Samsung sets sights on camera industry leadership with the new NX100

Samsung Electronics Co., Ltd announced the launch of the unique Samsung NX100 – an innovative mirrorless camera equipped with the world’s first i-Function lens, putting the perfect picture at the fingertips of all photographers through a completely new way of controlling the camera.

The NX100 is set to dominate the new mirrorless camera market. The innovative new product has benefited from Samsung’s expertise across multiple areas of technology, meaning that 100% of the camera’s key components are produced internally. This unique process has been combined with Samsung’s detailed and extensive consumer research program, which provides valuable insight that the company’s designers and engineers have incorporated into the NX100. The unparalleled new camera is complemented by an extensive line up of lenses and accessories which give photographers full capacity to explore their photographic talents.

The launch of the NX100 follows the success of the NX10, Samsung’s first mirrorless camera and the first in the world to feature an APS-C size sensor, which has already changed the way millions of photographers across the globe take pictures, and also raised the bar for the industry as a whole. The NX100 shares the leading technology of the NX10, such as the APS-C size sensor for quality images and a 3-inch AMOLED screen for easy and clear viewing. However, with the Samsung NX100 takes the mirrorless camera to the next level, by incorporating the innovations of the NX10 and improving other areas of the camera’s performance and design. The body of the camera is slim, sleek and stylish, and the NX100 also features the intuitive i-Function lens which allows users to control their camera through the lens for the first time.

“With the introduction of the Samsung NX100 digital camera, Samsung aims to dominate the new mirrorless camera market in the same way we do in the Dual/View camera market,” commented Duke Park, General Manager of Samsung Electronics Egypt.  “We are the first to bring together such high quality imaging technology with intuitive consumer feedback from in-depth market research and in doing so, we pioneered the i-Function lens in order to further stand out against our competition.”

The NX100’s innovations aren’t confined to just the lens’ – the camera also provides a very creative feature called ‘Smart Filter’. In playback mode, users can apply seven different effects to the picture, such as the vignette, soft focus, fish-eye or miniature effects. The ‘Smart Filter’ provides not just high quality images, but also features that are fun to use. The fun doesn't stop with the still image options - the NX100 supports HD movie recording and also contains a ‘Sound Picture’ mode that can record audio when a photo is taken.