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| Olympus E-System Micro Four Thirds Under Development |
 The Olympus Imaging Corporation has today announced the development of an interchangeable-lens type digital camera based on the Micro Four Thirds standard. Designed to bring dramatic reductions in size and weight to the Olympus E-System, a concept mock-up of the new camera will be exhibited at Photokina 2008 – the world’s biggest trade fair for the photographic and imaging industries at Köln Messe, Cologne, Germany.The global market for interchangeable-lens type digital cameras is growing steadily, but still only accounts for a seven per cent share of the total digital camera market. In Australia, this figure remains around five per cent. This share is significantly lower than the share held by interchangeable-lens type digital cameras when film was the dominant imaging medium, demonstrating ample opportunity for sales growth in this category. However, market research suggests that more than a few customers continue to choose compact models over digital SLR cameras, which they perceive as big, heavy, and difficult to operate. The Micro Four Thirds System standard was established to meet this need, by enabling the development of a radically more compact and lightweight interchangeable-lens type digital camera system. The camera currently in development will be the first Olympus camera to comply with the Micro Four Thirds System standard. Interchangeable-lenses that comply with the standard are also under development. Users will also be able to mount existing Four Thirds System wide-angle, telephoto, and macro lenses on Micro Four Thirds System bodies via an adapter. Product name, availability and retail pricing is yet to be announced. Olympus Imaging is also committed to the Four Thirds System, and will continue to expand its line-up of digital SLR cameras to satisfy a broad spectrum of customer needs. This includes the professional photographer, aspiring artist, hobbyist, and everyday consumer. Outlining the Micro Four Thirds Standard The Micro Four Thirds standard was designed and developed to maximise the performance potential of digital imaging technology, and to extend the benefits of the Four Thirds System standard for digital cameras. When compared to the Four Thirds System standard, the primary distinguishing features of the Micro Four Thirds standard are: · Approximately 50% shorter flangeback distance (mount-to-sensor distance) · Approximately 6mm shorter diameter of the lens mount outer · Increase in electrical contacts in the lens mount from 9 to 11. * Image sensor diagonal dimensions are the same for both Four Thirds System and Micro Four Thirds System standards. The Micro Four Thirds System enables users to enjoy the same high quality imaging of the Four Thirds System’s 4/3-type image sensor in a much more compact body. It also allows users to take advantage ofa significantly higher number of compact lenses, particularly in the wide-angle and high-power zoom range. While the Four Thirds System offers the benefits of compact, lightweight performance, the new Micro Four Thirds System takes this further, enabling the development of unparalleled ultra-compact interchangeable-lens type digital camera systems.. The new Micro Four Thirds System also incorporates a greater number of lens-mount electrical contacts for the support of new features and expanded system functionality in the future. |
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In Greek mythology, Mt.Olympus is the home of the twelve supreme gods and goddesses. Olympus
was named after this mountain to reflect its strong aspiration to create high quality, world
famous products.
"Olympus" has been used as a trademark since the time of Takachiho Seisakusho, the predecessor
of Olympus Corporation.
In Japanese mythology, it is said that eight million gods and goddesses live in Takamagahara,
the peak of Mt.Takachiho. The name "Olympus" was selected as the trademark because Mt.Olympus,
like Mt.Takachiho, was the home of gods and goddesses. This trademark is also imbued with the
aspiration of Olympus to illuminate the world with its optical devices, just like Takamagahara
brought light to the world.
Takachiho Seisakusho was renamed Takachiho Optical Co., Ltd. in 1942 when optical products
became the mainstay of the company. In 1947, the name was changed again to Olympus Optical
Co., Ltd. in an attempt to enhance its corporate image.
And in 2003, the company made a fresh start as Olympus Corporation, to show its willingness
to establish a dynamic corporate brand by unifying the corporate name and the well-known
brand.
In recent years, Olympus Corporation has focused on "Opto-Digital Technology" as its core
competence, technological strengths that competitors cannot easily imitate, to maximize
corporate value and to become one of the top optical instrument manufactures.
