Samsung has announced the launch of a new camera range under the branding NV, meaning New Vision.

The new range, announced today will consist of three cameras, the NV7 OPS, NV10 and NV3 and has been developed following a two year consumer research study to gain insight into the lifestyle and needs of consumers and their picture-taking interests.

Most notable to the new range is the introduction of an innovative user interface using what Samsung calls "Smart Touch" buttons for the NV7 OPS and NV10. The new system works by users gently touching navigation buttons in order to call up menu items, manipulate the settings, or view your pictures.

Leading the new range is the NV7 OPS with 7.2 megapixels and a 7x optical zoom. Additionally the camera offers both the Optical Picture Stabilisation (OPS) and an Advanced Shake Reduction (ASR) processing function.

Other features include TV quality MPEG4 VGA (640x480) 30 fps video recording (including zoom and pause) and a photo gallery function

Next up is the NV10 with 10.1 mega pixels and a 2.5-inch wide-view LCD. It too features Samsung's Advanced Shake Reduction (ASR) system and TV quality MPEG4 VGA (640x480) 30fps video recording (zoom and pause). A virtual dial mode is also offered for added convenience in controlling the camera.

Finally the company has launched the NV3, a pseudo i6 replacement which features 7.2 megapixel sensor, alongside an MP3 and video player. Encased in a thin 17.5mm metal body users will be able to listen to the music via the built-in stereo speakers or included headphones while they take pictures.

The NV7 OPS is priced at £299, NV10 at £279 and NV3 at £229 and will be available by September.