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Samsung NX10 Total Story

1. A Business Department Manager’s Story

Samsung NX10
Seeking inspiration in the minds of our consumers

The Samsung NX10 is a camera that’s become the next generation of camera technology. When Samsung set
out to develop a camera that would change the landscape of the worldwide camera market, the company
posed itself one simple question: Is it possible to enjoy excellent picture quality and the multiple functions of
a DSLR in a small, convenient product? That question was answered clearly by the new Samsung NX10.

The Samsung NX10 uses an APS-C sized DSLR image sensor and packs it into a more compact camera body,
meaning increased mobility for consumers without compromising on image quality. The product is the result
of two years of ambitious development work by the Samsung Digital Imaging Company (SDIC), bringing
together Samsung Electronics’ world leading technology in semiconductors and advanced digital display.

Finding inspiration in the minds of consumers


Around ten years ago, when Samsung announced that it was going to become the biggest TV manufacturer in
the world, not many people believed it could be done. But by overcoming numerous challenges, Samsung has
now become the world’s largest TV manufacturer, overtaking all its rivals along the way.

Mr SJ Park, CEO of SDIC, took on the epic challenge of bringing the same success to Samsung’s camera
business. He began a product development project that would create a new camera that could instantly
outperform competitors’ products, and in the process create a landmark product for Samsung as a whole.

For the inspiration for the new product, Mr Park decided to look deep into consumers’ minds, believing that
‘consumers recognize good products first’. Mr Park started a process to find out what consumers want from a
camera through meticulous and repeated analysis of consumer behavior. The NX10’s blend of DSLR quality
with enhanced portability was the result.

At the same time, Samsung posed another question: Is a camera an optical device or an electronic device?
Following the dominance of traditional film cameras over the past 80 years, now digital cameras have
become the dominant industry trend. Samsung understood the fact that apart from the lens itself, many major
parts including the image sensor and image-processing chip (the heart of the camera) were being replaced
with electronic parts, which meant that reliance on these electronic parts was becoming more and more
important in addition to the optical functions of camera. Mr. Park saw that this was ‘the perfect opportunity
for Samsung to become a new leader in the world digital camera market, over current traditional camera
brands.’

Why Capture? Create!


The NX10 is the beginning of the next generation of cameras. Rather than just being a tool for taking
pictures, the NX10 is a creative tool that opens users to a whole new world of image creating, by allowing
people to take, process and share high quality images with others. Mr Park outlined his ambition to create a
whole new product category, like iPod or Walkman, and establishing Samsung NX10 as the only product
representing this category.

The best camera is yet to come


Samsung is planning to own 20% of the global digital camera market by 2012. The success of this plan is
dependent upon the Samsung NX10 establishing itself in the global market not just as a miniaturized DSLR
camera, but as a ‘next generation’ camera that breaks down all existing camera beliefs. Mr Park has said that
the company that finds the consumers’ hidden desires and creates products based on them will become the
market leader, and that is the role that the NX10 was created to fill.

Mr Park added that based on the Samsung “World's First, World's Best” principle, the company would
continue to work hard in 2010 to provide additional opportunities for all camera users in the world to enjoy
new experiences through Samsung cameras.

2. A Story of a Developer

“We’re not making cameras. They’re tools for creating new things.”

The Samsung NX10 is the next generation of camera, produced exclusively by Samsung. The product of two
years of development (more than twice as much time as a typical camera development cycle), the NX10
brings together Samsung’s semiconductor and display technologies to create the ultimate dream camera.
Combining the remarkable picture quality of a DSLR with the convenience of compact camera’s portability,
the NX10 is already creating buzz around the entire global camera industry.

Why Capture? Create!


The story behind the NX10 started with the ambition of creating a product that is not just a new type of
digital camera, but a product that can change the way people think and feel about cameras and how
consumers integrate cameras into their lives. The idea was not to create a camera that takes pictures, but a
creative tool that opens up a new world of storytelling. The aim behind the Samsung NX10 is to create a new
category in the same way that the iPod or Walkman has done.

Staying ahead of the competition


Around ten years ago, when Samsung announced that it was going to become the biggest TV manufacturer in
the world, not many people believed it could be done. But by overcoming numerous challenges, Samsung has
now become the world’s largest TV manufacturer, overtaking all its rivals along the way.

Building on this success, Samsung started to think about creating cameras that could achieve similarly
legendary status and allow the company to overtake its competitors. Samsung understood that we way to
approach this challenge was not to follow the routes that competitors had taken previously, but to create its
own path, developing revolutionary ideas that could change existing concepts.

Samsung NX10, a camera to change the global camera industry


To pack an APS-C size DSLR camera’s large image sensor and lens exchange structure into a compact
camera’s size, Samsung had to undergo a difficult design and engineering process, creating 300 camera
components from scratch and making them fit together. The first task was to remove the internal mirror box
in order to reduce the camera’s size, and replacing the typical DSLR optical viewfinder with an electronic
viewfinder.

Samsung was fortunate to be able to look in-house to source additional components, from divisions of the
company that are already world leading. By using its technology, Samsung successfully reduced the size by
shortening the distance between the lens and image sensor up to 35% less than standard DSLR cameras. Also,
by adopting Samsung’s AMOLED screen technology we could reduce the camera’s thickness even more,
because the AMOLED technology does not require a backlight in the same way that an TFT-LCD screen
does.

However, the biggest challenge was maintaining the picture quality in a reduced camera size. Samsung
realized that there was no room for compromise, and the designers couldn’t trade any picture quality for size.
After numerous attempts, Samsung was able to integrate a large APS-C image sensor of the same size used in
DSLR cameras, which can produce rich colors and delicate picture quality comparable to high-end DSLR
cameras.

Without Samsung’s unrivaled expertise in digital technologies, it would not have been able to create the
Samsung NX10, which delivers exciting picture quality and multiple functions in a small and portable size.
During the NX10’s development, Samsung posed itself a question: Is a camera an optical device or an
electronic device? Following the dominance of traditional film cameras over the past 80 years, now digital
cameras have become the dominant industry trend. Samsung understood the fact that apart from the lens
itself, many major parts including the image sensor and image-processing chip (the heart of the camera) were
being replaced with electronic parts, which meant that reliance on these electronic parts was becoming more
and more important in addition to the optical functions of camera. As Samsung Digital Imaging Company
CEO Mr. SJ park has said, Samsung saw that this was ‘the perfect opportunity for Samsung to become a new
leader in the world digital camera market, over current traditional camera brands.’

The best camera is yet to come


Samsung is planning to own 20% of the global digital camera market by 2012. The success of this plan is
dependent upon the Samsung NX10 establishing itself in the global market not just as a miniaturized DSLR
camera, but as a ‘next generation’ camera that breaks down all existing camera beliefs.

Based on the Samsung “World's First, World's Best” principle, the company will continue to work hard in
2010 to provide additional opportunities for all camera users in the world to enjoy new experiences through
Samsung cameras.

3. Brand story
The next generation of camera technology – the Samsung NX10

Why Capture? Create!


In the current world, there are two types of cameras. One is for taking pictures, and the other is for creating a
new world. Designed from the ground up to be more than a tool for taking pictures, Samsung NX10 is
already establishing itself as a creative tool for a new world; allowing us all to let our imagination roam
further to tell rich, compelling stories through the images we create.

Samsung NX10, more than a camera!


Samsung understands that today a camera is not just a tool used for special occasions, it has become a central
part of our everyday lives – a product we carry with us everywhere to create images that tell our life stories.
Understanding this fact, Samsung realized it was time for an alternative solution that could reduce the burden
of carrying around a DSLR, while also solving some of the shortcomings of compact cameras, such as lower
image quality.

The Samsung NX10 uses a DSLR image sensor and packs it into a more compact camera body, meaning
increased mobility for consumers without compromising on picture quality. In the history of the camera
market, it will be recorded as a landmark product that defined a whole new category and changed consumers’
lives in the process.

Samsung and the rise of the digital image


During the NX10’s development, Samsung posed another question: Is a camera an optical device or an
electronic device? Following the dominance of traditional film cameras over the past 80 years, now digital
cameras have become the dominant industry trend. Samsung understood the fact that apart from the lens
itself, many major parts including the image sensor and image-processing chip (the heart of the camera) were
being replaced with electronic parts, which meant that reliance on these electronic parts was becoming more
and more important in addition to the optical functions of camera. This gave Samsung the perfect opportunity
to use its expertise in consumer electronics to become a new leader in the world digital camera market.

Why Samsung? Why now?


Around ten years ago, when Samsung announced that it was going to become the biggest TV manufacturer in
the world, not many people believed it could be done. But by overcoming numerous challenges, Samsung has
now become the world’s largest TV manufacturer, overtaking all its rivals along the way. The first step to
become the world’s best camera company has been taken. By breaking the rules of the existing camera
market, Samsung NX10 will help Samsung’s cameras to enjoy the same levels of success seen elsewhere in
the Samsung business.

A new camera era has begun where we can recreate ourselves. The Samsung NX10 is at the center of it all.

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