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Nikon is DYING (but it's not too late)

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Head to http://squarespace.com/Chelsea to save 10% off your first website or domain with code “CHELSEA” Nikon is expecting to lose $92 MILLION in 2020 on …


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  1. Love my D5600, but agree with Chelsea the live view in at is horrible. Used a Canon, liked the lens better, thought of switching…. wish I could afford the Sony mirrorless 7iv. So I’m in limbo of buying any more lenses. And then you have the cell phones…just a hobby

  2. As you said the problem is the air gap between the camera and the phone. I add another one… The price. Now picture this: take D3*** and D5*** series and equivalent cheaper (non existent at the moment) mirrorless with the same mount used for the full frame ones. Start removing everything except the actual sensor and lens and enclosure with buttons. Drop the price by say 300€ from the original D3/5*** kit. Put a USB C plug and a mechanism to slide your phone into the enclosure. Open the play store and download the Nikon camera app… Or use whatever camera app you want such as the very well optimized Google camera. Boom millions of sales. Our phones are already poweful enough to andle the image processing and we already paid for them so there is no point in buying redundant hardware. A different thing may be said for D7*** (and currently non existing cheaper mirrorless equivalent) where you may want to do the opposite: make yourself the processing/smartphone part (with no price increase) so it fits perfectly in the camera and I can take it off as soon as I need to do something else rather than shooting pictures. You may even consider applying to the Android One project so that the cost of development is not entirely on your shoulders. Of course nobody will care about this message.

  3. I'd respectfully disagree with Chelsea on the concept of a Coolpix Z, presumably as a supplement to the Coolpix A, B, and P – lines. I'd also say the same for the Canon Power-Shot line. With a Coolpix "Z" camera coming in somewhere in the price range of the B and P lines ($250-500), who will want to spend that additional amount of money just to have to learn and carry around an additional device? Most of the features you described are basically on board most of the newer generation phones, physical zoom lens capability and larger CCD not withstanding. 5+ years ago I think that very idea might have worked/sold well when Coolpix capabilities as a camera far surpassed that of what was on cellphones at the time. But now, I think we have reached a point of diminishing returns on image quality with MOST users, who are typically not "camera people," or photographers. I think to the average person (of any generation), the currently available flagship phones from Apple, Samsung, Google, etc., do most of what they are looking for in photography. Most I have spoken with don't really care about pure image quality, they want good enough quality, the convenience and speed of POS, and rely on software to enhance their images to the style they would like so they can publish it on social media. I just don't think a low-end "android apps, wifi and a nice lens" device for an additional $400 (they already spent $800+ for their phones) would be a profit maker. As a camera manufacturer, I think I'd be divesting myself of anything that phones can basically do now and figure out what it would take to appeal to "camera people," and what it would take to make "phone people" interested in true photography to become "camera people." Maybe instead of a Coolpix Z, you up the game to that Z30 with an ~18-135 lens and all those android OS/connectivity features for $599. Give them something cell phones can't touch with far superior lenses and sensors, but with an interface familiar to them (android OS)… A camera like that might just be the sort of thing that would make a great "first camera." …Just a thought

  4. Nikon bottom line hard headed! You have to move on with technology. They had to know that the future was moving to mirrowless! Just think back to film camera company’s that refused to upgrade to digital? There gone. But there will always be DSLR shooters but if Nikon gos under i hope you never need parts or repair. It’s sad.

  5. Nikon is dying in the way that an f/2.8 aperture on a camera with a large sensor is not f/2.8 on a camera with a small sensor (according to Tony). Which is to say neither is claim is true. 😉

  6. Japanese corporation are run by old stubborn people who tend to resist change, and have trouble adapting to change. That mindset is a death sentence. You have to adapt quickly to the changing economic landscape

  7. First of all, no one makes prints anymore. Wanna see my daughters wedding? Out comes a cell phone. Wanna see my new baby? Out comes a cell phone. Why did DLSR's go to massive full size sensors at thousands of dollars? To show pictures on a cell phone? No, to make larger and lager prints. Prints are dead. Even most "Consumer Clubs" don't have a digital kiosk anymore. Walmart still has one but it's always empty. With huge flat screen Television's going for less than $500 (A 50" can be had for less than that) with built in WIFI and Bluetooth you can pump your cell phone pics on your wall size TV. In short DSLR's are dead and buried as far as a consumer is concerned. When professional photographers were making tons of money they could afford to update to more and more expensive cameras. Those days are over folks.I have two Nikon 7100's there is no way I'm upgrading to an 850 for what? Most of my lenses are DX and I'm not going to buy all new lenses for a full frame DSLR.

  8. Look at Canon. EOS R is successful despite mediocre specs and missing dual card slots, because the RF lens lineup is fire! I don't think cheap lenses will save the Z system. They have to release premium lenses that are useful and for which every enthusiast will save his hard earned money. The 58/0.95 is not one of these lenses, because it is useless (no AF, way too big/heavy) for most enthusiasts.

  9. This really aggravates the sh** outta me. Before buying my d500 I did a bunch of research and was told by a bunch of people just like you that it would still be a good investment. Now along with this bad news, everything seems to have gone mirrorless literally overnight which further makes my investment worth less. Just another example of technology outrunning itself.

  10. Coolpix Z is genius! I think you have all the right selling points, but still it's another device to carry. The pictures would have to be much better than the latest phones, which is getting harder and harder, despite the primitive glass on a phone. People are using "what they have" to take pictures, and the DSLR is clumsy to carry so it must be MUCH better at picture results or it'll be left at home.

  11. I have seen this cycle SO many times: When profits drop off, upper level management will panic because they've been fed a constant diet of roses from mid-level mangers who were trying to save their own jobs. They bring in "Efficiency Experts" (Hatchet Men) who have only 2 tools: Outsourcing and cutting R&D. They don't know the business well enough to do anything else. The life of the company is drained off by short-term gains. Finally the executives take exit bonuses while investors and employees suffer. The customers lose yet another favorite brand. No company is so big that it can't go down this spiral.

  12. How can we save nikon?. Well every photographers should donate their earned money to nikon. That should save them. Every person with a camera is a photographer, remember that.

  13. they need to be able to compete with Sony, Sony is just way ahead, as simple as that, they need to get on top of that and deliver excellence, anything else won't do, things are not as they were

  14. Very informative and well done – you gained a subscriber. As a lifetime (47 years and counting) Nikon photographer – I have been very concerned with the direction, or lack there of, that Nikon has been going. When I was 15 and getting into photography – it was THE premiere brand to shoot – bar none! The advice you have provided the Nikon Corporation – they should be paying you as consultants. Spot on!

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