The. Macro 5. Attachments NEW! 5X Non-Contact Close-up NEW! .67X Close-up. 5X (Contact) Close-up. Fluorescein Filter.

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1 The Macro 5 Attachments 5X Non-Contact Close-up.67X Close-up 5X (Contact) Close-up Fluorescein Filter Polarizing Filter NEW! NEW!

2 Macro 5 SLR Camera Table of contents Product overview Product description/positioning Features-at-a-glance Technical specifications Macro 5 SLR Camera attachments/product description and positioning Markets and applications Market overview Market segments-at-a-glance Target applications Competitive analysis Competition-at-a-glance Sales support and administration PID numbers and descriptions

3 Product Overview

4 Polaroid Macro 5 SLR Camera Macro 5 SLR Camera Product description/positioning Polaroid announces new attachments for the Polaroid Macro 5 SLR Camera! There are now two new lens attachments for the Macro 5 SLR Camera. Both of these new attachments clip onto the front of the camera. The 5X Non-contact Close-up Attachment allows the user to magnify images 5 times life size while the.67x Close-up Attachment allows the user to reduce images to.67 times life size. These new products give Macro 5 customers the advantage of taking extremely close-up, instant photographs with absolutely no contact with the subject being photographed. Macro 5 SLR Camera product description The Macro 5 SLR Camera from Polaroid is a complete, compact camera system for generating instant close-up photographs. With its unique ranging system, users can document their work instantly, in color, at the touch of a button. The Macro 5 system produces crisp, colorful, self-developing prints in seconds using Polaroid Spectra HighDefinition and Type 990 films. In addition to the new 5X Non-contact Close-up Attachment and the.67x Close-up Attachment, the Macro 5 SLR Camera can accommodate three other attachments for increased user flexibility: the 5X (contact) Close-up Attachment, the Polarizer Filter Attachment, and the Fluorescein Filter Attachment. 1

5 Features-at-a-Glance Macro 5 SLR Camera Feature Light beam focusing Five built-in lenses Five accessory lens and filter attachments SLR precision Viewfinder grid screen Self-developing picture Manual flash override Date/time stamp Benefit No need to guess at or attempt to estimate the correct camera-to-subject distance All-in-one, single-unit portability for many applications Provide increased flexibility for additional applications Guarantees accurate subject framing so that pictures will match the user s expectations Helps maintain subject placement and image consistency from picture to picture Nothing to time or peel apart Quality of image is consistent from picture to picture Provides added user control when highlighting the depth of a subject; allows the use of auxiliary electronic flash lighting Completes the documentation process by allowing the user to mark photographs with the exact time and date 2

6 Macro 5 SLR Camera Technical Specifications Viewfinder Lenses Magnifications/reproduction ratios Single lens reflex (SLR) with grid screen for consistent framing of subjects Built-in; dial-up magnifications.2x,.4x, 1:1, 2X, 3X Lighting Built-in electronic flash (2) May be operated individually or together Focusing system Weight Film requirements Picture size Power source Optional accessories Warranty Ranging lights intersect at point of optimum focus Approximately 4 lbs. Polaroid color film (ISO 640/29 ; 10 pictures/pack) Type 990 film (recommended) Spectra HighDefinition film 4 x 4.06 inches (image area: 3.6 x 2.9 inches) Ranging lights are powered by 4 AA batteries in hand grip Battery in each film pack Polarizer filter kit Fluorescein filter kit (ophthalmic imaging) 1 year 3

7 Macro 5 SLR Camera Attachments NEW! NEW! Product descriptions/positioning 5X Non-Contact Close-up Attachment The 5X Non-Contact Close-up Attachment clips securely onto the face of the Macro 5 SLR Camera, allowing users to photograph subjects at 5 times their original size. Unlike the 5X (contact) Attachment, this new product redirects the ranging lights so that they converge at the correct camera-to-subject distance. This attachment is designed specifically for applications where camera-to-subject contact is not possible, could otherwise injure, disturb or cause damage to the subject, or create an environment for biological cross-contamination. Must be used in the camera s built-in 3X position..67x Close-up Attachment This new attachment clips securely onto the face of the Macro 5 SLR Camera, allowing users to photograph subjects at.67 life size. The functions of the.67x Close-up Attachment are similar in nature to the new 5X Non-contact Attachment. Must be used in the camera s built-in 1X position. 5X (Contact) Close-up Attachment This is a snap-on frame that attaches to the front of the camera over the lens. A cone in the center of the frame positions the camera lens at the appropriate distance from the subject that is being photographed. Originally offered as the only means for 5X magnification of all subjects using the Macro 5 SLR Camera, it is now the best solution for photographing flat objects, such as stamps, where contact with the subject may be a desirable way to stabilize the camera. By providing a fixed distance between the camera and the subject, the 5X (contact) Close-up Attachment allows precise positioning of camera-to-subject. Must be used in the camera s built-in 3X position. Fluorescein Filter Attachment The Fluorescein Filter Attachment is designed to be used in conjunction with a fluorescein dye (sold by pharmaceutical suppliers) which is placed into the eye of the subject being photographed. This filter specifically enables the user to photograph the aqueous detail of the subject s eye. Must be used in the camera s built-in 3X position. Camera will not operate at other magnifications. Polarizing Filter Attachment Used to reduce light refraction (glare) which is caused by the strobe bouncing off of reflective objects, this filter is particularly useful when photographing shiny objects or objects under glass. Because the Polarizing Filter causes a slight color shift (i.e., the color is not true-to-life) it is recommended only for those applications where color accuracy is not critical, yet capturing specific detail is important. Must be used in the camera s built-in 1X, 2X or 3X positions. Camera will not operate at other magnifications. 4

8 Markets & Applications

9 Macro 5 SLR Camera Market Overview Macro 5 SLR Camera With the Polaroid Macro 5 SLR Camera and its attachments, it s never been easier or faster for those in the medical, law enforcement and manufacturing markets to make instant close-up photographs for a wide range of applications. Market segments Healthcare/Medical Law Enforcement Manufacturing Applications Dental, Ophthalmology/Optometry, Plastic Surgery, Dermatology Before and after pictures to document results Photos to monitor progress or demonstrate treatment effects Photos for use in insurance, legal and patient records Teaching and patient communication visuals Crime scene & laboratory Forensic close-ups Evidence recording Fingerprint documentation Quality Control/Quality Assurance reports Assembly procedures Visual communication that crosses language barriers Incoming inspections 7

10 Macro 5 SLR Camera Attachments Market Segmants-at-a-Glance Close-up attachments Filter attachments.67x 5X 5X Polarizer Fluorescein Healthcare (non-contact) (contact) Ophthalmic Plastic surgeons Iridology Opticians Dentists* * Dental attachments will be available later in 1998 Close-up attachments Filter attachments.67x 5X 5X Polarizer Fluorescein Law Enforcement (non-contact) (contact) Evidence Collection finger prints handwriting ballistics trace evidence Close-up attachments Filter attachments.67x 5X 5X Polarizer Fluorescein Manufacturing (non-contact) (contact) Assembly/Inspection/ piece parts Quality Control 8

11 Macro 5 SLR Camera Target Applications NEW! 5X Non-Contact Close-up Attachment Healthcare Iridology Iridology is a subsegment within Homeopathic medicine. Iridologists examine the iris of the subject s eye to determine their state of health. Macro photography is needed in these instances because it shows the detail of the individual s iris. The 3X, which is integral to the Macro 5, is useful, but users would prefer even more detail. The new 5X Non-contact Close-up Attachment provides this necessary, additional detail. Ophthalmic Ophthalmologists require close-up photos of the eye. Again, the 3X is useful but many ophthalmologists prefer the additional detail they can get with the new 5X Non-contact Close-up Attachment. Law enforcement The new 5X Non-contact Close-up Attachment can be used to produce enlarged images ideal for criminologists who analyze fingerprints and handwriting. Crime labs, in particular, require a 5X tracing of fingerprints when using the FBI's integrated automated fingerprint identification system (AFIS). NEW!.67X Close-up Attachment The.67X (non-contact ) Close-up Attachment is useful for individuals who do ophthalmic cosmetic surgery as well as opticians who need to fit their customers for eyeglasses. Cosmetic Ophthalmologists or plastic surgeons need to be able to see both orbits when performing plastic surgery on the eye. The 1X lens does not capture both orbits (i.e. the orbits of both eyes do not fill the photograph) and the.4x does not provide enough detail. The.67X is the standard magnification for doctors in these fields of medicine. Opticians Opticians who design bifocals need precise measurements. A photograph of both of the patient s eyes, produced while he or she is still in the examining room, can provide the optician with all of the necessary information to accurately design that patient s bifocals. 5X (Contact) Close-up Attachment Applications for the 5X (contact) Attachment and 5X Non-contact Close-up Attachment are similar in both the healthcare and law enforcement fields. However, the 5X (contact) Attachment is best suited for photographing flat objects, such as stamps or fingerprints, where contact with the subject may be a desirable way to stabilize the camera. The structure of the 5X (contact) Close-up Attachment provides a fixed distance between the camera and the subject allowing precise positioning of camera-to-subject. Fluorescein Filter This filter is primarily for opthalmic use and requires the use of fluorescein dye (sold by pharmaceutical suppliers). Use of the Fluorescein Filter with the Macro 5 SLR Camera can ensure the proper fit of contact lenses and show any occurrence of scarring or tearing of the cornea. Polarizing Filter This filter is used with the Macro 5 SLR Camera to photograph images on glass, mirrors, metals or other highly reflective objects. 9

12 Competitive Analysis

13 Macro 5 SLR Camera Competition-at-a-Glance Macro 5 SLR Camera 35mm cameras Digital still cameras Video cameras Although some 35mm cameras with macro lenses provide the user with the ability to do macro photography (up to 5X), they cannot produce a photograph instantly. Most are not as user friendly as the Macro 5 SLR Camera. These cameras rarely provide acceptable macro capability. Good macro photography with a digital still camera is difficult to achieve, results are not always sharp, and, when the strobe is turned off in order to prevent flash back, the depth of field may be compromised. Video cameras provide acceptable macro images. However, video cameras that are capable of providing high-quality images are significantly more expensive than a Macro 5 SLR Camera. 13

14 Sales Support & Administration

15 Macro 5 SLR Camera Macro 5 SLR Camera PID# Product description US list price Macro 5 SLR Camera $ The Polaroid Macro 5 SLR Camera is a complete close-up system in a compact, portable unit. The brilliant color pictures that it produces are ideal for documentation, comparison, analysis, training, and communication Macro 5 SLR Camera accessories PID# Product description US list price X Non-contact Close-up Attachment $ X Close-up Attachment $ Fluorescein Filter $ Polarizer Filter $ X (contact) Close-up Attachment $ Carrying case $