Olympus 2012 Annual Report Download - page 47

Download and view the complete annual report

Please find page 47 of the 2012 Olympus annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.

Page out of 105

  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10
  • 11
  • 12
  • 13
  • 14
  • 15
  • 16
  • 17
  • 18
  • 19
  • 20
  • 21
  • 22
  • 23
  • 24
  • 25
  • 26
  • 27
  • 28
  • 29
  • 30
  • 31
  • 32
  • 33
  • 34
  • 35
  • 36
  • 37
  • 38
  • 39
  • 40
  • 41
  • 42
  • 43
  • 44
  • 45
  • 46
  • 47
  • 48
  • 49
  • 50
  • 51
  • 52
  • 53
  • 54
  • 55
  • 56
  • 57
  • 58
  • 59
  • 60
  • 61
  • 62
  • 63
  • 64
  • 65
  • 66
  • 67
  • 68
  • 69
  • 70
  • 71
  • 72
  • 73
  • 74
  • 75
  • 76
  • 77
  • 78
  • 79
  • 80
  • 81
  • 82
  • 83
  • 84
  • 85
  • 86
  • 87
  • 88
  • 89
  • 90
  • 91
  • 92
  • 93
  • 94
  • 95
  • 96
  • 97
  • 98
  • 99
  • 100
  • 101
  • 102
  • 103
  • 104
  • 105

Business Strategy as Part of Our Medium-Term Vision
In the field of gastrointestinal endoscopy, in which Olympus
has captured a global market share exceeding 70%,
Olympus aims for average annual growth of 9%, while
further strengthening the business base and maintaining
high market share.
In April 2012, during the first year of our medium-term vision, Olympus
introduced the EVIS EXERA III series. This represented our first release of a
new gastrointestinal endoscope system for Europe and North America in more
than seven years. This new platform delivers improved observation, new
insertion technologies, and enhanced operational efficiencies.
Olympus aims to maintain our dominant market share and achieve high
growth by continuously introducing new products incorporating differentiating
technologies, such as narrow band imaging (NBI).
The field of surgical devices is a growth driver in which
Olympus aims for average annual sales growth of 14% by
providing solutions that help surgeons diagnose and treat
more effectively.
One of our growth strategies in the surgical devices field was the introduction
of VISERA ELITE, our first release of a new surgical endoscopy video system in
the last five years. Olympus aims to take advantage of the system’s extremely
high-resolution and high-fidelity color reproduction to capture a global market
share within the next three years of 25% in the operating-room imaging arena.
A second key strategy is to drive business growth with sales of THUN-
DERBEAT, the world’s first surgical energy device capable of simultaneously
delivering bipolar high-frequency and ultrasonic energies.
In the coming years, Olympus will pursue business expansion in this field
by taking maximum advantage of the powerful sales network we acquired
through our acquisition of Gyrus ACMI.
Aim for an average annual growth of 23% by expanding
total sales in emerging markets.
In emerging markets, principally China, demand for healthcare
has rapidly increased in step with rapid economic development,
and Olympus has pursued a business strategy adapted to this growth. In China
in particular, Olympus has achieved significant expansion with growth in
annual sales exceeding 25% over the last several years.
What is important in emerging markets is to increase the number of
physicians capable of using endoscopes. To meet this need, Olympus estab-
lished an advanced training center in Shanghai in 2008 and another in Beijing
in 2010. Both facilities have been successful in training physicians and
promoting the use of endoscopy in China. Future plans call for establishing
more than 20 other training centers in Asia to further accelerate this initiative.
In addition, to meet needs in high-growth countries, Olympus introduced
Axeon, the Company’s first low-cost endoscope model for emerging markets.
This introduction will help with Olympus’ expansion plans, designed to enable
general practitioners to perform endoscopic examinations to better meet the
needs of their communities.
Policy
1
Policy
3
Policy
2
Business Environment
As aging populations increase, especially in developed countries, improvement of patient quality of life and control of
both healthcare and social security costs have become urgent priorities in countries all over the world. Olympus is
the only company in the world with technologies for the development and manufacture of medical and surgical
devices that meet the full spectrum of procedural needs, from early detection and diagnoses to minimally invasive
treatments. Olympus will seek further business expansion by capitalizing on our unique ability to create solutions
capable of delivering both new diagnostic methods and new minimally invasive treatments.
Medical Business
Profit and growth driver
Improved Observation Performance from Further Advancements in NBI
Systems equipped with NBI, an Olympus
proprietary technology, enhance visibility.
Narrow band imaging (NBI) is a technology that uses blue and green wavelength light
to enhance the visibility of capillaries and other structures on the mucosal surface.
Specifically, irradiation with light having wavelengths easily absorbed by the hemoglo-
bin in the blood enables highlighted observation of clusters of capillaries.
Note: The EVIS EXERA III gastrointestinal video endoscope system is being sequentially introduced in Europe (excluding the U.K.),
the U.S.A., Asia (excluding Japan), Oceania, the Middle East, and Africa, following regulatory compliance and approval. In
Japan and the U.K., Olympus has already launched a comparable system under the LUCERA brand name.
Improvements in NBI Optical-Digital Technology
Lamp
NBI observation mode Normal observation mode
White light
Image processing
circuit
NBI filter
B G
OLYMPUS ⎢ Annual Report 2012 45