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Olympus Mju 850 SW digital camera

Dennis Hissink
PMA 2018 Report
Thursday 31st, January 2008
Posted by: Dennis Hissink

Ready for the adventure of a lifetime? Then get to know the shockproof, waterproof and freezeproof Mju 850 SW digital camera since this unstoppable model goes anywhere you do. What’s more, advanced features such as Face Detection Technology deliver impeccable shots in superior Olympus quality every time. Shockproof to 1.5m, waterproof to 3m and freezeproof to -10°C, this powerful camera boasts 8.0 Megapixels for detailed shots. A 2.5”/6.4cm HyperCrystal LCD makes for comfortable framing and reviewing, while a 3x optical zoom affords additional framing flexibility. And for fantastically precise macro shots, an integrated LED Macro Illuminator is there to shed plenty of light on the subject.

Olympus Mju 850 SW

Olympus Mju 850 SW - Shock & Waterproof digital camera
With advanced features such as Face Detection, Shadow Adjustment and BrightCapture Technology, the Olympus Mju 850 SW delivers perfectly exposed and focused shots, plus better results in low light. Digital Image Stabilisation is additionally available to protect against blur caused by handshake or fast-moving subjects. And an incredible 38 languages on board allow users across Europe to navigate this cameras' intuitive menu in their native tongue. For added fun up to 40m below the water’s surface, underwater case PT-041 is available as an optional extra for the Olympus Mju 850 SW. Featuring an attractive metal body in a choice of Starry Silver, Midnight Black or Metal Pink, the Olympus Mju 850 SW is the tough Mju model for everyone. The Olympus Mju 850 SW digital camera will be available from February 2008.

Olympus Mju 850 SW - Features
• Exciting shots in and by the water as waterproof to 3m
• Take it anywhere, anytime as shockproof up to 1.5m
• 6.4cm/2.5" HyperCrystal LCD with a bright display even in brilliant sunlight
• 8.0 Megapixels to make poster-size prints
• 3x optical zoom (equiv. to 38-114mm) for stunning portraits
• Sleek metal body in 3 colours: Starry Silver, Midnight Black or Metal Pink
• Face Detection Technology for perfectly focused and exposed faces
• Correct exposure of other image areas
• Digital Image Stabilisation for less blur
• Better low light shooting thanks to BrightCapture Technology
• Best companion also in winter as freezeproof
• 24 scene modes for the best results in different situations
• Liven up your memories with movie recording with sound (VGA resolution 30fps)
• TruePic III image processor for faster image handling and higher image quality
• Optional underwater case PT-041 (40m depth)

Olympus Mju 850 SW - BrightCapture Technology
A technology developed for better shooting results in low light situations. It works in two ways: i) All available pixel information from the image sensor is used to provide a view on the LCD that’s up to four times brighter than conventional types, to make framing easy even in dark surroundings. ii) In certain shooting modes sensitivity is increased (resolution is sometimes reduced), which results in well-exposed images with accurate colour reproduction, high contrast and definition, even when not using the flash. Scene modes that benefit from BrightCapture Technology include Candle, Night Scene and Available Light.

Olympus Mju 850SW - Digital Image Stabilisation
A special shooting mode, where the camera automatically increases ISO sensitivity to allow shorter shutter speeds - which helps to avoid image blur caused by camera shake or by fast-moving objects.

Olympus Mju 850 SW

Olympus Face Detection Technology
A technology that searches for faces in a composition and recognises them as the main subject. It then automatically puts them in focus and optimally adjusts exposure to create an image that’s sharp in the right places and ideally exposed.

Olympus Mju 850SW - HyperCrystal
A high-grade, fully-transmissive technology used in LCDs, which employs an additional layer at the bottom of the LCD to reflect light from external light sources. This enhances the brightness of the LCD, so even in direct sunlight images are displayed sharply and improved contrast compared to that of conventional displays. Also, it provides for particularly wide viewing angles without glare or shadow, so images can be framed from a variety of angles and viewed by several people at once.

Olympus Mju 850SW - Shadow Adjustment Technology
A technology designed to improve exposure for pictures with dark areas. Using a sensor that works much like the human eye, dark parts of a composition (e.g. a shadow under a tree) are identified and the camera then adjusts the exposure settings accordingly for those areas. The result is a more realistic and detailed picture.

Olympus TruePic III image processor
Olympus’ newest-generation image processing engine. It automatically enhances important aspects of image quality including: Colour reproduction (colour range, saturation and brightness), picture sharpness (reduced image noise, improved edge reproduction), as well as providing faster processing speeds.

Olympus Mju 850 SW

Other introduced Olympus digital cameras
• Olympus SP-570 UZ
• Olympus Mju 1030 SW
• Olympus Mju 850 SW
• Olympus Mju 1020
• Olympus Mju 1010
• Olympus Mju 840
• Olympus FE-350
• Olympus FE-340
• Olympus FE-310

Olympus Mju 850 SW

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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).