Cologne, Germany, Sep 22, 2008 – Samsung Camera announced today that it would seek to attain its market leadership by providing imaging solutions aimed at satisfying diversified consumer needs throughout the total digital imaging lifecycle from taking great photos to sharing images with their friends and families. This movement signals a bold step for the company away from the conventional way of business in the camera industry, which has primarily focused on technological advancement. Samsung is going to introduce innovations through combining existing solutions and technologies to answer to consumer needs and desires from 09 lineup. To showcase this new direction, Samsung is introducing sharing photos through Home Network, uploading and sharing photos through WiFi, and innovative UI at 2008 Photokina.

Meanwhile, recognizing consumers’ needs to capture a picture overcoming a physical distance and to carry easily, Samsung is introducing the world first 10x zoom and Ultra Wide 24mm compact, the “HZ1″, at Photokina this year. The HZ1 enables consumers to get sharper and wider images from a distance by simultaneously combining high technology, optical 10X Zoom and ultra wide 24mm. With the launch of the HZ1, Samsung Camera will enter the Compact High-Zoom market, strengthening its full lineup and showcasing its technological innovation.

Addressing the company’s initiative, Park Sang-Jin, Executive Vice President of Samsung Camera, said “The key to success is to provide products and solutions that enhance the consumers experience for beyond photo taking. We are looking at consumer needs for communication with their family and friends through photos and moving images. We’re trying to move beyond the competition which is primarily focused on features and functions to serve consumer needs better.”

Looking forward, Park added that “Samsung is already strongly competitive with a variety of consumer electronics and related technologies such as semiconductors, TVs, camcorders, and cell phones. By leveraging our core technological capabilities and applying broad and deep understanding about global consumers and their needs, we expect to attain a top-tier camera brand position within a few years.”