Minolta and FlashPoint Deliver Next-Generation Intelligent Digital Camera.

SAN JOSE, Calif.--(BUSINESS WIRE)--Aug. 31, 1998--

Digita(TM) Operating Environment Powers Dimage EX ZOOM 1500 With Advanced PC-Like Features and Exceptional Flexibility

FlashPoint Technology, Inc. today announced that Minolta Corp. has selected the Digita operating environment for its next-generation digital camera, the Dimage EX ZOOM 1500.

FlashPoint's intelligent software platform -- which provides PC-like capabilities including the ability to constantly add new imaging applications that run directly in the camera -- coupled with Minolta's interchangeable lenses, makes the Dimage EX ZOOM 1500 the most flexible and customizable digital camera on the market.

The Dimage EX ZOOM 1500 is designed to be intuitive and engaging for first-time users, and powerful enough for experienced photographers. It allows consumers to easily capture and view images, add text annotations, store, catalog, and share pictures, all from within the camera.

In addition, FlashPoint's Digita Desktop software simplifies connecting the camera to a PC or Macintosh and preserves all image information. The combination of Digita's open architecture and superior desktop connectivity encourages third-party development of applications that will lead to breakthroughs in mass-consumer acceptance and the invention of new imaging techniques.

"The world of photography is going digital. And because of the increased functionality of intelligent digital cameras, the Dimage EX ZOOM 1500 will accelerate the transition from traditional methods to new ways of thinking about photography," said Stephen D. Saylor, executive vice president of FlashPoint Technology.

"Previous generations of products were 'one size fits all' devices incapable of truly meeting individual needs. With this powerful and versatile photography model, consumers can now expect products that are easier to use, upgradable and based on a standard platform that will unite the entire imaging industry."

Analysts estimate that intelligent, software-enabled cameras -- like the Dimage EX ZOOM 1500 -- will ignite sales of digital cameras, exceeding original forecasts by roughly 40 percent. Worldwide shipments will top 12 million units by 2001, and as many as 20 million units will ship in 2002.

"The Minolta-FlashPoint partnership signals a complete shift in the entire digital imaging market thanks to the usability and flexibility of their 'intelligent' digital camera. This will spawn new and compelling applications that will fuel the growth for digital photography," said Jon Pepper, editor and publisher of Digital Focus.

"The Dimage EX ZOOM 1500 running Digita puts the power of digital photography back into the hands of the photographer. Users can now select the right combination of hardware and in-camera software to match these devices to any market segment or special interest."

Real-World Solutions

Thanks to the power of the Digita operating environment and the DCAM microprocessor from LSI Logic, the Dimage EX ZOOM 1500 can be customized for a variety of vertical markets, special interests and tasks.

"The power and flexibility of the DCAM-101 image processor enabled us to deliver new software features for the camera," said Saylor. "By working closely with LSI Logic in joint engineering efforts, we were able to fully exploit the high performance, superior image quality, and full capabilities of the chip."

Using the Digita Script(TM) programming language, software developers and users can create customized applets to meet their evolving digital imaging needs and address diverse market requirements. For example, professional photographers can directly access advanced camera functions like f-stop and shutter speed giving them more control over their images.

Real estate agents can photograph homes, automatically build in-camera Web pages and immediately post them for potential buyers thereby saving valuable time and streamlining workflow. And photo enthusiasts can easily sort and categorize their images, and create on-screen slide shows that enrich their overall photography experience.

"The Dimage EX ZOOM 1500 will have a longer life cycle, overcoming consumer apprehensions about short-term obsolescence. This upgradable, customizable approach will also lead to the development of exciting new applications. Users will enjoy a full-featured portable workspace with no dependencies on personal computers. Professionals will achieve increased productivity and enthusiasts will be inspired to new levels of creative expression," said Jon Sienkiewicz, vice president of marketing for Minolta Corp.

About FlashPoint

Founded in 1996, FlashPoint Technology, Inc. designs, develops and markets complete software solutions for digital photography and imaging devices. The company's Digita operating environment is licensed by leading manufacturers including Kodak, Sharp and Minolta. For more about Digita and FlashPoint, call 888/820-3644 or log onto www.flashpnt.com.

About Minolta

Minolta Corp., headquartered in Ramsey, N.J., is the largest subsidiary of Minolta Co. Ltd., of Osaka, Japan, a leading manufacturer of cameras, business equipment, radiometric instruments and planetariums. For more information, consumers can visit Minolta's Web site located at http://www.minoltausa.com or access Minolta's PHOTOFAX at 800/528-4767.

Minolta Corp.'s Consumer Products Group (CPG) markets film cameras, digital cameras, binoculars, accessory lenses, photographic meters, 35mm and Advanced Photo System film scanners and other consumer products. Minolta is the exclusive distributor of Cokin filters and PCFM!

    CONTACT:  FlashPoint Technology, Inc.
               Matt Keowen, 408/795-4927
               or
               The Benjamin Group
               Brian Solis/Kristi Melani, 408/559-6090