The company provides digital cameras such as high end digital SLR pro-level models to fashion-conscious point-and-shoot
compacts. According to industry analysts, the digital camera shipments fell 43% in the first six months of 2013. The increasing
demand for smartphones is adversely affecting the demand for point-and-shoot cameras. The rapid shift to picture-taking
smartphones dominating the camera sector is affecting Japanese firms including Fujifilm, Canon, Olympus, Sony and Nikon. Such
weak demand for digital cameras could affect the profitability and market share of the company.