The United Kingdom


	The Japan Times WORLD EYE REPORTS THE UNITED KINGDOM

©THE JAPAN TIMES	Saturday, August 30, 2003

A digital view of the world - through Nikon cameras

The “High Street,” the bustling commercial district that is central to most villages and cities throughout the United Kingdom, offers the typical shopper a whole host of goods, services, and most recently – more and more digital still cameras.

Nikon has been the professionals’ camera of choice for decades. Today on any High Street the general consumer can browse major retailers to find a complete range of Nikon cameras, including the extremely popular digital still models of its CoolPix series.

Nikon’s outstanding professional reputation extends directly to its consumer line of digital still cameras. Uncompromising quality and leading technology are the pillars behind this solid reputation, which places their digital still cameras on the medium to high price shelf.

Appealing to the higher end consumer has been very effective for Nikon UK, which has tripled its camera shipments three years running and holds up to 14 percent of the digital still camera market. Imaging products contribute nearly 90 percent to the company’s turnover, while sales of precision equipment such as microscopes and measuring instruments make up the remainder.

Yojiro Yamaguchi, managing director of Nikon

With Nikon UK currently positioned fourth in a fiercely competitive local camera market, its managing director Yojiro Yamaguchi is confident the company’s current momentum can double existing operations in its core sales areas, marketing and distribution within the medium term.

Yamaguchi says: “Nikon UK has a philosophy of freedom. If there is a market we go there, and if for some reason it is not fit for Nikon, we leave. When we see viability we explore it and we will continue striving to expand Nikon’s customer base.”

“What sustains our company is our expertise in optics, and I believe that excelling with superior products will help us remain competitive worldwide,” he adds. “Nikon continually seeks innovative ways to view the world.”

“If there is something that people can achieve and acquire by using the best quality device that Nikon provides, then we have helped people to enjoy and remember life.”

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