In addition to the E40 announced earlier today, Pentax has also launched the Optio M40, its latest mid-range compact digital camera.
Slimmer than the E40, measuring just 18mm, and coming in three colours (the heady mix of silver, purple or bronze), this slimline camera is hoping to sell itself to you on its looks as well as its specs.
The 8.0-megapixel offering has a 3x optical zoom lens and a 2.5-inch LCD monitor and is encased in a high quality alunium alloy body.
The Optio M40 claims both "straightforward operation" and "wonderful usability".
Coming with the now-practically-as-standed "Face Recognition" and "Shake Reduction" features, these mean the M40 offers a bit of an assist towards better pics.
Other points to note that versatile flash functions, 16 different photography modes, shake reduction for movie mode, auto-macro for close up shots, date imprint and PictBridge support.
Also included is the ACDSee for PENTAX image viewer/image management software.
Pricing and availability to be confirmed.