{"id":145209,"date":"2021-01-25T23:00:06","date_gmt":"2021-01-25T23:00:06","guid":{"rendered":"https:\/\/other.kelsey.host\/amateurphotographer\/?p=145209"},"modified":"2021-01-25T23:01:50","modified_gmt":"2021-01-25T23:01:50","slug":"nikon-doubles-down-on-mirrorless-i-wasnt-looking-at-the-market-calmly-says-top-exec","status":"publish","type":"post","link":"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/nikon-doubles-down-on-mirrorless-i-wasnt-looking-at-the-market-calmly-says-top-exec\/","title":{"rendered":"Nikon doubles down on mirrorless: “I wasn’t looking at the market calmly” says top exec"},"content":{"rendered":"

Nikon has confirmed it is to concentrate its efforts on mirrorless cameras in a frank interview with a Japanese business magazine. The Toyo Keizai reports that for the financial year ending in March, Nikon is expected to post a loss of 75 billion yen (about \u00a3529 million) \u2013 a dizzying fall considering it posted a surplus of 6.7 billion yen in the previous fiscal year.<\/p>\n

The company\u2019s operating loss for the April to September 2020 period, meanwhile, fell to a defecit of 46.6 billion yen compared to a 17.5 billion yen surplus for the same period in 2019. While some of this is put down to the disruption caused by Covid 19, Nikon executive Hirotaka Ikegami also admitted in a separate interview that the company underestimated the appeal of mirrorless cameras, particularly at the serious amateur\/pro end of the market.<\/p>\n\t\t

\n\t\t\t\"\"\t\t\t

Nikon’s Hirotaka Ikegami, boss of the camera\/video division<\/p>\n\t\t<\/div>\n\t\t\n

\u201cI wasn\u2019t looking at the market calmly and objectively,\u201d he says, in a translation from the Japanese. \u201cI was most concerned about how much the performance of the electronic viewfinder can be improved, and the number of shots [per battery charge] can be increased.\u201d<\/p>\n\t\t

\n\t\t\t\"\"\t\t\t

The well-received Z range is currently driving sales and helping hone strategy<\/p>\n\t\t<\/div>\n\t\t\n

While Nikon hesitated, wondering whether EVFs and fewer shots per charge would put off pros, Sony and Canon charged hard to acquire market share. But far from being a mea culpa\/gomen nasai<\/em>, Ikegami is adamant that the success of the Z range is very encouraging; he states that investment is also priority, despite the punishing financial losses and imminent corporate restructuring.<\/p>\n

\u201cWe are not in a situation where we have to cut investment as part of cost reduction\u2026 For the time being, we will concentrate on mirrorless cameras.\u201d<\/p>\n

See the full interview here<\/a>.<\/p>\n

Further reading<\/strong>
\nNikon Europe interview<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Despite some rising red ink and a possibly overcautious approach in recent years, Nikon is bullish about the continued appeal of its mirrorless models<\/p>\n","protected":false},"author":7,"featured_media":145211,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[39],"tags":[],"product-category":[],"class_list":["post-145209","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-photo-news"],"yoast_head":"\nNikon doubles down on mirrorless: "I wasn't looking at the market calmly" says top exec - Amateur Photographer<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/nikon-doubles-down-on-mirrorless-i-wasnt-looking-at-the-market-calmly-says-top-exec\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Nikon doubles down on mirrorless: "I wasn't looking at the market calmly" says top exec\" \/>\n<meta property=\"og:description\" content=\"Despite some rising red ink and a possibly overcautious approach in recent years, Nikon is bullish about the continued appeal of its mirrorless models\" \/>\n<meta property=\"og:url\" content=\"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/nikon-doubles-down-on-mirrorless-i-wasnt-looking-at-the-market-calmly-says-top-exec\/\" \/>\n<meta property=\"og:site_name\" content=\"Amateur Photographer\" \/>\n<meta property=\"article:publisher\" content=\"http:\/\/www.facebook.com\/Amateur.photographer.magazine\" \/>\n<meta property=\"article:published_time\" content=\"2021-01-25T23:00:06+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-01-25T23:01:50+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/other.kelsey.host\/amateurphotographer\/wp-content\/uploads\/sites\/16\/2021\/01\/nikon-z-7-II.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2100\" \/>\n\t<meta property=\"og:image:height\" content=\"1400\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Steve Jones\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@AP_Magazine\" \/>\n<meta name=\"twitter:site\" content=\"@AP_Magazine\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Steve Jones\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/nikon-doubles-down-on-mirrorless-i-wasnt-looking-at-the-market-calmly-says-top-exec\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/nikon-doubles-down-on-mirrorless-i-wasnt-looking-at-the-market-calmly-says-top-exec\/\"},\"author\":{\"name\":\"Steve Jones\",\"@id\":\"https:\/\/other.kelsey.host\/amateurphotographer\/#\/schema\/person\/97055e11a17e073555cf1df246de195c\"},\"headline\":\"Nikon doubles down on mirrorless: “I wasn’t looking at the market calmly” says top exec\",\"datePublished\":\"2021-01-25T23:00:06+00:00\",\"dateModified\":\"2021-01-25T23:01:50+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/nikon-doubles-down-on-mirrorless-i-wasnt-looking-at-the-market-calmly-says-top-exec\/\"},\"wordCount\":327,\"image\":{\"@id\":\"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/nikon-doubles-down-on-mirrorless-i-wasnt-looking-at-the-market-calmly-says-top-exec\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/other.kelsey.host\/amateurphotographer\/wp-content\/uploads\/sites\/16\/2021\/01\/nikon-z-7-II.jpg\",\"articleSection\":[\"Latest news\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/nikon-doubles-down-on-mirrorless-i-wasnt-looking-at-the-market-calmly-says-top-exec\/\",\"url\":\"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/nikon-doubles-down-on-mirrorless-i-wasnt-looking-at-the-market-calmly-says-top-exec\/\",\"name\":\"Nikon doubles down on mirrorless: \\\"I wasn't looking at the market calmly\\\" says top exec - Amateur Photographer\",\"isPartOf\":{\"@id\":\"https:\/\/other.kelsey.host\/amateurphotographer\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/nikon-doubles-down-on-mirrorless-i-wasnt-looking-at-the-market-calmly-says-top-exec\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/nikon-doubles-down-on-mirrorless-i-wasnt-looking-at-the-market-calmly-says-top-exec\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/other.kelsey.host\/amateurphotographer\/wp-content\/uploads\/sites\/16\/2021\/01\/nikon-z-7-II.jpg\",\"datePublished\":\"2021-01-25T23:00:06+00:00\",\"dateModified\":\"2021-01-25T23:01:50+00:00\",\"author\":{\"@id\":\"https:\/\/other.kelsey.host\/amateurphotographer\/#\/schema\/person\/97055e11a17e073555cf1df246de195c\"},\"breadcrumb\":{\"@id\":\"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/nikon-doubles-down-on-mirrorless-i-wasnt-looking-at-the-market-calmly-says-top-exec\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/nikon-doubles-down-on-mirrorless-i-wasnt-looking-at-the-market-calmly-says-top-exec\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/nikon-doubles-down-on-mirrorless-i-wasnt-looking-at-the-market-calmly-says-top-exec\/#primaryimage\",\"url\":\"https:\/\/other.kelsey.host\/amateurphotographer\/wp-content\/uploads\/sites\/16\/2021\/01\/nikon-z-7-II.jpg\",\"contentUrl\":\"https:\/\/other.kelsey.host\/amateurphotographer\/wp-content\/uploads\/sites\/16\/2021\/01\/nikon-z-7-II.jpg\",\"width\":2100,\"height\":1400},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/nikon-doubles-down-on-mirrorless-i-wasnt-looking-at-the-market-calmly-says-top-exec\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/other.kelsey.host\/amateurphotographer\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Latest\",\"item\":\"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Latest news\",\"item\":\"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/\"},{\"@type\":\"ListItem\",\"position\":4,\"name\":\"Nikon doubles down on mirrorless: “I wasn’t looking at the market calmly” says top exec\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/other.kelsey.host\/amateurphotographer\/#website\",\"url\":\"https:\/\/other.kelsey.host\/amateurphotographer\/\",\"name\":\"Amateur Photographer\",\"description\":\"The world's number 1 weekly photo magazine\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/other.kelsey.host\/amateurphotographer\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/other.kelsey.host\/amateurphotographer\/#\/schema\/person\/97055e11a17e073555cf1df246de195c\",\"name\":\"Steve Jones\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/other.kelsey.host\/amateurphotographer\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/cb0c8ae71b139c89daee89fabe871899?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/cb0c8ae71b139c89daee89fabe871899?s=96&d=mm&r=g\",\"caption\":\"Steve Jones\"},\"url\":\"https:\/\/other.kelsey.host\/amateurphotographer\/author\/stevejones\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Nikon doubles down on mirrorless: \"I wasn't looking at the market calmly\" says top exec - Amateur Photographer","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/nikon-doubles-down-on-mirrorless-i-wasnt-looking-at-the-market-calmly-says-top-exec\/","og_locale":"en_US","og_type":"article","og_title":"Nikon doubles down on mirrorless: \"I wasn't looking at the market calmly\" says top exec","og_description":"Despite some rising red ink and a possibly overcautious approach in recent years, Nikon is bullish about the continued appeal of its mirrorless models","og_url":"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/nikon-doubles-down-on-mirrorless-i-wasnt-looking-at-the-market-calmly-says-top-exec\/","og_site_name":"Amateur Photographer","article_publisher":"http:\/\/www.facebook.com\/Amateur.photographer.magazine","article_published_time":"2021-01-25T23:00:06+00:00","article_modified_time":"2021-01-25T23:01:50+00:00","og_image":[{"width":2100,"height":1400,"url":"https:\/\/other.kelsey.host\/amateurphotographer\/wp-content\/uploads\/sites\/16\/2021\/01\/nikon-z-7-II.jpg","type":"image\/jpeg"}],"author":"Steve Jones","twitter_card":"summary_large_image","twitter_creator":"@AP_Magazine","twitter_site":"@AP_Magazine","twitter_misc":{"Written by":"Steve Jones","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/nikon-doubles-down-on-mirrorless-i-wasnt-looking-at-the-market-calmly-says-top-exec\/#article","isPartOf":{"@id":"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/nikon-doubles-down-on-mirrorless-i-wasnt-looking-at-the-market-calmly-says-top-exec\/"},"author":{"name":"Steve Jones","@id":"https:\/\/other.kelsey.host\/amateurphotographer\/#\/schema\/person\/97055e11a17e073555cf1df246de195c"},"headline":"Nikon doubles down on mirrorless: “I wasn’t looking at the market calmly” says top exec","datePublished":"2021-01-25T23:00:06+00:00","dateModified":"2021-01-25T23:01:50+00:00","mainEntityOfPage":{"@id":"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/nikon-doubles-down-on-mirrorless-i-wasnt-looking-at-the-market-calmly-says-top-exec\/"},"wordCount":327,"image":{"@id":"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/nikon-doubles-down-on-mirrorless-i-wasnt-looking-at-the-market-calmly-says-top-exec\/#primaryimage"},"thumbnailUrl":"https:\/\/other.kelsey.host\/amateurphotographer\/wp-content\/uploads\/sites\/16\/2021\/01\/nikon-z-7-II.jpg","articleSection":["Latest news"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/nikon-doubles-down-on-mirrorless-i-wasnt-looking-at-the-market-calmly-says-top-exec\/","url":"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/nikon-doubles-down-on-mirrorless-i-wasnt-looking-at-the-market-calmly-says-top-exec\/","name":"Nikon doubles down on mirrorless: \"I wasn't looking at the market calmly\" says top exec - Amateur Photographer","isPartOf":{"@id":"https:\/\/other.kelsey.host\/amateurphotographer\/#website"},"primaryImageOfPage":{"@id":"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/nikon-doubles-down-on-mirrorless-i-wasnt-looking-at-the-market-calmly-says-top-exec\/#primaryimage"},"image":{"@id":"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/nikon-doubles-down-on-mirrorless-i-wasnt-looking-at-the-market-calmly-says-top-exec\/#primaryimage"},"thumbnailUrl":"https:\/\/other.kelsey.host\/amateurphotographer\/wp-content\/uploads\/sites\/16\/2021\/01\/nikon-z-7-II.jpg","datePublished":"2021-01-25T23:00:06+00:00","dateModified":"2021-01-25T23:01:50+00:00","author":{"@id":"https:\/\/other.kelsey.host\/amateurphotographer\/#\/schema\/person\/97055e11a17e073555cf1df246de195c"},"breadcrumb":{"@id":"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/nikon-doubles-down-on-mirrorless-i-wasnt-looking-at-the-market-calmly-says-top-exec\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/nikon-doubles-down-on-mirrorless-i-wasnt-looking-at-the-market-calmly-says-top-exec\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/nikon-doubles-down-on-mirrorless-i-wasnt-looking-at-the-market-calmly-says-top-exec\/#primaryimage","url":"https:\/\/other.kelsey.host\/amateurphotographer\/wp-content\/uploads\/sites\/16\/2021\/01\/nikon-z-7-II.jpg","contentUrl":"https:\/\/other.kelsey.host\/amateurphotographer\/wp-content\/uploads\/sites\/16\/2021\/01\/nikon-z-7-II.jpg","width":2100,"height":1400},{"@type":"BreadcrumbList","@id":"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/nikon-doubles-down-on-mirrorless-i-wasnt-looking-at-the-market-calmly-says-top-exec\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/other.kelsey.host\/amateurphotographer\/"},{"@type":"ListItem","position":2,"name":"Latest","item":"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/"},{"@type":"ListItem","position":3,"name":"Latest news","item":"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/"},{"@type":"ListItem","position":4,"name":"Nikon doubles down on mirrorless: “I wasn’t looking at the market calmly” says top exec"}]},{"@type":"WebSite","@id":"https:\/\/other.kelsey.host\/amateurphotographer\/#website","url":"https:\/\/other.kelsey.host\/amateurphotographer\/","name":"Amateur Photographer","description":"The world's number 1 weekly photo magazine","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/other.kelsey.host\/amateurphotographer\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/other.kelsey.host\/amateurphotographer\/#\/schema\/person\/97055e11a17e073555cf1df246de195c","name":"Steve Jones","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/other.kelsey.host\/amateurphotographer\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/cb0c8ae71b139c89daee89fabe871899?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/cb0c8ae71b139c89daee89fabe871899?s=96&d=mm&r=g","caption":"Steve Jones"},"url":"https:\/\/other.kelsey.host\/amateurphotographer\/author\/stevejones\/"}]}},"acf":[],"jetpack_featured_media_url":"https:\/\/other.kelsey.host\/amateurphotographer\/wp-content\/uploads\/sites\/16\/2021\/01\/nikon-z-7-II.jpg","jetpack_sharing_enabled":true,"publishpress_future_action":{"enabled":false,"date":"2026-04-27 11:04:15","action":"change-status","newStatus":"draft","terms":[],"taxonomy":"category","extraData":[]},"publishpress_future_workflow_manual_trigger":{"enabledWorkflows":[]},"_links":{"self":[{"href":"https:\/\/other.kelsey.host\/amateurphotographer\/wp-json\/wp\/v2\/posts\/145209","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/other.kelsey.host\/amateurphotographer\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/other.kelsey.host\/amateurphotographer\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/other.kelsey.host\/amateurphotographer\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/other.kelsey.host\/amateurphotographer\/wp-json\/wp\/v2\/comments?post=145209"}],"version-history":[{"count":2,"href":"https:\/\/other.kelsey.host\/amateurphotographer\/wp-json\/wp\/v2\/posts\/145209\/revisions"}],"predecessor-version":[{"id":145214,"href":"https:\/\/other.kelsey.host\/amateurphotographer\/wp-json\/wp\/v2\/posts\/145209\/revisions\/145214"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/other.kelsey.host\/amateurphotographer\/wp-json\/wp\/v2\/media\/145211"}],"wp:attachment":[{"href":"https:\/\/other.kelsey.host\/amateurphotographer\/wp-json\/wp\/v2\/media?parent=145209"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/other.kelsey.host\/amateurphotographer\/wp-json\/wp\/v2\/categories?post=145209"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/other.kelsey.host\/amateurphotographer\/wp-json\/wp\/v2\/tags?post=145209"},{"taxonomy":"product-category","embeddable":true,"href":"https:\/\/other.kelsey.host\/amateurphotographer\/wp-json\/wp\/v2\/product-category?post=145209"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}