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10 OLYMPUS 2010
IMAGING
SYSTEMS
BUSINESS
REVIEW OF OPERATIONS
1.
DIGITAL CAMERA
E-3
An interchangeable lens-
type SLR camera that
realizes the ultimate level
of high-speed sequential
shooting capability due to
the 11-point-full twin cross
AF sensor system while
delivering high resolution,
mobility and reliability.
The Imaging Systems Business is centered on digital
cameras, voice recorders and optical components.
In fiscal 2010, ended March 31, 2010, this business saw
sales decrease 22.1% year on year to ¥174,924 million
(US$1,944 million). Operating income of ¥3,314 million
(US$37 million) was recorded, a turnaround from the
operating loss of ¥5,131 million on the previous fiscal year.
Segment sales were affected by the approximately ¥13,000
million impact of the negative appreciation of the yen.
Nevertheless, successful efforts to reduce initial costs on
the global scale contributed to recovery from the previous
year’s operating loss.
DIGITAL CAMERAS AND OPTICAL COMPONENTS
Sales of digital cameras and optical components fell 22.5%
year on year to ¥158,877 million (US$1,765 million). In the
digital camera field, Olympus launched an OLYMPUS PEN
series interchangeable lens-type digital camera based on
the Micro Four Thirds System and sales of this compact
and lightweight digital camera were robust both in Japan
and overseas. During the fiscal year under review, this
new product marked record-high shipments among the
Company’s digital cameras based on the Four Thirds and
Micro Four Thirds Systems. Sales of µ[mju:] TOUGH series
(Stylus TOUGH series in the Americas) compact digital
cameras were steady, thanks to the Company’s efforts to
differentiate the product with water/dust-proof, shock-
resistant and low-temperature hardy functions. Despite
such achievements, income from digital cameras and optical
components declined due to decreases in sales volume and
unit sales prices along with foreign currency exchange rate
fluctuations and stagnant economic conditions.
Domestic
Sales
Overseas
Sales
(Millions of yen)
1009
SALES
08
174,924
27,598
147,326
320,589
38,410
282,179
224,460
31,383
193,077