Olympus launches latest PEN compact mirror-less cameras

MANILA, Philippines - RedDot Philippines, the newly authorized national distributor of Olympus PEN cameras, announced in a recent press event three new PEN compact system cameras.

The new PEN mirror-less cameras are designed to help amateur and even professional photographers capture their unique visions and share their stories in brilliant still images and high-definition (HD) video.

“I am excited to have RedDot Philippines distribute the Olympus PEN cameras nationwide,” said Akira Fukui, senior manager of the Imaging Division of Olympus Corp. of Asia Pacific Ltd.

Olympus, established on Oct. 12, 1919 in Japan, enjoys a reputation for excellence in digital cameras as well as endoscopes, microscopes and other medical equipment developed under opt-digital technology.

Olympus cameras have always been at the leading edge of photography from the Zuiko lens-equipped Semi-Olympus and Olympus Six in the 1930s to today’s digital cameras.

“I’m very proud to continue my partnership with Olympus that started over 15 years ago in Latin America and to have the Olympus PEN cameras for the Philippines today,” Joe Atick, chairman of RedDot Philippines and CEO of RedDot Imaging, said in a statement.

The Olympus PEN family combines the portability of a point-and-shoot with features found on bulkier cameras or camcorders to deliver amazing image quality and lightning-fast speed.

With a new 12.3-megapixel Live MOS Image Sensor, TruePic VI Image Processor, high ISO of 12,800, a reengineered autofocus system, full 1080i HD video with Dolby Digital sound recording, newly designed user interfaces and a variety of Art Filters and built-in creative features, these powerfully simple cameras offer advanced capabilities without the complexity of a DSLR camera.

Rene Buhay, CEO of RedDot Philippines and president of RedDot Imaging, is looking forward to write a success story with the PEN cameras. “This is a game changer — Olympus technology along with RedDot Philippines’ strong distribution channel sets the framework for immediate and sustainable success,” he said.  

The three new PEN models are the PEN E-P3, the PEN E-PL3, and the PEN E-PM1.

The PEN E-P3 is the flagship DSLR-quality Olympus PEN with a classic, all-metal design and the world’s fastest autofocus. It features a bright, 614,000-pixel, high-resolution, OLED touch screen to easily navigate and control the camera at the touch of a finger.

The PEN E-PL3, on the other hand, is perfect for photographers who want their memories to reflect superb, professional image quality. Easy-to-use creative technologies are packed in its versatile body — the size of a small point-and-shoot camera but with the versatility of interchangeable lenses.

A clever, tilting three-inch LCD empowers photographers to go head-and-shoulders above the crowd to capture graduations, easily stoop to eye-level as babies take their first steps or even lower to the ground to get an adorable shot of the family pet.

The E-PM1 is the smallest and lightest Olympus PEN and is available in six stylish colors (purple, pink, brown, white, silver and black). It features a new and simplified user interface as well as a streamlined button structure for superior ease of use.

“The Olympus PEN is a great addition to our current product portfolio. With over 10 years of experience as distributors of imaging products, we will be able to get these PEN cameras to our network of retailers nationwide in time for the holiday season,” said Dennie Dy, president of RedDot Philippines.

The new Olympus PEN cameras use a variety of features to achieve speed rivaling that of the professional Olympus E-5 DSLR. It lets users focus and shoot faster with the new 12.3-megapixel Live MOS Image Sensor, TruePic VI Image Processor and new Frequency Acceleration Sensor Technology (FAST) autofocus system.

The new PEN Series features full 1080 60i high-definition video. Push the direct HD video button to instantly start filming in either AVCHD or AVI formats with uncompressed CD-quality.

In-camera creative features such as Art Filters, Multiple Exposure, Aspect Ratios and In-Camera Editing allow photographers to capture the world as they see it. Art Filters set Olympus PEN images and videos apart from the pack.

These Olympus PEN cameras add a new dimension to photographs by shooting dynamic 3D photos in any situation from macro to landscape. Simply select the 3D Photo Mode, release the shutter and slowly pan until the camera automatically takes a second image from a slightly different perspective.

The 3D data are processed in-camera, resulting in an .MPO file, the universal industry 3D format for easy display on 3D televisions or laptops.

All three Olympus PEN cameras have a three-inch, high-resolution display. Controlling the E-P3 is simple to use with its three-inch, touch-sensitive 614,000-pixel OLED, consuming much less energy than the traditional LCD.

The display has a wide 176-degree angle of view and is bright enough to compose images even in harsh midday light.

“All of the Olympus PEN cameras are compatible with SDHC, SDXC and UHS-1 memory cards for greater speed and capacity and can work with Eye-Fi cards for instant upload,” said Diana Dy, vice president for marketing of RedDot Philippines.

Also announced were several new Movie & Still Compatible (MSC) lenses with high-speed lens drive mechanisms delivering near-silent autofocus during still shooting and HD video capture.

Each new PEN comes packaged with the legendary re-sculpted M.Zuiko Digital 14-42mm II R f3.5/5.6 II R zoom lens (28mm-84mm equivalent).

Available lenses and flash include the high-speed, single-focal-length, wide-angle M.Zuiko Digital ED 12m f2.0 full-metal-body lens with a distance indicator, the M.Zuiko Digital ED 45mm f1.8 single focal length portrait lens, and the FL-300R compact external flash.

The Olympus Mini PEN package, which bundles a PEN E-PM1 body with an MSC M.Zuiko Digital ED m14-42mm II R f3.5/5.6 zoom lens, has an estimated price of P29,999.

The Olympus PEN Lite bundle, on the other hand, includes an E-PL3 Body with an MSC M.Zuiko Digital ED m14-42mm II R f3.5/5.6 zoom lens. It has a price of P34,999.

Last but not least, the Olympus PEN E-P3 body with MSC M.Zuiko Digital ED m14-42mm II R f3.5/5.6 zoom lens retails for P47,999.