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Olympus at PMA 2007

Ralf Jurrien
PMA 2010 Report
Tuesday 27th, March 2007
Posted by: Ralf Jurrien

The Olympus booth once again showed that Olympus impress with their FourThirds system. The amount of lenses for this system has increased extremely speedy and now offers a wide range for both the amateur and professional photographer. We have noticed that Olympus is quite capable of offering the consumers what they want concerning the low and middle segment but we are still waiting for a real professional SLR camera. Olympus keep us in suspense and even after showing an advanced prototype digital SLR camera one can only guess for its real specifications. Still; it seems Olympus are well on their way. Behind glass we spot the prototype of the advanced SLR that doesn't seem to need any alterations on the body.

Olympus at PMA 2007

Olympus Digital Cameras
According to our contacts within Olympus Europe this camera will make it clear for once and forever that the FourThirds System is also the perfect solution for the professional camera. Besides the FourThirds System, among others the new Olympus E-410 and E-510 SLR cameras, a large assortment of digital compact cameras has been showcased. The highlight of this assortment for me is also one of the highlights of the PMA 2007; the Olympus SP-550 UZ Megazoom camera. This model features an impressive optical zoom range of no less than 18x, incredible!

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Olympus SP-550 Ultra Zoom
I was able to take the Olympus SP-550 UZ on an early morning trip to a ranch near Las Vegas to work with it for a few hours and I must confess that I am very impressed by its functionality and of course its huge zoom range. Undoubtedly the SP-550 UZ will be the top one this coming summer!

Olympus at PMA 2007

Olympus waterproof cameras
A nice detail we found on the Olympus booth was the demonstration of the waterproof features of the Olympus Mju 770 SW camera. It was being showcased daily in a slowly melting ice sculpture. At the end of every day one was given the opportunity to test the camera to see if it was still working and of course it was! Olympus left a good impression behind and I certainly hope that the new FourThirds System SLR cameras will reach the consumer worldwide. The cameras seem to have everything to become successful!

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The PMA show, or Photo Marketing Association, continues its yearly tradition of maintaining a network of photo imaging as well as the experience and know-how of the industry. The PMA represents 20,000 members from over 100 countries, who are all active within the imaging industry. As a reflection of the changes in the market, the PMA organization has also changed and has become more diverse. Nowadays, the member group consists of representatives coming from photo retail, manufacturers, commercial photo labs, professional sports and news photography, in addition to small album print suppliers and photo processing centers. The PMA 2012 Trade show focuses on an industry which is heavily affected by the unstable situation of the global financial economy. However, whether the latter will also stand in the way of the innovation and product introductions, remains to be revealed by the PMA International Convention & Trade Show in Anaheim Convention Center (California, US).