(wow) Words Of Wonders Level 591 Answers – Now Read: Photokina 2018: Nikon Interview – “We love feedback because it leads to better things” 276 comments
Two cameras, two lens holders, almost sixty years apart. The new Nikon Z7 (left) is the first of a new generation of Z-compatible Nikon full-frame cameras, just as the original Nikon F (right) introduced the legendary F-mount in the late 1950s.
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This interview consists of interviews conducted with several Nikon executives in August, primarily after the launch of the Z system in Tokyo and during the Photokina trade show in Cologne, Germany.
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Fortunately, our questions were answered in a variety of ways by executives, engineers, and marketing experts. These exchanges took place at different times and in each case our conversations were conducted through a translator. Since individual assignment was not possible, responses were aggregated and anonymized. The interview below has been edited for clarity and fluency.
The biggest challenge for the installation was finalizing the specifications. This is a new system and we look forward to the future for our users. We want them to use the Z-mount for a long time, so we want to make sure the specs [support] long-distance use.
For example, with the Z 35mm F1.8 lens, we decided to exceed the [previous] performance level, which was very difficult. The production was also challenging because we wanted to increase the specifications and performance of the [previous] lenses.
In the case of camera bodies, we had to maintain performance while making them smaller and lighter. It was a challenge for us.
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The Nikon Z mount should be at least as future-proof as the old F-mount – hopefully, according to Nikon representatives – which will still be around 100 years ago.
Nikon's Z-mount lenses are designed for cameras capable of capturing stills and high-resolution video – how does this demand influence design?
Our visual design had to change. There are five elements that have been significantly improved. First, we reduce defects in a very balanced way. Second, we improve the resolution not only to the center, but also to the edge of the frame. Third, we improved the performance of the point image [coma] by looking at the edges of the image. Fourth, the bokeh is natural and beautiful. Finally, we minimized glare and burning effects as much as possible. All these improvements allow us to create clean, very “real” images.
Mechanically speaking, we have improved the focus speed and focusing is very quiet and very easy when recording movies. This fluidity is really good and film users can adjust the focus speed from slow to fast.
Photokina 2018: Nikon Interview
While we've tried to keep a similar level of performance between the D850 and Z7, one concern with the Z6/7 is that their autofocus behavior and user experience is very different from a DSLR like the D850. Why did Nikon make this decision?
The D850 has a dedicated autofocus sensor, but on the Z7 we have sensor phase detection autofocus. Each system has its own characteristics and strengths. We've looked at the differences between the two so we can leverage the strengths of each system to meet our customers' needs. It's not about which system is better, each has its strengths.
When considering the ease of use of the autofocus system, we found the D850 and Z7 to perform equally well. Our priority is to make sure our customers [Z7] feel they have the same level of performance and comfort [as we did with the D850].
Nikon Z7 Image with 35mm F1.8, one of three compact lenses announced at the launch of the new Z unit in August.
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We must consider our camera models, their features and specifications, and the needs of our customers. Some models have better feature updates than others.
But upgrading the camera is not easy. Additionally, software design and updates become more complex as functionality evolves. However, the environment is changing rapidly, and given the rapid evolution of performance, we may need to accelerate our response. We believe in developing and updating [our camera] features to meet the needs of our customers.
Our goal is to be the first in the entire personnel market. Do you have an internal target for Nikon DSLR mirrorless sales share?
We have domestic sales targets for each model, but we can't reveal the numbers. Our goal is to be number one in the mirrorless and full-frame DSLR market.
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This is a difficult question to answer – we cannot reveal the exact timeline, but we will do everything we can to achieve the goal of being number one as soon as possible. We believe that we will soon be able to take the first place. Many manufacturers have made full-frame mirrorless cameras, but our sales of the Z6 and Z7 have been really strong, which gives us confidence.
Since DSLRs and mirrorless cameras have their advantages and disadvantages, they can be combined. How do you think the Z6 and Z7 will affect Nikon's DSLR sales?
Demand for the D850 has been very strong and steady since we launched the Z6 and Z7. Since digital SLRs and mirrorless cameras have their advantages and disadvantages, they can and should be combined. However, it is inevitable that the market will move more and more towards glass. Currently, mirrorless have a market share of around 40%, but by 2020 we expect mirrorless to overtake DSLRs. For now, we think they can live together.
At launch, System Z is a full-frame system. Will it support DX (APS-C) format cameras in the future?
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We haven't considered other formats yet. But we are looking at market trends and will not reveal anything [in the future].
From left to right: the Nikon D850, the new Z7 and its main competitor the Sony a7R III.
In short, our benchmark for the Z7 was the D850. We want the Z7 to be at least on par with the D850. We have a wealth of knowledge about our DSLRs and have gathered input from our customers to ensure we have met their needs and wants. For example, a comfortable grip, a good viewing experience and an operational feeling when you press the trigger. Before we launch a [mirrorless] product, we need to make sure we can match or exceed those qualities [of our DSLR]. These people expect Nikon as a camera manufacturer.
A new concept in VR Z6 and Z7, we set a very tight target for the number of correction stops. We can't specify specific digital performance goals when it comes to lenses, but we talked about five ways to improve lenses, as well as ease of use and user friendliness. We set really big goals.
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How important was it for Nikon to include high-quality video capabilities when creating the new Z-compatible cameras?
More and more customers are looking at styles and videos and want both. That's why we focused on improving video performance, which also influenced the design of the body and lens. We want to make sure that the new camera will have excellent photo and video quality.
We love feedback because it leads to better things. We want to be recognized as a company that provides tools for video professionals. It would be great to hear from the pros that now they can finally do whatever they want with our products. We have introduced many features including N-Log and we are very happy if one of them can be useful.
Now we're starting to reach out to the professional videographer community because we've really improved the video performance of our cameras and lenses and we're proud of it, so we want to share it with the community.
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The Nikon 1 V3 was the last and arguably the best of the previous 1 system mirrorless series. Although the System 1 didn't last, Nikon tells us that technologies pioneered in cameras like the V3 were used in the development of the full-frame Z unit.
This is a difficult question to answer. There's a lot we can say, but it's hard to put it into words. The basis of the technology comes from the Nikon 1. Especially the technology behind the image sensor. Not the [hardware] technology itself, but the clear concept and underlying principles.
System F and System 1 are of course the foundation of everything we do, but with System Z the goal was to go beyond what came before. The large amount of data [between the camera and the lens] is a huge advantage and one of the biggest improvements between the previous models and the new Z series.
System F and System 1 are the foundation of everything we do, but with System Z the goal is to:
