Press release

New Range of High Quality ‘A’ Series Cameras with HD


Fujifilm is pleased to announce the introduction of two new A series compacts featuring High Definition capture. The AV100 and AX280 offer point and shoot simplicity and are perfect for people who are investing in their first digital camera.

Despite their entry-level price, there is no compromise when in comes to image quality. All models feature a precision Fujinon lens, to ensure that top optical quality is realised from the powerful sensor and advanced image processing engine.


A Choice of Features

The two new A series compacts are divided in to two categories dependent on their zoom capabilities. The 12 megapixel AV100 boasts a 3x Fujinon zoom, whilst the 14 megapixel AX280 features a versatile Fujinon 5x, 28mm wide-angle zoom lens.

Whichever camera you choose, the high resolution sensors and top quality Fujinon optics combine with the high sensitivity settings (to ISO 3200) to deliver sharp, clear images in all conditions. There’s also Digital Image Stabilisation to reduce image blur caused by hand shake or subject movement.


High Definition capabilities

Both new A series compacts will capture stunning, detailed, HD video and FULL HD Photo at 16:9. Play them back on any HD ready television* (or home PC) and prepare to be amazed as your photos come to life in their full glory.

*To connect to an HD-ready TV, you will need an optional accessory HD Player (HDP-L1)

Intuitive Technology

Scene Recognition Auto (SR AUTO) ensures that you get a good picture every time. It intelligently detects the scene type and shooting conditions, and optimises the camera’s focus, exposure and white balance to achieve perfect results. So whether you’re photographing flowers or shooting a holiday landscape, you will get flawless photos at the press of a button. Or if you prefer you can choose one of 13 programmed scene modes for extra control.

If you have ever struggled to find the photo you are looking for on your camera, then this new function will be long awaited.  Fujifilm is introducing a Picture Search feature which allows you to find all images taken in a particular scene mode (e.g. Portraits, Landscapes, or Macro shots) thereby ensuring it is much faster to navigate through the photos on your camera.

For added creative versatility, Panoramic shooting mode allows you to stitch three photos together to create a stunning panoramic image, perfect for wide landscapes, tall buildings or large groups of people.

Focus on Faces

Ideal for photographing portraits or group shots of people, the A series cameras feature Fujifilm’s Face Detection technology to ensure the settings are optimised for the people in the picture. Candid shots in low-light are made simple with the Natural Light mode, which automatically increases the ISO to enable the flash to be forced off for discreet, non-intrusive shots.

And, for those occasions when stills don’t do a moment justice, HD Movie Mode with sound lets you record those precious memories and relive them time and time again in glorious HD resolution.


Varied specification dependent on model:

    * AX280 – 14 megapixels and 5x Fujinon wide-angle zoom lens

    * AV100 – 12 megapixels and Fujinon 3x zoom lens

Core specification:

    * Easy-to-use – an ideal first time camera

    * Scene Recognition Auto (SR AUTO)

    * Face Detection technology with auto red-eye removal

    * HD 720p for both stills and movie capture (16 : 9 stills)

    * Picture Search – by Face, by Scene, by Date and by data type.

    * Panoramic Shooting mode

    * ISO sensitivity 1600 at full resolution and up to ISO 3200 with 3MP

    * AA battery operated

    * Available in Black, Silver and Bright Pink

FinePix AV100/AX280 

Number of effective pixels

AV100: 12.2 million pixels

AX280: 14 million pixels

CCD sensor

1/ 2.3-inch 

Storage media

AV100:Internal memory (Approx. 9MB) SD memory card / SDHC memory card

AX280: Internal memory (Approx. 24MB) SD memory card / SDHC memory card 

File format

Still image: JPEG (Exif. Ver. 2.2) / Movie: AVI (Motion JPEG) with sound / Audio: WAVE format, Monaural sound

(Design rule for Camera File system compliant / DPOF-compatible)

Number of recorded pixels

Still image: 4000×3000 (12M, 4:3 format) / 4000×2666 (11M, 3:2 format) / 4000×2248 (9M, 16:9 format) / 2816×2112 (6M, 4:3 format) / 2048×1536 (3M, 4:3 format) / 1920×1080 (2M, 16:9 format) / 1600×1200 (2M, 4:3 format) / 640×480 (0.3M, 4:3 format)



AV100: Fujinon 3x optical zoom lens, F2.9(Wide)-F5.2(Telephoto)

AX280: Fujinon 5x optical zoom lens, F3.6(Wide)-F5.9(Telephoto)


Lens focal length


AV100: f=5.7-17.1mm, equivalent to 32-96mm on a 35mm camera

AX280: f=5.0- 25mm, equivalent to 28-140mm on a 35mm camera


Digital zoom


AV100: Approx. 6.3× (up to 18.9× when combined with optical zoom)

AX280::Approx. 6.7× (up to 33.5× when combined with optical zoom)




AV100: F2.9-8.8 (Wide) F5.2-F16 (Telephoto) with ND filter

AX280: F3.6/8(Wide) F5.9-F13(Telephoto) with ND filter


Focus distance

(from lens surface)


AV100: Normal: 60cm (2ft) to infinity

Macro: Wide: Approx. 10cm-70cm /3.9in-2.3ft.; Telephoto: Approx. 35cm-70cm/1.2ft.-2.3ft.

AX280: Normal: Wide: Approx. 45cm (1.5ft) to infinity; Telephoto: Approx. 80cm (2.6ft) to infinity

Macro: Wide: Approx. 10cm – 80cm /3.9in.-2.6ft. Telephoto: Approx. 60cm – 100cm/2ft.3.3ft.




Auto / Equivalent to ISO 100/200/400/800/1600/3200* (Standard Output Sensitivity) *3M pixels or lower


Exposure control


TTL 256-zones metering


Exposure mode


Programmed AE


Shooting  modes


SR Auto, Auto, P, Natural Light, Natural Light & with Flash, Portrait, Baby, Landscape, Panorama, Sport, Night, Night(Tripod), Fireworks, Sunset, Snow,  Beach, Party, Flower,  Party, Flower, Text      


Image Stabiliser


Digital Image Stabilisation


Shutter speed


(Auto mode) 1/4 sec. to 1/1400 sec. (All other modes) 8 sec. to 1/1400 sec.


Continuous shooting


AV100: Top-3, Up to 1.6fps; max. 3 frames

AX280: Top-3, Up to 1.2fps; max. 3 frames




Auto focus (Centre)


White balance


Automatic Scene Recognition

Preset: Fine, Shade, Fluorescent light (Daylight), Fluorescent light (Warm White), Fluorescent light (Cool White), Incandescent light




Approx. 10 sec./2 sec. delay




Auto flash

AV100: Effective range: (ISO AUTO)


Wide: approx. 60cm-3.5 m/2ft.-11.5ft.,

Telephoto: approx. 60cm-2.0 m/2ft.-6.6ft.

Macro: approx. 30cm-80 cm/1ft.-2.6ft.

AX280: Effective range: (ISO AUTO)


Wide: approx. 60cm-3m/2ft.-9.8 ft., Telephoto: approx. 60cm-2m/2ft.-6.6 ft.

Macro: approx. 30cm-80cm/1ft.-2.6ft.

Flash modes:

Red-eye removal OFF: Auto, Forced Flash, Suppressed Flash, Slow Synchro.

Red-eye removal ON: Red-eye Reduction Auto, Red-eye Reduction & Forced Flash, Suppressed Flash, Red-eye Reduction & Slow Synchro.


LCD monitor


AV100: 2.7-in 230k-dot colour LCD monitor; frame coverage approx. 96%

AX280:3.0-in. 230k-dot colour LCD monitor; frame coverage approx. 96%


Movie recording


1280×720 pixels (24 frames / sec.) / 640×480 pixels / 320×240 pixels (30 frames / sec.) with monaural sound


Photography  functions


SR AUTO, Face Detection, Auto red-eye removal, Framing guideline, Frame No. memory, Silent mode


Playback  functions


Face Detection, Auto red-eye removal, Crop, Resize, Image rotate, Slide show, Multi-frame playback (with Microthumbnail), Sorting by date, Picture search


Video output


NTSC/PAL selectable


Digital interface


USB 2.0 High-Speed


Power supply


2xAA type alkaline batteries (included) / 2xAA type Ni-MH rechargeable batteries (sold separately)




93mm(W) × 60.2mm(H) × 27.8mm (D)  /3.7in.(W) × 2.4in.(H) × 1.1in (D) (excluding accessories and attachments)




Approx. 119g /4.2oz. (excluding accessories, battery and memory card)

Approx. 167g /5.9oz. (including accessories, battery and memory card)


Operating Humidity


85% or less (no condensation)


Guide to the number of available frames for battery operation


(AUTO mode) Approx. 180 frames (alkaline batteries of the type supplied with the camera) or 400 frames (2700 mAh Ni-MH batteries)


Accessories included


2xAA type alkaline batteries

Hand strap

USB cable for the


Owner’s manual

  1. 1. Introduction
  2. 2. Press release
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