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Cameras go mirrorless

It is not so much as ‘most expensive is best’ any more in the digital photography arena says Samsung, but instead it is now features such as mirrorless technology that will change the imaging space.
In this digital age, having great memorable photos is usually attributable to having the most expensive digital single lens reflex (DSLR) camera with the biggest lens mounted to its front. This however is not so, where today the combination of important features with design that appeals to consumers’ needs is something that manufacturers are continuously evaluating in order to provide the consumer with the ultimate in camera technology. It is with this in mind that camera developers have engineered a technology, both with compact and SLR enthusiasts in mind, which not only focuses on these key aspects, but also simplifies the internal processes involved in taking that all important image – mirrorless technology to be exact.

Says Mark Geldenhuys, Business Leader for Digital Imaging at Samsung Electronics South Africa; “At Samsung we believe that this technological development is bound to revolutionise the digital imaging space and allow for a renewed mindset with regards to photography – where mirrorless technology closes the divide between what a compact camera has to offer compared to that of a DSLR camera.”

In fact, research indicates that while in 2010 there were only 1 million users of the mirrorless technology worldwide, this is forecasted to grow to a staggering 9 million users by 2013, which is likely to be higher than the growth of the DSLR market for the same period. DSLR sales are expected to remain flat at 7 million units per annum with mirrorless technology sales set to increase to 15 million units worldwide. “We have already noticed the growth in the Asian and UK markets reaching 30% and 20% respectively and through this, it is evident that this type of technology is becoming increasingly popular and will continue to grow, especially as more leading camera brands start adopting this type of technology – which will soon become a reality we believe,” continues Geldenhuys.

For many years industry experts have stressed the importance of the mirror’s function in being able to create the image desired where traditionally the light enters the camera through a lens which is transferred via a mirror to the pentaprism and then exits to the optical viewfinder. When the picture is taken, the mirror is moved up and light hits the imaging surface or digital sensor. However, the larger market adoption of this technology can certainly be attributed to the fact that in contrast, mirrorless cameras, although still in the beginning stages, lessen this process allowing for the reduction in size of the camera body itself – creating a slimmer, more manageable imaging device – coupled with the fact that consumers are becoming very tech savvy locally. Additionally, the elimination of these elements allows for the lens to be closer to the image sensor, which further assists in reducing the size of the camera.

However, Geldenhuys states; “While the market trend has been to provide smaller, more compact cameras, it should be realised that a camera should not be seen as just another fancy gadget to add to the pile, but rather a device that can create a passionate photography experience accessible to all photographers – which is what Samsung base their camera offering on.” Samsung have developed a range of mirrorless cameras which incorporate simple usability, a range of superior features, exceptional high performance as well as a professional design. Some of the key features Samsung’s mirrorless technology cameras boast are the ‘I-function’ feature, exclusive to Samsung, and increased APS-C size sensor size (16MP) as well as an electronic view finder and panoramic mode – exclusive to Samsung.

Concludes Geldenhuys “As the spectrum of digital technology continues to evolve, the importance of creating cameras that not only focus on a slimmer, sleeker design but also continue to uphold a high level of performance to create those clearer yet richer images, will remain key to developments and the success of the industry going forward. At Samsung we are committed to  just that – developing the latest in imaging technology to meet the needs of each and every photographer out there, moving beyond conventional digital camera trends to drive innovations that will better enable the consumers to get the most out of their cameras – professionally, at a fraction of the size and cost.”

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