Business Strategy

Kyocera's group-wide efforts are devoted to three major areas

Kyocera dedicates its corporate resources to three key areas:

Information and Communications, Environmental Preservation and
Quality of Life. As we grow steadily in each area, creating value
through diversification, we hope to contribute to the advancement of
society and humankind.

Global Operations

Creating value worldwide

In an era when a company’s value is judged by global standards, the

Kyocera Group is positioned to adeptly and swiftly meet the needs
of a rapidly changing world marketplace. In 1976, we became one of
the first Japan-based multinational enterprises to issue shares of
stock (as American Depositary Receipts) in U.S. capital markets. We
will continue to promote the full and transparent disclosure of
information to investors worldwide as an open and international
company that adheres to global values.

A brand reflecting collective strength

In recent years, Kyocera has promoted its brand globally on the basis
of the pioneering spirit our businesses and products embody. As an
enterprise devoted to discovering new territories of technology and
opening new markets for original products, we reside on “The New
Value Frontier.” Kyocera aims to be a company of indispensable
value and a brand that earns the trust of every consumer and
shareholder worldwide.
About Kyocera brand
Integrated group power

Through collaboration, Kyocera maximizes the collective strength

and synergy of more than 160 group companies. We will continue to
expand our business operations in such areas as fine ceramics
through collaboration with Kyocera Industrial Ceramics Corp. and
Kyocera America, Inc.; in electronic devices through collaboration
with AVX Corp.; in information equipment through Kyocera Mita
Corp.; in telecommunications equipment through Kyocera Wireless
Corp.; and in service networks through Kyocera Communication
Systems Co., Ltd.
Major Kyocera group companies

Manufacturing in emerging markets for community-based expansion

China is widely regarded as the world’s newest growth market,

following the United States and Europe. In 1995, the Kyocera Group
founded Shanghai Kyocera Electronics Co., Ltd. in Shanghai to
manufacture electronic components and semiconductor parts.
Chinese production sites for Kyocera’s cameras, telecommunications
equipment and information equipment soon followed. More recently,
as a new member of the World Trade Organization, China is living
up to its potential not only as a manufacturing base, but also as a
highly promising “world market.” In response to China’s economic
development, and in advance of most other multinational enterprises,
the Kyocera Group recently established Kyocera (Tianjin) Sales &
Trading Corporation, a general distributor for Kyocera products
made both in China and elsewhere. This subsidiary has enabled us to
form an integrated business structure in China, where our continued
expansion is now facilitated by activities ranging from production to
sales and service.

Group Business Development

Continuous growth as the next-generation global company

The Kyocera Group is a diverse enterprise of 178 (as of September

1,2004) companies under the management of Kyocera Corporation.
Through close collaboration, these companies work to maximize
business opportunities for the entire group. Energized by the
collective strength generated through networking, we move together
as one global company dedicated to providing value to the world.
Larger image
R&D

Creating new value through innovation

Kyocera’s research and development
Crucial elements for the next-generation market leader

The Kyocera Group strives to develop products in anticipation of

rapidly changing market demand, using the R&D capabilities in each
of our core technologies. Our business is increasingly based on
intellectual property developed internally and held proprietary for
competitive reasons. We are committed to the development of next-
generation technologies and products that create new markets.

Building a global R&D network

The Kyocera Group has established a research and development

structure in the areas of fine ceramics, electronic devices and
equipment. To promote the exchange of knowledge and expertise,
and to maximize synergy among these areas, we are building a
global research and development network. Such organic
collaboration nurtures new technologies that support Kyocera’s
strategic business development.

Corporate Motto
"Respect the Divine and Love People."

Preserve the spirit to work fairly and honorably, respecting people,

our work, our company and our global community.

Management Rationale

To provide opportunities for the material and intellectual growth of

all our employees, and through our joint effort, contribute to the
advancement of society and humankind.

Management Philosophy

To coexist harmoniously with nature and society. Harmonious

coexistence is the underlying foundation of all our business activities
as we work to create a world of abundance and peace.

Core thinking of the KYOCERA Brand

Kyocera Corporation is implementing a global strategy to position

the KYOCERA brand in a manner that best represents a "creative,
continually growing enterprise. This strategy is built on the
KYOCERA brand's fundamental principles.

At the core of each Kyocera Group company is the "Kyocera's

corporate philosophy.Kyocera's strength is drawn from the fact the
principles and values contained in this philosophy are shared by all
Kyocera Group employees worldwide. Moreover, the Kyocera
Group's management policies and operational activities all derive
from our utilization of this corporate philosophy.

Using this philosophy and value system as a base, we have assessed

Kyocera's brand identity from many viewpoints. We have developed
Brand Concept, Brand Statement and Brand Charter that summarize
Kyocera's fundamental principles. Now, in the spirit of
globalization, we intend to communicate Kyocera's unique value
globally letting people all over the world know us through our
operational activities, while sharing these principles with all of our
group companies worldwide.
Brand Concept

By continually pursuing excellence while adhering to universal

principles, Kyocera creates new value for society.
Adhering to Universal Principles

Cherishing limitless dreams of the future, overcoming every

challenge, continuously innovating — that’s the Kyocera.
Along with "Make decisions based on fundamental truths and "Seek
what is right as a human being, "Adhering to universal principles is
an original component of Kyocera's fundamental uniqueness. By
encouraging employees to adhere to universal principles in their
daily work, Kyocera can create unique new value in every aspect of
its operations.

Pursuing Excellence

As market demands continuously evolve, Kyocera meets these needs

through invention and innovation, constantly improving the quality
of its products and services, as well as operations. But this is not the
only contribution that Kyocera makes to quality. Since the
company’s founding, every person at Kyocera has been encouraged
to play a part in the progress of humanity and society by constantly
improving his or her own “quality” as a person, through work.
Pursuing excellence means seizing every opportunity to improve
quality that presents itself. The diverse perspectives on quality of
Kyocera Group employees all come together to fuel the company’s
unceasing quest for excellence—and the world is a better place as a
result.

Creating New Value

A company's value to society is determined by its ability to create

products and services that meet contemporary market needs.
Kyocera's steady growth over the years demonstrates the company's
repeated success in this area. But Kyocera must maintain its
commitment to creating new value in order to remain a creative,
continually growing enterprise and a valuable, diversified
corporation. This unrelenting endeavor will determine Kyocera's
unique value as a company and strengthen the KYOCERA Brand.
It’s no exaggeration to say that Kyocera and the KYOCERA Brand
exist to create new value.

Brand Statement
Core Thinking of "The New Value Frontier"
Being on the frontier is what Kyocera is all about. "Frontier" means
the forefront of development; a new area under development.
Accordingly, "The New Value Frontier" reflects Kyocera's
commitment to continually creating new value at the cutting edge of
technology. This powerful phrase also provides a focal point for
Kyocera's drive to create value in the form of new technologies, new
products and new markets. And it's the horizon where Kyocera
invents "valuable businesses in the information and communications,
environmental preservation, and quality of life industries. By
framing its operations within the standard of "The New Value
Frontier", Kyocera will remain a creative, continually growing
enterprise and a valuable, diversified corporation.

http://global.kyocera.com/company/gaiyou.html

http://global.kyocera.com/company/history.html

About KYOCERA

Kyocera Corporation (NYSE:KYO) (TOKYO:6971) (http://global.kyocera.com/), the parent and global

headquarters of the Kyocera Group, was founded in 1959 as a producer of fine ceramics (also known as
"advanced ceramics"). By combining these engineered materials with metals and plastics, and integrating
them with other technologies, Kyocera has become a leading supplier of solar power generating systems,
telecommunications equipment, electronic components, laser printers, copiers, semiconductor packages,
cutting tools and industrial ceramics. During the year ended March 31, 2009, the company’s net sales
totaled 1.13 trillion yen (approximately US$11.5 billion). The company, which marks its 50th anniversary and
the 40th anniversary of its U.S. operations this year, is ranked #418 on the Forbesmagazine’s 2009 "Global
2000" listing of the world’s largest publicly traded companies.
High quality derived from the fully integrated production process

In 1982, Kyocera successfully began mass production of multicrystalline silicon solar cells using the casting
method, which has now become the mainstream method used in solar power generating systems today.
Since then, Kyocera has carried out all production processes in-house, from procurement of raw materials to
silicon casting, cutting, wafer substrate production, cell production, and solar module assembly. The
integrated production process enables Kyocera to make improvements in each step of the production
process including the fusing and casting of raw materials, thus making it possible to enhance overall quality
by implementing quality improvement, performance enhancement and cost reduction.

■ Kyocera solar cells utilize unique technology

A high level of aesthetic quality was also required of the design of the solar modules to be mounted on the
roof of the new Prius model. Since 2002, Kyocera has offered high-performance solar cells to the global
market that utilize a unique Reactive Ion Etching (RIE) technology.

RIE is a technology utilized to create microscopic ridges on the surface of the cell using plasma and reactive
gases. The subtle ridges allow the solar cells to better absorb the sunlight reflected on the surface, therefore
enhancing output and conversion efficiency. At the same time, a uniform dark navy blue color has been
realized. The product responds to customer needs not only in terms of performance but also with its stylish
appearance.

"Kyocera will continue to strive for enhanced quality and product innovation in order to pursue the
full potential of solar power," stated Steve Hill, president of Kyocera Solar, Inc. "We aim to
contribute to the protection of the global environment through the expanded use of our reliable, high
quality products." In order to supply products to meet market needs, Kyocera has set up solar
module assembly plants in the major markets across the world. Kyocera supplies the U.S. market
with its Tijuana Plant located in Mexico.
Kyocera solar modules are a reliable, virtually maintenance-free
power supply designed to convert sunlight into electricity at the
highest possible efficiency. Kyocera began researching
photovoltaics in 1975 and has installed thousands of systems
throughout the world since 1978. These systems are ideal for
charging storage batteries to power remote homes, recreational
vehicles, boats, telecommunications systems and other
consumer and commercial applications.

Kyocera's advanced cell-processing technology and automated

production facilities produce highly efficient multi-crystal
photovoltaic modules. To protect
the cells from the most severe
environmental conditions, they are
encapsulated between a tempered
glass cover and an EVA pottant
with a PVF back sheet. The entire laminate is installed in an anodized aluminum
frame for structural strength and ease of installation.

d.Blue Module
Kyocera has perfected its new surface treatment technology and is using it on
its entire line of modules named d.Blue, for its dark blue color.

The newly developed treatment method processes multi-crystalline silicon cells

in order to produce a surface texture that minimizes surface reflectance and
maximizes output. The result is a maximum conversion efficiency of 16 %, one of
the highest conversion efficiencies in the polycrystalline module industry.

d.Blue is ideal for installation on all types of buildings, from residential to large scale
commercial systems. The stylish dark blue cells, combined with black module
frames, allow the modules to blend in with the buildings architecture while producing energy at exceptional
efficiencies
Kyocera has ceased to market consumer cameras in North America under the CONTAX, YASHICA, FINECAM and KYOCERA
brands. We appreciate your past support of these products and have arranged for after-sale service and repairs to remain available to
you from qualified, authorized providers.

• Average image quality, sometimes clumsy to use, great outdoors not indoors, flickering LCD,
battery life, overheats during extended use, no service centers

http://reviews.cnet.com/digital-cameras/kyocera-finecam-sl400r/4852-6501_7-30872568.html?tag=uoBody