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Who Exactly Is Samsung Electronics Co., Ltd. Targeting With the Galaxy NX?


It seems likely that a customer willing to shell out more than $600 for a camera would possess a good deal of photography experience.

At its London-based event yesterday, Samsung Electronics Co., Ltd. (OTCMKTS:SSNLF) announced a bevy of new products.

While reveals like that of the Galaxy S4 Mini came as no surprise, the introduction of the Galaxy NX camera could hint at an attempt by Samsung to hit at a new market, if one exists.

The 20.3-megapixel Galaxy NX features a 4.8-inch LCD screen, interchangeable lenses, 2.0 GB of memory, built-in WiFi, and 4G/LTE, and it all runs on Google Inc's (NASDAQ:GOOG) Android 4.2 Jelly Bean.

These specs make the NX relatively high-end, especially when compared to the 16-megapixel Galaxy S4 Zoom, Samsung's phone-camera hybrid.

Samsung has tossed the NX title on its advanced line of cameras before, but this is the first time that the Galaxy brand has also been attached to a camera of this quality.

With Android on board, the camera bears the OS's traditional home screen, albeit without the phone option. Apps will also be accessible, and with the 4G/LTE connection, this means photos can be uploaded to Facebook Inc's (NASDAQ:FB) Instagram while the photographer is still out shooting. Sharing photos between multiple devices is also easier.

Samsung's NX300 camera sports a 20.3-megapixel sensor and retails for over $600, suggesting that the new Galaxy NX won't come cheap. This combination of quality and the Android display's ease of use would seem to be very appealing, but who exactly the tech company is targeting is a little unclear.

A customer shelling out such a significant amount of money likely possesses a fair share of experience with photography. For that reason, the easy-to-understand Android layout seems to lose some of its value immediately. Additionally, while there may be some overlap, it's hard to imagine that many serious photographers would opt to use Instagram to edit their photos, let alone feel the urge to upload them as they're taken.

Perhaps the Galaxy NX is suitable for a less experienced photographer with a desire to further pursue the art; even then, however, its likely-to-be-lofty price tag makes it hard to attach a specific target consumer to the product.

Resident Minyanville writer and photography enthusiast Michael Comeau got his hands on the new camera at Pepcom's Digital Experience, held in New York on June 20. He found the camera impressively lightweight for its size, and its display crisp, but said it was not without its flaws. He felt that the enormous touchscreen felt unnatural for a camera, and that changing the settings was awkward.

"It feels like they just slapped a phone onto the back of a camera," said Comeau of the Galaxy NX's uniquely large display.

Samsung may have brought together a quality camera and the Android OS, but whether its new device will bring in customers remains to be seen.
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