Nikon targets women with mirrorless cams
By Kenny Chee my paper Thursday, Sep 22, 2011
NIKON is one of the last major camera makers to launch mirrorless compact cameras that can deliver high-quality photos close to those of digital single-lens reflex (DSLR) shutterboxes.
However, this has given the Japanese firm time to study what consumers want after these cameras hit Singapore shores three years ago.
Yesterday, the company launched its first mirrorless cameras with interchangeable lenses here, the Nikon 1.
And the new gadget showed how Nikon had considered the needs of women, casual users and professional photographers.
The Nikon 1 comes in two models: The J1 targeted at casual users and the V1 for more serious photographers.
The J1 is lighter at 277g, and comes in five colours, including red and pink.
The V1 weighs 383g and will be available in white and black.
It lacks a built-in flash, unlike the J1, but can be fitted with a more powerful external flash.
Mr Jeffrey low, general manager for imaging products at Nikon Singapore, told my paper that the J1 has women in mind.
Noting that Nikon will release the camera in more colours later, mr low said that women here are becoming more interested in photography.
For instance, he said that five to six years ago, 5 per cent of the participants in Nikon’s free digital- photography classes were women. but this has jumped to 20 per cent now.
Nikon said that it is releasing its first mirrorless cameras only now because there are consumers who want more powerful cameras than compact ones but do not like the bulk of DSLRs.
Mirrorless interchangeable- lens cameras are still a niche market here, forming about 3 per cent of total camera sales based on research firm GfK’s data. but the demand is growing.
GfK figures show that 6,275 units of these cameras were sold in the second quarter of this year, a 58 per cent jump from 3,954 a year ago.
Mr low said: “Since Sony launched its NEX (mirrorless) cameras, it has brought the market to a different level. And Nikon sees potential in this particular segment of the market.”
Despite developing the Nikon 1 four to five years ago, Nikon did not launch it earlier because of initial fears that the new devices would eat into sales of its DSLR offerings, he said.
“Then again, (after) the mirrorless cameras came in, everyone is cannibalising us. (So) it’s about time to put the plug in,” mr low said, adding that this applies to Singapore too. The Nikon 1 is expected to go on sale here at the end of next month.
Meanwhile, research firm Euromonitor said while Canon has no mirrorless cameras yet, it “is still benefiting from consumers’ demand for good-quality photos” with some of its cameras.
kennyc@sph.com.sg
For more my paper stories click here.
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