Interview with Jun Akabane, Manager Product Design Section, Nikon Corporation

red dot: To what extent are the exhibits presented in Shunde, the Nikon COOLPIX S1000pj and the Nikon D5000, examples of globally successful design?
Both of these products incorporate innovative features that aim to improve the enjoyment and practicality of taking photos. The Coolpix S1000pj was the worlds’ first camera with a built-in projector. Our intention was to overcome the limits of camera viewing screens and give consumers a method of showing a bigger audience a bigger image. The D5000 incorporates a variable angle screen, allowing users to be freer and more ambitious with their photography. These are both relevant practical improvements in camera design benefiting users wherever they are in the world.

red dot: What are the strategies with which a company can also secure long-term international success?
Nikon was established as a company manufacturing glass for optical products. And even today our core territory is in optical technology. Our products already have an excellent reputation and a global consumer base. However we must continue to recognise the needs of emerging markets and adapt to remain competitive.
Styling and user interfaces need to be updated with the latest technology to improve usability and maintain interest from consumers. It is also important because it provides consistency in adapting to the consumer’s growing knowledge and requirements.

red dot: To what extent does a globally operating company such as Nikon incorporate national and regional aspects?
In most cases the way people take photos is similar around the world and thus the physical shape of our products is globally universal. This is especially true with professional cameras, of which we are the most popular brand. However, with our consumer products we need to consider national and regional preferences, and this could be as simple as the colour variations of a particular camera. From both the desire to create better products and for simple economic reasons, it is important we consider our customers’ needs, wherever they may live.

red dot: What expectations do you have with regards to future developments in the Chinese market?
As for most global brands, and this includes Nikon, China has been an important manufacturing and development base. Particularly as we are close neighbors we wish to strengthen our relationship and develop benefits for both countries. Also, with the advancement of the Chinese economy, it will be interesting to see the development of consumerism, and the rise of China’s own domestic products, and how it impacts on companies like us.

red dot: Where do you see the biggest differences between the Chinese and the Western market?
In Western markets traditional values are important; they play a big role when it comes to judging the merit of good design. People from Western countries also have a clear image of particular brands, especially with historical companies like Nikon, and in the area of camera design. In Eastern countries the emphasis is on new concepts and cutting edge technology, so “newness” in styling and interfaces are priorities. We try to combine these expectations, being mindful of our brand heritage whilst incorporating innovative technology and new aesthetic appeal. It’s a compromise which works – the best of East and West!