For the record, the "Other" group is not only consumer cameras (Ricoh Imaging), but also leasing and financial. Ricoh Imaging is thus significantly less than 7.7% - but why would it matter? It looks like an irrelevant excuse for a decision already made; but one doesn't have to justify such decisions.
Is Ricoh serious about Pentax? Well, they bought Pentax Imaging Systems from Hoya, with the intention to transform their own money-losing hobby camera division into a profitable business. And since Ricoh Imaging is profitable, I'd say they weren't joking.
They also launched products like the K-3 and the 645Z, the long awaited 1.4xRC - they weren't joking with those either. And I'd say the AA filter simulator it's seriously innovative, despite what you say.
And for this FY they're investing the equivalent of 42 million USD mainly to increase the production capacity for digital camera. Yep, that's serious too.
Alex
The plan was, according to some, invest at least additional $250 million(*) on top of $100 million they used to buy Pentax cameras business. Because Pentax camera business part of Hoya, and the camera business of Ricoh, indeed required a substantial infusion of capital just to be competitive or viable -- not even lead in something.
You have accounted for $42 million for production expansion, some others mentioned several millions spent on new coating equipment. Let's say that was all together about $50 million.
Where is the remaining of $200 million? To come during the next 10-15 years?
Well, if that is true, then the OP was in one hand correct because it is visible: Ricoh plays it safe, invests into and releases
just a bare minimum to stay on the radar. Pretty much trying to catch up with everybody else all the time. No risk taking. That is all.
- Re-coating of some of old lenses,
- repainting basically K-20/K-7 technology to sell to the mainstream (K50/K500), then
- repainting basically same original Q over and over again,
- re-badge or third party OEM cameras (minimum of investment),
- reshuffle internally names of the same existing cameras (from Pentax to Ricoh)
- releasing new lenses at a very slow pace,
- still reluctant to fix some important perception issues, etc.
fits the description of a slow, conservative approach with a bare minimum of investment.
To their credit, knowing how to do that is a form of virtue and may please new users to the brand. But it does not mean that it is an end in itself to reassure
current users who know very well the state of affairs of the Pentax brand and where it needs improvement which does not come. A good company cannot ignore them and their well founded expectations.
Can we expect them to reveal all what was missing / promised / talked about this Photokina?
PS. (*) Can someone please check this number? It was iterated in some posts around, but I cannot verify it completely.
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