In an interview with Bloomberg, Makoto Kimura, President of Nikon, said: "We want to create a product that will change the concept of cameras." Explaining that the company is working to "find an answer" to the change in the business environment caused by the proliferation of smartphones with better and better picture-taking capabilities, Kimura would not be drawn on the subject of whether or not Nikon intended to build its own smartphone but did say that the device the company is planning "could be a non-camera consumer product."
Demand for traditional point-and-shoot digital cameras is falling but demand is still strong for hybrid (also called mirrorless and micro four thirds cameras) and high-end digital single lens reflex (DSLR) cameras. However, thanks to their high ticket prices they are never going to have the same mainstream appeal or sales numbers as consumer cameras. What exactly Nikon has planned is a mystery, but it will no doubt be fun finding out.