Fujifilm's success story is a tale of adaptability. In the face of the decline of the traditional film market due to digital photography, Fujifilm didn't fade away. Instead, they capitalized on their existing technology and knowledge. For instance, their research on film emulsions had given them insights into light - sensitive materials, which they applied to develop new products in other sectors. They also made smart marketing moves. Their cameras, especially the mirrorless ones, were targeted at both professional and amateur photographers, offering features that set them apart from competitors.