At least one Nikon subsidiary is trying something similar to what I suggested back when the D3x came out. Who would have guessed it would be Canada? To wit:
"Thank you for purchasing your new Nikon D3/D3x camera. In appreciation, and at no charge to you, Nikon Canada Inc. ("Nikon") offers an initial Service Program (the "Service Program") described below for your new Nikon D3/D3x. Services:
- Unlimited preventative maintenance cleanings -- Image Sensor Cleaning
- Two comprehensive check-ups and cleanings; one in the first year of ownership and one in the second
- Routine adjustments as necessary resulting from normal usage excluding cosmetic "wear and tear"
- Firmware updates that may be available from time to time from Nikon"
Now was that so hard, Nikon?
Well, apparently it is, as at the moment Nikon Canada is the only subsidiary I know of that's trying this. And the idea still needs a lot of tweaking and augmentation to make it work for both parties.
A better choice would be to develop a better NPS (Nikon Professional Services) program. In that, all pro equipment would get a comprehensive checkup each year, a better and more guaranteed system of loaner equipment would be made available (especially when equipment is in for repair), plus a handful of other useful things I'll restrain myself from writing about for the moment (this is, after all, not a full article, but a short commentary). Such a program would have a yearly (reasonable) cost. If you buy a new D3/D3x you'd be enrolled in it for free your first year. (Or even six months; just make it a good program and give us a taste, we'll bite.)
The point is this: create something of value, then associate it with buying that high-cost pro body. You take a small bit of the sting out of the initial cost of the body, you get the purchaser hooked on your service, and you eventually generate an ongoing revenue stream from that user.
The funny thing is this: the subsidiaries all complain about the fact that they live off of low margins and strict warranty policies from Nikon corporate, thus their hands are tied. That would be invisible rope that's tying those hands, guys (and gals). If you think you're restrained, you are. The thing is, it's the subsidiary that has the customer relationship, not corporate. Thus, if the subsidiaries don't get the relationship right, corporate doesn't have a chance of building a better brand. This has long been the Achilles heel of many Japanese "global" companies. I applaud Nikon Canada for taking a stab in the right direction. Now, my message to all the other Nikon subsidiaries: Ten-hut! Bout-face! Stand easy. Fraternize with that customer, soldier.