Fujifilm has entered the consumer end of the digital camera market with a u599.99 camera which has a screen on the back to allow users to see what image they're going to capture, and after they've snapped away,they can also see what they have taken.
Fuji's DS-7 also comes with a storage smartcard which allows the camera to be shared by several users, each saving their own pictures on the card.
Images can be downloaded to either a Mac or PC.
Geoff Hawkes, Fujifilm's business development manager, did not think the product was overpriced for the consumer market: "We question the benefit of having a really low-end camera which will just about give you an image.
For that sort of money, is that what people want?"
Fuji has also come up with a u399 scanner which can directly handle processed APS film. APS is a new film standard which comes in smaller cartridges than standard, resulting in smaller cameras.
Fujifilm products are distributed by Computers Unlimited but a retail distributor will be appointed after Christmas.
A broad advertising campaign using the photo, computer and trade press is also planned.
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