Pentax announced the launch of the smc Pentax-D FA 645 55mm F2.8 AL[IF] SDM AW versatile standard lens to meet the requirements for high resolution photography. Thanks to its features, it can accompany medium-format digital SLR cameras.

When mounted on the PENTAX 645D camera body, it offers a focal length of 43.5mm (in the 35mm format), thus producing an angle of view close to that of the human eye. That’s why it will suit various subjects and applications ranging from landscapes to portraits.

The lens’s optical construction includes 9 elements in 7 groups with a hybrid aspherical optical element to compensate for various types of aberrations.

The 55mm F2.8 AL is also treated with Aero Bright coating, which prevents annoying flare and ghost images as well as greatly increases the lens’s light transmittance and brings out the full potential of the 645D medium-format digital SLR.

There’s an SDM (Supersonic Direct-drive Motor) autofocus mechanism in the kens to ensure smooth and quiet AF operation, and a Quick-Shift Focus system for instant switching from AF to manual-focus operation.

The lens has a dependable dustproof, weather-resistant construction. It will perform superbly in outdoor conditions, even in rain or mist or at locations prone to water splashes or spray. Its SP coating can effectively block dust and dirt and makes it easy to wipe off fingerprints and cosmetics..

The lens can be used with the optional PH-SA67 Square Plastic Hood to prevent ghost and flare in the images. But it is not advisable to use it with 645-format film SLR cameras as it sill cause vignetting.

smc Pentax-D FA 645 55mmF2.8 AL[IF] SDM AW – Specifications:

• Focal Length: 55mm
• Diagonal Angle of view (APS-C): 53º
• Maximum Aperture: F2.8
• Minimum Aperture: F22
• Lens Construction: 9 Elements / 7 Groups
• 9 Diaphragm Blades
• Minimum Focus: 0.5m
• Maximum Magnification: 0.17x
• Supersonic Drive AF Motor (SDM)
• • Quick Shift manual focus
• Filter Thread: 67mm
• Weight: 146g/14.7 oz
• Diameter: 81.3mm/3.2 in
• Length: 68.2mm/2.7 in
• Lens Mount: Pentax 645KAF2

Pentax Optio E90 digital compact camera was announced this year (2010) user-friendly and affordable digicam that makes high-quality digital photography possible for everyone. It features 10.1 megapixels, 3x optical zoom and 2.7-inch LCD screen.

The camera’s lens has 31.5mm wide-angle coverage is particularly handy when shooting in a confined space. It also offers the Intelligent Zoom function that allows to extend the zoom range to approximately 17.1 times.

The E90 is easy to use as it offers Auto Picture mode for automatic selection of the ideal shooting mode and user-friendly Green mode that automatically sets exposure ISO sensitivity and other settings for a given subject or scene.

There are 19 scene modes in the camera, so you can manually choose the one you think appropriate for the scene. The camera also offers its Digital Panorama mode for getting extra-wide-perspective images. It automatically creates a single panoramic picture from separate 3 shots.

Automatic Face Detection simplifies the process of shooting portraits as it automatically applies correct exposure and focus to faces in a frame. Furthermore, Smile Capture function can detect the subject’s smile and release the shutter at the right moment, the moment of smiling.

The camera is comfortable to hold due to its specific design. It has a grip and its exterior is coated with non-slip rubber, which prevents the camera to accidentally slip out of your hand. It requires 2 AA batteries as a power source and is able to take ~220 images with a pair of fresh alkaline batteries.

Pentax Optio E90 - Specifications:

• 1/2.3″ CCD Sensor
• 10.1 Megapixels
• 3x Optical Zoom
• Focal Length Equivalent: 31.5 - 94.5mm
• Aperture Range: F2.9(W) - F5.2(T)
• 2.7″ LCD Monitor 230K dots
• Focus Modes: Standard (3-point AF, Spot AF, Auto tracking AF), Macro, Super Macro, Infinity-landscape, Pan Focus
• Auto Picture Mode
• 19 Scene Modes
• Face Detection
• Smile Capture
• Multi-segment Metering
• Sensitivity: ISO100-1600
• Shutter Speed: 1/2000- 4 sec.
• Movie mode: 640 X480 pixels@ 30 fps
• Movie Shake Reduction
• 32.7MB Built-in Memory
• SD/SDHC Memory Card
• Power: 2 AA Batteries
• Price Tag: $99,95

Pentax announced the launch of the smc PENTAX-D FA MACRO 100mm F2.8 WR macro lens, housed in a high-grade chipped-aluminum body with weather-resistant construction. When mounted on a Pentax digital SLR camera, it offers a focal length equivalent to 153mm in the 35mm format.

The lens is said to deliver high-quality, true-to-life images without annoying flare and ghost. In life-size applications t it features a working distance of 13cm to make it easier to shoot unapproachable subjects, such as insects.

It is the first Pentax interchangeable macro lens featuring a completely rounded diaphragm blade, which translates into natural, beautiful bokeh. It also minimizes the harmful effect of point light sources.

Another handy feature of the 100mm f.2.8 is its Quick-Shift Focus System for instant switching to manual-focus operation after the subject is captured in focus by the camera’s AF system.

The lens’s construction minimizes the intrusion of water and moisture into the barrel, so when the lens is used with a weather-resistant camera body, you receive and ideal camera system for shooting in rain or mist as well as in places subject to a spray or splash. Moreover, the Pentax-original SP (Super Protect) coating on the lens’s front surface can repel dust, water and grease and minimize fingerprints and cosmetic spots.

PENTAX-D FA MACRO 100mm F2.8 WR – Specifications:

• Focal length: 100mm
• Focal Length Equivalent: 153mm
• Diagonal Angle of View:
• 16.0º (Pentax APS-C DSLR)
• 24.5º (35mm film SLR)
• Maximum Aperture: F2.8
• Lens Construction: 9 elements/8 groups
• 8 Diaphragm Blades
• Minimum Focus: 30 cm
• Maximum Magnification Ratio: 1:1
• Filter thread: 49mm
• Supplied accessories: Front and Rear Caps, Bayonet-Type Lens Hood
• Weight: 340g (12 oz)
• Dimensions (Diameter x Length): 65mm x 81mm / (2.6 x 3.2 inches)

According to dpreview.com.