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Nikon wants to create a 'new market' with its new concept

Vlad Savov
09.04.10
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We thought Nikon just wanted to join the burgeoning ranks of mirrorless interchangeable lens shooters that bridge the gap between full-fledged DSLR and pocket-friendly compact cameras. But oh no, as company president Makoto Kimura puts it, Nikon wants to create a whole "new market" with its next big idea. Noting that his lab lackeys have tested all sorts of eccentric possibilities, such as a head-mounted display, Kimura says it's time for digital cameras to move with the times and Nikon will be ready to take up its usual leadership position. When might that be, you ask? Well, in classic bigwig style, he keeps the roadmap tucked firmly inside the breast pocket of his smoking jacket, but at least we know that Nikon won't be sitting on the sidelines and letting whippersnappers like Sony's NEX-5 steal customers away.

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