The Fujifilm A850 is a new entry-level digital camera offering 8 megapixels, a 3x zoom lens and ISO 800 sensitivity at full resolution. Image Intelligence processing, 14 selectable scene modes, icon-based Graphical User Interface and complete the major specifications. The Fujifilm A850 will be available from retailers from July. Pricing will be announced nearer to the date of the launch.

Fujifilm UK Press Release

The A850 is the new addition to Fujifilm’s A-Team

22 May 2008

Fujifilm is pleased to announce the launch of the new Fujifilm A850. The stylish new camera joins the existing A920 and A900 in offering high-end technology to every-day users who want point-and-shot simplicity at an affordable price point, but are not prepared to compromise on image quality. The Fujifilm A850 features a sharp Fujinon 3x optical zoom lens, an 8 Megapixel CCD sensor and ISO 800 sensitivity at full resolution.

The Fujifilm A850 features Image Intelligence processing combined with a 3x Fujinon lens to deliver images of unrivalled quality. Fujifilm has employed decades of imaging know-how to ensure that each image, no matter how challenging the shooting conditions, is optimised for colour, tone, exposure and colour balance. This makes the FinePix A850 the perfect camera for beginners, because the combination of a sharp lens and cutting-edge image processing means that quality images, without overdue effort, will be produced time after time. Despite its modest credentials, Fujifilm employs its Picture Stabilisation (usually found on higher-priced models) to ensure that image blurring, caused by subject movement or camera shake, is kept to an absolute minimum.

In addition to this, the Fujifilm A850 offers handy features such as selectable scene modes and movie recording with sound, for versatility and ease of use.

An intuitive, icon-based Graphical User Interface (GUI) and simple button layout make it easy for users to navigate through menus and switch between shooting modes and scene positions.

The 14 selectable scene modes simplify shooting even further. With options including Beach, Snow, Sports and even Museum mode, users can be creative with their picture taking, regardless of the situation or their experience behind the lens.

The Fujifilm A850 features 24MB of internal memory, which is a great fallback storage option, so users can continue to shoot and save pictures even when the media card is full.  What’s more, the camera’s low power consumption (operating on two standard AA batteries) means users will never miss out on capturing the action.

Lastly, looks are everything for modern electronic products.  Consumers demand elegant styling, beautiful curves, and simple ergonomics.  They demand a product to be proud of.  The Fujifilm A850 does not disappoint in any respect.  It has the feel of a high-end camera, with a sculpted grip and metallic finish, and mimics models sold for more than twice the price. 

Fujifilm has designed three key features into this model:  excellent image quality, simple operation and amazingly good looks.  The Fujifilm A850 is likely to be the hit camera for this summer’s key selling season.

Fujifilm A850 features at a glance:
• 8.1 Megapixels
• 3x optical zoom
• 2.5-inch LCD monitor
• Selectable sensitivity up to ISO 800
• 24MB internal memory permits shooting without a media card
• Power source 2x AA-size alkaline (included),2x AA-size Ni-MH (optional) and AC Power Adapter AC-3V (optional)
• Movie mode, 30 frames/ second with monaural sound
• Picture stabilization
• 14 selectable scene positions

Availability & pricing
The Fujifilm A850 will be available from retailers from July. Pricing will be announced nearer to the date of the launch.*

For information about Fujifilm and its products, please visit: www.fujifilm.co.uk or call 0870 084 1310

About Fujifilm
Fujifilm is a global leader in imaging technology, products and services including digital cameras, photofinishing, digital storage and recording media, consumer and professional film, motion picture film, professional video, printing systems, medical imaging, office technology, flat panel displays and graphic arts. The company employs more than 73,000 people worldwide, with 178 subsidiaries stretching across four continents.

Uniquely placed to be a market leader in digital imaging, Fujifilm develops and manufactures its own sensors, lenses and processing technology.  In addition to its production plants and R&D operations in Japan, the company has key manufacturing facilities in Europe and the USA for core products such as colour film, colour paper, single use cameras and CTP printing plates, and has further factories in Brazil and China. It has a global turnover in excess of £13 billion.

In the UK, Fujifilm has been supplying the imaging, printing and graphics industries, as well as consumers, professional and enthusiast photographers, with high quality, innovative products and services for over 25 years.  Fujifilm UK currently employs more than 420 people and has become one of the country’s most popular photographic and imaging brands.

Specifications
DIGITAL CAMERA Fujifilm A850
Number of effective pixels*1 8.1 million pixels
CCD sensor 1/ 2.5-inch CCD
Storage media Internal memory (approx. 24MB) / SD memory card/ SDHC memory card*2
File format Still image: JPEG (Exif Ver 2.2*3 )
Movie: AVI (Motion JPEG ) with sound
(Design rule for Camera File system compliant/ DPOF-compatible)
Number of recorded pixels Still image: 3,264 x 2,448 (8M) / 3,264 x 2,176 (3:2 format) / 2,304 x 1,728 /1,600 x 1,200 / 640 X 480 pixels
Lens Fujinon 3x Optical zoom lens, F2.8/ F4.9
Lens focal length f=6.1mm – 18.3mm, equivalent to 36-108mm on a 35mm camera
Digital zoom Approx. 5.1x
Aperture Wide: F 2.8 – F 4.5, Telephoto: F4.9 – F8.0
Focus distance Normal: Wide angle: Approx. 60cm / 2.0ft to infinity
          Telephoto: Approx. 60cm / 2.0ft to infinity
Macro:  Wide Angle: Approx. 6cm – 80cm / 1.3ft – 2.6ft
          Telephoto: Approx. 40cm – 80cm / 1.3ft – 2.7ft
Sensitivity Auto/ Equivalent to ISO/100/200/400/800 (Standard Output Sensitivity)
Exposure control TTL 256-zones metering
Exposure mode Programmed AE
Shooting modes Auto, manual, Picture Stabilisation (Anti-blur), Movie
SP: Natural Light, Portrait , Landscape, Sport, Night, Fireworks,
Sunset, Snow, Beach, Museum, Party, Flower, Text
Shutter speed (Auto mode) 1/4 sec. to 1/2000 sec. (All other modes) 8 sec. to 1/2000 sec.
Focus Auto Focus (Centre)
White balance Automatic scene recognition
Preset Fine, Shade, Fluorescent light (Daylight), Fluorescent light (Warm White),
Fluorescent light (Cool White), Incandescent light
Self-timer Approx. 10 sec./2 sec. delay
Flash Auto flash
Effective range: (ISO AUTO): Wide-angle: approx. 30cm – 4.2m / 1ft – 13.8ft    
                                Telephoto: approx. 30cm- 2.5m / 1ft – 8.2ft
                                Macro: approx. 6cm – 30cm / 2.4in – 1ft                  
Flash modes: Auto, Red-eye Reduction, Forced Flash, Suppressed Flash, Slow Synchro.
Red-eye Reduction & Slow Synchro.
LCD monitor 2.5 inches, approx.154,000 dots, low temperature polysilicon TFT colour LCD monitor, approx. 97% coverage
Movie recording 640 x 480 pixels / 320 x 240 pixels (30 frames/sec.) with monaural sound
* Zoom function cannot be used during movie recording.
Photography functions Best framing, Frame No. memory
Playback functions Trimming, Multi-frame playback ,Sorting by date, Image rotate, Slide show
Video output NTSC / PAL selectable
Digital input/output USB 2.0 high speed
Power supply 2 x AA-size alkaline batteries (included), 2 x AA-size Ni-MH batteries (sold separately)
Dimensions 92.9 (W) × 60.4 (H) ×  30.1 (D) mm / 3.7 (W) ×  2.4 (H) ×  1.2 (D) in. (excluding accessories and attachments)
Weight Approx. 135 g / 4.8oz.(excluding accessories, batteries and memory card)
Accessories included AA-size Alkaline Batteries (x2), Hand Strap, USB cable for FinePix A850, CD-ROM: FinePix Viewer S / FinePix Viewer, Owner’s manual

*Specifications subject to change
*1 Number of effective pixels: The number pixels on the image sensor which receive input light through the optical lens, and which are effectively reflected in the final output date of the still image.
*2 Please see the Fujifilm website to check memory card compatibility.
*3 Exif. 2.2 is a newly revised digital camera file format that contains a variety of shooting information for optimal printing.

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