Nikon website suggests they’re finally giving up on 360 and action cameras

Jul 17, 2018

John Aldred

John Aldred is a photographer with over 20 years of experience in the portrait and commercial worlds. He is based in Scotland and has been an early adopter – and occasional beta tester – of almost every digital imaging technology in that time. As well as his creative visual work, John uses 3D printing, electronics and programming to create his own photography and filmmaking tools and consults for a number of brands across the industry.

Nikon website suggests they’re finally giving up on 360 and action cameras

Jul 17, 2018

John Aldred

John Aldred is a photographer with over 20 years of experience in the portrait and commercial worlds. He is based in Scotland and has been an early adopter – and occasional beta tester – of almost every digital imaging technology in that time. As well as his creative visual work, John uses 3D printing, electronics and programming to create his own photography and filmmaking tools and consults for a number of brands across the industry.

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Nikon’s KeyMission line of cameras arrived with a pretty huge fanfare. Their entire Photokina 2016 press conference was based around them. But they’ve been a bit of a flop, really. Now, Nikon websites around the world are showing various models of KeyMission as being “Discontinued”.

It’s not surprising, really. While there have been a couple of KeyMission proponents and stories of extreme survivability, the KeyMission line had a rocky start, a not-too-great middle and now, apparently, an entirely underwhelming end.

The KeyMission 360 was initially announced in January 2016. Then, there were the delays. Followed by more delays, along with the surprise leak of two more KeyMission cameras. At Photokina in September 2016, those new cameras were made official during a large press announcement & presentation.

It was all quite impressive, really. They had several large screens showing off what the camera could do, and the footage actually looked great, for the most part. There were a few obvious issues with dynamic range, and the footage used was obviously cherry-picked for the presentation. But, overall, it did seem quite good.

Finally, toward the end of 2016, though, the cameras were released. The biggest draw of the three cameras was obviously the KeyMission 360. And when it did eventually come out, the reviews didn’t look great at all. Given its price, people expected a lot more than the KeyMission 360 offered.

Now, according to the Nikon Japan website, it seems that Nikon has finally decided to give up on the world of 360° cameras. On there, the listing basically says that it’s discontinued – in a Google Translate kinda way.

Giving up might not be your first thought just based on this. Perhaps it’s just end of life and a newer model, that’s actually impressive, is on the way. Time for excitement, right? Well, maybe, if not for the fact that the Nikon UK website also lists both KeyMission 80 models as being discontinued, and the KeyMission 170 out of stock.

Nikon UK does still list the KeyMission 360 as being available, with a massive discount over the original price – normally more than double this. So, it’s likely that they’re simply selling off old stock now until it runs out.

It is a shame. Given the company that Nikon is, and the tech they possess, they had the potential to completely destroy the competition in this market. Given the pressure that GoPro has already been under the last few years, it shouldn’t have been difficult, either. That is, assuming the KeyMission cameras hadn’t sucked.

It would’ve been nice to see Nikon excel in this area. Let’s hope they don’t screw up mirrorless, too.

[via Nikon Rumors]

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John Aldred

John Aldred

John Aldred is a photographer with over 20 years of experience in the portrait and commercial worlds. He is based in Scotland and has been an early adopter – and occasional beta tester – of almost every digital imaging technology in that time. As well as his creative visual work, John uses 3D printing, electronics and programming to create his own photography and filmmaking tools and consults for a number of brands across the industry.

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2 responses to “Nikon website suggests they’re finally giving up on 360 and action cameras”

  1. udi tirosh Avatar
    udi tirosh

    took them long enough….

  2. g_disqus Avatar
    g_disqus

    Nikon is tooo expensive. Chineese actioncams is cheaper and have good IQ (in fact are small cctv-cams, and Nikon doesn’t understand it). GoPro and Nikon must do it better and cheaper, else Chineese will win.