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Digital Camera Nikon COOLPIX 3100 / 2100

Smooth, rounded camera bodies contribute to comfort and increased enjoyment

The COOLPIX 2100 and the COOLPIX 3100 are much smaller than Nikon's previous compact digital cameras, aren't they ?

The COOLPIX 2100 (right) is very similar in design to the COOLPIX 775 (left), but with more rounded corners and smoother contours.
Again, in comparison with the COOLPIX 775 (top), the COOLPIX 2100 (bottom) has a slimmer, more curvaceous body design.

That's right. It's because people want lighter and more compact devices, including cameras. These cameras are more than just small ? we paid special attention to the ergonomics. The comfortable, secure grip the design affords reduces blurring during picture taking.
And although the cameras are small, their buttons are large and sturdy, making operation simple for anyone. The best way to understand, though, is to pick one up at the store and feel the difference for yourself.

What other aspects of the design will users appreciate ?

Well, let's see. While the body is beautiful, it is also designed to enable users to confidently take photographs. We came up with a number of design proposals, but in the end, this one was chosen because the designers, those responsible for development, and others who evaluated the various designs decided that a design with rounded corners was more attractive and allowed for the most stability in picture taking.
We've chosen Ms. MATSUSHIMA, Nanako* to be the "spokesperson" for these cameras in Japan. I think her bright, friendly image is a perfect match for these cameras, and I'm really happy to have her on board.

  • *Ms. MATSUSHIMA, Nanako: She is currently one of the most popular, easily recognized personalities in Japan. She has appeared in a number of television dramas, all of which have earned high ratings.
    She also starred in the original Japanese version of "Ring", which was later remade in the U.S. and featured Ms. Naomi WATTS in MATSUSHIMA's role.
The COOLPIX 2100 comes in Pearl Silver (top), Silky Blue (bottom left; available only in Japan) and Fairy Pink (bottom right; available only in Japan).

The COOLPIX 2100 is available in three very attractive colors: Pearl Silver, Silky Blue (available only in Japan), and Fairy Pink (available only in Japan).

We decided to offer the cameras in different colors in order to give consumers more choices, and to interest people who might otherwise overlook the cameras. We felt that these three best matched the camera's cute, friendly shape. If the color variations prove to be popular, we'd like to try other colors as well.

Nikon cameras are sold internationally as well - are there differences in design preferences between consumers in Japan and those in other countries ?

Yes, design preferences differ considerably from country to country. We make a point of actively seeking information from overseas in order to make cameras that will please as many people as possible.

We always consider first-time users when creating new cameras.

Can you give us some more details regarding the work that you're currently doing ?

Nikon's booth at "PMA 2003," held in Las Vegas at the beginning of March 2003.
The booth was constantly packed, and both the COOLPIX 2100 and the COOLPIX 3100 garnered a great deal of attention.

In a nutshell, I handle marketing from the conception of a product until it is introduced into the marketplace.
Sometimes we develop our own plans and opinions regarding the concepts and types of cameras we want to make, starting completely from scratch.
This is followed by discussions between sales subsidiaries, the planning department, the design department, and others involved in development, and the product gradually comes together. The hardest part is transforming the various opinions of the project members into an attractive product that will ensure the highest possible degree of customer satisfaction.

Planning requires technical knowledge as well, doesn't it ?

YAMADA is an avid researcher, and always has one eye on the future.
"My direct experience with the American market has proven extremely valuable. And I continue to gain confidence as I see the increasingly positive consumer response to our newest products."

That's true. I am studying, but new technologies are constantly being introduced, so it's quite difficult to keep up (laughs).
My department has a large number of technical personnel, so most everyone has a solid grasp of the technology. I studied humanities myself, and have previous experience in sales -- focused primarily on North America -- so I think my opinions tend to be closer to the sales side of things.
Of course, you need to understand the technical issues for most discussions. If you allow the complexity of the technological aspect to intimidate you from the start, you won't be able to come up with a good plan. A technical background is important, but I also think it's important to avoid getting too wrapped up in the technical issues. I believe you must also be able to approach a project with solid ideas, and to clearly communicate them to the rest of the staff.

Was there any experience in particular that has had a lasting impression on you ?

Once, in a meeting, I made a rather bold statement ? "The people who will buy this product are like me, and don't know much about cameras ? so I think you should carefully consider my opinion !"
Ever since then, people come to me asking my opinion when an issue arises (laughs). Now I have to work much harder.

Is there any aspect of the design and development process that you feel is especially important ?

Since our objective to release products that are the sum total of the ideas of the project staff, I listen to opinions and participate in many discussions, and do whatever I can to have as many of the various opinions and ideas as possible reflected in the final product.

Always smiling and cheerful, YAMADA doesn't suffer alone when troubles occur.
"Since the developers, designers, sales subsidiaries, and we in marketing work together as a team to create the products we are responsible for, I don't hesitate to consult with those around me when there's something I don't understand, or when some kind of problem comes up. That's why my mind is at ease, no matter what happens !"(laughs)

What part of your current job do you find most interesting ?

It's fascinating and fulfilling for me to see the release of a product I helped create. And I have considerable opportunities -- and the responsibility -- to frankly voice my opinions during the product planning phase.

Finally, please share with us your hopes for the future.

Well, first of all, I'd like to make cameras that leave a lasting impression on young people.
It's very gratifying to talk with older people about cameras, and to hear them say "I have a Nikon camera too." Still, some of my friends in the same generation as me don't know about Nikon's cameras yet. That's why I want to make cameras that anyone, of any generation, can take one look at and immediately recognize it as a Nikon. To do that, first I think we need to establish COOLPIX as a brand that is well known among younger people.
I would be very happy for our cameras to have lasting impressions on people.

We look forward to more fun, creative products from you in the future !