Nikon 2012 Annual Report Download - page 19

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NIKON CORPORATION ANNUAL REPORT 2012
an interchangeable lens-type digital camera,
that comes with a focal plane phase-detection
autofocus, providing high-speed, highly accurate
autofocus capability. The fact that this camera also
allows the user to simultaneously capture video and
high-resolution still images, offers the user a new
way to enjoy photography.
As is the case with the D800 digital SLR model,
which features an advanced image sensor and a
superior image-processing engine, we believe that
despite the relatively higher prices, products with a
clear technological edge will continue to succeed in
the marketplace. We will maintain our focus on the
development of innovative technologies and products
that incorporate those technologies, centering on
camera bodies and NIKKOR interchangeable lenses,
to meet the ever-evolving needs of our customers.
* As of September 21, 2011
Expanding Our Market Share in Emerging Markets
When we look to the future of the imaging business,
our keyword has got to be emerging markets. Much
of Nikon’s future success will depend on how much
market share we are able to capture in developing
countries that still have a strong potential for future
economic expansion. We already have a solid
market share in some of these emerging countries,
but many other areas await development. Brand
strength is extremely important in these countries,
where establishment of strong brand appeal will
lead to brand-based demand.
The Nikon brand is already well established in
India, Russia and China, where we consistently
command a strong share of the market. However,
Nikon remains relatively weak in much of Central
and South America, the Middle East, Africa and
parts of Southeast Asia. We will focus on improving
our brand image in these regions. As part of these
efforts, in addition to the sales subsidiaries we have
already established in Thailand, Brazil and the United
Arab Emirates, we will now turn our attention to
reinforcing our sales and service systems in Central
and South America and the Middle East.
Establishing a New Brand Image and
Reinforcing Our Manufacturing Capability
One of the areas on which I am personally
focusing special attention is our brand image.
While maintaining the legendary Nikon name for
unsurpassed technology and quality, I want to add
some new elements to our brand image, such as
“fashionable” and “sophisticated.” The two products
that best embody these new concepts are the Nikon 1,
and the COOLPIX series compact digital camera.
As they steadily penetrate the market, these two
products are beginning to create a very positive
new Nikon image that combines the elements of our
traditional brand with the new elements of being
fashionable and sophisticated.
A second area on which I am placing special
emphasis is ensuring that our imaging business
is market driven. This requires not only a strong
marketing capability, but also demands that
we build our ability to create new and advanced
technologies to meet user needs, and ensure that our
manufacturing capability is the best in the industry.
With regard to manufacturing, we are currently
working to simplify design work through the adoption
of platform-based design systems, and we are looking
to cut costs through the increased use of automation.
As the person in charge of Nikon’s imaging business,
I am pleased to report that these new approaches are
already beginning to show solid results.
REVIEW OF OPERATIONS: IMAGING COMPANY
Compact Digital Camera
COOLPIX S9300
Interchangeable Lens-Type
Advanced Digital Camera
Nikon 1 V1
Interchangeable Lens-Type
Advanced Digital Camera
Nikon 1 J1
Compact Digital Camera
COOLPIX P310