Imaging Resource Olympus Shigemi Sugimoto Interview

Imaging-resource interviewed Shigemi Sugimoto, Head of Imaging Business Unit, Olympus Corp. below you can find excerpts from the lengthy interview.

Olympus’ top business area is medical, but their imaging technology is used in that division as well.
Operating income improved 77%
Mirrorless is growing because as the market declines mirrorless is remaining the same size.
Camera shipments are going up so things might be stabilizing
The camera market has become more like the film days when your camera will last you 4-5 years without becoming outdated.
Firmware updates have helped to keep cameras useful longer.
In Japan, users are switching to the E-M1 Mark2 from other brands now.
Mirrorless Full Frame can’t compete with m43 because they require large lenses.
Olympus doesn’t make cheap cameras they only make higher value-added cameras.
They do not have a price-driven strategy.
PEN-F did pretty well and almost met expectations so it will continue on.
Olympus sees value in having multiple form factors.
Olympus Pro Advantage and Pro Service are meeting expectations.
Size is a big selling point because you don’t have to carry 20lbs of gear.
Also, the ruggedness is a big selling point.
People that value mobility value ruggedness.
Investments in imaging help the whole business.
The imaging division directly helps the medical, which is Olympus’ main source of revenue.
Olympus would rather spend money on R&D than marketing