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Mark Peters : February 22th 2005 - 01:22 CET updated

Olympus ZUIKO lenses on PMA 2005


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OlympusDuring my conversation with Christina Blake, Group Leader External and Internal Communication Corporate & Imaging Systems Europe Marketing Communications, we discussed the latest introductions. I was most interested in the new Olympus ZUIKO lenses but unfortunately it was still too early to see them in action. The introduction of the three new Olympus ZUIKO lenses, with a catching f2.0 bright on the entire focal length, is a welcoming introduction for the Olympus E-System. The high standard of optical performance which has to be reached by this new series lenses, will meet the requirements of the most demanding professional photographer. Who wouldn't get excited learning about the introduction of of the Olympus Digital....
Olympus ZUIKO lenses on PMA 2005ED 14-35mm (28-70mm equivalent to a 35mm camera) 1:2.0, de Zuiko Digital ED 35-100mm (70-200mm equivalent to a 35mm camera) 1:2.0 or the Olympus Zuiko Digital ED 90-250mm (180-500mm equivalent to a 35mm camera) 1:2.8 Olympus lenses? We will have to be patient for another while, before seeing these new lenses in action. I did however manage to take a few images of the new series of Olympus lenses. These lenses are shown as so-called mock-ups in a locked show-case. At least that is a start. The bright on these lenses is definitely very impressive and I am curious to see the final performance of this new generation of Olympus E-system lenses.

Panasonic announcement
Undoubtedly we will hear more this year about the so-called Olympus E-System. The Panasonic announcement declaring that they are working on a digital reflex camera in corporation with Olympus, makes the digital reflex the more attractive. Many digital photography lovers wonder if there will be digital reflex cameras on the market soon for this system, either for the beginning photographer or the advanced user as their target group. Olympus brings in sufficient arms and takes on the leading role within the E-System. Brands like Kodak, and also Fujifilm in the past, but even so Sanyo, Sigma and Panasonic, have announced to be willing to take an active part in the development and introduction of new E-System products. In fact Sigma showed adopting the E-System unconditionally by introducing a number of new lenses to be combined with the E-System.

CeBIT 2006 Hannover
The upcoming CeBIT, held in Germany 10 - 16 March 2005, will be the first event to possibly expect new products. However, over the last period we experienced more and more that manufacturers do not depend on this kind of events to announce their new product presentations, so a CeBIT is not a guarantee for new product introductions etc.

Olympus Lifestyle products
Besides the new Olympus ZUIKO lenses, the PMA also pays attention to a new segment within the Olympus assortment: music and lifestyle products. In my opinion products like M:Robe and the Easy Imaging System are interesting developments and attempts for searching new ways of multi-media experience. The presentation of Robe products was received extremely well in the United States and had some striking advertisement campaigns to go with it. As soon as I get the opportunity to dig into the new Easy Imaging products they will be published over here.

To read the full coverage including live product photos follow the link below!





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