Nikon needs to bring customers in at the lower end. Then persuade them to upgrade. If Canon captures the customers at the lower end, the chance that they will switch is very low.
A strategy of concentrating on the lower end of the market to capture young enthusiasts is the way to draw customers into the Nikon world. A way to do this is to emphasise the quality and glamour of the high end products.
There is truth to this, but you need to define "lower end" ...
As I said back on p. 10, I remain firm in my view that the entry level concept needs to be upgraded significantly
. No longer is any new DSLR owner thinking, "Gee, this is my first camera experience
." Rather, the mindset of today's consumer is, "I can already take photos any time I want to, with my cell, and pretty damned good ones, so convince me WHY I need to buy a DSLR + lenses
The second thing new users realize, with a camera, is that it's a hassle
to develop and share photos with their new DSLR compared to their phones. They have to upload, process, save, and then share. It's all a pain in the ass, unless you're really into photography.
So again, BS cameras and P&Ss, need not be made anymore. No one wants them.
(Either that, or they need to be turned into even higher-end phone-cameras.)
In order to move today's consumers from their $800 phones, with 12MP cameras (that now shoot RAW 4032x3024 files and also have 4K video built in), you're going to have to really kick ass in a camera product.
For example, my Samsung Galaxy S7 Edge shoots some badass stuff. It feels heavier and higher-quality than low-end camera-toys.
It is a thousand times easier to carry, to use, and to share. I use it for my work as much as for family stuff.
I like using it in a pinch better than my D810 and D500, and I can text/share anything I want immediately.
If I see something cool, cute, funny, or relevant to my work ... out comes my phone (back pocket) ... I double-tap the Home button >BAM<
and I instantly have a UHD camera/video are right there to get it. After I get the shots, a couple more pushed buttons and I can share the results (via text or post).
The normal person doesn't need anything else.
No camera will ever touch this kind of convenience/share potential.
Low-end cameras need either to disappear or to become high-end camera-phones.
The highest-end cameras need to become instant-share capable. (Maybe RAW saved in-camera, while .jpgs are wirelessly transferred to your phone).
It's pretty much that simple.