Nikon to Produce an ‘Entry Degree’ Digital camera with Video-Centric Focus

In a bid to draw a youthful viewers, Nikon has revealed that it plans to launch entry-level digicam fashions with a concentrate on video options in addition to develop software program to make video manufacturing simpler.

As revealed within the Nikon Report 2021 and summarized by Digital Camera Info, Nikon will proceed to concentrate on mid-to-high-end digicam fashions for each professionals and hobbyists by making good on its promise to broaden the Z-mount lens lineup to 30 optics and culminating within the Z 9 that’s anticipated to launch by the tip of 2021.

However after the fiscal yr ending March 2022, Nikon will broaden its technique to try to enchantment to “younger clients” by entry-level digicam fashions which have decrease costs and video-centric options. Moreover, the corporate says that it plans to supply software program that helps the creation of video.

General, Nikon says that to be able to return to profitability, it plans to vary the way it sees itself and work to supply merchandise and software program that handle inventive issues somewhat than concentrate on simply making digicam {hardware}.

We’ve centered on promoting {hardware} corresponding to cameras and lenses, however I feel that what our clients really need is to resolve the feelings, enjoyable, or issues that lie forward. We’ll broaden our horizons and broaden our enterprise area with out being certain by typical enterprise kinds, corresponding to actively engaged on BtoB improvement using video-related expertise. We’ll proceed to implement the measures steadily and obtain profitability in March 2022.

The kind of digicam that Nikon describes sounds much like Sony’s final two notable digicam launches within the phase: the ZV-1 and ZV-E10. Each these cameras weren’t appreciably new in function units however as an alternative centered on providing new video-focused additions and comparatively low costs. Within the leadup to the launch of the ZV-E10, Sony mentioned that the sturdy gross sales of the ZV-1 made it an apparent resolution to proceed to iterate and advance on the concept it tried with that initial reconfigured point and shoot.

It isn’t clear if Nikon envisions taking the identical route that Sony has by adjusting present merchandise to extra intently align with what “younger clients” anticipate from a standalone digicam or if it would innovate one thing new. Nikon did have a smaller, cheaper interchangeable lens digicam lineup within the Nikon 1 collection cameras, however the firm discontinued the system in 2018.

For its half, Canon has been comparatively quiet on the low-priced video-centric digicam methods, as an alternative preferring to concentrate on the mid and high-end. The newest addition to its lineup that may very well be seen as an analogous product was the EOS M50 Mark II introduced in October of final yr. That launch was seen as a slight improve from the unique EOS M50, although it does have its followers. Ought to Nikon select to tackle Sony immediately on this market with its mainline Z-mount, it’d beat Canon to that punch, regardless of its historical past of by no means actually taking video as significantly because it does nonetheless pictures.


Picture credit: Header picture by way of Nikon.

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