Exclusive: OM SYSTEM Launches Strategic Return to Thai Camera Market Targeting 10 Percent Share Within Five Years

Brickinfo News Agency – OM SYSTEM has announced an official strategic roadmap to expand its footprint in the camera market in Thailand following its transition from the Olympus brand. Under a three-to-five-year plan, the company aims to increase its overall market share from 2% to 10% in Thailand’s annual market of approximately 50,000 units. The manufacturer has also set a specific target to secure 15% to 20% of the outdoor and street photography segments, positioning itself as a primary option for field photographers.

Vivek Handoo, Senior Vice President and Managing Director of OM SYSTEM Asia Pacific, stated that Thailand remains a key operational market within the Asia-Pacific region. OM SYSTEM selected Thailand as an exclusive location for an in-person media launch attended by global executives, confirming its distribution collaboration with Piccasus Co., Ltd. as its official nationwide distributor alongside local retail chains.

Addressing consumer acquisition plans, Eji Shirota, Executive Officer and Head of the OM SYSTEM Business Unit at OM Digital Solutions Corporation, outlined that the company is prioritizing Gen Z and Millennial smartphone users seeking to transition into content creation. Secondary target demographics include existing brand users and photographers acquiring secondary camera bodies. Outreach plans focus on social media engagement, creator collaborations, and structured pricing tiers designed for accessible entry points.

The executives noted that rebuilding brand recognition under the OM SYSTEM identity represents a key operational focus. Marketing initiatives are directed toward educating users on the technical merits of the Micro Four Thirds system, emphasizing in-body image stabilization, computational photography capabilities, and weather-sealed construction. The company’s portfolio is structured across five lines—OM-1, OM-5, TG, OM-3 series, and PEN—supported by an existing catalog of roughly 35 lenses, with plans to introduce one to two new bodies and lenses annually.

To establish local customer support operations, the brand has coordinated with Piccasus to run a primary technical service center in Bangkok staffed by engineers trained to global headquarters standards. Additionally, the company has partnered with retailer BIG Camera to designate nearly 200 storefronts nationwide as equipment drop-off locations for maintenance and repairs, alongside scheduled product workshops throughout the year.