Fujifilm targets digital newcomers

30th November - 2001
By Ian Burley

It’s got a snappy name, the @xia ix-100, it’s priced under £120 and it’s Fuji’s latest temptation aimed at newcomers to digital photography.

The image sensor only runs to 1.3 megapixels, which is under our recommended minimum of 2MP, but it’s also designed to be a PC USB-tethered Web cam and it can shoot movie clips up to 90 seconds long, which is fairly unique for a camera in this price range.

Don’t expect an optical zoom at this price, either, though there is a rudimentary 2X digital zoom. Besides being able to play back movie clips on TV, there is also a slide show mode.

“With the @xia ix-100 first-time buyers can experience the fun and freedom of a multimedia digital camera for a very modest investment. Fujifilm remains committed to making digital photography available to the widest possible audience and will continue to strive to make it easier, better value and more rewarding.” commented Fujifilm’s Digital Imaging Marketing Manager, Michelle da Gama.

The £119.99 inc.VAT price includes a 4MB SmartMedia memory card.

www.fujifilm.co.uk/di

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