Fujifilm is one of the most prolific manufacturers of digital cameras, with a range of over 30 products including the S5 Pro professional DSLR, super-zooms such as the S8100fd and S100FS, premium compacts like the F100fd and Z5fd, down to the A-series low-cost plastic compacts. However one area of the market where the Fuji name has been notably absent until now is budget ultra-compacts, an area dominated by Pentax and Casio. However all that is about to change with the launch of this, the Fuji FinePix J10.
In both size and shape, the J10 closely resembles any one of several Pentax S-series ultra-compacts from about two years ago. This isn't such a bad thing, because the design is simple, straightforward and easy to handle. Like those Pentax models the J10 has a neat metal body, a flush-folding lens and a very simple range of controls. Also like the Pentax the J10 is very small and light, measuring 91 x 55 x 19mm and weighing only 126g including battery and memory card, making it one of the lightest cameras I've tested. The body is all aluminium, and is available in either black or silver.
The J10's specification isn't the sort of thing to set your pulse racing. It has an 8.2-megapixel 1/2.5-inch CCD sensor, a 3x zoom f/2.8 - 5.2 lens with a focal length range equivalent to 38 - 113mm, and a 2.5-inch LCD monitor with a resolution of 153,000 dots. In terms of direct competition its closest rivals are the much slimmer Pentax Optio M40 (£108), the much smaller Casio EX-Z80 (£97) and the Olympus FE-280 (£110). The J10 is currently selling for around £95, so it is certainly competitive on price.