NEW CAMERA

Canon Premieres the World’s Thinnest Camera with 24mm equivalent lens, 5x Optical Zoom; Rebrands the PowerShot ELPH Models and Introduces GPS Capabilities in the PowerShot SX230 HS Digital camera

LAKE SUCCESS, N.Y., February 7, 2011 – When capturing a surprise wedding engagement on Valentine’s Day or a friend’s birthday celebration in a dimly lit lounge, a high-performance camera with extraordinary features is essential to enhance the ambiance of these moments. Helping to better capture the moment, Canon U.S.A., Inc., a leader in digital imaging, today announced four new PowerShot Digital cameras: the PowerShot SX230 HS, ELPH 500 HS, ELPH 300 HS and ELPH 100 HS models. With these new introductions, Canon debuts the world’s thinnest 24mm wide angle, 5X Optical zoom model¹, the PowerShot ELPH 300 HS, along with a Canon-first, GPS-equipped camera, the PowerShot SX230 HS model. In addition, all four cameras come equipped with Canon’s HS SYSTEM for exceptional shooting in low-light, Full 1080p HD video, new Movie Digest Mode and 32 Smart AUTO scenes.

“Canon’s core philosophy when launching a camera product is to discover new and innovative ways to redefine the photographic experience.” said Yuichi Ishizuka, executive vice president and general manager, Imaging Technologies and Communications Group, Canon U.S.A. “Consumers are always looking for the most advanced technologies and these new PowerShot models combine the high-level features and overall functionality the end-user has been seeking.”

Showcasing the true evolution of the ELPH brand, the new PowerShot ELPH models have now instituted a “HS” suffix to represent the inclusion of the HS SYSTEM in each model. The renaming of the ELPH model will help to better correlate with Canon’s ever-increasing capabilities in its PowerShot Digital cameras, while retaining its popular identity. With the ELPH 500 HS, ELPH 300 HS and ELPH 100 HS Digital cameras, the new names of the ELPH models will also serve as an easy solution to help consumers make an informed decision about which camera to purchase.

Introduced last year, the HS SYSTEM is a technology used to enhance image quality in low-light situations without the need for a flash. Making up the HS SYSTEM in these new models is Canon’s DIGIC 4 Image Processor combined with a High-Sensitivity CMOS sensor, which helps to reduce noise at high ISO levels and expand the camera’s dynamic range, ultimately capturing greater detail and color in images in darker settings, like a wedding reception. With the use of the HS SYSTEM, consumers are able to capture clearer images with less noise and blur, resulting in brilliant, sharp images.

When vacationing in Venice or taking a family-camping trip, there are many opportunities to capture a keepsake photo. However, years later, it may be difficult to remember the location the image was taken. Canon’s new GPS feature in the Canon PowerShot SX230 HS model will help make it easier to pinpoint the exact spot². Through a dedicated receiver, the camera is able to collect signals from GPS satellites to obtain the latitude, longitude and altitude and records this information to the image’s EXIF data³. The map utility software included with the camera permits viewing of photos on a map and shows the location of where the image was shot. The PowerShot SX230 HS also has an internal GPS logger, another first for a PowerShot model, helping to track the day’s route on a map, making it a useful application for long-term trips.

Having the ability to shoot HD video is imperative when capturing a full sequence of events, such as attending a high-end runway show in New York City or witnessing a baby’s first steps. The Canon PowerShot SX230 HS, ELPH 500 HS, ELPH 300 HS and ELPH 100 HS now feature Full 1080p HD video with Dynamic Image Stabilizer, providing secure, stellar resolution in a compact frame. A new feature called Movie Digest mode can be found in all the new PowerShot models, allowing consumers to shoot a short video before capturing a still image and then combine a full day’s worth of videos into one clip, making it easier for consumers to relive those special moments again and again.

The quest to capture the perfect image can be difficult if the camera does not have the correct settings. Helping to make the photographic journey that much easier, the new Canon PowerShot Digital cameras have advanced Smart AUTO with 32 different shooting scenes. Smart AUTO is helpful since the camera will automatically select settings that match the scene without the need to switch modes, making it possible to take beautiful photos in a variety of situations. Tracking desired objects on a screen with ease, Advanced Subjection Detection has been added to the Smart AUTO function as well, providing the successful capture of fast moving objects, vehicles or birds flying across the sky. By simply pressing the shutter button, the Advanced Subject Detection automatically identifies certain objects like a fish in an aquarium. After pressing the shutter button, the Servo Auto Focus/Auto Exposure continues to function and the focus and exposure of the moving subject continues to be tracked, making it possible to shoot without the subject passing by.

Helping to add more artistic flair to images is the inclusion of Toy Camera effect and Monochrome effect to the scene mode category for all four of the new Canon PowerShot models. Toy Camera Effect adds a grainy, blurred look to soften photos, illustrating an old-school, 1960’s appearance and Monochrome mode can make a photo either have black-and-white, blue or sepia tones, displaying a more classic, antiqued appearance.

Available in black, red and blue, the Canon PowerShot SX230 HS Digital camera features a 12.1-Megapixel High-Sensitivity CMOS Sensor with a powerful 14X Optical Zoom with Optical Image Stabilization. This new camera also includes a wide-angle 28mm equivalent lens, aiding in the capture of group pictures and a 3.0-inch LCD screen for easy viewing and scrolling through menus.

The PowerShot SX230 HS will be available at the end of March for an estimated selling price of $349.99.

Available in silver, brown and pink, the Canon PowerShot ELPH 500 HS features a 3.2-inch wide, intuitive, touch-panel LCD screen. The PowerShot ELPH 500 HS also has a bright f/2.0 lens, enabling users to take photos without a flash, resulting in a more natural look while providing greater depth of field. The camera also possesses a 12.1-Megapixel High-Sensitivity CMOS sensor along with a 4.4X Optical Zoom with Optical Image Stabilizer and an ultra-wide angle 24mm equivalent lens, which is ideal for large group shots at a family reunion or high school graduation.

The Canon PowerShot ELPH 300 HS Digital camera has a 12.1-Megapixel High-Sensitivity CMOS sensor, 5X Optical Zoom, an ultra-wide angle 24mm equivalent lens along with a 2.7-inch LCD screen and is available in red, black and silver. The PowerShot ELPH 100 HS Digital camera possesses a 12.1-Megapixel High-Sensitivity CMOS sensor, 4X Optical Zoom, a wide angle 28mm equivalent lens and 3.0-inch LCD screen and comes in blue, gray, pink, silver, and orange.

The PowerShot ELPH 500 HS is scheduled to be available at the end of March for the estimated retail price of $299.99, while PowerShot ELPH 300 HS and PowerShot ELPH 100 HS Digital cameras are scheduled to be available in mid-March for an estimated selling price of $249.99 and $199.99 respectively.