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Canon breaks new ground with the most afforfable digital SLR camera to date

  • 22 August, 2003 17:11

<p>Canon breaks new ground with the most affordable digital SLR camera to date</p>
<p>Two new lenses and two extenders also announced</p>
<p>Sydney, 21 August 2003 – Canon Australia today announced the eagerly anticipated and groundbreaking addition to the EOS series of digital SLR cameras bringing affordable, high-quality digital SLR photography to the consumer market.</p>
<p>“It is with great excitement, and driven by high market demand, that we announce the most affordable digital SLR camera to ever enter the Australian market,” said Scott Jackson, Product Manager, Consumer Imaging Products Group, Canon Australia.</p>
<p>“Canon originally launched the EOS 1000 series of 35mm film SLR cameras in 1990 and since then we’ve covered an enormous distance in terms of the continued evolution and integrity of design of the EOS range. To date, the volume of sales of this series of SLR cameras has reached as high as 8.5 million units. Worldwide, EOS is recognised as the benchmark standard for quality SLR cameras and is used by both professionals and amateurs alike.</p>
<p>“As part of this legacy, today we introduce a new product which carries the reputable EOS 300 brand name across to the EOS digital SLR camera range. In doing so, it demonstrates our focus in making digital SLR cameras available to a much broader range of amateur and enthusiast photographers, while maintaining the hallmark design, quality and features of the conventional silver halide EOS series camera.</p>
<p>“The digital SLR market has traditionally been dominated by high-end cameras designed for professional users. The associated price tag of these high-end cameras has made the transition from film-based to digital photography an unaffordable option for many SLR enthusiasts. The significance of today’s milestone announcement is that, through rapid expansion of the digital camera market and increasing breakthroughs in technology, Canon has completely changed the product landscape,” said Scott Jackson.</p>
<p>“There are an enormous number of amateur and enthusiast photographers using film-based SLR cameras who have been waiting to make the change to digital SLR photography once it become’s affordable, so for this reason we believe today’s announcement is one of the most important to date in the growth of digital photography,” added Scott Jackson.</p>
<p>Market Overview
The digital camera market has seen significant growth worldwide over the last three years. Total shipment figures of digital cameras in 2002 equalled 24,550,000 units, representing a 66% growth on 2001. In 2003, industry predictions are that 31,450,000 units will be shipped worldwide, representing a 28% increase on 2002 (Source: FCIPA).</p>
<p>The digital SLR camera market in 2002 equalled 228,000 units worldwide (Source: JEITA). Canon predicts that in 2003 between 800,000 and 1,000,000 units will be shipped worldwide, resulting in Canon Inc. planning a production quantity of 70,000 units per month for the EOS 300D, to be marketed globally.</p>
<p>The EOS 300D is the first sub-$2000 digital SLR camera available in Australia. With an RRP of only $1,999 including standard lens, it features a high performance 6.3 megapixel CMOS sensor, and comes cased in a stylish titanium grey compact and lightweight body. Further, the EOS 300D incorporates Canon’s leading technologies to deliver exceptional image quality to meet the needs of both amateur and enthusiast photographers.</p>
<p>“The EOS 300D takes the best of Canon’s EOS SLR camera technology, including a Canon-developed 6.3 megapixel CMOS sensor and high-speed multipoint Auto Focus (AF), and bundles it into the most affordable digital SLR on the market,” Mr Jackson added.</p>
<p>The EOS 300D boasts many firsts, including the first digital SLR camera to feature PictBridge. PictBridge is the new worldwide standard in direct photo printing that enables consumers to connect their digital camera or DV camera directly to a PictBridge enabled printer, making it easy to print pictures at home, the office or while travelling.</p>
<p>The 6.3 megapixel CMOS sensor contained within the EOS 300D allows photographers to capture smooth images with high colour accuracy. Captured images can be processed as large 18mb 8-Bit RGB files with accurate white balance enabled by the combination of the CMOS sensor and DiG!C imaging engine. This feature has been especially designed to enhance picture quality and speed of operation, while reducing power consumption and achieving extremely low image noise levels.</p>
<p>With the high-speed seven-point AF linked to a sophisticated 35-zone light metering system, high exposure accuracy is achieved. The EOS 300D wide-area AF system also ensures even off-centre subjects are sharply focussed; this type of system is typically only found in high-end models. For ease-of-use, the seven AF points are superimposed in the viewfinder.</p>
<p>The EOS 300D also offers high-speed continuous shooting at two and a half frames per second for a burst of up to four frames.</p>
<p>Lens Systems
Canon also announced today the introduction of two new lenses to complement the EOS 300D and build the existing range of Canon EF lenses. The EF-S 18-55mm f/3.5-5.6, which comes standard with the EOS 300D, is a compact and lightweight standard zoom lens which features a high precision aspherical lens element for high image quality at all focal lengths.</p>
<p>The EF-S 18-55mm f/3.5-5.6 lens is newly developed for the EOS 300D and features a shorter back focus distance and smaller imaging area than standard EF lenses, designed to optimally match the 22.7mm x 15.1mm imaging area of the CMOS sensor used in the EOS 300D. This enables the lens to have a greatly reduced overall length and smaller width while offering a focal length equivalent to approximately 28-90mm in 35mm format.</p>
<p>With a circular aperture for beautiful out-of-focus images and optimised lens coating to minimise flare and ghosting prone to occur with digital cameras, the EF-S 18-55mm f/3.5-5.6 has a minimum focusing distance of just 0.28m at all focal lengths. Like many of Canon’s EF lenses, it is also constructed of environmentally friendly lead-free glass.</p>
<p>The second lens, the EF 55-200mm f/4.5-5.6 II USM, is a compact and lightweight telephoto zoom lens. It features fast AF performance, particularly when attached to EOS 300D, with a rubber zoom ring for better grip and the same optimised lens coating as the EF-S 18-55mm f/3.5-5.6. The EF 55-200mm f/4.5-5.6 II USM is equivalent to approximately 90-320mm in 35mm format when used with the EOS 300D and also uses lead-free glass in its construction.</p>
<p>In order to provide EOS 300D users with further flexibility, Canon has also introduced two new extension tubes, the EF12II and EF25II. These new extenders are compatible with Canon EF lenses as well as the new EF-S 18-55mm f/3.5-5.6 lens and add affordable close-up photography capabilities to the EOS 300D and other EOS SLR cameras.</p>
<p>A further advantage of the EOS 300D is that it is compatible with the full range of over 50 Canon EF lenses and EOS system accessories, which is of great benefit to existing EOS 35mm SLR users who wish to make the transition to the new digital SLR or add it to their existing system with a minimal initial outlay cost.</p>
<p>Sophisticated Design
Offering fast AF and continuous shooting, the EOS 300D is designed to meet the functional demands of the amateur and enthusiast photographer. Also, the EOS 300D’s durable and lightweight ergonomically designed body offers an intuitive control layout including LCD panel with zoom function and user-friendly menu displays.</p>
<p>Complete Creative Control
The EOS 300D offers total control over settings and functions, ensuring users can explore maximum levels of creativity. With a full range of exposure control modes, multiple metering types, selectable sensitivity, extensive white balance and selectable colour space, the EOS 300D allows photographers complete creative control.</p>
<p>These controls include:
· Full range of exposure control modes including Shutter Priority Auto Exposure (AE), Aperture Priority AE and Manual;
· Multiple exposure metering types selected according to shooting mode including 35-zone Evaluative, 9% Partial and Centreweighted Average;
· Selectable sensitivity between ISO 100 to ISO 1600;
· Extensive White Balance control including automatic, six presets and custom; and
· Selectable colour space options of sRGB or Adobe RGB and in-camera processing parameters.</p>
The EOS 300D is supplied with a comprehensive software package including:
· File Viewer Utility (PC/Mac) which is a powerful standalone tool for image viewing and management;
· ZoomBrowser EX (PC) image display and management tool;
· PhotoRecord (PC) provides users with a simple way to create page layouts for printing;
· ImageBrowser (Mac) image display and management tool including layout printing;
· PhotoStitch (PC/Mac) for joining photos to create panoramas;
· RemoteCapture (PC/Mac) allowing users to control the camera from the computer and send images directly to the computer when connected by a USB port; and
· Adobe Elements 2.0 (PC/Mac).</p>
The EOS 300D has a range of standard accessories available, including:
· Battery pack BP-511;
· Battery Charger CB-5L;
· Neck Strap EW-100DBII;
· Eyecup Ef;
· Camera cover R-F-3;
· USB interface cable IFC-300PCU; and
· Video Cable VC-100.</p>
<p>The Canon EOS 300D, including the EF-S 18-55mm f/3.5-5.6, will retail for $1,999 RRP including GST and will be available from leading photographic dealers nationally from 1 October 2003.</p>
<p>The EF 55-200mm f/4.5-5.6 II USM lens and EF12II and EF25II extension tubes will be available early in the fourth quarter of this year with recommended retail prices to be advised.</p>
<p>Customers requiring further information on the EOS 300D, lenses, extension tubes, or other Canon products should contact Canon on 1800 021 167 or visit the web site at</p>
<p>About Canon Australia
Canon Australia ( was established in Australia in 1978 and is a subsidiary of the US$24.5 billion Canon Inc. group. The company is an industry leader in professional and consumer imaging solutions with a comprehensive product line that includes: networked multifunction devices, digital and analogue copiers (colour and black &amp; white), printers, scanners, video conferencing, image filing systems, fax machines, digital video cameras, cameras and lenses. Canon Australia also operates its own lease finance serve, Canon Finance Australia, which facilitates "one stop" shopping for customers wanting to lease or finance their equipment solutions. Canon Inc. is a top patent-holder of imaging technologies with a local R&amp;D centre - CISRA (Canon Information Systems Research Australia) - based in Sydney.</p>
<p>Media contacts:
Kerri Daly
Hill and Knowlton
T: 02 9286 1267</p>
<p>Scott Jackson
Product Manager
Consumer Imaging Products Group
Canon Australia
T: 02 9805 2315</p>
<p>Product Reviews:
Annabel Berkman
Assistant Executive
Hill &amp; Knowlton
T: 02 9286 1240</p>

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