(EMAILWIRE.COM, February 25, 2002 ) Ask amateur or professional digital camera users what their number one complaint is, and most likely you'll hear that short battery life is the most common grievance. An unfortunate side effect of the digital camera's advanced electronic technology is an unforgiving demand for battery power. The solution lies in Panasonic's new digital camera batteries, being introduced at this year's Photo Marketing Association International Convention & Trade Show.

The newly-developed, AA-size, nickel-zinc battery is the first of its kind to be introduced in the U.S. consumer marketplace. It is designed to provide longer-lasting power than high-drain alkaline batteries, addressing the needs of the rapidly growing U.S. digital still camera market.

Sales of digital still cameras are estimated to reach 8,274,000 units1 in 2002, an increase of 29% over last year. The AA-size battery is the most widely used power source for digital cameras.

"As more and more people discover the benefits of digital photography, the problem of insufficient battery life has become more apparent," said Brian Kimberlin, Senior Marketing Manager for the Panasonic Battery Group. "Panasonic, which also markets digital still cameras, stepped up to this challenge to provide a solution for consumers, and created a battery specifically designed for the longevity and endurance the digital camera requires. Longer battery life translates to more photo opportunities, more fun and greater convenience for consumers."

In a series of real-life tests* conducted for Matsushita Battery Industrial Company, Ltd., the new Panasonic battery was pitted against the AA-size high drain alkaline batteries most frequently used in digital cameras: Duracell M3 and Energizer E2. Using digital cameras from the top six manufacturers2 , shots (with flash) were taken every 30 seconds until battery power was exhausted. The number of shots taken when using the Panasonic battery, on average, surpassed those using the Duracell M3 by 27% and Energizer E2 by 47%. In these tests, the Panasonic battery enabled the consumer to gain an average of greater than 50 additional shots over Duracell M3 and Energizer E2.

Panasonic expects to ship the new digital camera batteries to retailers in May, 2002.

About Panasonic

A leading name in consumer electronics, Panasonic markets a wide range of high-quality alkaline, lithium, and rechargeable nickel-metal hydride batteries for photo/electronic use.

Panasonic is the premiere brand of Matsushita Electric Corporation of America, the principal North American subsidiary of Matsushita Electric Industrial Co., Ltd., (NYSE: MC) of Japan, one of the world's largest producers of innovative electronic and electric products for consumer, business and industrial use. Media can access press releases via the Panasonic Pressroom web site, www.panasonic.com/pressroom, or through New Directions Public Relations' toll-free fax-back system at 888-734-7490.

1 Source: EIA/Panasonic estimates 8/01
2 NPD Intelect Market Tracking, January - November 2001
* Tests conducted February 12 - 17, 2002. Testing company: Kansai-Kogeisya Co., Ltd., Osaka, 543 Japan.
Specifications subject to change without notice.

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Produced for Panasonic

Contacts:

Christine Denning
Panasonic
(201) 392-6998
denningc@panasonic.com

Shari Kurzrok
Ogilvy Public Relations Worldwide
212-880-5370
shari.kurzrok@ogilvypr.com

Michelle Camerlengo
Panasonic
201-348-7184
camerlengom@panasonic.com

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