Nikon have announced their first mirrorless single lens reflex camera to challenge rivals in the market for small size cameras.
The Nikon 1 brand J1 model is going to be available for purchase in Japan from October 20th according to an email that the company sent out. The price will be around $775 (59,000 yen).
With this new release, Canon will be the only maker among the ‘big four' to still use mirrors on all SLR cameras, or cameras with interchangeable lenses.
Yasuyuki Okamoto, head of Nikon's imaging business told reporters in Tokyo that it was the right time for the company to enter into the mirrorless SLR market.
Mirrorless cameras have electronic sensors that send the data directly to the camera's LCD screen removing the need for prisms, mirrors and an optical viewfinder. The demand for this particular design is increasing, and according to research sales in 2010 reached 2.1 million units. This might pale in comparison to the 503 million units sold for a conventional SLR design, but the market is growing steadily as people appreciate the simple, inexpensive approach.
Kitguru says: Are you going mirrorless?