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Fujifilm noticed that there were one big segment of the digital camera market that wasn’t covered by any manufacturer. Shortly after that we witnessed appearing of new entry level ultra zoom digital cameras. Cameras in this class usually are not packed up with latest technology mambo jumbos but regardless produces very good results and the most important thing they are sold by very reasonable prices.Fujifilm with it’s current model Finepix S5700 was totally alone in this class. But the competition is coming. We have already seen that Sony had prepared new Sony H3 and now Canon presents new PowerShot SX100IS.

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PowerShot SX100IS is the first Canon model in this class, new SX100IS has opticaly stabilized lens in combination with 1/2.5 inch 8.0 Megapixel sensor and Canon’s DIGIC III processor. That kind of combination is really more that we can expect in budget class. Only possible limiting factor for this camera market success can be it’s price that is still unannounced.