Phase One P20 and P25

[Photo-John]

This is a bit belated, but I want to be as comprehensive as possible:

Phase One goes 100% un tethered with new P-series

Phase One A/S, Copenhagen, January 30th, 2004: Phase One, the world leader in
digital imaging solutions, is proud to announce a brand new generation of high-end portable digital camera backs: The Phase One P 25 and P 20.

Henrik Håkonsson, CEO at Phase One states: “Phase One has always had a great reputation for our exceptional image quality. Our target market, the commercial photographer, who works mostly in the studio, has had a truly productive workhorse that has helped him increase sales and make a good profit. For these people quality is imperative and this is why they choose Phase One”.

“The professional photographer should continue to choose Phase One because of image
quality. However, with our new, exciting P-series”, he continues,”we have spiced up the
product line by making the camera back 100% untethered. This way the photographer
can choose his own workflow: If he wants to work untethered on location or tethered in
the studio or vice versa. It is up to him. We just provide him with the flexibility to do so”.

50 captures per minute
Clearly, Phase One’s two new P backs: The P 25 (22 mega-pixels) and especially the very
fast P 20 (16 mega-pixels) will open up new markets for Phase One. A capture rate of up to 50 captures per minute and fully untethered operation makes the P 20 a perfect
solution for portrait, fashion and all-round commercial shooters.

To meet the demands of these photographers, the P 20 will be available for auto focus
cameras like: Hasselblad H1, Mamiya 645 AFD and Contax 645 AF.

Also, Phase One will be coming out with new workflow software, which is optimized for
on location shooting and extremely simple to work with. It’s called: Capture One SE
(special edition). Phase One’s current Capture One software, renowned for its wide range
of professional and very productive tools and ease of use, will continue to improve and it
will of course be possible to upgrade from the Capture One SE version if required.

Raw file compression on-the-fly
Phase One provides the photographer with complete flexibility, faster workflow and
easier archiving by offering on-the-fly raw file compression. You have two options:
‘High’ - a lossless compression that takes the raw file down to half its size and saves
space on the memory card and enables a much faster workflow when transferring or
archiving files. ‘Low’ – a compression that takes your file further down in size.

Shooting untethered
“We are proud to be able to offer high quality untethered shooting. We have done
everything in our power to optimize the writing speed to memory cards, minimize the
heat generation inside the back and prepare the low power LCD screen for better
viewing in for instance sunlight. We want to provide Phase One owners with the best
solution. However, we still feel that working tethered and bringing a computer with you
on critical jobs is a major advantage for the professional photographer due to the better
preview capabilities, the storage capacity as well as the affect the large preview has on
the clients. Of course, in the end it is up the photographer.” Henrik Håkonssen states.

Get started immediately: Order today
The new P-series will start shipping in May 2004. If you want to be first in line to receive
this sensational back from Phase One you can place your order now. You pay for and get
one of Phase One’s existing flagships (11, 16 or 22 mega-pixels) while waiting for your new P back. This way you can start making a profit shooting digitally right away!
Contact your local Phase One dealer to hear about pricing.

Phase One is renowned for its unique upgrade paths that give Phase One owners
investment security. “Once you are in the Phase One family, we do our utmost to keep
your digital solution updated. Of course in this business technology moves fast and we
try our best to keep up and make sure that our customers do not get lost on the way.
Existing customers are always welcome to give their Phase One dealer a call and hear
about their upgrade options.” Henrik Håkonssen concludes.

The first P-models (P 20/P 25 for Mamiya 645 AFD and P 25 Hasselblad V) start shipping
in May.

To learn more about Phase One’s product please visit our web site at
www.phaseone.com.