Fujifilm is one of the most prolific manufacturers of digital cameras, with a range of over 30 products including the S5 Pro professional DSLR, super-zooms such as the S8100fd and S100FS, premium compacts like the F100fd and Z5fd, down to the A-series low-cost plastic compacts. However one area of the market where the Fuji name has been notably absent until now is budget ultra-compacts, an area dominated by Pentax and Casio. However all that is about to change with the launch of this, the Fuji FinePix J10.