Samsung Unveils New NX Range Lens Technology Line Up

The NX10’s innovation continues, with the launch of eight new lens technologies

 SEA FORUM, SINGAPORE – March 2, 2010 – Samsung Digital Imaging Co., Ltd., a market leader and award?winning innovator in digital imaging, today announced a series of new additions to its groundbreaking NX system lens technology. The original line up of Pancake, Standard Zoom and Tele Zoom lenses launched with the Samsung NX10 during CES will be complemented by the introduction of a further five new lenses this year. This will mean that there will be a total of eight lenses designed specifically for the NX camera system will be available by the end of this year.

The lenses have each been specifically designed to ensure that users get the most out of their photography experience. The NX system’s advanced intelligent lens technology means it does the capturing while users do the creating, providing an enjoyable photography experience every time. The NX10 boasts a compact, sleek and lightweight design, and now with its leading lens technology, users never need to miss a creative moment, even in the flash of a second.

Consumer research carried out by Samsung revealed that camera users want convenient and easy-to-use features which guarantee value and creative freedom through innovative concepts. Samsung’s intelligent lens technology ensures users’ needs are fulfilled with the highest picture quality, sleek, durable and portable design. Building on the company’s strong heritage in performance and innovation, Samsung’s new lens technology is designed to deliver greater ease-of-use for users worldwide.

The eight lenses incorporate unique features and designs to guarantee that the images produced are easy to create yet still of professional quality. The lenses have been developed to provide specific benefits which respond directly to the consumer needs and desires highlighted in the research.

Consumers reported that they wanted lenses which are small and convenient to carry, yet still stylish and iconic. In response to this, Samsung has created the Compact Zoom Lens, the Wide Lens and the Pancake Lens – all of which give users a high level of optical performance without the bulk of other lenses on the market. These are ideal for consumers who want a lens they can take anywhere and everywhere that will complement the compact, sleek and stylish design of their NX10.

For consumers who are looking for specific qualities to their shots, be it capturing with a certain focus or depth of perspective, Samsung has released the Tele Zoom Lens, the Macro Lens and two types of Standard Zoom Lenses. These lenses feature intuitive technology and are optimised for professional results by delivering the ultimate in performance.

Finally, Samsung found that many people are looking for all-round quality and durability in a multi-purpose lens which can perform faultlessly in a number of situations. For this, the Super Zoom Lens is the perfect choice.

“We were inspired to create new lines of cameras and lenses that would change the way people think and feel about photography. This could only be achieved by ensuring all of the NX10’s components represented an intuitive and harmonious design with capabilities to meet the needs of our customers,” explained Mr. S J Park, CEO of Samsung Digital Imaging. “We know from our detailed research that what consumers want from their cameras is evolving – they’re looking for compact and stylish products of a high performance, while retaining a focus on value. We’ve reflected these demands throughout the development of our lens technology for the NX10 and forthcoming NX range.”

He added: “Samsung has always been quick to implement cutting-edge technology, and the development of our lens technology ensures that the highest image quality is guaranteed, and always within reach of all our users. Our continued commitment to improving the imaging experience of our users is a number one priority – we don’t want our users to just capture images but to create their own unique stories. The Samsung NX10 represents a whole new category of digital cameras and the new offerings within our lens line up will ensure that our users feel empowered to unleash their creative sides and integrate camera technology into everyday life, in their own special ways.”



       NAME Specification 
Pancake Lens(Jan 2010) 30mm F2
Standard Zoom Lens(Jan 2010) 18-55mm F3.5-5.6 OIS
Tele Zoom Lens(Jan 2010) 50-200mm F4-5.6 OIS
Standard Zoom Lens(H1 2010) 18-55mm F3.5-5.6, Non OIS
Compact Zoom Lens (H2 2010) 20-50mm F3.5-5.6
Wide Pancake Lens (H2 2010) 20mm F2.8
Super Zoom Lens  (TBD) 18-200mm F3.5-6.3 OIS
Macro Lens  (TBD) 60mm F2.8


* Lens specs and launch dates are subject to change without notice.