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Canon's Digital ELPH Turns 10
Press Release

As elegant and stylish as the camera inside, the leather and fabric case emulates the styling and details of the finest designer luggage right down to the Coach leather luggage tag and the chromed snap swivel that hooks the leather wrist strap to the case. Rendered in black with the iconic Coach “C” woven boldly into the fabric, the limited edition PowerShot SD900 Digital ELPH Coach Edition Gift Set includes the top-of-the line SD900 Digital ELPH camera, the Coach designer case, as well as a Coach edition metal neckstrap, a camera wrist strap, a 32MB SD memory card, a rechargeable lithium-ion battery pack and battery charger.

Because of its consumer appeal and exclusivity, the new PowerShot SD900 Digital ELPH Coach Edition Gift Set is a key component of the Canon ELPH's milestone 10 th anniversary celebration. Since its introduction in May 1996, the Canon ELPH camera series has established its sales dominance and popularity over the compact digital camera market segment as well as the Advanced Photo System film-based format. All told, Canon has sold more than 33-million ELPH cameras in the young brand's first ten years.

Attractively presented in a white gift display box and red ribbon, the PowerShot SD900 Digital ELPH Coach Edition Gift Set will be available in select retailers end of October for an estimated selling price of $549.99*.

“Canon's collaboration with Coach began several years ago and continues to this day thanks to overwhelmingly positive response from the public and the commitment to quality excellence and innovation that both companies embrace,” said Yukiaki Hashimoto, senior vice president and general manager of the consumer imaging group of Canon U.S.A., Inc . “This new PowerShot SD900 Digital ELPH Coach Edition Gift Set lives up to that tradition and achieves – to borrow a phrase from our friends at Coach – the perfect balance between aesthetics and functionality.”

Other elements included in the PowerShot SD900 Digital ELPH Coach Edition Gift Set are a USB 2.0 Interface cable for high-speed transfer of images from camera to computer or printer; an audio/video cable for transferring and viewing of video on computer or television screen; and the Digital Camera Solutions CD-ROM, containing the latest, easy-to-use software programs for enhancing and managing images.

The PowerShot SD900 Digital ELPH Camera

About the size of a deck of playing cards, the SD900 Digital ELPH camera measures fractionally more than an inch thick with its 3X (37-111mm equivalent) optical zoom lens retracted safely into the case; a mere 2.35 inches high and less than 3.6 inches long.

The model SD900 Digital ELPH camera also features a brilliantly enhanced, 2.5- inch, 230,000-pixel, color TFT LCD monitor with a wide viewing angle, making images easier to preview and review and camera menus easier to read in a wide range of lighting conditions.

The camera is equipped with Canon's exclusive new DIGIC III image processor that accounts for higher performance levels, including faster start-up, autofocus and shutter response times, an increase in processing speed, and of course, improved image quality and more efficient power consumption resulting in extended battery life under typical shooting conditions.

Finally, for those who wish to shoot high-resolution videos with sound, the camera's XGA 15fps movie mode is just the ticket. When combined with a high-capacity 4GB SDHC memory card, this diminutive digital dynamo can capture action for up to 30 minutes straight.


Lake Success, N.Y. , Oct. 10, 2006 – Canon proudly celebrated the 10 th Anniversary of its ELPH brand On October 10 th at the Fashion Institute of Technology in New York . Throughout the past ten years, Canon's ELPH brand, and its signature “box-and-circle” design, have helped set fashion and consumer buying trends, and helped lead Canon's digital camera market share to number one status worldwide (since 2004, according to IDC, the leading digital photography research firm).

It was May 1996 when the camera purchasing public first learned of a special little camera called the Canon ELPH, born of a new photo format the industry optimistically called the Advanced Photo System. Virtually overnight, the camera-buying public made Canon's ELPH not simply the photo industry's top selling compact camera, but far and away, the clearly dominant camera in the new Advanced Photo System (APS) format.

Even after APS gave way to advanced digital imaging technology, it is the combination of style-and-substance, form-and–function, that keeps Canon cameras number one worldwide. By the end of 1996, Canon's stylish little ELPH camera spectacularly rode the first APS wave to unprecedented popularity while competitor entries languished in the shallows of APS market share. What's more, Canon added to its initial offering with three additional ELPH Advanced Photo System cameras. The ELPH brand's triumphal first decade as the sleek and chic cameras of choice was underway, big time.

So now, ten years after Canon introduced the world to the name ELPH (with a unique spelling designed to differentiate it from Santa's helpers) and six years after the first Digital ELPH debuted, a trio of new Digital ELPH cameras is en route to retailers across the country. It's been an eventful decade for the Canon ELPH camera

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