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Samsung displays first digital single lens reflex camera

Two models hold up two new Samsung cameras introduced yesterday. The GX-20 features a digital single lens reflex. PHOTO: LI YI-JU, TAIPEI TIMES

Samsung Electronics Co showcased its GX-20 camera in Taipei yesterday, marking its first foray into the digital single lens reflex (DSLR) market in Taiwan.

“The digital technology has always been at Samsung, so it really isn’t a surprise that we’ve decided to enter into the DSLR arena, targeting discerning photo enthusiasts and professionals,” Alex Lai (賴俊興), sales director of Samsung Taiwan’s IT department, told reporters yesterday.

In addition to the GX-20 camera body, Samsung also introduced eight new Pentax lenses designed for the Samsung DSLR standard. In professional photography where companies often make specific lenses for their own camera bodies, the idea of lens adaptability creates brand loyalty.

“Samsung’s DSLR project is still in its infancy,” Lai said. “Canon, Nikon and Olympus lenses and its DSLR offerings have been around for so long. In the future, we do not completely rule out the possibility of creating camera bodies that can house other brands’ lenses.”

Samsung’s internal market analysis showed that projected digital still camera (DSC) sales in Taiwan will be 29 million units in the second half of the year, representing a 40 percent growth from the first half.

To capitalize on this thriving market, the company has decided to introduce a complete spectrum of digital cameras for all age groups and photography skill levels, Lai said.

From January through last month, the company experienced 43 percent revenue growth year-on-year in Taiwan. Going forward to next year, the company has set its goal on 50 percent revenue growth, he said.

Samsung has partnered with Pentax Corp, now merged into Hoya Corp, to co-develop DSLR cameras, so it comes as no surprise that the GX-20 is almost identical to Pentax’s K20D, down to the most minute specifications.

Lai, however, prefers using Sony Corp’s DSLR Alpha series as the GX-20’s benchmark. The GX-20 is a cross between Sony’s Alpha 350 and Alpha 700, he said.

“Currently the company has no preliminary predictions on how the GX-20 will do in Taiwan amid the obvious local economic slowdown, but this sluggish period is the perfect time to test Samsung’s brand power, and the effectiveness of our extensive sales channels across the country,” he said.

Samsung yesterday also updated its NV and L series for this month with the release of the NV100HD, NV9 and L201 digital still cameras.
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