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Olympus MJU TOUGH digital cameras
Mark Peters : December 18th 2008 - 05:10 CET
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 Olympus rebrands MJU SW cameras as MJU TOUGH series : Olympus, the company that introduced freezeproof, waterproof and shockproof digital cameras for active lifestyles to the mass consumer market in 2006, is now redefining the segment it continues to dominate. Beginning with the newest members of the MJU TOUGH camera line-up to be introduced in January 2009, these incredibly rugged digital cameras built to capture amazing images in extreme situations will be rebranded as MJU TOUGH. The new MJU TOUGH brand will allow Olympus to continue the series’ reputation for incredible durability while introducing new innovations and benefits to the line.
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Olympus MJU TOUGH digital cameras
In addition, the name change will make the unique advantages of the series more recognisable and comprehensible to consumers. If it is not waterproof, shockproof and freezeproof, then by Olympus standards, it is not “tough”. This means that, thanks to the new Olympus MJU TOUGH camera brand, the company can offer one or more of these unique features in other Olympus camera lines.
Shockproof and waterproof cameras
According to a recent study, many consumers in the market for a new digital camera list durability and weatherproofing as the most important features in a digital camera. The current line-up of MJU SW cameras offers different levels of durability, providing customers with options that best meet their needs. The shockproof and waterproof camera models are ideal for adventure: they can survive anything from an underwater snorkel tour to a day with the kids at the playground. And for a trip to the most extreme mountain peaks or the darkest depths of a cavern, the freezeproof and crushproof MJU SW cameras are the perfect partner to bring along to capture brilliant images of an unforgettable experience.
Olympus MJU TOUGH cameras
“Over the last few years, our tough MJU SW-series cameras have increasingly impressed consumers with their combination of incredible durability and excellent image quality. They allow our customers the freedom to shoot in situations where other cameras simply wouldn’t survive”, says Miquel Angel Garcia, Managing Director Marketing at Olympus Imaging Europa GmbH. “Since some of our cameras even go beyond shockproof and waterproof - certain models are freezeproof and crushproof as well - we needed a name that was more reflective of the true nature of the SW series. The Olympus MJU TOUGH camera brand lets our customers know what these cameras truly have to offer: strength that’s always ready to go, even in the most extreme conditions”.
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