Fujifilm Press Release

Shigetaka Komori, President and CEO, Fuji Photo Film Co., Ltd., Delivers Keynote Address at PMA 2006 in Orlando, Florida; Emphasis on Pursuit of Higher Image Quality and Dedication to ‘Culture of Photography’

ORLANDO, Fla.—Feb. 26, 2006—In a keynote address at the 2006 Photo Marketing Association (PMA) annual trade show, Shigetaka Komori, President and CEO of Fuji Photo Film Co., Ltd., outlined Fujifilm’s vision and strategy for meeting the future needs of its imaging customers. He emphasized Fujifilm’s continued pursuit of higher image quality, using both analog and digital as the technological means to that end. In addition, Mr. Komori outlined Fujifilm’s mission to preserve the “culture of photography,” which refers to the emotions and feelings that can be expressed through the medium of photography. He stressed the need for manufacturers and retailers to work together to provide products and services that drive the value of the photographic experience for consumers. “We all must give consumers a great experience when they make photographic prints,” said Komori. “If we all keep this as our priority, our businesses and industry will grow, and we will keep the culture of photography alive.”

Fujifilm’s goal is to expand the world of imaging by providing a wide range of innovative solutions - digital, analog or a fusion of technologies - that will increase the value that imaging products and services can bring to businesses and consumers alike.

“We have developed and manufactured key devices that aim at new heights of image quality and form the core of digital photo functions,” said Mr. Komori. “This broad technology portfolio has grown from just silver-halide to now encompass optical lens design, lasers, thin film coating, membrane, organic material design, image processing, electronics, and nanotechnology.”

During his speech, Mr. Komori detailed Fujifilm’s history of digital innovation and breadth of technologies it has pioneered across many industries, including imaging, medical, graphic arts, and consumer electronics. He highlighted Fujifilm’s introduction of the first digital camera with removable media and Frontier, the first digital minilab.

He pointed out that the company had to develop its own key devices such as high-speed scanners and laser exposure systems, rather than relying on off-the-shelf technologies. As a result, Frontier has become the core of the retail digital-printing infrastructure. “Frontier is the product that enabled retailers to offer all of the services that are popular now. We believe that without this development, retail businesses would have been unable to transform themselves to the digitally-based service providers that they are today.”

According to Mr. Komori, Fujifilm’s approach to expanding photography today remains to strive for high image quality by fusing silver-halide analog technologies with digital technologies. “Fujifilm has dedicated its full effort to improving the overall value of photography for the customer, from the camera to the print. The heart of the value we offer lies in improving photo quality, improving convenience and providing solutions for greater enjoyment of photography.”

Whether taken with film or digital cameras, Fujifilm wants its customers to enjoy the cleanest and clearest photos possible and to make prints of each one, he stressed. This theme pervades all of the company’s new products and services that will be on display at PMA.

Mr. Komori shared with the audience several of the innovations Fujifilm is featuring at the PMA show, including: the world’s first consumer point-and-shoot digital camera with full resolution ISO equivalency speeds as high as 3200, incorporating Fujifilm’s unique Super CCD sensor for crisp, sharp photos; the first digital kiosk to allow retailers to offer three ways for consumers to get digital prints from a single unit—instantly, in one hour, or in days; new Frontier Digital Minilabs that are smaller, yet offer increased capabilities and improved performance; and new color reversal film products to improve the image-creation power of silver-halide.

He also spoke of the “culture of photography,” the miraculous power, wonder and enjoyment a single photograph can convey, and Fujifilm’s determination to preserve it. “Photos carry many values. For each of us, those values are very different, very special, and very personal. And when we share photos, we pass on those sentiments.”

More About Fujifilm at PMA 2006
Visitors to the Fujifilm Booth # 3508 located in the West Building of the Orange County Convention Center, Orlando, Florida will be able to see and learn more about Fujifilm’s latest imaging solutions.

Fujifilm will be showcasing the full portfolio of imaging technologies and services in its booth at PMA (#3508). For more information, call 800-800-FUJI or go to www.fujifilm.com/pma.

About Fujifilm
Fuji Photo Film U.S.A., Inc. is a subsidiary of Fuji Photo Film Co., Ltd. and delivers technology solutions to meet the imaging and information needs of retailers, consumers, professionals and business customers. As a global leader in digital imaging, Fujifilm pioneered the development of digital medical systems, and today is the leader in digital minilab systems. The company was ranked number 15 for U.S. patents granted during 2004, employs more than 75,000 people worldwide and in the year ending March 31, 2005, had global revenues of more than $23.6 billion.

In the United States, Fujifilm is a leader in delivering high quality, easy-to-use imaging and information solutions in the following categories: Digital Imaging Systems, Film and Imaging Systems, Recording/Storage Media, Motion Picture Film, Graphic Arts and Printing Systems and Medical Imaging and Diagnostics Systems. Fujifilm is an environmentally friendly, humane enterprise and an exemplary corporate citizen.

For more information on Fujifilm products, consumers can call 800-800-FUJI or access the Fujifilm USA Web site at www.fujifilm.com.

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