Originally posted by Papa_Joe Why did Canon and Nikon go for FF mirrorless? My guess is, they wanted to stay in the market with mirrorless ILC cameras. Their attemps to get a marketshare of the sensible market segment of small mirrorless ILC failed with the Nikon 1 and Canon M system. Now they are going for full frame in the hope to get the investment back through the higher margins in the full frame market.
I think both companies are just anxious to lose their market shares if they are not going to stay in the mirrorless segment. And I think they allready lost that to Sony and MFT.
mFT is dying, so Canikon did not loose anything on that front, actually it can be assumed Canon M is more cucessful as the whole of mFT. Panasonic at best times had a market share equal to Pentax and Olympus has been in free fall and deep red the last few years.
Sony lost 1/3 of the market to Canikon in a single year (that is a gamechanger for them) and that is the reason their profits plunge. With growing sales figures in Q4 Sonys profits fell by -73% and that is telling a story about their business model, since certainly this can not be attributed to selling fewer P&S.
Canon and the two smaller players Nikon and Sony will have to fight it out and this now obviously will become much more agressive than in the past when they could grow profits by pricing higher. That part has hit the ceiling.