Back in September I reported that the real winner for Fujifilm are the Instant Cameras, especially the Instax Mini 8, which was (and still is) stable at the very top of the OVERALL AmazonUS camera & photo ranking, second only to the GoPro.
A source also reported that the demand for Instax Film is very high, especially in Asia. In fact it is so high that there is not much instax Film left for N.America and if it runs out of stock it could need a couple of moths before stores will be ready to ship the next batch of film. No surprise that Fujifilm writes in their latest financial report that “in the photo imaging business, overall sales increased owing to continued favorable sales of instant cameras.” Also the Instax SHARE Smartphone Printer SP-1 sold well.
And what about the X-series? Here is an excerpt:
“In the electronic imaging field, sales of premium interchangeable lens camera, FUJIFILM X-T1, which was launched in February 2014, and others were strong. Looking ahead, Fujifilm is expanding the product lineup and stepping up marketing of FUJIFILM X100T premium compact digital cameras and large-diameter telephoto zoom lenses, including the FUJINON XF50-140mm F2.8 R LM OIS WR . Launches of these items are scheduled in November 2014.”
So, instax cameras & the Fujifilm X-T1 absorbed the huge losses of compact camera segment and pushed the imaging division into profit! It is basically what most FR-readers always suggested to Fuji: focus on the premium market… the X-series entry level market is dead.
Check out Fuji’s earnings presentation here.