Canon's Trendsetting Trio of New Digital ELPH Supermodels Inspire Fresh Expressions...

Canon's Trendsetting Trio of New Digital ELPH Supermodels Inspire Fresh Expressions of Individual Style, Vision & True Imaging Innovation

From Sensuous Flowing Contours, Hot Highlights and Finely Chiseled
Lines That Beg to Be Held and Beheld, the Optically Image-Stabilized,
10-Megapixel PowerShot SD890 IS, SD790 IS and SD770 IS Digital ELPH
Cameras Raise The Resolution, Beat The Blur, and Quicken The Pulse
LAKE SUCCESS, N.Y.--(Business Wire)--
Whether capturing spur-of-the moment inspirations or momentous
family occasions, Canon U.S.A.'s newest additions to the PowerShot
line-up: SD890 IS, SD790 IS and SD770 IS Digital ELPH cameras continue
to provide intelligent, easy-to-use features, resulting in fantastic
photos. Integrated Canon technologies such as Motion Detection
Technology, Optical Image Stabilization, Genuine Canon Face Detection
Technology, and Canon's proprietary DIGIC III imaging processor, along
with the inherent style of the ELPH line; make them the ideal
accessory for capturing a night out on the town or an intimate social
gathering.

"The Canon PowerShot SD890 IS, SD790 IS and SD770 IS Digital ELPH
cameras carry on the trend-setting traditions and extend the
boundaries of technological ease and the individual sense of style
that has always been at the heart of the ELPH line up," states Yuichi
Ishizuka, senior vice president and general manager, Consumer Imaging
Group, Canon U.S.A. "Canon continues to draw upon its 70 years of
imaging excellence and photographic expertise to develop new
technological advancements, as well as create stylish form factors as
seen in the iconic box and circle design of ELPH cameras."

Inspired Elegance and Excellence:

PowerShot SD890 IS Digital ELPH Camera

This PowerShot SD890 IS Digital ELPH camera is a prime example of
Canon quality, from the tip of its 5x optically image stabilized, zoom
lens to the big and brilliant 2.5 inch PureColor II LCD display
embedded in the camera's contoured back. Indeed, it is that very 5x
zoom lens that expands the user flexibility by expanding the focusing
range from a maximum wide-angle equivalent of a 37mm lens to its
maximum optical telephoto equivalent of a 185mm lens. Ideal for
capturing everything from broad sweeping vistas to intimate close-ups,
the PowerShot SD890 IS Digital ELPH model is also capable of securing
macro images from less than an inch away from the subject, making
extraordinary, high-resolution nature shots as elementary as point and
shoot.

From the moment it appears in a user's hand, it is clear that this
Digital ELPH camera is like none that have come before. From the
body's clean lines and smooth, matte silver finish to the topside
metallic robe that highlights and accentuates the camera's curves, the
10-megapixel PowerShot SD890 IS Digital ELPH camera's alluring
proposition is one of beauty, versatility and ability.

This camera's multi-control dial enables the user to simply switch
between shooting modes, settings and even images during playback, with
easily understandable mode icons displayed on the camera's 2.5-inch
PureColor II LCD display. There's even a traditional optical
viewfinder for the purists who prefer it.

PowerShot SD790 IS Digital ELPH Camera

The 10-megapixel PowerShot SD790 IS Digital ELPH camera's
optically image stabilized 3x zoom has a focusing range from a
wide-angle equivalent of 35mm to a maximum telephoto equivalent of
105mm. Like the PowerShot SD890 IS Digital ELPH camera, the SD790 IS
Digital ELPH camera features the quick and easy-to-use multi-control
dial.

Though smaller than a deck of playing cards, the PowerShot SD790
IS Digital ELPH camera conveys a cool, substantial look and feel,
thanks to its solid, yet streamlined, chiseled design. Adding to its
appeal is the camera's large and highly visible, three-inch PureColor
LCD II display, with an adjacent multi-control dial and new button
configuration that combine to form a flat control panel.

PowerShot SD770 IS Digital ELPH Camera

The PowerShot SD770 IS Digital ELPH camera's classic box and
circle design has characterized the Digital ELPH look for more than a
decade. This 10-megapixel model boasts the thinnest body of any
optically image stabilized ELPH model ever produced, featuring a
slimmer yet higher capacity battery pack, that with the camera's
power-saving improvements, actually increases the number of photos
that can be taken on a single charge to approximately 300 images.

Among the key features of the PowerShot SD770 IS Digital ELPH
camera are a 2.5-inch PureColor LCD II screen and an optical
viewfinder as well as the same optically image stabilized 3x zoom as
its more senior sibling, the PowerShot SD790 IS Digital ELPH camera.
The PowerShot SD770 IS Digital ELPH camera is offered in the classic
matte silver finish with high gloss highlights around the lens barrel
and topside edge, and the reprise of Canon's sleek and striking
two-tone finish that incorporates matte black highlights around the
lens barrel and circle along the camera edge.

Inspired Innovation: Shared Advancements:

Beating The Blur

Among the significant technological advances shared on the new
PowerShot SD890 IS, SD790 IS and SD770 IS Digital ELPH cameras is
Canon's intelligent anti-blur system. Developed by linking four of
Canon's most cutting-edge achievements: Optical Image Stabilization,
Motion Detection technology, Hi-ISO Auto and Noise Reduction
technology, the result is consistently sharp and clear pictures, even
when the shooting conditions and circumstances may not be ideal.

The most common cause of blurry pictures is actual camera shake.
This can be caused by anything from a photographer's unsteady hands to
movement in a car along a bumpy road to shots where the zoom lens is
extended to a maximum telephoto length or even dimly lit conditions
without benefit of flash that causes the shutter to stay open longer
in order to admit enough light to make a proper exposure. Canon's
proprietary Optical Image Stabilizer (OIS) physically compensates for
camera movement and shake by actually shifting the lens (unlike other
Image Stabilization systems that merely mask the undesirable movement
electronically).

Adding to these ELPH cameras' anti-blur effectiveness, Canon's
Motion Detection Technology is linked to the camera's High ISO Auto
mode. This improves image clarity by raising ISO speeds (and shutter
speeds) for fast-moving subjects (such as a child hitting a baseball
from home plate and then running towards first base) or lowering ISO
speeds to reduce noise when the subject is stationary. In short, when
this impressively intuitive technology detects movement it
automatically raises the ISO just enough to reduce image blur. When no
movement is detected, it optimally lowers the ISO to reduce noise.

Genuine Canon Face Detection Technology

All three PowerShot Digital ELPH cameras feature the latest and
most advanced generation of Genuine Canon Face Detection Technology,
thus ensuring that up-to nine forward-looking faces in the frame -
whether posed for a family portrait, candidly capturing friends and
fun, or spontaneously snapping a toddler's expression of triumphant
glee as two halting steps - are in focus and properly exposed, with or
without flash. In addition to focus and exposure control, the camera's
Face Detection feature captures truer, more accurately lit skin tones
(and hence more beautifully rendered pictures) thanks to Canon's
improved Face Detection White Balance. There's also a new optional "AF
Point Zoom" feature that digitally enlarges the face of the main
subject on the camera's LCD screen to make it easy to determine the
optimum timing for clicking the shutter to capture the moment.

In-Camera Image Enhancement

Canon Digital ELPH cameras offer an array of in-camera processing
features that once required tweaking with computer-based photo
software. Now, newly developed Automatic Red Eye Correction can be
engaged while shooting, minimizing the need for correction before
printing or sharing images.

With Canon's Image Inspection Tool, users can review pictures
recently taken on the camera's bright, brilliant and easy-to-read
230,000-pixel PureColor LCD II display by zooming in to ensure that
the subjects are in focus and to check for such picture-damning
details as closed eyes or inappropriate expressions. What's more, with
the digital EPH camera line's Trimming Function, users can easily crop
images, centering and creating memorable close-ups whether they are
smiling faces or iconic cityscapes.

DIGIC III Imaging Processor

The "brain" in every new Canon digital camera is Canon's
proprietary DIGIC III imaging processor. This exclusive chip is
responsible for the camera's higher performance levels including
faster start up, faster autofocus and quicker shutter response times
that leave long lag competitors far behind. What's more, the DIGIC III
processor improves both the image quality and the cameras' power
consumption, extending the battery life under typical shooting
conditions.

In the Boxes

The PowerShot SD890 IS, SD790 IS and SD770 IS Digital ELPH cameras
are scheduled to be in stores early April, end of March and mid-April
respectively. Each of these new, camera kits include a battery pack
and charger, a 32MB SD memory card, a USB interface cable, an AV
cable, a wrist strap, and Canon's software suite. Each kit carries an
estimated retail price of $399.99,* $349.99* and $299.99*
respectively.

About Canon U.S.A., Inc.

Canon U.S.A., Inc. delivers consumer, business-to-business, and
industrial imaging solutions. Its parent company, Canon Inc.
(NYSE:CAJ), a top patent holder of technology, ranking third overall
in the U.S. in 2007+, with global revenues of $39.3 billion, is listed
as one of Fortune's Most Admired Companies in America and is on the
2007 BusinessWeek list of "Top 100 Brands." To keep apprised of the
latest news from Canon U.S.A., sign up for the Company's RSS news feed
by visiting www.usa.canon.com/pressroom.

+IFI Patent Intelligence Press Release, January 2008

*Prices, availability and specifications subject to change without
notice. Actual prices set by individual dealers and may vary.

All referenced product names, and other marks, are registered
trademarks of their respective owners.

Editorial:
Canon U.S.A. Inc.
Wendy Klonsky, 516-328-5078
wklonsky@cusa.canon.com
or
Len Musmeci, 516-328-4884
lmusmeci@cusa.canon.com
or
Canon U.S.A. Web site:
www.usa.canon.com
or
For sales information/customer support:
1-800-OK-CANON
ccenter@cits.canon.com

Copyright Business Wire 2008