FUJIFILM India unveils EXR Technology

• Launches 7 new models of its Digital Cameras including EXR Technology powered, multiple award winning camera FinePix F200EXR 
• To strengthen its retail and channel networks
• To make substantial investments in ramping up its marketing, after sale services and distribution networks
• To strengthen teams through new recruitment

FUJIFILM India Pvt. Ltd., the wholly owned subsidiary of FUJIFILM Corporation, Japan, which is one of the world’s largest photographic solutions company, today announced its new and exciting range of 7 new models of digital cameras including multiple award winner, FinePix F200EXR, a high-end compact camera based on the path breaking EXR technology, which is being launched in the Indian market within the current quarter. Fujifilm’s ground-breaking Super CCD EXR sensor and the FinePix F200EXR, the camera that debuts this technology, have both received outstanding critical acclaim in Europe and the USA.

Mr. Kenichi Tanaka, Managing Director, FUJIFILM India, said, “This year, we intend to intensify our campaign and develop the brand image of digital cameras. We also aim to reinforce technical and marketing support to existing channel network so as to penetrate deeper into the Indian market.”

Fujifilm intends to ramp up its branding, sales and marketing activities through above and below the line marketing activities so as to effectively get across its message to its diverse target audiences.

“The objective is to create, sustain and reinforce the brand equity by creating the   right marketing mix in terms of product, price, promotion and place (Channel),” elaborated Mr. A. Rajkumar, Country General Manager (DSC), Fujifilm India.

Fujifilm’s expansion plans also include adding more people to its team in India during the year 2009 to support its growing operations. The company will be hiring new people for various roles in different departments, viz. Finance, Marketing, Sales, Supply Chain and After Sales Service etc.

“All aspects of our business will need the extra hands as we have some extremely ambitious plans for the coming few quarters. Through our expansion of Channel and reinforced focus on Marketing, we would be creating quite a few opportunities in activity based employment as well that will require a number of temporary staff for effective execution,” added Mr. Tanaka. “The right kind of people on our team will help us to capitalise upon the opportunities in India and capture a good market share for Fujifilm in the current year.”

Amnogst the new cameras launched by Fujifilm in India today, the FinePix F200EXR has been named a 2009 Innovative Digital Product Award winner by the Digital Imaging Marketing Association (DIMA), USA, the Technical Image Press Association (TIPA) has voted the FinePix F200EXR Best Compact Digital Camera 2009.

TIPA’s Best Imaging Innovation 2009 has been awarded to Fujifilm’s Super CCD EXR sensor and a third award went to Fujifilm Photobook Brilliant in the category Best Photo Service 2009. The hotly contested TIPA awards are considered the ‘Oscars’ of the photo and imaging industry.

“Indian consumers have always appreciated innovation and embraced new technology quite openly. This has provided us with the impetus to launch our latest products soon after its launch in the USA as and we want our Indian customers to experience and enjoy the EXR technology, which is being lauded the world over.,” said Mr. Rajkumar.

The new Super CCD EXR sensor of Fujifilm’s FinePix F200EXR digital camera can create an unprecedented level of image quality while addressing basic challenges common to most compact cameras: limited dynamic range, high noise, and poor color reproduction at high ISOs. The Super CCD EXR sensor produces excellent detail in images when switched to its high resolution mode, but at the same time, it is capable of offering excellent quality in low light and superb highlight detail in contrast light when switched to its high sensitivity and wide dynamic range modes respectively.

“Using the human eye as the basis for the perfect camera sensor, Fujifilm has yet again extended technological boundaries, creating a Super CCD capable of registering excellent levels of detail in all images clicked by the camera. We are confident that both professional and amateur photographers will appreciate the superiority of this technology compared to other offerings in this category,” Mr. Rajkumar elaborated.

In addition to the 12 Megapixel 1/1.6” Super CCD EXR and completely redesigned EXR Processor, the FinePix F200EXR includes a powerful Fujinon 5x wide angle optical zoom lens, and Face Detection 3.0, the most powerful face detection technology available in the market. It also offers auto red eye removal, 5 Film Simulation Modes, a 3.0” high-resolution 230,000 dots wide view LCD, HD Photo Output, Dual Image Stabilisation and sensitivity of up to a mammoth, ISO 12800 (3 million pixel approx).

The heady combination of cutting-edge technology encased within an easy to carry compact body means that both photography enthusiasts will be able to take breathtaking pictures even in the most challenging of conditions.

“Fujifilm Finepix is respected for innovation, technology, quality, cutting – edge design, range, colors etc. It is time for us to highlight these characteristics to the Indian consumers while reinforcing our value proposition on product performance and the service capacity of the company,” concluded Mr. Tanaka.

About Fujifilm
FUJIFILM Corporation (NASDAQ:FUJI) brings continuous innovation and leading-edge products to a broad spectrum of industries, including electronic imaging, photofinishing equipment, medical systems, life sciences, graphic arts, flat panel display materials, and office products, based on a vast portfolio of digital, optical, fine chemical and thin film coating technologies. The company was among the top 15 companies around the world granted U.S. patents in 2008, employs more than 70,000 people worldwide and in the year ended March 31, 2008, had global revenues of $24.7 billion. Fujifilm is committed to environmental stewardship and good corporate citizenship. For more information, please visit www.fujifilm.com. For more information on FUJIFILM India, please visit: www.fujifilm.in