OLYMPUS DEBUTS FRESH NEW LOOK FOR D-540 ZOOM
Compact Camera with New Design Combines Faster Processing Speed with Large 1.8-Inch LCD and Computer-Free Printing
Melville, New York, February 12, 2004 –Olympus developed the D-540 for first-time digital camera buyers looking for a point-and-shoot camera with user-friendly features, high-quality optics and megapixel power at the affordable street price of just $199. The D-540 Zoom has a new contoured design that contains everything beginning digital photography enthusiasts need to take and print superior images with ease, including a powerful, world-class Olympus 3x Optical Zoom lens and 3.3x Digital Zoom matched to a 3.2-megapixel sensor, and a large, bright LCD for framing and reviewing shots.
The camera responds rapidly with the new TruePic TURBO™ Image Processor and produces color-rich, vibrant images up to 8" x 10" and larger. And because the D-540 harnesses the power of PictBridge™ technology, users can print directly from the camera to any PictBridge-enabled printer.
“At Olympus, design and functionality are the key ingredients used in developing new products,” said Jason Bortzfield, product manager of digital, Olympus America, Inc. “The D-540 Zoom unites form and function. In addition to a great new look, it has faster overall processing speed so photographers don’t miss a thing, high-quality optics matched to a 3.2-megapixel sensor, and features to make the digital experience easy to enjoy.”
The D-540 Zoom has a durable silver-toned polycarbonate body with a shutter style lens barrier. This pocket-friendly camera’s small size (4.0" W x 2.2" H x 1.5" D) and light weight (5.3 ounces) is due in part to its exclusive use of the miniature xD-Picture Card, and it comes with a 16MB card for straight out-of-the-box use.
The camera’s 3.2-megapixel CCD sensor is combined with an enhanced image processor called TruePic TURBO™ that significantly improves image quality and delivers faster overall processing speeds for rapid startup, shutter release and playback. TruePic TURBO allows the D-540 Zoom to capture information from all 3.2 million pixels with pixel “micro-smoothing” that delivers clearer and more color-accurate photos, even at lower resolutions. Prints are big enough to crop and print up to 8" x 10" and larger.
The D-540 Zoom offers a menu architecture that’s easy to navigate for fast access to the right settings with just the press of arrow buttons. Seven preset shooting modes are conveniently accessed through the camera’s “Virtual Dial” (viewable through the LCD menu) to provide fully automatic exposure adjustments for the photographer who wants optimum results in a wide variety of settings: Program Auto, Portrait, Portrait-Landscape, Landscape, Night Scene, Self Portrait, and Movie. In Movie mode, the D-540 Zoom can record QuickTimeTM video and create short movies that can be sent over the Internet to friends, family and coworkers.
Thanks to the power of PictBridge technology, it is now possible to connect the D-540 Zoom directly via USB cable to any PictBridge-enabled printer like the Olympus P-10 Digital Photo Printer. Printing and sharing images has never been easier, and the P-10 uses photo lab-quality printing – dye-sublimation – to create archival quality prints rich in color.
Or, if users want to connect the D-540 Zoom to a PC or Mac, transferring images to the computer has never been easier with Auto-Connect USB for hassle-free image downloads. No extra software is required with most operating systems.
Composing and reviewing images with an LCD is an asset when taking digital pictures because it allows users to accurately frame their photographs and make decisions about saving or deleting them. To ensure that their shots can be easily viewed, the D-540 Zoom features a large 1.8-inch LCD screen.
Exciting Features for the Most Realistic Digital Images
The D-540 Zoom has a bright optical viewfinder and auto-focus capability to enable photographers to accurately frame and focus their shots. The camera also features an Olympus high-quality all-glass lens specially designed for digital cameras and a wide range of optical and digital zoom combinations so no image is beyond capture.
The D-540 Zoom features a 3x Optical Zoom (38-114mm, f2.9/5.0 – f7.0 equivalent in 35mm photography), that when combined with a 3.3x digital zoom, delivers a total seamless 10x zoom.
The Macro Mode allows users to take close up photographs to capture details like dewdrops on a flower petal. Other controls include Digital ESP multi-pattern and spot metering; auto white balance; multiple flash settings and exposure compensation.
The D-540 Zoom will be available in March of 2004. It includes a16MB xD-Picture Card™, (2) AA alkaline batteries, an Auto-Connect USB cable, wrist strap, Olympus CAMEDIA Master Software, user manual and Quick Start guide.
D-540 Zoom Estimated Street Price: $199.00 (U.S.)
D-540 Zoom MSRP: $249.95 (U.S.)
Olympus is a precision technology leader, designing and delivering innovative solutions in healthcare and consumer electronics worldwide.
Olympus works collaboratively with its customers and its parent company, Tokyo-based Olympus Corporation, to leverage R&D investment in precision technology and manufacturing processes across diverse business lines. These include:
Digital and film cameras, and digital voice recorders.
Gastrointestinal endoscopes, accessories, and minimally invasive surgical products;
Advanced clinical and research microscopes; and
Lab automation systems, chemistry-immuno and blood bank analyzers and reagents.
In the U. S. and Canada, Olympus serves healthcare, scientific and commercial laboratory markets with integrated product solutions and financial, educational and consulting services that help customers efficiently, reliably, safely, and easily achieve superior results. Olympus is the leader in gastrointestinal endoscopy and clinical and educational microscopes. The company’s market-leading consumer electronics business spans North and South America. For more information, visit www.olympusamerica.com.