By Claire Reilly

SYDNEY, NSW: Amid the crowds of shutterbugs and exhibition stands at PMA, and competing for attention with a swathe of newly-released cameras, American camera brand GE was holding a launch of its own.

General Imaging, the worldwide licensee of GE cameras, used the event for the worldwide debut of three new cameras – the J1456W Smart Series, the E1410SW Power Series and G100 Power Pro.

While the J1456W is pitched as an entry-level camera, the E1410SW and the G100 “will sit at the top end of the GE range and will be the first GE cameras to incorporate Aptina A-Pix CMOS sensors”, according to a GE spokesperson.

Offering hands-on demonstrations of the G100 Power Pro was Matthew Smith, National Account Manager for Tasco, which distributes the cameras in Australia.

“The G100 is for the pro, but also great for the enthusiast,” said Smith. “It offers 15x optical zoom and 14 megapixels, with plenty of great features like multi-exposure and object tracking. This camera is hitting all the tech milestones at a realistic price.”

The camera is due for release in October 2011, for RRP $249.

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Also on show at the GE stand was the collaboration between GE and fashion designer Jason Wu, the “Create by Jason Wu” collection. Offering an “elegant and slim design” and total “simplicity” in terms of use, the camera features built-in memory and battery and is pitched towards the style conscious consumer, according to Smith.

“Whether it’s a 16 year old getting a camera for a birthday present or older ladies who want the technology of a camera but are scared off by the tech aspects of digital cameras, it is designed for ease of use,” said Smith.

Both the Create by Jason Wu range and the new G100 feature built-in USB sticks for easy connectivity. This feature is one that Smith predicted will be seen more and more in digital cameras, as devices “move towards USB charging” and consumers expect more connectivity from their camera.

“All GE cameras are extremely good value,” concluded Smith. “All these cameras have all the great features like face detection – they’re built into our cameras all the way from the low-end to the high-end.”

The GE G100 Power Pro, RRP $249.


The GE E1410 Power Series camera in "champagne". Like the G100, the camera incorporates an Aptina A-Pix CMOS sensor. RRP $229.


The GE J1456 Smart Series in Red. RRP $129.