Fuji: Beyond Film

For a frontline view of the coming digital-camera wars, head for Tokyo's teeming, neon-lit Akihabara district. In the world's largest electronics bazaar, hundreds of shops display dozens of new camera models--most of them gaudily labeled "megapixel," the latest geek-speak for "supersharp digital picture." There are plenty of choices from Sony Corp., Olympus, and 18 other manufacturers. But the best-selling brand isn't difficult to spot. Just look for the "Sold Out" tags on the display models, and you'll see that many of them bear the brand Fujifilm.

That's Fuji Photo Film Co., of course. It's the world's second-largest maker of photographic film and paper, known to Americans as the company that has given Eastman Kodak Co. a harrowing run for its money. But to Japanese gadget fanatics, who snap up about 40% of all the consumer digital-cameras sold worldwide, Fujifilm's kelly-green packaging goes deep into the digital subconscious. Faster than you can smile and say "chee-zu," Fujifilm has been cranking out new digital cameras--averaging one every two months since March, 1998. That helped it win a leading 28% share of Japan's market, according to a Business Computer News poll of 218 top retailers.