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Edition: U.S. Article Comments (0) Technology Hackers falsely claim Obama dead on Fox Twitter feed Baidu teams with Microsoft to power English search Evidence "increasingly against" phone cancer risk Sony set to restore PlayStation network in Japan HTC reports record monthly sales in June New app checks out bar scene in advance Samsung drops lawsuit against Apple: report Fujifilm aims to be world No.3 in cameras Video: HP jumps into the tablet war Follow Reuters Facebook Twitter RSS YouTube Read Thai women cheer first female prime minister 03 Jul 2011 Huge rare earth deposits found in Pacific: Japan experts 2:58am EDT Son of Libya's Gaddafi tells West: "You cannot win" 03 Jul 2011 Quick Guide to the Greek crisis 8:22am EDT Minnesotans frustrated, angry over state government shutdown 02 Jul 2011 Discussed 202 Minnesota government shutdown begins after talks fail 101 White House snubs McConnell invitation to Obama 86 U.S. cost of war at least $3.7 trillion and counting Watched Hefner's revenge; Ryan Reynolds stops traffic Fri, Jun 17 2011 A Tokyo-Paris flight in under three hours on the horizon Fri, Jun 24 2011 DSK chased by media Sun, Jul 3 2011 Fujifilm aims to be world No. 3 in cameras Tweet Share this Email Print Related News Japan's Hoya to sell Pentax camera business to Ricoh Fri, Jul 1 2011 Samsung Electronics creates component division as LCD struggles Fri, Jul 1 2011 Trade body backs part of ruling against Kodak Thu, Jun 30 2011 Samsung asks U.S. to ban iPad, iPhone imports Thu, Jun 30 2011 Hitachi may join Toshiba-Sony merger in small LCDs: sources Thu, Jun 30 2011 Analysis & Opinion Pakistan’s Shamsi base : a mystery wrapped in a riddle Strauss-Kahn case may also vindicate U.S. justice Related Topics Technology » By Isabel Reynolds and Reiji Murai OMIYA, Japan | Mon Jul 4, 2011 6:37am EDT OMIYA, Japan (Reuters) - Japan's Fujifilm aims to become the world's fourth largest camera maker by next March and the No. 3 manufacturer two years later, overtaking first rival Samsung and then Nikon, a senior company executive said. Until recently best known for inexpensive models, Fujifilm may also re-enter the more lucrative interchangeable lens camera market from which it withdrew in 2004, Takeshi Higuchi, head of the company's camera division, said in an interview with Reuters on Monday. The launch of a mirrorless camera, which has an electronic viewfinder, making it lighter and more compact than a professional-style single-lens reflex camera, would be an extension of Fujifilm's effort to move upmarket and would put it in direct competition with Sony. Earlier this year it launched the Finepix X100 high-end compact, which is made in Japan and sells for about 120,000 yen ($1,480). Higuchi insisted the company would have no problems developing a mirrorless camera or the required lenses by itself, denying the possibility of another acquisition in the industry. Last week copier and printer maker Ricoh, which also has a compact camera division, announced it was buying the Pentax camera business from Hoya. Fujifilm, which makes a wide range of products from medical equipment to cosmetics, barely broke even on cameras last year, but Higuchi plans to pull the business firmly into the black this year with production cost cuts and a marketing push that he says will keep unit prices higher. "We can do all the important development in-house, so we can use that to cut costs, but we don't have a very high-profile brand," Higuchi said. "We have debated why that is and the upshot was we should put out luxury models and spend more on publicity to build up the brand." In digital still camera unit sales, Fujifilm says it is currently in fifth position behind Canon, Sony, Nikon and Samsung, but adds it is confident that its plan to boost sales 25 percent to 14 million units this financial year will gain it the No. 4 spot. Apart from the Finepix X100, all the company's camera production is concentrated in China, but Fujifilm is planning to spread risk by starting some production in southeast Asia, said Higuchi, adding that Thailand looked promising. "We do feel a risk in China in terms of wages and the high staff turnover," Higuchi said. "We will seek a production site outside China," he added. A decision will be made on the location by the end of the financial year, he said. The firm is also conducting feasibility studies in Vietnam, Malaysia and the Philippines. Current production levels in China will be maintained, he said. ($1 = 80.835 Japanese Yen) (Reporting by Isabel Reynolds and Reiji Murai; Editing by Edwina Gibbs) Technology Related Quotes and News Company Price Related News Tweet this Link this Share this Digg this Email Reprints We welcome comments that advance the story through relevant opinion, anecdotes, links and data. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. For more information on our comment policy, see http://blogs.reuters.com/fulldisclosure/2010/09/27/toward-a-more-thoughtful-conversation-on-stories/ Comments (0) Be the first to comment on reuters.com. Add yours using the box above. 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