The future for Fuji cameras

Started Dec 31, 2013 | Discussions thread
57even Forum Pro • Posts: 12,797
Re: Their business plan

dark13star wrote:

While Fuji's financials are public and we know they are not making money off the camera division, their business plan is not. We can only take hints by earnings, guidance, and performance.

That said, Fuji must expect to be losing money on the X cameras right now. No company blazes into a new market with plans to instant profitability. I've never worked to bring a division of a large company profitable, but I have worked to bring new small companies profitable and the plans are usually 3-5 years in growth markets and 5-7 years in more mature markets.

Right now, Fuji needs to be focused on building brand awareness and demand while bringing in customers who commit to the system and will spend money in the future. Given this situation, I expect that we will continue to see some amazing promotional offers on Fuji bodies and lenses for the next few years.

If the X system is not established in the next 3-4 years and building towards profitability, then we can start worrying about the viability of our choices. I don't worry about things that far out though. I'm just enjoying these great cameras and lenses now.


+10. Spot on.

If Fuji's general financials were poor, I would be more worried, but the imaging division is still making money from smart-phone components and specialist imaging applications. Losses are small compared to overall earnings.

They have a few years to break into profit. They will make some mistakes along the way I have no doubt, but they were probably amazed when the X100 became such a sensation.

But they need to work the channels. No avoiding that.

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