Agfa Returns to the Digital Camera Market

UHINGEN, September 7, 2006 - The digital camera specialist plawa has been granted an exclusive license for AGFAPHOTO digital cameras effective today, when the agreement came into force. The license was granted by Cologne-based AgfaPhoto Holding GmbH.

Agfa has been one of the most prominent names in the photography industry for over a century. According to a digital camera survey conducted by Stern magazine in 2004, Agfa has an 83 percent brand awareness, making it the second best known camera brand.

AgfaPhoto Holding CEO Dr. Frank Nellissen noted the following: "In plawa we've found a licensee that has the product and marketing acumen in this key product sector that is needed for success in this aggressive and fast moving market. The AGFAPHOTO brand is all about providing photo retailers with quality cameras at good prices. plawa has decades of marketing and manufacturing experience with cameras and is a known quantity in the industry, making them the perfect partner for us".

The first product for the European market will be the AgfaPhoto DC-735, a seven megapixel, 3x optical zoom lens model with a 2.5" TFT LCD display, built-in flash, movie mode with sound, Lithium Ion battery, and a metal chassis.