Nikon Partners With FINA, And I Was Right About The Direction Of Nikon KeyMission

On 29 November 2016, Nikon announced that they are partnering with the Fédération Internationale de Natation (FINA) at the 13th FINA World Swimming Championships (25m) to be held from December 6 to 11, 2016, in Windsor, Canada.

An interesting part of the announcement is as follows:

“In addition, the construction of the pool for this event will be recorded with Nikon’s first action camera, the KeyMission 360, which is waterproof and capable of recording 360° video, and the images will be released on the Championships SNS. A cooperative promotional campaign encouraging visitors to take commemorative photos will be implemented at the Championships venue by the organizers and Nikon Canada Inc. to enhance the excitement of the event.”

This pretty much ties in with my guess in September that Nikon has more aspirations for the KeyMission product line than just targeting the consumer segment. And the purpose of the Mark Roberts Motion Control acquisition will also align nicely with what I believe they are trying to do. Both KM and MRMC are strategic decisions to get them into the professional sporting photography/video space, and I believe they aim to be able to play a bigger role in the Tokyo 2020 Olympics than just providing NPS services to photographers.

Of course, the astute observer will point out that the KeyMission cameras still have a lot of space for improvement, and Nikon actually has no competitive video solution in both the consumer and professional and video space! However, Tokyo 2020 is three-and-a-half years away, so that is actually enough time for KeyMission to go through a few more generations of technological revision. With respect to video, I am sceptical that they will be able to offer anything competitive against what the incumbent players already offer in the professional arena within such a short time. They might be able to do something in the consumer space, though I am just guessing here.

As of now we are on a 32-day countdown to the first day of CES. I’ll be waiting to see what Nikon has to show to the world. – WY

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