Olympus, one of the market leaders in today’s digital camera industry worldwide, today introduced its latest revolutionary PEN E-PL1 together with four compact camera models, namely the µ Tough 6020, µ Tough 8010, SP600UZ and SP800UZ.

Known as the New Generation System Cameras, the PEN E-PL1 is acknowledged as the breakthrough camera that delivers the desire and choice reasons of changing one’s current compact and semipro cameras, simply because of its design and ease of use.

According to Mr Tan Tick Boon, Managing Director of Olympus (Malaysia) Sdn Bhd, “From the survey conducted by Olympus Japan a few years ago, out of 119 million digital camera users, 20 per cent or an estimated 21.7 million users had expressed the desire to change or upgrade their cameras to a DSLR. However, they hesitated due to reasons like bulky camera body, heavy lenses, hard to carry around and very complicated functions.

“Many of them lead adventurous lifestyles and consider themselves trend-setters. These are people who have their own blogs, communicate via Facebook or Twitter and just love to share their photos with the Internet community. In many ways, they are always aspiring to be different from others, even when snapping photographs.

“We believe the Olympus PEN E-PL1 stands to become their best new friend as they document their encounters, creatively and professionally too. Especially more when it is priced at a very affordable sum of RM2,499, which comes with a 14-42 mm lens.

“The new generation system cameras, a joint effort between Olympus and some leading players, was designed and built to solve the problem of users from having to carry big and heavy lenses. It does not compete directly with the DSLR camera range as the Micro Four Thirds system is totally different from the current Four Thirds.

“What we want users out there to understand is that, if you want to take good photos with sharp and high resolutions, there is no need to worry about having to carry big and heavy lenses. Not only is it small and light, the camera is also very user-friendly and not as complicated as the conventional DSLR,” explained Mr Tan.

During the launch, Olympus also introduced four new compact camera models, namely the µ Tough 6020, µ Tough 8010, SP600UZ and SP800UZ, these being the series that helped Olympus clinch its leadership status. Price for the cameras however will only be announced at a later date.

Added Mr Tan, “When the Tough, previously known as SW series was introduced, it was the first camera to be known as the waterproof, shockproof, freezeproof and crushproof camera. Tough enough to survive the ruthless and hazardous moments whilst conquering the world’s highest peak, Mount Everest.

“During the last Merdeka de’ Everest challenge in 2007, the group took with them the µ770 SW model and it performed beautifully, even in temperatures of -40°C.

“On that note, I am very glad to announce that Olympus Malaysia will once again support the team with our latest µ Tough 8010 cameras for their next Merdeka de’ Everest Challenge, scheduled for next year. Using Tibet as the new path for their next climb, the team definitely need a Tough companion to accompany them and more so, that they can rely on,” concluded Mr Tan.

All Olympus cameras sold currently are made from hazardous substances-free material, as Olympus does not use any material prohibited by the Environment-related substances used in Product Control Rules. No polyvinyl chloride (PVC) is used in the electrical insulation of interconnection, and the lenses are made using eco-glass containing no lead, cadmium or arsenic.