Fujifilm is positioning itself to win a greater slice of the low-end digital camera market, with the launch of a low-cost consumer product and price reductions on two existing lines.
The firm is also preparing to release its first zoom lens model.
Available later this month, the 850,000 pixel DX-10 is expected to retail for #249, and will come bundled with a 2Mb SmartMedia card, video cable, serial cables for PC and Mac, data transfer software, Twain download drivers and Adobe PhotoDeluxe 2.0.
Adrian Clark, strategic business manager at Fujifilm, said the DX-10 would be the only major brand offering at this price point and sales in the "tens of thousands" were expected over the next year.
The product is likely to prove popular as part of consumer PC bundles and as an add-on sale for computer retailers.
Expected to be on sale in March, the forthcoming MX-600 Zoom model will combine the features of the MX-700 with a 3x Fujinon zoom lens - the equivalent to a 35-105mm zoom on a 35mm camera - and will be priced at #549.
Prices on the company's MX-700 and MX-500 models have been reduced by #50 to #449 and #399 respectively to reflect the premium pricing of the Zoom.
Fujifilm currently claims to hold 25% of the entire digital camera market.
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