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