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SMaL enables ultra-thin RadioShack digital camera
Dennis Hissink : September 23th 2004 - 11:33 CET
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SMaLSMaL Camera Technologies, a developer of digital imaging solutions and the enabler of award-winning super-thin digital cameras, announced that it has enabled the FlatFoto digital camera from RadioShack. The 1.3 Megapixel FlatFoto is the second in RadioShack's series of thin, stylish, easy to use cameras based on SMaL designs. It is available today in nearly 7,000 RadioShack stores and at at a suggested retail price of $69.99. The FlatFoto, measuring a slender 11.2 mm thin, is based on SMaL's Ultra-Pocket 2 rapid development kit. The kit features industry-leading low power (Longevity), Autobrite wide dynamic range technology, and high integration, all due to SMaL's proprietary CMOS image sensor and ASIC controller.
SMaL enables ultra-thin RadioShack digital cameraThese technological advances allow consumers to take more than 1,000 pictures on a single charge of the FlatFoto and never worry about the camera's battery running low or needing to be replaced. Additionally, each SMaL-enabled camera automatically recharges itself each time the camera is connected to a computer via the supplied USB cable. SMaL's Autobrite technology allows consumers to capture crisp details without worrying about backlighting or glare, because it automatically adjusts the exposure so that details in both bright and dim areas of an image are clear.

"The release of a second generation super-thin SMaL-enabled camera by RadioShack has helped the mass market embrace the idea of stylish, affordable, easy to use, take anywhere cameras," says Tim Emery, vice president of sales of SMaL Camera Technologies. "We look forward to enabling future generations of the FlatFoto family."

Delivering a Turn-key Solution
SMaL delivers a complete solution to OEM manufacturers that features a kit of core components with reference design, offering a turn-key solution and quick time-to-market for their partners. The FlatFoto is based on the SMaL Ultra-Pocket 2 rapid development kit. The kit includes a 1.3 Megapixel CMOS image sensor with Autobrite, ASIC controller, lithium-polymer rechargeable battery, taking lens, optical viewfinder, and complete reference design specifications.

SMaL quickly capitalized on the success of its first-generation private label digital camera by engaging the international award-winning design firm IDEO for the new camera’s industrial design, as well as a leading ODM manufacturer as its manufacturing/assembly partner.

"SMaL's expertise and vision enabled us to pack a lot of style and excitement into an extremely affordable, convenient, and easy-to-use camera," says Stu Asimus, senior vice president and chief merchandising officer of RadioShack. "The unique benefits of the 1.3 FlatFoto provide a great digital solution for first time digital camera buyers, students, and customers looking for an affordable camera with easy-to-use form and function. Also, with its great pricing, the new FlatFoto will be a great giftable item for birthdays, special occasions or holidays. We're excited that SMaL's complete imaging solution allowed us to hit the market with this innovative new product in time for the second half of the year."

Perfect First Digital Camera
The 1.3 FlatFoto is being marketed as "the perfect first digital camera." It is simple to use and everything is automatic: built-in flash, integrated 16 MB memory, rechargeable battery during USB picture download, SD card slot for easy memory expansion, auto power off, and Autobrite intelligent exposure technology. The bright red, durable metal camera body is designed to be taken everywhere so you never miss great moments.

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