Steve's Digicams - Breaking News - Canon 01/20/2005 Press Release




Canon

Press Releases - January 20, 2005



Canon's New Powershot A510 Digital Camera Provides Quality And Flexibility In An Affordable Compact Package

New PowerShot A510 Digital Camera Features 4x Optical Zoom, SD Media And Smaller Size Than Previous Models


Canon Powershot A510


LAKE SUCCESS, N.Y., Jan. 20, 2005 – Building upon the enormous success of the PowerShot A70 and A75 models, the most popular digital cameras of 2003 and 2004 in the U.S.*, Canon’s new compact 3.2 megapixel PowerShot A510 digital camera with a powerful 4x optical zoom provides consumers with a comfortable introduction to the fun and freedom of digital photography.

Named for their use of AA batteries, Canon’s A-series digital cameras offer easy-to-use, high quality features to consumers looking to capture, save and share meaningful memories, personal milestones and family functions.

"Backed by more than 70 years of imaging technology experience, Canon delivers sophisticated, stylish high-quality digital imaging technology and easy-to-use product designs that fit into a wide range of consumer lifestyles," said Yukiaki Hashimoto, senior vice president and general manager of the consumer imaging group at Canon U.S.A., Inc, a subsidiary of Canon, Inc. (NYSE:CAJ). "Canon’s PowerShot A-series has been the most popular digital camera line-up among consumers for almost two successive two years. We fully expect the PowerShot A510 camera to be as well received by consumers as its predecessors."

PowerShot A510 Digital Camera

The next generation PowerShot A510 digital camera is 13 percent smaller and 10 percent lighter than its predecessor, yet it is equipped with a longer 4.0x 35-140mm (35mm format equivalent) optical zoom lens with Canon optics for sharp images. The new lens features all-glass construction and two aspherical elements in a seven-element formula.

In order to make the camera smaller, Canon engineered the new PowerShot A510 model to accept SD media. Even with its small size, the camera sports a large 1.8-inch LCD screen for easy preview and review. It also includes Canon’s exclusive DIGIC image processor for faster processing speed and excellent image quality with crisp, vibrant colors.

The PowerShot A510 digital camera requires only two AA batteries, while providing the same number of shots (300 with LCD screen on) as previous models that used four batteries, thanks to reductions in power consumption made possible by improvements in key components and circuit design.

Like its A75 predecessor, the PowerShot A510 digital camera is equipped with a nine-point AiAF "Smart" autofocus system and 13 shooting modes. The standard shooting modes are Full Auto, Program, Manual, Shutter-priority and Aperture-priority with additional modes including Portrait, Landscape, Night Scene, Fast Shutter, Slow Shutter, Special Scene, Stitch Assist and Movie. The Special Scene mode, which makes it easy for beginners to achieve optimum results in many popular photo opportunities, has been enhanced with the addition of two new settings called Night Snapshot and Kids & Pets. The PowerShot A510 digital camera is also capable of recording movies with sound for up to three minutes per clip, making it perfect for capturing memories in motion.

The new camera’s grip is ergonomically improved, and the control layout is even easier to use than before. Other camera functions including self-timer and review have also been enhanced for greater creative flexibility.

The DIGIC™ Difference

Image quality is enhanced and improved as a result of Canon’s proprietary DIGIC (Digital Imaging Integrated Circuit) image processor. DIGIC combines the roles of image processing and camera function control into one chip, resulting in faster display and write times for each image and lower power consumption, which extends battery life. Moreover, because DIGIC technology was designed specifically for use in digital cameras it is also capable of handling JPEG compression and expansion; memory card control; LCD/Video control and processing gain control (control of CCD signal amplification); Auto Exposure; Auto Focus; Auto White Balance control and most other functions.


Canon Powershot A510

Zoom flash

In a first for its digital camera line-up, Canon introduces a zoom flash. Linked to the zoom lens, the zoom mechanism narrows the flash’s angle of throw to extend flash range at the telephoto end. A new optional High Power Flash accessory, the HF-DC1, further extends the options for night and indoor shooting. With a guide number of 18 (ISO 100, metres), the slave flash automatically fires in-sync with the camera’s in-built flash, ignoring any pre-flash. It can be adjusted to three power output settings based on the aperture value of the camera. The unit attaches to the camera with a supplied bracket that maintains the ability to mount both camera and flash on a tripod.

Print/Share Button

Located on the backside of the PowerShot A510 digital camera is the Print/Share button. This button simplifies and accelerates direct printing to compatible Canon and PictBridge-enabled printers and one-touch image transfer to Windows XP, Me, 2000, and 98 computers for use with image processing programs, uploading to the Internet, or as email attachments. When the camera is connected to a compatible printer or computer, the Print/Share button illuminates to let the user know to press the Print/Share button to begin the printing or downloading process.

Optional Accessories

In addition to its rich feature set, the PowerShot A510 digital camera is compatible with a wide variety of optional accessories including supplementary wide-angle (WC-DC52), telephoto (TC-DC52A) and close-up lenses (52mm Close-up Lens 250D). These accessories enhance the new camera’s versatility and make it easier to use in specialized applications such as real estate and insurance photography. A Waterproof Case WP-DC60 is also available and can be used at depths up to 130 feet. The combination of the A510 digital camera with the WP-DC60 housing is great for family vacations at the beach, while skiing, or simply to protect the camera from the elements.

Pricing & Availability

The PowerShot A510 digital camera kit includes Interface Cable IFC-400PCU, AV Cable AVC-DC300, Wrist Strap WS-200, SD MultiMediaCard MMC-16M and two AA-size Alkaline batteries as well as Canon Digital Camera Solution Disc Version 22, featuring the latest versions of Canon’s powerful software and ArcSoft PhotoStudio. The Canon PowerShot A510 digital camera kit will be available by the end of January for an estimated street price of .99*.

About Canon U.S.A., Inc.

Canon U.S.A., Inc. delivers consumer, business-to-business, and industrial imaging solutions. The Company is listed as one of Fortune’s Most Admired Companies in America, and is rated #35 on the Business Week list of "Top 100 Brands." Its parent company Canon Inc. (NYSE:CAJ) is a top-patent holder of technology, ranking second overall in the U.S. in 2003, with global revenues of .9 billion. For more information, visit www.usa.canon.com.



Powershot A510 Specifications

Camera Effective PixelsApprox. 3.2 million
Image Sensor1/2.5-inch CCD (Total number of pixels: Approx. 3.3 million)
Lens

5.8 (W) - 23.2 (T)mm (35mm film equivalent: 35 - 140mm)
f/2.6 (W) - f/5.5 (T)

Digital ZoomApprox. 3.2x (Up to approx. 13x in combination with the optical zoom)
Optical ViewfinderReal-image zoom viewfinder
LCD Monitor1.8-inch, low-temperature polycrystalline silicon TFT color LCD, approx. 115,000 pixels
AF SystemTTL autofocus
Focus lock and Manual focus are available
9-point AiAF/1-point AF (fixed to center)
Shooting Distance (from the front of the lens)
Normal AF 45cm (1.5ft.) - infinity
Macro AF 5 - 45cm (2.0in. - 1.5ft.) (W)/
30 - 45cm (11.8in. - 1.5ft.) (T)
Manual focus 5cm (2.0in.) - infinity (W)/
30cm (11.8in.) - infinity (T)
ShutterMechanical shutter + electronic shutter
Shutter Speeds
15 - 1/2000 sec.
The shutter speed varies according to the shooting modes.
Slow shutter speeds of 1.3 sec. or slower operate with noise reduction.
Metering SystemEvaluative, Center-weighted average or Spot (Center)
Exposure Control SystemProgram AE, Shutter-priority AE, Aperture-priority AE, Manual exposure control
Exposure Compensation± 2 stops in 1/3-stop increments
SensitivityAuto*, ISO 50/100/200/400 equivalent
* Camera automatically sets the optimal speed.
White BalanceAuto, pre-set (available settings: Daylight, Cloudy, Tungsten, Fluorescent or Fluorescent H) or custom
Built-in FlashAuto*, on*, off
* Red-eye reduction available.
Flash Range
Normal45cm - 3.5m (1.5ft. - 11.5ft.) (W)
45cm - 2.2m (1.5ft. - 7.2ft.) (T)
Macro30 - 45cm (11.8in. - 1.5ft.) (W/T)
when ISO speed set to Auto
Shooting Modes
Auto
Creative zone Program, Shutter-speed priority, Aperture priority, Manual
Image zone Portrait, Landscape, Night scene, Fast shutter, Slow shutter, Special Scene (Foliage, Snow, Beach, Fireworks, Underwater, Indoor, Kids & Pets and Night Snapshot), Stitch assist and Movie
Continuous Shooting
Approx. 2.3 shots/sec.
(Large/Fine mode, LCD monitor off)
Self-timerActivates shutter after an approx. 10-sec./2-sec. delay. Can be set using the custom settings.
PC-controlled ShootingAvailable (USB connection only. Exclusive software program is included in the camera kit.)
Recording MediaSD memory card/MultiMediaCard
File FormatDesign rule for camera file system and DPOF compliant
Data Type
Still imagesExif 2.2 (JPEG)*1
MoviesAVI (Image data: Motion JPEG; Audio data: WAVE (monaural))
CompressionSuperfine, Fine, Normal
Number of Recording Pixels
Still images
Large:2048x1536 pixels
Medium 1:1600x1200 pixels
Medium 2:1024x768 pixels
Small:640x480 pixels
Movies
640x480 pixels, 10 frames/sec. (Approx. 30 sec.)
320x240 pixels, 15 frames/sec. (approx. 3 min.)
160x120 pixels, 15 frames/sec. (approx. 3 min.)
The data in parentheses refer to the maximum movie length per shooting.
Playback ModesSingle (histogram displayable), Index (9 thumbnail images), Magnified (approx. 10x (max.) in LCD monitor, advance or reverse through magnified images possible), Auto play, Sound memos (up to 60 sec.) or Movie.
Direct PrintCanon Direct Print and Bubble Jet Direct compatible, and PictBridge compliant
My Camera SettingsThe start-up image, start-up sound, shutter sound, operation sound and self-timer sound can be customized using the following methods:
1.Using the images and sounds recorded on the camera.
2.Using downloaded data from your computer using the supplied software.
InterfaceUSB (mini-B, PTP [Picture Transfer Protocol])
Audio/Video output (NTSC or PAL selectable, monaural audio)
Power Source
AA-size alkaline batteries (included in the camera kit)
AA-size rechargeable NiMH batteries NB4-200 (sold separately)
AC Adapter Kit ACK800 (sold separately)
Operating Temperature0 - 40 degrees C (32 - 104 degrees F)
Operating Humidity10 - 90%
Dimensions90.7x64.0x38.4mm (3.6x2.5x1.5in.) (excluding protrusions)
WeightApprox. 180g (6.3oz.) (camera body only)




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