Casio 2006 Annual Report Download - page 13

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Recently, faced with ever-increasing competition in the digital camera market, every digital camera
manufacturers has been forced to strengthen brand power and develop products with distinctive features to
differentiate them from those of competitors or else risk a decreasing market share and a downward trend in
prices, which would make it diffi cult to remain in the market. Amid this environment, Casio created a market
for compact, stylish cameras. In 2002, we introduced its new Exilim series of compact, stylish cameras that
can be taken anywhere, for use anytime. Since then, we have continued to expand our market share, not
only in Japan, but overseas, too.
In the term under review, we introduced several new stylish compact models. For the fi rst time, the EX-S500
incorporates Anti-shake DSP (digital signal processors), our proprietary technology, which reduces blurring
due to camera shake and subject movement, and also has an expanded video function. The EX-Z600
features a 2.7-inch TFT LCD that is approximately three times as bright as our previous model, and can take
up to approximately 550 photos per charge. The EX-Z850, a 8.1-megapixel camera, also offers improved new
features. In terms of its market share in Japan, Casio remains among the top-ranking digital camera makers,
and the Company has successfully carved a place for its Exilim brand in the Japanese
market. Moreover, as a
result of its aggressive marketing efforts overseas, Casio has expanded its market share, primarily in the U.S.
A breakdown of shipments shows that domestic sales accounted for just under 30% of total shipments, while
overseas sales accounted for over 70%, marking a rise from the previous year’s level.
We will continue to undertake product development, making full use of the Company’s core technologies.
Having successfully established the Exilim brand in the Japanese market, we will continue working to maintain
our share among the top-ranking camera makers. In overseas markets, Casio expects to make major inroads
in the stylish, compact camera segment. To this end, we plan to strengthen our sales network in overseas
markets, and expand the lineup of the Exilim series of digital cameras, with the aim of increasing market share.
Digital Cameras
EX-Z600
EX-S600
The latest model in the S series,
representing a further advance on
the EX-S500
11
Annual Report 2006