Fujifilm has announced the latest model in its FinePix range, the FinePix F70EXR.

The new 10-megapixel sensor model gives "three critical improvements on current models", says the company, hoping enough excuses will give people a reason to upgrade or snap up the new model.

Those three things? Image quality, size and a 10x optical zoom supposedly.

The specs of the new camera include a 22.7mm thick shell with a double-coated lacquer finish, while that 10x optical zoom gives you a 27mm wide-angle to 270mm telephoto equivalent range.

Like the FinePix F200EXR, the camera will feature a HR (High Resolution) mode, as well as SN "High ISO & Low Noise Priority" or DR "D-Range Priority" for consistent shooting using one sensor setting.

Other features include an auto mode that can automatically detect six different types of scenes - portrait, landscape, macro, backlit portrait, night, and night portrait and "Pro Focus" mode to combine two or three burst shots together. Those at a loss with which option to go for can be further confused with the "Pro Low-light" mode which aims to solve the problems of noisy low light shots.

A summary of the FinePix F70EXR specification includes:

- Super CCD EXR 1/2" 10 Megapixel switchable sensor
- EXR Priority Modes and EXR Auto Modes
- Fujinon 10x optical zoom (27mm - 270mm)
- 2.7", 230k dot High Contrast LCD Monitor
- Ultra High sensitivity (up to ISO 12800 at 3 MP Resolution)
- Pro Focus Mode / Pro Low light Mode
- Dual Image Stabilization (ISO and CCD Shift)
- 5 Film Simulation Modes
- Up to 800% Wide Dynamic Range up to 800%
- Face Detection 3.0 with Automatic Red-eye Removal
- Super Intelligent Flash
- Movie Mode with sound (640 x 480, 30 fps)
- High Speed Continuous Shooting of 5 fps up to 12 frames (3 megapixel)
- 230 shot battery life (with included NP-50 Li battery) (TBD)

Fujifilm says the FinePix F70EXR will be available at the end of August 2009 with a price announcement nearer the time.