New Nikons target ‘advanced’ digital camera users in PH

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By Alexander Villafania

QUEZON CITY, METRO MANILA – Nikon is optimistic its camera business in the country will continue to grow with increasing affluence among Filipino consumers.

Camera user today has gone past the standard markets of point-and-shoot users and professional digital single lens reflex (DSLR) users. Today, there is a new type of user – the professional hobbyists who use point-and-shoot cameras that are packed with DSLR-like features.

This new product category is referred to as a “advanced digital camera”. These types of cameras are essentially DSLR cameras that are placed in a point-and-shoot body.

Most, if not all, advanced digital cameras have interchangeable lenses allowing for some DSLR versatility with the ease of use of a point-and-shoot camera.

Raymond Lau, Nikon International Planning Division sales executive, noted that the camera segment in the Philippines continues to expand especially as Filipinos with some experience in using both DSLRs and point-and-shoots are looking for secondary cameras.

In most cases, advanced digital cameras, he said, are considered “in-between” devices.

“Some DSLR owners want to have the same photographic quality as their cameras but they want to have the quick use of a point-and-shoot so an advanced digital camera is good for them.”

“In the meantime, point-and-shoot camera owners would want to upgrade their existing cameras but don’t want the complexity of a DSLR. In both cases, the advanced digital camera becomes a good in-between device,” Lau said.

Nikon recently launched its Nikon 1 J1 and V1 advanced digital cameras. Both models interchangeable cameras allowing them to use a variety of wide angle, zoom, and macro lenses. Features also include  Advanced Hybrid Autofocus system, Motion Snapshot, Active D-lighting, and ViewNX 2.

Lau said that both the Nikon 1 J1 and V1 would address the advanced digital camera segment, and hopes to spur demand for other camera categories.

Lau noted that while Nikon remains to be running in second place in the overall camera business, it intends to overtake the current leader Canon, over the long run.

Added Lau: “We’ll be building our brand more in the Philippines. We’ll be doing a lot more activities and support for customers in the future.”

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