Imaging Systems Architect, Hewlett Packard

The advantage of having a programmable image processor is that we’re able to add more flexibility and more capability to the camera as we evolve the camera. Many of the existing digital cameras today use hard-programmed chips called ASICs, Those are very powerful but they’re also sometimes limited in terms of bringing new technology and new capabilities out in the camera. With the programmable chip, with the programmable Image Engine, we can now do things in the camera that you couldn’t do before and we can deliver it in a timely and cost-effective way.

Director of Worldwide Product Marketing for the Eastman Kodak Company's Digital Imaging Business

The programmable platform helps us deliver really od image quality because we have very complex image alrithms which involve color processing, exposure, auto white balance and so on. So we need a solution that delivers the processing of all those alrithms very, very quickly and very, very efficiently.