects precision and quality of the technology encased within, the OLYMPUS PEN E-P2 is available in black. Outstanding SLR-class image quality is assured by a 4/3-inch, 12.3-megapixel high speed Live MOS Sensor and a newly developed TruePic V image processing engine.
To be released by early December 2009, the Olympus PEN E-P2 will be priced at RM3,799 for OLYMPUS PEN E-P2 body and Electronic Viewfinder. For those who want the OLYMPUS PEN E-P2 with the 14-42 mm Lens Kit or the 17mm Pancake Kit which also comes with Electronic Viewfinder, it will be priced at RM3,999.
Mirror-less design for light, compact, go-anywhere portability, with a high-quality metal body that reflects the concentrated imaging power inside. Available in black, as well as silver.
Newly expanded range of 8 creative Art Filter functions, including Diorama and Cross Process. Other creative tools include i-ENHANCE, a new Picture mode that captures subjects with exceptional clarity and presence, and HD movie and high-quality PCM audio recording.
New accessory port enables use of a detachable high-definition, 144,000-dot EVF Live Viewfinder with 100% field of view, or an external microphone (using adapter). A new HDMI Control function also enables camera playback operations to be controlled via the user's TV remote control.
Live Control icon display on LCD monitor for easy, intuitive selection of camera settings, and Continuous-Tracking AF for easy focusing with moving subjects.
4/3-inch, 12.3-megapixel high-speed Live MOS image sensor and newly developed TruePic V image processing engine for high-quality, SLR-class imaging
High-speed imager AF for responsive live view shooting
iAUTO fully automatic shooting mode selection based on scene analysis
Choice of 4 aspect ratios
Live view double exposure function with simultaneous display of current scene and previously captured image
Built-in image stabilization mechanism with up to 4 EV corrective effect
Reliable dust reduction system
HDMI output for high-quality image and movie playback
Multi-Mix Slideshow playback with background music
e-Portrait function for smooth rendering of skin texture
Face & Background Control for beautifully exposed portraits and group photos
Shadow Adjustment Technology to prevent blown highlights and blocked-in shadows
MF Assist function for manual focusing with auto image magnification
Live View level gauge display
High-precision 324-zone evaluative metering system