Pentax 2011 Annual Report Download - page 42

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Training center
Hoyalux iD MyStyle
HOYA TrueForm
TECHNOLOGY
through a new company. This strategy enabled Hoya to cultivate markets in second- and third-
tier networks, and to deliver strong growth in excess of the average market growth rate.
As a new initiative, Hoya opened specialized and dedicated
training centers in Budapest, Hungary and Shanghai, China, for
sales optometrists of eyeglass retailers. Hoya believes that
such training centers will play an increasingly important role in
the quest to expand sales of premium products in emerging
markets.
Outlook for Fiscal 2012
In Fiscal 2012, Hoya will step up its effort to enhance this brand
strategy. Hoya’s ultra-premium, personalized FFS progressive
lens, named Hoyalux Trinity in Japan, has been rebranded as
MyStyle in the U.S., Canada and Europe, and Thea in China.
This lens, furthermore, will be offered in a wider array of
materials, functions and attributes, to offer consumers an even
finer choice in prescriptions in accordance with their design and
lifestyle preferences.
Moreover, to fill a wide gap in price that remains between
conventional PALs and higher quality FFS lenses, Hoya will
continue to expand the marketing of an entry-model FFS
product named TrueForm in Europe and Asia, TF in Japan, and
IQ in the U.S. and Canada. This so-called bridging product will
be developed strategically to encourage as well as ease the
transition of consumers from PAL, to the comfort and acuity of a pair of multifocal glasses made
with FFS lenses of the highest quality.
A
nother strategic thrust for Hoya in fiscal 2012 will be the introduction of its first polycarbonate
material lens. The type of impact-resistant polycarbonate offers is particularly suited for
withstanding a ball-drop test instituted by the Food and Drug Administration in the U.S. for
certification purposes. For this reason, the market share of polycarbonate lenses in the U.S., the
largest eyeglass market in the world, is roughly 50%. The addition of polycarbonate to a wide
range of other unique lens materials will enable Hoya to strive for an even greater share of this
market.
Yet another aspect of Hoya’s strategy will be service innovation. As lenses have evolved in
complexity, so has the technical expertise required of eyeglass retailers. Customers need sales
staff in eyeglass stores to explain and service the technology of these sophisticated lenses to
their satisfaction. To address this need, Hoya will continue to develop proprietary equipment with
leading-edge imaging software to automate the process of taking precise ocular measurements
and calculating highly refined vision prescriptions. Plans are also underway to open new training
centers in India and Brazil for mastering this equipment and software.
Much of Hoya’s manufacturing of conventional eyeglass lenses was consolidated in 2010, in a
highly cost efficient and integrated 24/7/365 facility in Thailand. By contrast, FFS manufacturing
bases will be localized and placed closer to customers to accelerate growth and ensure fast,
flexible and superior delivery service.
ANNUAL REPORT 2011