Pentax 2009 Annual Report Download - page 24

Apatite products
Hydroxyapatite has nearly the
same composition as human
bone, and can be safely
inserted into the human body
for the long-term, eventually
fusing with the bone to become
part of it. Thanks to its safe
profile for use with living tissue,
this material is being used in
development of a wide range
of bone-related applications.
PENTAX K-7
A wealth of advanced technolo-
gies are packed into the highly
mobile compact body of this
top-end model.
PENTAX K-m
This entry-class SLR includes
useful functions such as shake
reduction and automatic scene
recognition.
NEW CERAMICS
Fiscal 2009 Business Overview and Results
Pentax has captured a high market share in apatite products for use
in such fields as orthopedics, brain surgery, and dentistry. These
include biocompatible ceramic products APACERAM and BIOPEX-R
paste. The former is used as a prosthetic filler for bone defects,
while the latter offers enhanced bonding performance.
Pharmaceutical manufacturers around the world are employing
the special protein adsorption characteristics of CHT ceramic
hydroxyapatite (chromatography media) as a bulking agent in
biopharmaceutical manufacturing and separation processes.
The composite bone market is continuing to grow gently,
mainly in the Japanese market, and the new ceramics division is
seeing firm growth in sales.
Future Strategies
We will work to expand the composite bone business, particularly
in the spinal field. We will also make active efforts to expand the
business through collaboration with other manufacturers in Japan
and overseas to develop new products with better absorbability
and strength and to enhance competitiveness.
We are currently stepping up efforts to commercialize products.
We are bringing to market new absorbable composite bone prod-
ucts and BIOPEX-R, which offers improved solidification rates, and
introducing a composite bone for the spine that incorporates tita-
nium materials.
To prepare for growth, we are conducting full-fledged organiza-
tional reforms aimed at optimizing development, production, and
sales divisions.
Fiscal 2009 Business Overview and Results
In the fiscal year under review, the market for digital cameras took a
sudden turn, shifting from robust conditions in the first half of the
year to harsh conditions from the third-quarter onward. This about-
turn was caused by the global economic slowdown centered on the
United States, the main demand driver in this market. The recession
resulted in softer demand for both SLR and compact digital cam-
eras, leading to higher inventories and rapid price declines.
Under these conditions, we introduced distinctive products
grounded on our many years of optical design technology. These
products were smaller and lighter, and offered better dust-, moisture-
and water-resistance than previous models. The PENTAX Optio W60
compact digital camera (released in June 2008) recorded particularly
strong sales; this product is capable of two hours of continuous
underwater recording at a depth of 4 meters. In entry-class digital
SLR cameras, in October 2008 we released the PENTAX K-m, which
features a compact, light-weight body and intuitive operation,
enabling even novice users to take pictures with ease. This camera
was well supported by women and families. In January 2009, we
created excitement in the market by also releasing a limited-edition
white model of the PENTAX K-m.
In terms of product strategy, we emphasized both market posi-
tioning and sought to establish a low-cost operating structure in
light of the challenging business environment. We moved quickly to
implement early structural reforms, including integrating and elimi-
nating manufacturing bases in Japan and transferring production
lines overseas. We also undertook a review of all costs. Despite
Imaging Systems Business
PENTAX
22 HOYA Annual Report 2009