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Dental technology leader Sirona Dental Systems, Inc. (SIRO - Snapshot Report) recently introduced its latest intraoral camera, CEREC Omnicam. This new product is slated to enhance the company’s leading-edge CEREC CAD/CAM systems.

CEREC Omnicam is groundbreaking as it can capture 2D as well as 3D intraoral data unlike other CAD/CAM cameras available in the market. Sirona’s newest offering possesses innovative inbuilt features such as a handpiece which will minimize physical effort along with special optics to ensure inner access. Another progressive feature is that the CEREC Omnicare can deliver half-arch and full-arch observations at high speed in full color, ranked as another Sirona ‘first’. 

Additional features of the CEREC Omnicam include accuracy, and anti-shake aspect to delete poor images automatically. It has powder free finish to enhance operating efficiency. CEREC Omnicam is designed with a slender, rounded camera to allow effortless rotation and excellent lens position to capture images in the intraoral recess.

According to Sirona, the development of CEREC Omnicam underlines its commitment towards product innovation. The nonpareil feature of the camera is that it eliminates the trade-off that clinicians always encounter between operating efficiency and accuracy.

Management believes that CEREC systems are the most forward looking product in the industry. The company’s CAD/CAM segment revenues came in at $306.7 million (34% of total revenues) in 2011, up 17.8% year over year. Growth was helped by strong sales of CEREC systems. The introduction of CEREC Omnicam is expected to bolster the sales of the company’s CAD/CAM segment.

Sirona is a leading innovator and manufacturer of dentistry products. The company’s global sales and financial position will continue to boost its growth momentum.

However, the contagion of international macroeconomic problems and the company’s reliance on its distributors such as Patterson Dental, a unit of Patterson Companies (PDCO - Analyst Report), and Henry Schein, Inc. (HSIC - Analyst Report) are cause for concern. Sirona directly competes with DENTSPLY International Inc. (XRAY - Analyst Report) in the dental industry.

Sirona currently retains a Zacks #3 Rank, which translates into a short-term Hold rating.

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