Hasselblad Press Release 28/09/04

9/28/2004 In accordance with the present world of photography, Hasselblad is encompassing new developments and new directions. The digital revolution is over as the concept has reached such a level of acceptance that it has become an everyday event.
 
And with these new moves come new changes in company philosophy. The recent merger between Hasselblad and Imacon automatically brings about a new direction in planning and strategy. The new company brings together innovation in high-end digital backs and quality scanners with expertise in medium format camera systems and precision optics. This provides access to a single-source supplier of fully integrated, high-end digital camera solutions backed by authorized service and support worldwide ? without ?gaps? in responsibility.

Hasselblad believes in digital and in film; there is a time and a place for both. This philosophy allows photographers to be as digital as they want to be. This not only optimizes the quality and value of the captured image but also increases the pleasure of capturing the image itself.

To simplify the new Hasselblad philosophy behind product development and company direction, a list of the main points includes the following:

A single-source, medium format solution whether it is digital or film to provide:
? The best system-wide digital integration
? The broadest and deepest high-end product range
? Worldwide service and support

Superior image quality as result of:
? Optimized true medium format: larger viewfinder, sensor and more pixels
? Best performance: digital, optical and film
? Maximum capture of dynamics and resolution

High-end creative control by way of:
? Unique focusing and composition tools
? Resolution for maximum image value
? Creation the ideal atmosphere for capturing ?magical moments?

Future-safe investment because of the:
? One dynamic platform for digital and film
? Upgradeable system, firmware, software and components
? Quality and integration assurance

Hasselblad has always been seen as the representative of world-class medium-format photography. When digital possibilities first appeared they were accompanied by a number of compromises. Many Hasselblad photographers, and not least their clients, were not happy to climb down the quality ladder just for the sake of convenience. But now Hasselblad feels confident to be able to offer a packaged single-source solution that suits all photographers ? both digital and analogue - so they can easily produce the quality that continues to uphold the unique Hasselblad reputation.