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Pentax Takes On Ricoh Camera Sales

4/19/2012 03:49:58 PM Eastern

Denver - Pentax Ricoh Imaging Americas, based here,
said that it officially assumed responsibility April 1 for the sales and
marketing of Ricoh Americas' consumer camera line, including the GRD4 and the Ricoh
GXR in the United States.

Ricoh-branded
consumer cameras will now join Pentax point-and-shoot and interchangeable-lens
digital cameras (ILC), including DSLR models, in a centralized business
subsidiary for marketing, distribution and sales of all of the company's
consumer cameras, the company said.

The new strategy
will allow Ricoh Americas to focus on imaging solutions for its B-to-B markets
including real estate, automotive, insurance, and security. In addition, ruggedized
models including the Ricoh G700 and G700SE will be distributed directly and
through a network of value-added resellers (VARs) to specialized markets,
including military, law enforcement, energy, utilities and other applications.

"Pentax has a long
and respected heritage in photography, as well as an established distribution
channel," stated Yuki Uchida, Ricoh Americas strategic program support and new
business development VP. "By integrating Ricoh-branded consumer cameras under
the Pentax marketing umbrella, we are able to expand retail distribution of Ricoh
cameras. In addition, this will benefit Ricoh Americas by allowing us to
maintain, and build, our portfolio of business-to-business camera solutions for
healthcare, Geographic Information Systems, law enforcement, and other business
needs."

"We are excited
about incorporating Ricoh cameras like the GXR and GRD4 into our current
product offering," said Ned Bunnell, Pentax Ricoh Imaging Americas president. "The
addition of these advanced enthusiast cameras will bolster our product line,
extend the reach of our brand, and provide new options for our customers and
retailers."

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