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14 OLYMPUS 2011
2. Medical Systems Business: Accelerating Overseas Operations
> ASIAN MARKET GROWTH CENTERED ON CHINA
endoscopic surgery (NOTES™) and laparo-endoscopic single-site (LESS) surgery —as
well as related devices for use in combination with such technologies.
In the endotherapy device field, the Company is expanding product lineups and
launching differentiated products created through proactive joint development with
other companies. Thanks to these efforts, Olympus’s target of broadening its global net-
works and gaining a leading 30% share of the global market by fiscal 2015 is in reach.
An already strong player in the surgical and endotherapy device field thanks to its
energy technologies, Gyrus, plc acquired ACMI Corporation, a well-established U.S.
endoscope company, in 2005, thereby gaining a foothold in imaging technology. Thus,
Gyrus has a number of products and technologies that complement those of Olympus.
Accordingly, Olympus R&D division is accelerating the development of new products by
integrating the two companies’ technological assets.
Gyrus also boasts excellent sales capability, which is underpinned by detailed market-
ing and a sales structure tailored to doctors in North America. For example, Gyrus holds
workshops at medical facilities across the United States that offer training in the use
of surgical devices. Such activities serve to deepen doctors’ trust and result in market
share growth. Sharing this marketing know-how across the Group, Olympus will leverage
its know-how regarding the development of the surgical business in advanced regions,
such as Europe and Japan.
Under the new management structure launched in April 2011, Olympus will make
drastic changes in the management of the Medical Systems Business worldwide to
reinvigorate the business. By doing so, Olympus will be able to accelerate the generation
of synergy effects from the merger with Gyrus.
> SYNERGY WITH GYRUS, PLC
Aiming to expand its business presence in the Asia/ Oceania market (especially
China), one of the five key targets of 2010 CSP, the Olympus Group set goals and
determined the direction of its advance in the region, establishing the Asia & Oceania
Management Group in April 2011 to comprehensively support local business activi-
ties. Simultaneously, in China’s Hong Kong Special Administrative Region, Olympus
Corporation of Asia Pacific Limited commenced operations overseeing businesses in
Asia and Oceania. The new company will develop management infrastructure while
overseeing and providing strategic business support to manufacturing and sales com-
panies. Olympus Corporation of Asia Pacific aims to quickly and efficiently strengthen
the Olympus Group’s regional strategies and business foundation in the three market
blocs represented by China—a prime market—Southeast Asia and India.
In the Asia/Oceania markets, Olympus set a high target for the Medical Systems
Business. Specifically, Olympus aimed for the Medical Systems Business to achieve
sales of ¥40.2 billion in the Asia/Oceania region in fiscal 2011, while targeting sales of
¥100 billion in the Asia/ Oceania region by fiscal 2015. This means that since 2010 CSP’s