Press release

Canon EOS 550D Sets New Standards and Redefines Boundaries for Consumer DSLRs
18.0MP APS-C CMOS sensor, ISO 6400, 1080p HD Movies and new wide-aspect LCD make the EOS 550D the new standard in affordable multimedia DSLRs

Singapore, 3 March 2010 – Canon''s new EOS 550D redefines the boundaries of consumer DSLR technology, incorporating technologies and features more commonly found in semi-professional DSLRs into a compact and lightweight body preferred by consumers. A newly developed 18.0 Megapixel gapless microlens array coupled with Canon''s advanced DIGIC 4 image processor, deliver wider dynamic range and lower noise for superb image quality. A new wide-aspect (3:2) 3.0" LCD with higher resolution, redesigned button-layout and top-limit Auto ISO control (new to the EOS) make the EOS 550D more intuitive and user-friendly than before. 1080p Full-HD video recording and a range of advanced video controls round off the multimedia strengths of the EOS 550D, empowering consumers to tackle every still photography or video challenge with grace.

"Since day one, Canon has led the charge in taking leading DSLR technology and making it available to the general public. With the new EOS 550D, we have distilled the latest technologies from our professional-grade EOS, to present consumers with a powerful yet affordable multimedia DSLR option," said Andrew Koh, Director and General Manager of the Consumer Imaging and Information Division, Canon Singapore. "We are confident that the EOS 550D will become the next best-seller from Canon''s already-formidable and comprehensive DSLR line-up.

EOS 550D: Geared for High Performance
The EOS 550D is equipped with Canon''s advanced DIGIC 4 image processor and 18.0MP CMOS sensor to support ISO settings of ISO 100 - ISO 6,400 (expandable to ISO 12,800) with enhanced noise suppression capabilities boosting low light performance. For swift and accurate focusing, it employs a 9-point AF system with one extra-sensitive cross-type point at the centre for f/2.8 (or faster) lenses and is capable of shooting up to 3.7 frames per second (fps).

The EOS 550D uses the same 63-zone dual-layer metering sensor first launched in the EOS 7D (near double the 35 in the EOS 500D). New to the EOS range is the ability to set the top limit for automatic ISO, allowing users to cap the maximum amount of noise visible in images. Another first for a consumer-grade EOS, the exposure compensation on the EOS 550D can be fine-tuned to ±5 stops - with bracketing adjustable to ±2 stops.

EOS Movies: Full Multimedia Functionality
As the market for DSLR-video becomes more sophisticated, Canon continues to set the industry benchmark for multimedia functionality. The EOS 550 boasts Full-HD (1920 x 1080) video recording at 24, 25 and 30 fps. It also offers 720p (1280 x 720) and SD (640 x 480) video formats at high frame rates of 60 and 50fps.

For additional video control, consumers can also take manual control over exposure settings, changing depth-of-field and degree of motion blur. In situations where the subject is far away, the new EOS 550D Movie Crop mode records the central 640 x 480 pixel area of the sensor, creating an effective magnification of 7x, bringing the scene closer to you. In addition, it also supports external microphone input through a 3.5mm stereo input.

Broaden Your World View: The New EOS 550D LCD
The EOS 550D features a wide 3.0" LCD monitor with 1,040K dot resolution and a 3:2 aspect ratio that makes it possible to see 100% of captured images without borders. The anti-reflective, water-repellent coating also makes it easier to see the screen in bright conditions and from a variety of viewing angles.

Other convenient new features include a HDMI terminal, compatible with the HDMI-CEC (High-Definition Multimedia Interface - Consumer Electronics Control) standards, enabling the EOS 550D to be connected to a HDTV via a single cable, and be operated from the TV''s remote control.

Accessories, Pricing and Availability
To extend functionality and versatility, Canon introduces two new accessories to complement the EOS 550D. The BG-E8 is a battery grip specially designed for the EOS 550D which can accommodate up to two LP-E8 battery packs, or six AA-sized batteries.

The EOS 550D is also compatible with a new LC-6 remote controller that features immediate, 2sec and bulb releases. Bulb shooting has been improved with the first button press opening the shutter; and the second shutting it - there is now no need to keep the transmitter shutter depressed throughout the exposure. The LC-6 has an operating range of approximately five metres, and it is capable of approximately 6,000 transmissions on a single CR2032 lithium cell battery.

The EOS 550D, BG-E8 and LC-6 will be available at authorized Canon Dealers from mid March. Prices are to be announced in mid March.

About Canon Singapore Pte Ltd
Canon is a global leader in photographic and digital imaging solutions. Canon Singapore Pte Ltd is the headquarters for South & Southeast Asia, driving sales, marketing and service strategies. Besides handling the domestic market, the company leads 16 other countries including subsidiaries in India, Malaysia, Philippines, Thailand and a representative office in Vietnam. The parent company Canon Inc has a global network of 219 companies and employs more than 118,000 people worldwide. It is dedicated to the advancement in technology and innovation and commits about 10% of its total revenue each year to R&D. Canon is consistently one of the top three companies to earn the most number of patents over the last 15 years. As a Fortune Global 500 company, Canon is guided by its Kyosei Philosophy that focuses on living and working together for the common good.

More information is available at www.canon.com.sg