Adorama News Writer
March 2, 2009
PMA: The first surprise of PMA '09 is a camera that is being shown under glass but which could have a profound impact on digital photography. Samsung showed a mock-up of the NX, an interchangeable-lens electronic viewfinder camera with an APS sensor and short flangeback, which reduces the distance between the back of the lens and the sensor. This allows Samsung to design smaller and lighter lenses while using the same sensor as standard DSLRs. The reflex mirror housing is replaced by an electronic viewfinder so the camera has the form of a small DSLR. The NX will compete directly with Olympus and Panasonic's Micro Four Thirds system, using similar design concepts to miniaturize digital cameras.
Samsung has high hopes for the NX, predicting that the Hybrid-Camera market (we call 'em interchangeable lens EVF cameras) will capture 20 percent of the worldwide digital camera market by 2012. The NX is expected to be available in time for the holiday shopping season.
For details, read the Samsung press release:
Samsung's NX Series, Hybrid Digital Cameras Make Global Debut at PMA 2009
NX Series Offers APS-C Image Sensor, Bridges Gap Between Compact Digital Cameras and DSLRs
SEOUL, KOREA – March 2, 2009 – Samsung Digital Imaging Co., Ltd. used PMA 2009 as the global launching pad for the NX Series, the company’s revolutionary new family of hybrid digital cameras. A new concept digital camera, the NX Series offers the performance and image quality of a DSLR and the portability and convenience of a compact point-and-shoot. With the NX Series, Samsung will become a global leader in the new hybrid market.
Samsung’s new NX Series bridges the gap between a DSLR and compact point-and-shoot digital camera by combining the benefits of both in one new model. Like conventional DSLRs, the NX Series utilizes an APS C sized image sensor providing a much larger surface area to gather light and produce higher-quality images than comparable digital camera systems. Unlike a DSLR, the NX Series does not feature a mirror box and employs an ultra-precise Electronic Viewfinder (EVF). The use of an EVF has allowed Samsung engineers to significantly reduce the size and weight of the new camera system by decreasing the distance between the lens and image sensor (flange back) by approximately 60% compared to traditional DSLRs. In addition to utilizing the EVF, consumers can also take advantage of the camera’s Live View functionality to frame their shots on the NX Series’ high resolution screen.
Samsung has recently intensified its focus on the digital imaging market and established a separate company dedicated exclusively to digital imaging in Samsung Digital Imaging Company. The new company was formed to focus on the development of its digital still cameras around world’s first and best in class features, design, and easy-to-use interfaces, and will work towards achieving the company’s stated goal of becoming the world’s leading digital imaging company.
“We estimate that the hybrid digital camera market will be over 20% of the global digital still camera market by 2012,” said Sang-jin Park, CEO of Samsung Digital Imaging Company. “With the release of the NX Series, a digital camera that combines the strengths of a DSLR and compact digital camera, Samsung Digital Imaging will become a global leader in the new hybrid digital camera market and achieve the company’s goal to become the global leader in the digital camera market by 2012.”
Samsung Digital Imaging Company also creates a much more efficient vertical alignment between related Samsung business units including digital imaging, semiconductor and electronics. This new vertical alignment will create competitive advantages for Samsung by fostering greater collaboration between business units and allowing the company to develop and deliver highly-innovative digital imaging products that set the standard for the industry, including the newly unveiled NX Series.
The first model of NX Series will be available in the second-half of 2009.