The COOLPIX 900: Paving the way for digital shooting

No.07 | 1998 | Illuminating a “turning point”

Among Nikon compact digital cameras, the COOLPIX 900 was the first to have a NIKKOR lens adopted.
What was the passion behind the quality embedded in the product that paved the way for a new world as a ‘camera’ rather than a ‘digital recording device’?

Contents supervisor: WIRED JAPAN, Japanese text: Shuto Mizutani, Photography: Junpei Kato, Editing: Shinya Yashiro

At the dawn of the digital camera era, Nikon released the COOLPIX 900 to the world. Equipped with a distinctive swivel mechanism that allowed the lens to rotate freely, this product ushered in a new era of cameras, enabling freedom of shooting angles that was unimaginable with conventional cameras of the time. Rather than following the traditions of film cameras, the COOPIX 900 was developed with a completely new concept. In this article, we will unravel how it pioneered the then-unknown realm of digital cameras, through the story of its birth.

Inspired by a concept — the digital camera was derived from video cameras

In the late 1990s, with the spread of personal computers, an era in which anyone could easily handle digital images was rapidly approaching. Nikon had previously released products such as the COOLPIX 100 and COOLPIX 300 as recording equipment intended for business applications.
However, the COOLPIX 900 was developed with the mission of being an authentic digital camera, marking a clear distinction from such predecessors.

The most important factor during its development was the recognition that ‘digital cameras are not an extension of film cameras’. Film has a multi-layer structure with a thickness of approx. 30 microns, and the focus point changes depending on the incoming light. On the other hand, the image sensor of a digital camera has a flat surface of several microns, and all colors of light follow the same path. Therefore, the requirements for lenses and autofocus are completely different. From these points, it was considered that digital cameras should rather be viewed more as a technology derived from video cameras.

This dynamic shift in thinking made it possible to create designs free from the constraints of the conventional wisdom of film cameras. The most iconic feature was the use of a ‘swivel mechanism’ in which the lens rotates. This mechanism had actually already been considered for a prototype video camera produced by Nikon in 1983. Users would no longer require a stepladder to achieve high-angle shooting, and there would be no need to lie down on the ground for low-angle shots. Even self-portraits would become easier. Furthermore, it would be possible to adjust the vertical position without moving the camera body when using a tripod.

Products created by moving beyond boundaries

‘Innovative products are born from innovative teams.’ The TOP01 Project, that started in July 1996 under the direct control of the president, was inspired by this idea. A small team of 10+ people, comprising highly skilled elite staff from the Camera Business Unit and Electronic Imaging Division, etc., worked together to realize the ambitious development of the COOLPIX 900 speedily.

The project aimed to merge the optical technologies of film cameras with digital technologies. A particularly crucial element was the lens design. Microlenses are arranged one by one on the surface of an image sensor, and their sensitivity varies greatly depending on the angle of the entering light. Therefore, a completely different design from conventional film cameras was required. Through the process of repeated discussions and trial and error between lens and digital designers, an effective new design was arrived at.

In order to achieve high optical performance in a limited space, a revolutionary design was adopted. Lenses were usually placed horizontally for film cameras, but for this new product, they were positioned vertically using a “swivel mechanism”. As a result, it was possible to arrange lens construction with sufficient length, realizing installation of a high-precision lens that was both easy to design and manufacture.

Commitment to image creation

What is photography? While facing this fundamental question, the project team pursued expression unique to digital, which is different from that of film. During development, using standard lighting and subjects in an in-house studio, they repeatedly undertook meticulous consideration. Rather than just imitating the color tone of film photography, Nikon aimed for image creation appropriate for a new era. This attitude later became an important guideline for Nikon’s digital camera development.

Of course, the team was also very focused on usability. Considering the power consumption of LCD monitors and visibility outdoors, an optical viewfinder was included, and AA batteries, which are available anywhere in the world, were selected. By enabling the taking of photographs using an optical viewfinder instead of an LCD monitor, battery consumption was reduced. These practical innovations gained wide support from professionals to general users.

The dawn of the digital camera era

The COOLPIX 900 was highly acclaimed in the market, both for its high pixel count of 1.3 megapixels that exceeded a megapixel (1 million pixels), which was the standard at that time for high image quality, and its easy-to-use functionality. The series continued to evolve with the 950, 990 and 995 models, by improving the number of pixels and enhancing functions — thereby laying the foundations for Nikon’s digital camera brand COOLPIX.

At the time, evaluation of digital cameras was widely divided among photographers. While some experienced photographers insisted “I want to use film forever.” younger photographers were saying “Finally, our era has arrived.” For professionals who had been investing in film and processing fees while refining their skills, it was somewhat disconcerting that now anyone could easily take impressive photos. At the same time, however, new artists appeared one after another, and the medium of photography expanded greatly.

In 1998, the COOLPIX 900 created a major turning point of photographic expression. Rather than being a simple story of evolution from film to digital. It was the beginning of a new ‘look’ that made the act of photography much freer and more familiar. Today, over a quarter of a century later, this spirit still illuminates the future of photography.