Four Thirds system
Tsuyoshi Kikukawa, who was later to become president of Olympus, foresaw the demand for the digital SLR, and is credited with the company's strategy in digital photography. He fought for commitment by Olympus to enter the market in high-resolution photographic products. As a result of his efforts, Olympus released an 810,000-pixel digital camera for the mass market in 1996, when the resolution of rivals' offerings was less than half. The next year, Olympus hit the market with a 1.41 million pixel camera. By 2001, the company's annual turnover from digital photography was in excess of ¥100 billion. Olympus manufactures compact digital cameras and is the designer of the Four Thirds system standard for digital single-lens reflex cameras. Olympus' Four-Thirds system flagship DSLR camera is the E-5, released in 2010. Olympus is also the largest manufacturer of Four-Thirds lenses, under the Zuiko Digital brand. After the introduction of the Micro Four Thirds system, and the general market growth of the Mirrorless Interchangeable Lens Cameras, the regular Four Thirds system became neglected. Then, in 2017, after three years without a new lens, and seven years without a new body, Olympus officially discontinued the Four Thirds system