Olympus 2010 Annual Report Download - page 9

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OLYMPUS 2010 7
for viewing, storing and sharing photographs. As for
interchangeable lens-type digital camera systems,
we will intensify our investment in technology and
product development on the new-generation Micro
Four Thirds System. We will reinforce the sales
and marketing, distribution and after-sales service
structure as well. By doing so, we aim to attain a
global market share of 20% on a unit basis for inter-
changeable lens-type digital cameras in the fiscal
year ending March 31, 2015. In the area of compact
digital cameras, we will enhance our product plan-
ning capabilities and sales structure to adapt to
the distribution requirements of both mature and
emerging markets.
In the Medical Systems Business, we aim to
boost annual sales from the current approximately
¥350 billion to ¥1 trillion in ten years. Reinforcing
our service quality —the source of our market
competitiveness—on a global scale, we will develop
such surgical-use items as energy- and therapeutic
device-related products so that their sales and
market shares are comparable to those enjoyed by
gastrointestinal endoscopes. Along with this, we aim
to increase sales in the China/Asia region to ¥100
billion in five years. On the production front, we will
promote production efficiency in the manufacture of
both high-value-added and labor-intensive products
at our bases in each of the three regions in which
we operate: the Americas, Europe and Japan/Asia.
Specifically, in the gastrointestinal endoscope field
we will launch next-generation endoscopic systems
with higher-resolution diagnostic imaging and better
insertability, features that will significantly differ-
entiate its products from those of other companies.
In addition, we will further develop technologies to
expand the application of capsule endoscopes to
include the stomach and large bowel. In the surgical
and endotherapy products field, we will leverage