One of the most notorious brands in the kitchen appliances and washing machines industry is going small. GE, known for "bringing good things to life," hopes to bring good things to photographers. The company has expanded to include digital cameras in its consumer electronics division.

The eight models, created by GE subsidiary General Imaging - a small manufacturer founded by ex-president of Olympus - were revealed last week at the Photo Marketing Association conference in Las Vegas.

The new line provides enough digital offerings to become attractive to both amateur and professional photographers alike.

Tough Market. Even an expanded line might not be enough to make a footprint in an apparently saturated digital camera market", said Rob Enderle, main analyst at the Enderle Group. The manufacturing colossus will face tough competition against the big trio: Kodak, Nikon, and Canon.

"There are a lot of people in this space", he said. "And the problem is, you don't look at GE for cameras."

Another problem are industry reports which predict that the market for digital cameras appears to become more uniform. According to market research, after years of expansion, the market for digital still cameras will finally establish at about $18 billion per year.

Worldwide sales for stand-alone digital still cameras are expected to be at about 81.9 million in 2007, up with 7% from 76.6 million cameras in 2006. Although the outlook is dim, imaging is gaining momentum. Kodak has expanded its imaging line to include printers, and Panasonic, Canon, and Sony all have released new cameras since the beginning of the year.

"Imaging is hot right now," said Enderle. "This is GE's attempt to move into a lucrative area and carve out a niche for themselves."

Enderle predicted hard times for GE, but said the challenge is not insurmountable, especially with a right pricing. While exact prices have not yet been released, the range for GE's new offerings most likely will be between $150 and $400.

Through the Lens. The entire line of cameras features red-eye removal, electrical image stabilization, and at least an ISO 1,600 sensitivity for shooting in low-light conditions. The A-series cameras, geared toward beginners, offer at least 7 megapixels, 3X optical zoom, 2.5-inch displays, and run on two AA batteries.

The E-series cameras, aimed at intermediate shooters, sport at least 2.7-inch LCDs - with most models having 3-inch displays - operate on rechargeable li-ion batteries, have a 5X optical zoom lenses, and boast at least 8-megapixel quality. The E1040 and E1240 kick things up a notch and offer 10- and 12-megapixel quality, respectively.

For the professional, the 8-megapixel X1 is the only model to provide optical image stabilization. Other specifications include a 2.5-inch display, 12X optical zoom, and face-detection technology.

GE's new line of cameras will be available in North America in May.