Fujifilm UK Press Release

6 November 2006 - Fujifilm’s range of digital cameras featuring its new Face Detection technology were the focus of its stand at this year’s Photokina trade show in Cologne, and the company is predicting strengthened Christmas sales thanks to reactions from industry and consumers alike. Photokina 2006 was Fujifilm’s first chance to gauge reaction on such a mass scale to its FinePix S6500fd and F31fd Face Detection cameras, which were the first ever to feature the technology hard-wired to the processor, making it much faster and much more powerful than other, software-based offerings. A dedicated Face Detection area on the stand drew in crowds of people with an outward-facing plasma screen connected to the FinePix S6500fd to capture people’s faces as they approached. Once on the stand, visitors could try the technology for themselves with interactive displays designed to highlight the benefits of a Face Detection enabled camera.

Adrian Clarke, Director of Photo products for Fujifilm UK Ltd. said, “Reaction to Face Detection at Photokina was overwhelmingly positive. The technology really benefits from demonstration so the opportunity to do that on such a mass scale at Photokina was invaluable.”

“With the market more competitive than ever, and first-time buyers an increasing rarity, our strategy is to develop unique technologies, that are of genuine use to consumers, to help maintain a level of buoyancy in sales. Face Detection came about on the basis of research showing that over 70% of photos are taken of people, and close-up, which also happens to be when most shots go wrong. The feedback we’ve received post-Photokina has convinced us that we’re on the right track and Face Detection will be a key purchase-incentive for consumers over the Christmas period and beyond.”

To further support sales of its Face Detection cameras over Christmas, Fujifilm takes to the road this month in a tour of shopping centres around the country. The FinePix S6500fd, along with other cameras in the range, will be demonstrated to shoppers who will be encouraged to try the products for themselves. Fujifilm experts will be on hand to answer any questions and direct consumers to stores within the centre where they’ll be able to make a purchase.

*November 11 and 12 - Brent Cross, Great London *November 18 and 19 - Bluewater, Kent *November 25 and 26 - The Shires, Leicester *December 2 and 3 - Mander Centre, Wolverhampton *December 9 and 10 - High Chelmer, Chelmsford *December 16 and 17 - Victoria Centre, Nottingham