|OLYMPUS 'PENs' the Future with New Generation Camera Systems||Mumbai, June 30 2011|
Olympus Imaging Corporation, a world leader in opto-digital technology, introduced the PEN Trinity series, a new generation camera system comprising the Olympus PEN E-P3, Olympus PEN Lite E-PL3, and Olympus PEN Mini E-PM1, along with two new lenses: M. Zuiko Digital 45mm f/1.8 (35mm equivalent 90mm), M. Zuiko Digital ED 12mm f/2.0 (35mm equivalent 24mm) and, a Wireless Flash Unit FL-300R, all conforming to the Micro Four Thirds standards. With the new additions to the PEN system, Olympus marches ahead of competition to become the only manufacturer offering the widest range of Micro Four Third System cameras and compatible lenses in black and silver.
The new line-up was unveiled by Rahul Bose, acclaimed art house actor and an photography enthusiast, in the presence of Mr. Toshio Murai, Managing Director, Olympus Imaging India Pvt. Ltd. and Mr. Akira Fukui, Group Leader (Senior Manager – Asia Sales Group, Global Sales and Marketing Div.). Rahul's interest in photography developed because of his father, also an avid photographer. He went on to learn the nuances of photography during the shooting of Mr. & Mrs. Iyer, wherein he played a wildlife photographer. The first-ever picture shot with the Olympus PEN E-P3 in India was taken by Rahul Bose during the introduction.
With the launch as a center-stage, Olympus also honoured the achievements of two of India's renowned, national award-winning photojournalists for their pioneering contribution to the field of photojournalism: Padma Vibhushan Homai Vyarawalla - India's first woman photojournalist and Padmashree Raghu Rai - India's foremost photojournalist. Speaking on the occasion, Mr. Rai said, "For a photographer with over 45 years of experience, the interchangeable lens type digital camera system, offers great opportunity to photographers with looks of an amateur, but the quality of a professional; with fast autofocus, high ISO settings and a range of fast lenses which are light and compact."
Commenting at the launch Mr. Toshio Murai said, "This is an extremely proud moment in the history of Olympus, and we are extremely delighted to launch the PEN Trinity globally today. In fact, this is the first time ever that Olympus has launched a product simultaneously across markets around the world, including in India. And to have such an honor within just months of having established our India operations, only reaffirms Olympus' commitment towards India."
Mr. Akira Fukui further affirmed, "Olympus' tagline 'Your Vision Our Future' echoes our commitment to innovate technologies which appeal to different segments of customers. With additions such as the World's Fastest Autofocus*, TruePic VI image processor, high sensitivity & high-speed Live MOS sensor, OLED monitor with Touch Screen with AF-position selection and shutter release function and, Full HD video capabilities, the new PEN series becomes an important milestone for Olympus".
Having pioneered the fast growing market of interchangeable lens type digital camera, Olympus is certain that with the new PEN launch, it will recapture its position as a technology leader. "For a long time now, I've been looking for a small, compact camera that can pack in the power and quality of a D-SLR, and the Olympus PEN truly comes close", asserts ace fashion photographer Prabuddha Dasgupta.
The PEN Trinity follows the success of the new segment Olympus-pioneered with its Micro Four-Thirds System standard. Each of the innovative, new generation PEN cameras has been designed to offer the best in its class. The new flagship model PEN E-P3 is aimed at those looking for a camera that combines traditional styling and functionality with advanced digital capabilities and top-notch performance. The camera recreates the timeless style of the classic Olympus PEN series and is housed in an elegant, retro design with a durable metallic finish that exudes quality, reliability, and performance. The PEN Lite E-PL3 packs PEN's spirit of innovation, high functionality and high performance into a small body. This camera will appeal to the avid adventurers who wish to have a light, portable SLR-quality pocket camera. New to the PEN series, the E-PM1, targeted at the youth, is the first model of the new line of "PEN mini" series based on the concepts of ultra compactness, simplicity and stylishness, and has Art-class SLR quality condensed in the very small and light body.
The large-aperture M.Zuiko digital 45mm f/1.8 medium-telephoto single focal length lens has been specifically designed for family portraiture with attractive Defocusing Effect, while the large-aperture M.Zuiko digital ED 12mm f/2.0 wide-angle, single focal length lens is ideal for unique and powerful perspective photography. The Wireless Flash Unit FL-300R, with Bounce mechanism and wireless remote control capabilities for advanced lighting controls is Olympus' first offering in the PEN series.
The PEN E-P3 kit will hit the market and Olympus exclusive stores in Mumbai and Delhi along with all major retail chains across the country by mid July. The standard kit (with M. Zuiko Digital 14-42mm lens) is priced at Rs. 39,999/-, whereas the dual lens kit (with M. Zuiko Digital 14-42mm + M. Zuiko Digital 40-150mm lens) is available at Rs.46,999/-. The E-PL3 and the E-PM1 will be available in the market by mid-September.