Nikon KeyMission 360 4K action camera will take on GoPro.
Nikon’s next big innovation with be the KeyMission 360 degree camera, which it is certain will change the action camera industry now dominated by GoPro. Expected to launch this year, this 4K camera will be dust, water and shockproof.
Nikon India managing director Kazuo Ninomiya says this “premium camera” will offer an “awesome experience” to users, and will be superior than existing action cameras. “This 360-degree format will be really new for everyone. It will be aimed at consumers, but professionals will use it too,” says Ninomiya, adding that platforms where 360-degree video will be used are still evolving.
While there has been a lot of talk about how smartphones are eating into the camera segment, Ninomiya is optimistic. He says the smartphone segment is good for the camera industry. “If even 10 per cent of those smartphone camera users decide to upgrade, this will be a huge number for the industry,” he explains. “Smartphones have opened their eyes to photography and now everyone is in a mood to click.”
He says while 4K is already here, the adoption will be gradual as people who are processing these videos are still struggling with it. “The processing is very heavy,” he says, adding that technology will catch up gradually. However, Sajjan Kumar, senior vice president of corporate sales, accepts that 4K adoption will be driven by the fact that UHD gives photographers lot of detail post processing options.
Ninomiya says Nikon India has a 58 per cent market share of the DSLR market and 48 per cent share of the compact digital camera segment, of which 55 per cent of sales are driven by amateur photographers. The company posted Rs 1,000 crore revenue for FY15-16 and is gunning for Rs 1100 crore this fiscal, a jump of 10 per cent with an estimated 5 lakh units sales in the DSLR segment.