Olympus 2015 Annual Report Download - page 16

GI (Gastrointestinal)
Business Unit
GS (General Surgery)
Business Unit
Uro/Gyn (Urology / Gynecology)
Business Unit
ENT (Ear, Nose, and Throat)
Business Unit
Medical Service
Business Unit
Operating Environment
and Outlook
• Rising endoscope demand due to the
endorsement of endoscope usage for
stomach cancer examination in Japan
and growing colorectal cancer examina-
tion awareness in Europe and the United
States; high latent demand in Asia market
expected to grow
• Endotherapy device market forecast to
display double-digit growth due to rise in
minimally invasive therapy and surgical
procedures accompanying spread of
endoscope usage
• Rapidly changing operating environment
due to pressure to reduce medical costs
• Market expectations for products with
both medical and economic benefits
projected to represent a favorable
medium- to long-term trend for Olympus
and its minimally invasive therapy products
• Rising case numbers and higher mini-
mally invasive therapy needs in focus
urology field areas, including enlarged
prostate, bladder cancer, and urinary
tract stone treatment
• Ongoing increase in demand for early
diagnosis and minimally invasive therapy
methods for conditions such as uterine
myoma and endometrial polyps in the
gynecology field
• Medical equipment manufacturers are
increasingly being expected to provide
three forms of value—medical value,
economical value, and patient value—
making for a type of “Triple Value.” In this
environment, needs are rising in areas in
which Olympus can utilize its core com-
petencies, such as early diagnosis and
treatment of oropharynx cancer and hypo-
pharyngeal cancer and more minimally
invasive endoscopic sinusitis treatment.
• Strong global market share held by
Olympus due to high penetration of
gastrointestinal endoscopes in Europe
and the United States; slight increase in
repair orders anticipated; brisk increase
in order numbers anticipated to accom-
pany future gastrointestinal endoscope
growth in emerging countries
• Increase in repair needs expected in
anticipation of growth in the field of surgi-
cal devices resulting from future expan-
sion of Olympus’ sales and market share
Business Strategy • Pursue ongoing sales and income
growth by developing and supplying
gastrointestinal endoscope-related prod-
ucts designed to provide hospitals with
medical and economic value; strengthen
the training support ventures that are
crucial to market growth in Asia
• Expand market share in the endotherapy
product field by supporting spread of
techniques and strengthening approach
toward group purchasing organizations
and integrated delivery networks
(organizations that jointly purchase phar-
maceuticals, medical materials, medical
equipment, and related), an issue of
particular importance in the United States
• Launch new surgical endoscopy
systems, for which technologies were
developed by Sony Olympus Medical
Solutions Inc. during fiscal 2016, and
work to expand share of surgical
endoscope market
• Expand lineup of THUNDERBEAT energy
device products to provide support for
more treatment areas and procedures
and thereby increase market penetration
• Solidify position in the resectoscope and
flexible endoscope markets by further
soliciting Olympus’ technological prowess
• Expand currently low market share in the
highly competitive urinary tract stone treat-
ment device field by developing products
that are highly appealing to customers
• Expand operations in the gynecology
field by utilizing Olympus’ diagnosis and
treatment technologies and strengthen-
ing sales capabilities
• Provide ideal solutions to all stakehold-
ers in the ENT field by developing new
diagnosis and therapeutic procedures
through close coordination with medical
institutions and optimal products for use
with these procedures
• Strengthen sales capabilities to increase
Olympus’ global presence in the ENT field
• Improve profitability by increasing the per-
centage of Olympus products covered by
maintenance service contracts and reduc-
ing costs associated with repair activities
• Enhance service systems in the surgical
device field and in emerging countries
where future growth is anticipated
Shares of Net Sales
(As of fiscal year ended March 31, 2015)
Major Competitors Gastrointestinal endoscopes:
Fujifilm Corporation (Japan),
HOYA CORPORATION (Japan), etc.
Endotherapy devices:
Boston Scientific Corporation (U.S.), etc.
Surgical endoscopes:
Stryker Corporation (U.S.),
KARL STORZ GmbH & Co. KG (Germany),
etc.
Energy devices:
Ethicon Endo-Surgery Inc. (U.S.),
Medtronic, Inc. (U.S.), etc.
KARL STORZ GmbH & Co. KG (Germany),
Boston Scientific Corporation (U.S.), etc.
HOYA CORPORATION (Japan),
Medtronic, Inc. (U.S.),
KARL STORZ GmbH & Co. KG (Germany),
etc.
Special Feature: New Organizational Structure for New Corporate Strategic Plan
Business Units of
the Medical Business
EVIS LUCERA ELITE
(Gastrointestinal video
endoscopy system)
QuickClip Pro (Disposable
rotatable clip xing device) ENDOEYE FLEX 3D
(Deectable videoscope)
URF-V2
(Uretero-reno
videoscope)
THUNDERBEAT
(Surgical tissue management system)
ITknife nano (Disposable,
high-frequency knife)
In order to fuel the further expansion of the
Medical Business, the Uro/Gyn Business
Unit, ENT Business Unit, and Medical
Service Business Unit were established as
independent organizations for strengthen-
ing operations in the strategic areas of
urology; gynecology; ear, nose, and throat;
and medical services.
Rhino-Laryngo videoscope
OES Pro (Resectoscope) DIEGO ELITE (Multidebrider system)
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OLYMPUS Annual Report 2015
28 OLYMPUS Annual Report 2015
Olympus’ Growth Strategies
GS URO/
GYN ENT Repair /
Service
GI
Endotherapy
devices (ET)