Nikon's strategy is simply...
Earn our money.
That is not a strategy, that is the objective. Strategy needs to be something that the company do to entice customers, e.g. Apple with its cloud system and seamless integration between iPhone, iPad and iMac. Now that is a strategy.
Sorry for the misinterpretation as I did not type clearly.
Entry level FX DSLR: D600 (2012) --> D610 (2013)
Flagship DSLR: D3s (2009) --> D4 (2012) --> D4s (2014)
Mid Range FX DSLR: D700 (2008) --> D800 (2012) --> the new D800s (rumored in 2014)
V2 (2012) --> V3 (2014)
J3 (2013) --> J4 (to be announced soon)
I was highlighting the minor improvement to the existing products. Last time, you needed to wait for 3 to 4 years to get a body replacement. Nowdays, within 1 to 2 years a new model will come, but not much improvement. Is Nikon indirectly forcing people to upgrade within 1 to 2 years ... ?
If this is the strategy, just gradual improvement, then it hardly justify as a strategy. OK, maybe this is the strategy to allow any mid stream adopter to get latest camera body, instead of buying last year's model. But this strategy comes with big penalty - witness the availability new of D90, D7000 and D7100 at the same time (and D3100/D3200/D3300, J1/J2/J3 the list continues)
A move that is clearly a strategy but was more disruptive if anything - Nikon 1 not integrated into the SB system.
A strategy that appears to be back firing - not to update the D700/D300 lines so that those desiring high frame rate must look to D4. On the one hand it is clearing aiming at avoiding pros using a cheaper body to achieve much the same results (D700/MB-D10 vs D3, D300/MB-D10 vs D3 but competing as DX vs FX), on the other hand it puts off those who bought into D700 and D300 lines.
I think the strategy for Nikon is to segment the market (leaving out s, e etc and referring to them as the series, i.e. D4 is the D4 series, including D4, D4s and any D4x).
- Pros go D4 (for high fps, superior AF and ISO), or D800 (for high MP)
- Serious enthusiasts go D600/D610
- Nostalgic/retro/don't want to pay D4 but want D4 sensor go Df, Df intentionally made less "capable" compared to D4 to avoid Df eating into D4 sales
- Enthusiasts go D7100
- Beginner go D5300
- Entry market go D3300
- Mirrorless go 1 Nikon
- DX lens for beginners, enthusiasts buy FX lens so that someday the D7100 user will bite the bullet and go FX.
And poor integration - different wireless remote, WiFi module, GPS, SB series can't work on 1 Nikon, battery packs all over the place (not interchangeable), batteries all over the place (1 Nikon, D3300/D5300/Df, D7100/D610/D800, D4).
I have D5000, D800, Df, V1, J1 and good old D300. 5 different batteries/chargers! 2 different remotes, 2 different GPS, 2 different flash system, good thing only 2 different sets of lenses.