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Digital cameras, film cameras, interchangeable lenses, speedlights, film scanners, accessories, software
Over the medium term, we expect sales of digital SLR cameras to continue to grow on both a volume and value basis, on the back of functional enhancement, diversification in product concepts, and expansion in newly emerging markets. For compact digital cameras, sales in developed countries are centered on replacement demand, while we anticipate that sales volume will increase as newly emerging markets expand, but that sales will remain flat on a value basis.
| * | Shipment units=domestic shipment units+export units (member manufacturers only) Shipment amounts=domestic shipment amounts+export amounts (member manufacturers only) |
| * | Shipment units=domestic shipment units+export units (member manufacturers only) Shipment amounts=domestic shipment amounts+export amounts (member manufacturers only) |
Shipment units of Nikon imaging products (Sales & Forecast)
| Q1: | What were Nikon’s activities in the Imaging Products Business during the year ended March 2009? |
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| A1: | In digital SLR cameras, in September 2008 the Company launched its mid-range model D90, the world's first*1 digital SLR camera with the "D-movie" movie function. We further enhanced the product lineup in December with the flagship model D3X, which offers high-definition, superior-quality images with 24.5 effective megapixels.
In compact digital cameras, sales were positive, mainly in the North America region. Sales volume exceeded 10 million units for the period, following the launch in March 2009 of COOLPIX P90, offering a 24x optical zoom function, and the new S series products that combine functionality with stylish design, such as the COOLPIX S620 featuring the fastest start-up time in its class.*2 These new products helped to bolster Nikon's brand appeal in the compact digital camera market. Interchangeable lens sales rose as NIKKOR lens celebrated its 75th anniversary. Lenses sold in kit with digital SLR cameras performed strongly, with solid sales of high-value-added, high-priced lenses following enhancement to the lineup of digital SLR cameras for professionals and advanced amateurs. |
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Notes: *1 As of August 27, 2008, according to research conducted by Nikon Corporation. *2 Among compact cameras equipped with 28mm (35mm format equivalent) zoom lens and optical vibration reduction; as of February 3, 2009 (according to research conducted by Nikon Corporation). |
| Q2: | What were the factors behind the strong sales of digital cameras? |
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| A2: | Nikon's quick response to user needs was one of the reasons that sales of compact digital cameras grew significantly faster than the market during the subject fiscal year. Specifically, we were quick to detect shifts in the market and changing lifestyles, and were able to plan and develop products to meet the needs of customers, then produce and market them in an extremely short period of time. Nikon is working consistently to shorten the period from planning to product launch, and this speed that allows us to offer in a timely manner the products customers seek is what led to the jump in sales for compact digital cameras.
Nikon has also consistently been one of the leaders in market share for digital SLR cameras. We envisioned a scenario in which we create a market where there was none before, expand that market, and ensure that Nikon digital SLR cameras have a commanding presence. Put another way, "speed" and "strategy" have been the keywords that underpin our growth. |
| Q3: | What are your strategies for dealing with the strong yen and expanding in overseas markets? |
| A3: | More than 80% of the Imaging Company's sales are in overseas markets, a natural proportion that reflects the relative scale of markets around the world. Expansion into newly emerging markets is extremely important for Nikon's continued growth, and we focus particularly on those markets with significant growth potential. These include China, which we expect will be on a par with the Japanese market in terms of sales volume, and Russia and India, where we have established a sales and service subsidiary, as well as the countries of Central and South America.
As the proportion of overseas sales rises, measures to deal with the strong yen take on increasing importance. Two of our main measures involve shifting more production to places like Thailand and China, and greater procurement of local components. We are developing excellent local staff, and are capable of the same quality control available in Japan, which allows us to manufacture products overseas at a level of quality comparable to that in Japan. We already design production tools overseas, and as technical standards rise the trend toward local procurement of components will strengthen. We will retain our Japanese factories, which will play a larger role as bases for technological advancement and improved manufacturing. |
| Q4: | How are you responding to the abrupt changes in the market? |
| A4: | Over the past decade Nikon has continued to improve its corporate makeup, with a balanced increase to high dimensions for all corporate functions, including marketing, development and design, production, and sales. We currently employ a structure that allows us to modify production on a weekly basis to reflect the latest market data. When market conditions began to deteriorate in the fall of 2008, we decided quickly to adjust production at the end of 2008—making us the first in the industry to do so—and were one of the first to complete those adjustments. All of Nikon’s corporate functions operating simultaneously at high levels provide a true collective strength that can be leveraged in a short period of time. |
| Q5: | What is the “imaging world” concept Nikon envisions for the future? |
| A5: | Nikon enjoys a long history as a camera manufacturer, and has established a powerful corporate brand. We believe that as cameras enter the digital age, they should not be merely machines for capturing images, but communication tools that broaden the connections between people, including the way images are enjoyed after they are taken. By providing support for all aspects of photography from the taking of a picture to its appreciation, including uploading pictures to websites and allowing them to be viewed on distinctive output devices, Nikon is creating a future for itself as a provider of a unique "imaging world."
Nikon has taken some of the first steps toward realization of a distinctive imaging world with unique new products such as the image storage and sharing site "my Picturetown," and the Media Port UP*1 (with "UP" read as individual letters), a multimedia playback headset device. Our goal for the future calls for realizing this vision, and gaining increasing prominence as a company that provides both the camera hardware and the imaging services.
Note:
* Available in Japan only |
