Fujifilm President and CEO Shigetaka Komori Named PMDA “Person of the Year”

At this evening�s Photoimaging Manufacturers and Distributors Association (PMDA) International Awards Dinner, Shigetaka Komori, president and CEO of FUJIFILM Holdings Corporation and FUJIFILM Corporation, was honored with the PMDA �Person of the Year� Award. The award is given annually to the person who has significantly contributed to the imaging industry throughout his career and has had a positive and meaningful impact on the business of photography.

In his acceptance speech, Komori addressed the crowd about the challenges that the industry has endured and re-affirmed Fujifilm�s commitment to photo imaging and its own ongoing transformation through research and development and strategic acquisitions.

�Since our industry began we have all overcome numerous changes and challenges. We have faced up to the ongoing wave of digital technology with firm resolve and embraced it. I believe this will be an advantage for us now,� said Komori. �We take and make pictures and we sell products that enhance people�s enjoyment of them. In times of difficulty, pictures matter even more. They add meaning to our lives. They record our days and celebrate the people and places we love. Photographs express the precious moments of life � joy, sorrow, love � that are common to all human beings.�

Komori discussed the common goals of the industry, specifically to develop new products and innovative ideas that will help the photo imaging business take full advantage of photography and technology trends. He highlighted the industry�s history of success in doing this, remarking on the recent milestone of Fujifilm�s own 75th anniversary this year, expressing how its long history was a testament to how dedication to innovation, and embracing change, can be a point of unmatched strength.

Sharing his personal experiences and those of Fujifilm, Komori illustrated how the company and photo imaging industry as a whole have learned valuable lessons from the difficult times of earlier years. Those challenges have forced Fujifilm to observe, understand and act to overcome the problems and uncover new opportunities. Komori cited the efforts of Fujifilm employees to leverage the capabilities acquired as a film company into expanded business opportunities. Fujifilm has transformed itself by strengthening R&D and acquisition, and by applying core fine chemistry and other film technologies to new markets.

�Our success has made it possible for us to continue to innovate and invest in new products and services for our retail, commercial and professional photo imaging customers,� he said. �Change will come and go in technology and market demands,� Komori noted. �But we know that our industry is here to stay, and Fujifilm will remain committed to the culture of photography and continue to devote resources to expanding the world of imaging.�

Fujifilm is continuing to demonstrate its steadfast commitment to the market with a strong research and development program devoted to improving every aspect of photo capture and output. A number of Fujifilm�s exhibits at this week�s PMA Show in Las Vegas, NV, will illustrate this commitment including a digital camera that offers Fujifilm�s advanced EXR image sensor technology, a revolutionary leap forward in managing light to increase resolution, sensitivity and dynamic range. Fujifilm also will display its newly developed unique 3D photography experience based on the combination of the company�s advanced processor technology with Fujinon lenses.

Perhaps the strongest expression of Fujifilm�s commitment to the industry is its continued investments in expanding the company�s standard-setting Frontier infrastructure and advancing its proprietary Image Intelligence� technology. This includes the introduction of new workflow management software, and dry ink jet printing solutions. At PMA 2009, Fujifilm is also featuring the �Photo Life Center,� a new concept for creating an enjoyable and convenient photo experience for consumers to create a variety of prints and personalized photo products such as photo books, cards, calendars, and posters � all in a retail setting.

About Fujifilm

FUJIFILM Holdings (NASDAQ:FUJI) brings continuous innovation and leading-edge products to a broad spectrum of industries based on a vast portfolio of digital, optical, fine chemical and thin film coating technologies. The company was among the top 15 companies around the world granted U.S. patents in 2008 and employs more than 78,000 people worldwide. Fujifilm is committed to environmental stewardship and good corporate citizenship. For more information, please visit www.fujifilmholdings.com. Photos are also available upon request.

All product and company names herein may be trademarks of their registered owners.

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