Copenhagen, November 24th 2009 — Hasselblad Chairman Dr. Larry Hansen appointed new Chief Executive Officer. New position combines Chairman and CEO responsibilities. Previous Hasselblad CEO Christian Poulsen has decided to leave Hasselblad to pursue other activities, but will remain as Strategic Technology Adviser to the Board.

As CEO Christian Poulsen has been in charge of transforming Hasselblad from a solely analog to a

modern digital camera company. “I am proud that we have been able to develop the Hasselblad H1
camera from an advanced film camera into the world’s best digital camera system with the H3DII and
the recently announced H4D, and at the same time have been able to support our loyal film camera
users” says Christian Poulsen. The Board would like to recognize and thank Mr. Poulsen for these
achievements.

Chairman of the Board, Dr. Larry Hansen will also serve as Chief Executive Officer. In this new role
Dr. Hansen together with the management team will continue to lead Hasselblad in the quest to “take
photography further”.

Dr. Hansen was appointed Hasselblad Chairman in March 2009. He has 26 years of experience in top
management positions in the German based optical and opto-electronics firm Carl Zeiss. The last
16 years Dr. Hansen was CEO of the Carl Zeiss Asia Pacific operations based in Japan. In this role
Dr. Hansen initiated and developed thriving photographic business co-operations with Japanese
corporations such as Sony, Cosina and Kyocera.

Dr. Hansen, who has been a member of the Board of Hasselblad for 2 years, commented: “Hasselblad
and the entire industry face constant change, which of course opens a range of opportunities. I will
ensure that Hasselblad continues to extend our best efforts to encourage and serve our valued customers with the most advanced and highest quality photographic solutions. Owning a Hasselblad is the dream of all serious photographers around the world and we will continue to make every effort to make that dream as accessible as possible for enthusiasts as well as professionals. Our new H4D camera
system with True Focus and our new comprehensive, but easy-to-use and fast Phocus 2.0 software are a significant step on that path.”

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ImagingInsider.com