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February 4, 2008

The Camera Technology Race

People have never been so intune with technology. Mobile phones, MP3 players, digital cameras and computers are now central parts of everyones lives. And the race to innovate and be different has always been the easiest way to gain market share. Look at the iPhone as a prime example.

This year the race to "one up" other camera manufacturers has taken a another step forward at the recent PMA conference with the announcement of the Casio EX-F1. It's the first time I've ever been excited by a Casio camera.

2007 was the year of anti-dust sensors and image stabilization and face detection. 2006 was all about Mega pixels with 5,6,8 then 10 becoming the norm.

Now it's high speed recording (up to 1200fps) and high speed burst modes (60 fps) and HD recording 1920x1080 all in a prosumer digital camera for less than $1000 USD.

Check the rest of the demo videos and tell me this won't make your average camera buyer excited.

The high speed feature is also easy to explain. Just show stuff exploding in slow motion. Anti-dust and image stabilization is a harder sell and face detection is hardly exciting.

Sony's 2008 innovation is a live preview system on their Alpha DSLR range. Which means you get the ability of a DSLR but with freedom of a standard digital camera's LCD preview. While a great feature it's hardly going to excite your general consumer like the high speed videos will. Sony also did the full sensor 24.8MP thing to try and blow Canon out of the MP race once and for all but people seem to have lost interest in MP lately.

This need for speed was first started by LG with their Viewty (photo. Capable of capturing 120fps video on your phone.

Here's the viral clip for the phone which I think over estimates what 12-fps video looks like but is very well done



And here's clip of what you can do with the humble mobile phone.



If automotive technology was advancing as fast as cameras (or even toothbrush technology) then we've all driving around "Back to the Future 2" style.

Automotive in 2007 saw fuel economy become a main selling point for cars. I wonder what 2010 will hold for automotive advertising?


 

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