Canon Intros New PowerShot SD770 IS, SD790 IS & SD890 IS Digital Cameras [Press Release]

Cannon's ever popular PowerShot range of compact digital cameras is to
be supplemented by three new 10 megapixel models, namely the SD770 IS,
SD790 IS and SD890 (to be known as the IXUS 85, IXUS 90 and IXUS 970 in
Europe).

Designed, no doubt, to act to cement their not insignificant market
share in the compact digital camera (point and shoot) arena amidst stiff
and increasing competition from the likes of Sony, Kodak and Panasonic,
the new PowerShot models will range in price from $299 to $399 and will
hit stores in a series of staggered releases between March and April.

Official Canon Press Release:

Whether capturing spur-of-the moment inspirations or momentous family
occasions, Canon U.S.A.’s newest additions to the PowerShot
line-up: SD890 IS, SD790 IS and SD770 IS Digital ELPH cameras continue
to provide intelligent, easy-to-use features, resulting in fantastic
photos. Integrated Canon technologies such as Motion Detection
Technology, Optical Image Stabilization, Genuine Canon Face Detection
Technology, and Canon’s proprietary DIGIC III imaging processor,
along with the inherent style of the ELPH line; make them the ideal
accessory for capturing a night out on the town or an intimate social
gathering.

“The Canon PowerShot SD890 IS, SD790 IS and SD770 IS Digital ELPH
cameras carry on the trend-setting traditions and extend the boundaries
of technological ease and the individual sense of style that has always
been at the heart of the ELPH line up,” states Yuichi Ishizuka,
senior vice president and general manager, Consumer Imaging Group, Canon
U.S.A. “Canon continues to draw upon its 70 years of imaging
excellence and photographic expertise to develop new technological
advancements, as well as create stylish form factors as seen in the
iconic box and circle design of ELPH cameras.”

Inspired Elegance and Excellence:

PowerShot SD890 IS Digital ELPH Camera

This PowerShot SD890 IS Digital ELPH camera is a prime example of Canon
quality, from the tip of its 5x optically image stabilized, zoom lens to
the big and brilliant 2.5 inch PureColor II LCD display embedded in the
camera’s contoured back. Indeed, it is that very 5x zoom lens that
expands the user flexibility by expanding the focusing range from a
maximum wide-angle equivalent of a 37mm lens to its maximum optical
telephoto equivalent of a 185mm lens. Ideal for capturing everything
from broad sweeping vistas to intimate close-ups, the PowerShot SD890 IS
Digital ELPH model is also capable of securing macro images from less
than an inch away from the subject, making extraordinary,
high-resolution nature shots as elementary as point and shoot.

>From the moment it appears in a user’s hand, it is clear that this Digital ELPH camera is like none that have come before. From the body’s clean lines and smooth, matte silver finish to the topside metallic robe that highlights and accentuates the camera’s curves, the 10-megapixel PowerShot SD890 IS Digital ELPH camera’s alluring proposition is one of beauty, versatility and ability.

This camera’s multi-control dial enables the user to simply switch
between shooting modes, settings and even images during playback, with
easily understandable mode icons displayed on the camera’s
2.5-inch PureColor II LCD display. There’s even a traditional
optical viewfinder for the purists who prefer it.

PowerShot SD790 IS Digital ELPH Camera

The 10-megapixel PowerShot SD790 IS Digital ELPH camera’s
optically image stabilized 3x zoom has a focusing range from a
wide-angle equivalent of 35mm to a maximum telephoto equivalent of
105mm. Like the PowerShot SD890 IS Digital ELPH camera, the SD790 IS
Digital ELPH camera features the quick and easy-to-use multi-control dial.

Though smaller than a deck of playing cards, the PowerShot SD790 IS
Digital ELPH camera conveys a cool, substantial look and feel, thanks to
its solid, yet streamlined, chiseled design. Adding to its appeal is the
camera’s large and highly visible, three-inch PureColor LCD II
display, with an adjacent multi-control dial and new button
configuration that combine to form a flat control panel.

PowerShot SD770 IS Digital ELPH Camera

The PowerShot SD770 IS Digital ELPH camera’s classic box and
circle design has characterized the Digital ELPH look for more than a
decade. This 10-megapixel model boasts the thinnest body of any
optically image stabilized ELPH model ever produced, featuring a slimmer
yet higher capacity battery pack, that with the camera’s
power-saving improvements, actually increases the number of photos that
can be taken on a single charge to approximately 300 images.

Among the key features of the PowerShot SD770 IS Digital ELPH camera are
a 2.5-inch PureColor LCD II screen and an optical viewfinder as well as
the same optically image stabilized 3x zoom as its more senior sibling,
the PowerShot SD790 IS Digital ELPH camera. The PowerShot SD770 IS
Digital ELPH camera is offered in the classic matte silver finish with
high gloss highlights around the lens barrel and topside edge, and the
reprise of Canon’s sleek and striking two-tone finish that
incorporates matte black highlights around the lens barrel and circle
along the camera edge.

Inspired Innovation: Shared Advancements:

Beating The Blur

Among the significant technological advances shared on the new PowerShot
SD890 IS, SD790 IS and SD770 IS Digital ELPH cameras is Canon’s
intelligent anti-blur system. Developed by linking four of Canon’s
most cutting-edge achievements: Optical Image Stabilization, Motion
Detection technology, Hi-ISO Auto and Noise Reduction technology, the
result is consistently sharp and clear pictures, even when the shooting
conditions and circumstances may not be ideal.

The most common cause of blurry pictures is actual camera shake. This
can be caused by anything from a photographer’s unsteady hands to
movement in a car along a bumpy road to shots where the zoom lens is
extended to a maximum telephoto length or even dimly lit conditions
without benefit of flash that causes the shutter to stay open longer in
order to admit enough light to make a proper exposure. Canon’s
proprietary Optical Image Stabilizer (OIS) physically compensates for
camera movement and shake by actually shifting the lens (unlike other
Image Stabilization systems that merely mask the undesirable movement
electronically).

Adding to these ELPH cameras’ anti-blur effectiveness,
Canon’s Motion Detection Technology is linked to the
camera’s High ISO Auto mode. This improves image clarity by
raising ISO speeds (and shutter speeds) for fast-moving subjects (such
as a child hitting a baseball from home plate and then running towards
first base) or lowering ISO speeds to reduce noise when the subject is
stationary. In short, when this impressively intuitive technology
detects movement it automatically raises the ISO just enough to reduce
image blur. When no movement is detected, it optimally lowers the ISO to
reduce noise.

Genuine Canon Face Detection Technology

All three PowerShot Digital ELPH cameras feature the latest and most
advanced generation of Genuine Canon Face Detection Technology, thus
ensuring that up-to nine forward-looking faces in the frame - whether
posed for a family portrait, candidly capturing friends and fun, or
spontaneously snapping a toddler’s expression of triumphant glee
as two halting steps - are in focus and properly exposed, with or
without flash. In addition to focus and exposure control, the
camera’s Face Detection feature captures truer, more accurately
lit skin tones (and hence more beautifully rendered pictures) thanks to
Canon’s improved Face Detection White Balance. There’s also
a new optional “AF Point Zoom” feature that digitally
enlarges the face of the main subject on the camera’s LCD screen
to make it easy to determine the optimum timing for clicking the shutter
to capture the moment.

In-Camera Image Enhancement

Canon Digital ELPH cameras offer an array of in-camera processing
features that once required tweaking with computer-based photo software.
Now, newly developed Automatic Red Eye Correction can be engaged while
shooting, minimizing the need for correction before printing or sharing
images.

With Canon’s Image Inspection Tool, users can review pictures
recently taken on the camera’s bright, brilliant and easy-to-read
230,000-pixel PureColor LCD II display by zooming in to ensure that the
subjects are in focus and to check for such picture-damning details as
closed eyes or inappropriate expressions. What’s more, with the
digital EPH camera line’s Trimming Function, users can easily crop
images, centering and creating memorable close-ups whether they are
smiling faces or iconic cityscapes.

DIGIC III Imaging Processor

The “brain” in every new Canon digital camera is
Canon’s proprietary DIGIC III imaging processor. This exclusive
chip is responsible for the camera’s higher performance levels
including faster start up, faster autofocus and quicker shutter response
times that leave long lag competitors far behind. What’s more, the
DIGIC III processor improves both the image quality and the
cameras’ power consumption, extending the battery life under
typical shooting conditions.

In the Boxes

The PowerShot SD890 IS, SD790 IS and SD770 IS Digital ELPH cameras are
scheduled to be in stores early April, end of March and mid-April
respectively. Each of these new, camera kits include a battery pack and
charger, a 32MB SD memory card, a USB interface cable, an AV cable, a
wrist strap, and Canon’s software suite. Each kit carries an
estimated retail price of $399.99,* $349.99* and $299.99* respectively.

[Canon]