Q&A

Q&A

Design

1. What is the design concept for NX10? For example, Olympus

PEN has adapted innovative design and color; white color
and not DLSR like design.
We believe our design concept manages to be both modern and
classic. The body of the NX10 is available in two colors; noble black
and titan silver. These colors make the camera look elegant and
modern, and blend well with our black lenses. Attractive and sleek
body lines create a premium feel, and the electronic view finder
(EVF) and large 3.0” digital screen (AMOLED) integrate seamlessly
into the compact body. An ergonomic grip and buttons help users
get a perfect shot without shaking.

2. What is the body made out of? And why is the NX made of
that material?
The Samsung NX10 body shell is made of glass fiber reinforced
plastics. This material was chosen for its balance of strength and
lightweight properties, to deliver benefits that many people have
never experienced in a camera.

3. Camera size is always at the centre of design

considerations. As a hybrid how did you decide on the size
of the camera?
In terms of design, primarily a camera should be easy to carry and
fit well into the user’s hand. Serious consideration was given to
decide the perfect size for the NX10. Samsung undertook several
years of consumer research to decide on the final body size. NX10
was born as a result of a long process of weighing up the size of the
camera against other factors such as balance, technology and
operability. Our research showed that a light weight and easy to
carry a camera were high priorities for the camera buyer, we have
listened to these demands to produce the NX10.

Features

4. What is the name of the mount of NX10? Is it new,

developed by Samsung or another brands’ mount?
NX is a new form factor, so Samsung developed a new mount suited
for the new NX camera line called the NX Mount. The NX10 lens line-
up will be enhanced over time and the NX Mount will also be
enhanced comparably.

5. Will there be a Pentax lens adapter for NX?

We are currently planning to introduce an adapter. We think it is

1
STRICTLY INTERNAL USE ONLY.
 important to support our existing GX camera users. However we do
not have an availability date for the adapter at the moment.

6. Is Samsung actually making the glass/lenses? If you are,

why didn’t you use a Schneider- Krevznach lens on NX?
Every aspect of the NX10 has been designed and manufactured by
Samsung, including the range of high quality detachable lenses.
We are very proud of our lens making technologies and the NX
lenses are the results of our core competences in this field.

7. How many lenses will be provided? Do you think will it be

enough? What’s Samsung lens line-up plan?
For the launch Samsung has three lenses available, the 18-55mm
standard zoom lens which is the standard shipping set-up, plus a
telephoto zoom lens at 50-200mm and a 30mm fixed focus lens.
The line-up will be enhanced, as we believe that customers will want
more lenses to make the best use of the camera’s functionality.
There will an announcement about the lens road-map in Q2 this
year.

8. What lens sells with the body?

There are four lens options as follows:

1. body+18-55
2. body+30mm
3. body+ 18-55+30
4. body+ 18-55+50-200

9. Does the NX10 use the same sensor as the GX20? What are
special features of APS-C sensor of NX10?
No, the sensor in the NX10 is a new sensor designed specifically for
the new product. The new APS-C sensor has a faster Auto Focus to
provide better handling and responsiveness to capture any given
photography moment. The new sensor provides a higher photo
quality, on the same level as the quality you would expect from a
DSLR.

10. What is the camera’s RAW format? Is it proprietary? Can it

be configured to a JPEG in camera?
The RAW format provided by the NX10 is the original “SRW” file. It
is necessary to use software on a PC for JPEG conversion.

11. How about the movie recording function? Does the NX shoot
720P HD video in 30fps supported HDMI cable? And what is
the file extension for the H.264 video?
Yes, the NX10 supports 720P 30fps HDMI output. The file extension
is MP4. And the NX10 offers continuous Auto Focus for shooting
video. Video recording functionality is more important than ever as
consumers demand products with the most advanced functionality,

2
STRICTLY INTERNAL USE ONLY.
 so the most up to date recording functions are embedded in the
NX10. Whether it’s pictures or videos, the NX10 can capture both
perfectly.

12. What is the actual resolution / horizontal x vertical pixel

count on the AMOLED display?
The screen is 640x480 pixels. AMOLED delivers a brighter and
sharper image than LCD and in our minds it was a natural choice for
the NX10 digital display. The result is that in bright sunlight and in
less well lit environments; the consumer can see their pictures much
more clearly.

13. What is the field of view of the NX10? 100% or less? And can
the proximity sensor on the NX’s EVF be turned off?
The field of view is approximately 100%. The eye sensor controls
itself, smartly turning itself on and off in response to the user
viewing their potential shots via the AMOLED screen or the EVF.

 Others

14. Why is Samsung entering into the Hybrid digital camera

market?
Our detailed research over several years shows that what
consumers want from their cameras is evolving, which we’ve
reflected in the development of the NX10. With specialist equipment
open to everyone and no longer restricted solely to the professional,
more and more people want to capture something creative and tell
a story using their camera – but they also want something compact
that they can carry around with them all day. The team believes
that we have a top class product that showcases the best in
Samsung technology, its build quality, technology advances and
meeting the needs of the consumer, which we believe is the route to
success.

15. Many people say the NX10 is a new generation of camera.

Do you consider it a Hybrid camera?
The NX10 is the first of a new line of Samsung digital cameras which
we believe represents the next generation of camera technology.
The NX10 uses advanced technology, smart handling and answers
the needs of the consumer for a compact, lightweight and yet high
quality camera. We believe that the NX10 is a progression of digital
camera evolution. For this reason we are not using the term ‘hybrid’
but we expect comparisons to other cameras in this category.

16. And what are your projections or ambitions for the

market share of this new camera market category?
Samsung aims to have 20 percent of the market share in digital
cameras by 2012. The NX10 is targeted to achieve 15 percent share
of its own category, the mid-market/ compact DSLR/ hybrid camera

3
STRICTLY INTERNAL USE ONLY.
 market, which is expected to become 20 percent of the total digital
camera market by 2012.

17. Until 2009 we were accustomed to seeing the launch of

Samsung/Pentax DSLRs. What happened to the Pentax and
Samsung relationship since we stopped seeing Samsung
DSLR? Are Samsung still supplying electronic parts for
Pentax cameras? Does it mean that DSLR is of no further
interest for Samsung?
Samsung and Pentax have worked together for many years and our
relationship remains strong. While the relationship with Pentax and
co-work projects continue, Samsung’s focus for the immediate
future is on the NX10.

18. Samsung announced the NX project in March 2009. Why did

it take that much time from announcement to launch? Were
there any technological problems in development? If there
were, what was the hardest part to get over technologically?
There were no technical problems in the process and therefore the
launch date was not related to this. We considered the best launch
time for us to make the most impact. Being first is not the most
important thing for Samsung when releasing a product, it is more
important to spend the time on consumer research and product
development. This is an important announcement for us, so it was
important to get it right. We decided that CES, which is highly
regarded as the best time to announce the NX10.

19. Why is NX10 available 2 months after your release at

CE show?

We decided that it was best to launch in Korea first, and then

release the products in March globally. Different launching time was
required for different regions to maximize marketing effectiveness.

20. Which camera’s currently on the market do you

consider to be the most direct competitors to the Samsung
NX10?
We believe that the Olympus E-P1 and the Panasonic/Lumix GH1 are
likely the most direct competitors. [Go on to talk about the NX10
and its advantages over these competitors, see Q19.]

21. What is makes the NX10 special, particularly in comparison

to your competitors?
The NX10 has a better sensor than that of the Olympus or Panasonic
cameras in this category. The APS-C sensor in the NX10 is better
than the micro 4-third. At the same time, the fast AF speed and 3.0”
VGA AMOLED display will be very attractive to consumers. This
delivers a whole new digital camera experience like never before.
The compact size body, APS-C sensor and multiple lens line-up will
introduce a new experience of using a camera to many consumers.

4
STRICTLY INTERNAL USE ONLY.
 22. What other accessories will be available at launch of
the NX10?
There will be a camera bag, two types of external flash, three filters,
additional cables, power and cable accessories. All will be available
in March, 2010. (TBD)

5
STRICTLY INTERNAL USE ONLY.