Canon today celebrates the 10th anniversary of its IXUS range of compact digital cameras. Introduced in May 2000, the original DIGITAL IXUS with its extremely compact body, cutting-edge style and innovative photographic technology, took the market by storm and represented a new generation of compact digital cameras.

At the time of its launch, the DIGITAL IXUS was the world’s smallest and lightest digital camera with an optical zoom lens in the 2-megapixel sensor class. Ten years on, the brand is still considered a trend-setting digital camera, continuing to embody the iconic IXUS design and to impress consumers with its innovative technologies that consistently deliver high image quality. Testament to its popularity, last year Canon IXUS received the Long Life Design Award by the Japan Industrial Design Promotion Organisation, the only organisation of its type involved in the comprehensive promotion of design. The Award recognises designs that have received long standing support and regular use by consumers.

“The IXUS range offers consumers plenty of style and substance, with each successive launch, improving image quality and exceeding design expectations,” says Rochelle Mora, Brand Manager – Imaging, Canon New Zealand.

“In 2009 Canon’s TruCapture technology was introduced to the IXUS range making it easy for users to get the shot they want thanks to three Canon proprietary technologies: Optical Image Stabiliser for clear, sharp shots; a DiG!C Colour Processor for

true-to-life colours; and Intelligent Auto that makes taking photos easy.

“This year we have seen even more Canon-first technology with the introduction of Smart Shutter and Smart Flash Exposure, exciting new creative functions: Miniature and fish-eye effects and the 3.5-inch wide PureColor LCD touch screen.

“Research tells us that image quality is a No. 1 consideration for consumers when purchasing a digital compact camera. With this in mind, Canon is constantly challenging itself to develop new technologies, to continue to improve image quality and maintain market leadership.” Canon New Zealand is thrilled with the milestone and is optimistic about IXUS’s continued success in the compact digital camera market. “Canon’s ongoing investment in R&D ensures that we continue to deliver a robust portfolio of market-leading products.” concludes Mora.

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