Nikon president Makoto Kimura has expressed a desire to develop products specifically designed to counter and capitalize on the rise of smartphone photography. “Rapid expansion of mobile devices is a change in business environment given to us,” Kimura said in an interview with Bloomberg. “Our task going forward is to find an answer to that change.”

"It could be a non-camera consumer product."

Kimura wouldn't be drawn on the details, but indicated that Nikon may have to develop radically different products in order to keep up with unfamiliar competitors. "We want to create a product that will change the concept of cameras," he said. "It could be a non-camera consumer product." Nikon could have products in this vein released within five years, according to Kimura, who deflected questions on whether the company would develop a mobile phone.

Although Nikon has been slow to innovate in some areas, the company was the first manufacturer of note to develop an Android-based camera; the Coolpix S800c disappointed upon release with slow performance and unimpressive image quality. Kimura's comments suggest that the company has learned from that experience and may make a more credible effort in the future.