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Ashley Park
Samsung Electronics. Co. Ltd
+82 31 277 8482
hj0401.park@samsung.com

Samsung Sets Sights on Industry Leadership with pioneering new NX100

New mirrorless camera incorporates unique new i-Function lens to give beginner and
expert photographers seamless control and creativity

SEOUL, Korea – September 14, 2010 - Samsung Electronics Co., Ltd today announced the launch
of the unique Samsung NX100 – an innovative mirrorless camera equipped with the world’s first i-
Function lens, putting the perfect picture at the fingertips of all photographers through a completely
new way of controlling your camera.

The NX100 is set to dominate the new mirrorless camera category. The innovative new product has
benefited from Samsung’s expertise across multiple technology areas, meaning that the camera’s key
components are 100% produced internally. This unique process has been combined with Samsung’s
detailed and extensive program of consumer research, which provided valuable insights that the
company’s designers and engineers have incorporated into the NX100. Finally the unparalleled
product is complemented by an extensive line up of lenses and accessories which give photographers
the full package to explore their creativity.

The launch of the NX100 follows the success of the NX10, Samsung’s first mirrorless camera and the
first in the world to feature an APS-C size sensor, which has already changed the way millions of
photographers across the globe take pictures, and raised the bar for the industry as a whole. The
NX100 shares the industry leading technology of NX10, such as an APS-C size sensor for quality
images and a 3 inchAMOLED screen for easy and clear viewing. However, with the NX100 Samsung
takes the mirrorless camera to the next level, by incorporating the innovations of the NX10 and
improving other areas of the camera’s performance and design. The body of the camera is slim, sleek
and stylish, and the NX100 also features the intuitive i-Function lens which allows users to control
their camera through the lens for the first time. The NX100 also boasts one of the fastest AF on the
market today, which ensures that users never miss a moment, and an ISO that is raised to a
maximum of 6400 for action shots.

The design of the NX100 is inspired by the simple shape of dew forming on a leaf, which can be seen
on the camera’s shutter button and curved body, which comes in four different colors; black, white,
brown, and silver. The lightweight, compact and modern design makes the camera extremely portable,
allowing users with a creative flair to carry the NX100 with them anywhere and for any occasion. The
NX100 is more than just a camera; it is both a creative tool and an artistic object that makes a bold
style statement everywhere it goes.

Mr. SangJin Park, President of Samsung Digital Imaging Division, Samsung Electronics, commented:
“Our aim is to dominate the mirrorless camera market in the same way that we do in the DualView
category, and the new NX100 is the embodiment of that goal. Nobody else has brought together this
high quality of imaging technology with intuitive consumer insights based on our in-depth consumer
research, which is why we believe that, alongside the NX10, the NX100 will cement our leadership in
this growing field. Our unique and pioneering i-Function Lens on the market stand out from the
competition as examples of our unparalleled innovation which will appeal to every photographer.”

While conventional lenses were passive in controlling camera settings, the unique i-Function Lens is a
proactive lens that communicates with the camera body. It delivers total image control with fast
manual settings to ensure quick and easy image capturing, and also provides customized settings
optimized for the lens being used. The lens incorporates a conveniently located i-Function button
which allows users to scroll through manual settings, and a focus ring which is used to easily change
parameters for each setting. This unprecedented control system is clever, intuitive and fast, meaning
the perfect picture is now at everyone’s fingertips.

Because a typical camera user wraps their hand around the lens when holding the camera, the new
system means that photographers can naturally use their left hand to change settings through the
intuitive i-Function lens without the need to take the cameras off the target. Users can toggle between
shutter speed, aperture, EV, WB, and ISO quickly and easily by simply using the i-Function button
and ring on the lens, meaning easier and quicker configuration while shooting.

The NX100 also has a lens priority mode which makes switching between lenses to guarantee the
perfect shot easier than ever. Firstly, each lens is clearly marked with icons that illustrate their main
usages, so beginners can quickly understand which lens they need to select for any given scene. The
lens priority mode provides scene options optimized for the lens being used – for example when a
landscape lens is attached the camera will immediately display the landscape mode. Also, when
users change to a specialized lens, the camera would recognize the lens type and automatically
configure the settings that would best match with the attached lens. This latter feature would work
with specialized Samsung lenses in the future.

The NX100’s innovations aren’t confined to the lens – the camera also provides a very creative
feature called ‘Smart Filter’. In playback mode, users can apply seven different effects to the picture,
such as the vignette, soft focus, fish-eye or miniature effects. The ‘Smart Filter’ provides not just high
quality images, but also features that are fun to use.

The fun doesn't stop with the still image options - the NX100 supports HD movie recording at 720P,
so that memories can stay alive in its finest details. The NX100 also contains a ‘Sound Picture’ mode
that can record audio when a photo is taken that enriches the experience. To ensure each image is
perfect quality, even when lenses are being regularly changed, the NX100 also features a supersonic
dust reduction feature to remove any foreign particles from the lens before shooting.

The NX100will be equipped with a range of innovative lenses and accessories to further enhance the
user’s experience. At launch the lens line-up includes a compact zoom 20-50mm lens to provide both
high image quality and portability. A small and light 20mm wide angle Pancake lens will be introduced
shortly after. Two additional specialized lenses will be available in the first half of 2011 – a 60mm
Macro lens and 18-200mm Super Zoom lens. To expand the lens line-up even further, three more
lenses will be introduced by the second half of 2011, including 16mm, 85mm, and 16-80mm lenses.
The NX system will be further enhancedwith more accessories, including an Electronic Viewfinder,
Flash and GPS tracker to capture your exact geographical location.

About Samsung Electronics Co., Ltd

Samsung Electronics Co., Ltd. is a global leader in semiconductor, telecommunication, digital media
and digital convergence technologies with 2009 consolidated sales of US$116.8 billion. Employing
approximately 188,000 people in 185 offices across 65 countries, the company consists of eight
independently operated business units: Visual Display, Mobile Communications, Telecommunication
Systems, Digital Appliances, IT Solutions, Digital Imaging, Semiconductor and LCD. Recognized as
one of the fastest growing global brands, Samsung Electronics is a leading producer of digital TVs,
memory chips, mobile phones and TFT-LCDs. For more information, please visit www.samsung.com.

Specifications
NX100

Image sensor 14.6 Mega-pixels APS-C size CMOS sensor

Useable lens Samsung Lenses

Display 3.0" VGA AMOLED Display

ISO Equivalent Auto, 100 - 3200, Extension settable : ISO 6400

SmartAuto, Lens Priority, Program, Shutter Priority,

Shooting modes
Aperture Priority, Manual, Scene, Movie

Beauty shot, Children, Close Up, Text, Sunset, Dawn,

Scene mode Backlight, Fireworks, Beach & Snow, Night, Portrait,
Landscape, Sports, Sound Picture

Movie recording 720P HD Movie Recording (H.264)

Storage media SD, SDHC (Up to 32GB)

EVF Optional

GPS Geo-tagging w/ Optional GPS Module (GPS10)

Battery life Still : 420shot , 210min (CIPA Standard) Movie : 130min

Dimensions (WxHxD) 120.5 x 71 x 34.5mm (excluding the projection part)

Weight 282g (without battery and Memory card)

SAMSUNG Standard Zoom Lens (20-50mm F3.5-5.6 ED)

Focal Length 20 - 50mm (equivalent to 30.8-77mm in 35mm format)

9 elements in 8 groups
Elements in Groups
(1 Aspherical lens, 1 Extra-low Dispersion lens)

Aperture F3.5 - 5.6 (Min. F22), (Circular Aperture Diaphragm)

Minimum Focus Distance 0.28m

Filter Size 40.5mm

Dimensions 64 x 39.8mm
Weight Approx. 119g

SAMSUNG Pancake Lens (20mm F2.8)

Focal Length 20mm (equivalent to 30.8mm in 35mm format)

Elements in Groups 6 elements in 4 groups (1 Aspherical lens)

Aperture F2.8 (Min. F22), (Circular Aperture Diaphragm)

Minimum Focus Distance 0.17m

Filter Size 43mm

Dimensions 62.2 x 24.5mm

Weight Approx. 89g

SAMSUNG GPS10

Dimensions (WxHxD) 53 x 66 x 31.8mm

Weight Approx. 61.7g

Battery 2 AAA batteries

Battery duration Approx. 13 hours

Internal memory 128MB

SAMSUNG Electronic Viewfinder

Dimensions (WxHxD) 49.7 x 29.7 x 38.5mm

Weight Approx. 23g

Resolution QVGA (300x224), 201k

Magnification Approx. 0.83x (APS-C, 50mm, -1m -1)

Coverage Approx. 98%

Eye relief 17mm

Diopter Approx. -4.0 ~ +1.0m -1

SAMSUNG Flash (SEF15A)

Dimensions (WxHxD) 55 x 45.5 x 73.6mm

Weight Approx. 80.4g

Guide Number 15

Covered focal length 18mm (APS-C) / 28mm (35mm)

Flash mode A-TTL / Manual

Battery 2 AAA battery : Alkaline, Ni-MH