BIOS: Technology Means Business

Duracell has made an interesting announcement with the introduction of PowerPix, a disposable digital camera battery that the company says delivers up to twice as many pictures as an ordinary alkaline battery.

Powered by advanced NiOx technology, this new battery is specifically formulated to meet the needs of today’s digital camera users.

According to the Consumer Electronics Association (CEA), digital cameras are one of the fastest-growing portable digital devices in the United States (they’re pretty big over here in the rest of the world too - Ed!).

In fact, approximately 52 million households in the US were projected to own a digital camera by the end of 2005 as estimated by the Photo Marketing Association (PMA). Nearly 70 per cent of these high-drain devices use AA-sized batteries, fuelling demand for more powerful digital camera batteries in this size.

Available in AA and AAA sizes, PowerPix utilises advanced NiOx technology, a Nickel Oxy Hydroxide formulation that delivers significantly longer-lasting battery performance in digital cameras when compared with an ordinary alkaline battery.

The new battery provides an ‘always ready’ disposable source of power to ensure that you never miss an ~~opportunity to buy more of them~~ important photo. PowerPix is especially well suited for those who use their digital cameras with moderate frequency - such as two or three times a month.

‘Digital cameras are central to consumers’ lives, and these sophisticated devices have high energy demands,’ said Mark Bertolami, vice president of marketing, Duracell. ‘Approximately three out of four consumers currently power their digital cameras with ordinary alkaline batteries, which can lead to frustrating results. Fuelled by an advanced technology, PowerPix will deliver longer-lasting performance and a more satisfying experience - especially for moderate camera users.’

PowerPix will be available in February 2006 in mass market, drug, grocery and electronics stores throughout North America. The new battery will be sold in four- and eight-cell packs in AA size and four-cell packs in AAA size. The suggested retail price for a four-cell pack is $5.99. The rest of the world will have to wait a little longer.

In conjunction with the PowerPix launch, Duracell will also introduce an educational digital imaging guide to help digital camera owners find the best battery power solution based on their typical photography habits.

A recent survey, conducted by Opinion Research Corporation on behalf of Duracell, found that one-third of digital camera owners need help determining which battery to choose for their digital cameras. Duracell’s new digital imaging guide will appear on product packaging and at select retail outlets in early 2006.

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[Best Battery Pricing US]

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