With the impending launch of the GoPro Hero 12, I started thinking a lot about the company. I’ve owned every GoPro since the Hero 2, so I have some history with them and their products. I even owned, and kind of liked, a GoPro Karma. It makes me a bit sad how stagnant GoPro has been, catalog of direct competitors in the action camera space is pretty incredible. If GoPro continues to sit on their laurels, I can’t imagine the company survives a whole lot longer.
Why Do Something Different Now
Recently, the world of consumer drones has been facing a multitude of regulatory challenges, particularly when it comes to Chinese drone manufacturers. With increasing concerns about data security and national security risks, governments around the world are tightening their grip on drone technology, posing a significant challenge for companies like DJI. In this blog post, we’ll explore the potential opportunity for GoPro to expand its offerings beyond action cameras and become the North American alternative to DJI by providing prosumer and professional filming solutions.
The Current State of Consumer Drones
Consumer drones have become an integral part of various industries, from photography and videography to agriculture and search and rescue operations. DJI, a Chinese drone manufacturer, has dominated the consumer drone market for years, offering high-quality products like the Mavic and Phantom series. However, recent concerns regarding data security and potential espionage have led governments to restrict the use of Chinese-made drones in critical infrastructure and sensitive areas.
GoPro’s Strengths and Brand Recognition
GoPro, a well-known American brand, has a strong reputation for producing rugged, high-quality action cameras that are widely used by outdoor enthusiasts, athletes, and content creators. Their brand is synonymous with adventure, capturing stunning footage in extreme conditions. This reputation could serve as a strong foundation for GoPro to expand into the prosumer and professional drone market.
Let’s Move Beyond Action Cameras
To become a North American alternative to DJI, GoPro should consider expanding its product offerings in the following ways:
- Prosumer Drones: GoPro could develop prosumer drones that cater to both hobbyists and semi-professional users. These drones could offer advanced features like 4K or even 8K video recording, longer flight times, obstacle avoidance, and easy-to-use editing software. This would appeal to content creators looking for high-quality aerial footage.
- Professional Filming Solutions: GoPro could also target the professional filmmaking industry by creating drones with cinema-quality cameras and advanced stabilization technology. These drones could compete with DJI’s Inspire series, offering versatility and high-end capabilities for filmmakers and production companies.
- Data Security: As a North American company, GoPro could emphasize its commitment to data security and privacy, addressing the concerns surrounding Chinese drone manufacturers. By prioritizing data protection, GoPro could gain the trust of government agencies and businesses that require secure drone technology.
- Ecosystem Integration: To compete with DJI’s comprehensive ecosystem, GoPro should develop compatible accessories and software, creating a seamless experience for users. This includes offering a wide range of camera accessories, gimbals, and editing tools.
- Customer Support: GoPro can differentiate itself by offering exceptional customer support and after-sales service. Providing resources, training, and repair services will build trust and loyalty among users.
Karma’s a Bitch – Lessons from the Karma Drone
It’s essential for GoPro to reflect on the lessons learned from the release and failure of the Karma drone. In 2016, GoPro introduced the Karma, its first foray into the drone market. While the Karma had innovative features and the promise of seamless integration with GoPro cameras, it faced numerous issues, including technical glitches and safety concerns. Ultimately, GoPro had to recall the Karma drones, leading to a setback in their drone aspirations.
One key lesson from the Karma experience is the importance of rigorous testing and quality assurance in drone development. GoPro must ensure that any future drone release undergoes thorough testing to avoid technical hiccups and safety hazards that plagued the Karma.
Another lesson is the need for a well-rounded ecosystem. GoPro should learn from DJI’s success in creating a complete ecosystem that includes a wide range of accessories, software solutions, and excellent customer support.
Just Sayin’
With increasing restrictions on Chinese drone manufacturers, there’s a significant opportunity for GoPro to expand its product offerings beyond action cameras and become the North American alternative to DJI. Leveraging its strong brand recognition, commitment to data security, and a focus on prosumer and professional filming solutions, GoPro can capture a significant share of the drone market. By diversifying its product line and incorporating the lessons learned from the Karma, GoPro can navigate the changing landscape of drone regulations and solidify its position as a leader in the industry.
