On March 5, foreign media reports said, extreme sports multifunctional camera maker GoPro facing the impact of smart phones, the company committed to reinvent itself, but in the face of great risk, expected sales this year will fall 17 percent.
The following is a summary of the article:
GoPro faces problems brought by smart phones.
The movement of the camera manufacturer was born ten years ago, its products have been widely used in surfing, skiing, biking and parachuting and other extreme sports groups, so GoPro almost become synonymous with extreme sports dedicated camera.
At the moment, GoPro is trying to move towards the mainstream of the market. However, the problem is that most consumers already have a smart phone, the size and weight of the same size and GoPro equipment, and the configuration of the camera's performance is also excellent.
Last year, GoPro tried to win popular users, but because of the high price and failed to provide a convenient way to use and failure. However, GoPro did not give up, the renewed efforts, hope more products to integrate with a GoPro camera, baby products ranging from cars to.
GoPro the risk of doing so is enormous. GoPro sales increased to $last year, but this change after this year's sales are expected to decline by 17%, which will be the company since 2010 launched its flagship product sales fell for the first time.
GoPro challenge also highlights the current independent hardware manufacturers in the face of competition with the production of all types of intelligent mobile phone manufacturers face the situation. Fitness tracking equipment maker Fitbit and its Jawbone in the and iPhone with the use of the Watch Apple competition to lose market share. In comparison with a variety of features to be able to take pictures and video and other features, the camera can only take a generation of camera products seem outdated.
GoPro launched its first camera products in 2004, when the phone camera also began to enter the market, but the effect is not outstanding.
GoPro sales began to increase sharply in 2010, the first of its launch of the hot product Hero HD due to the high definition of the imaging results and the configuration of the waterproof device, favored by consumers. According to market research firm NPD statistics, GoPro's HD Hero sold about 70%, occupy the market share of U.S. video camera. The company said its Hero HD model sold 20 million units.
In the next period of time, the effect of smart phone camera is significantly improved. Samsung Electronics in 2014 launched a waterproof smart phone, Apple also launched in September last year, 6S iPhone support for 4K Ultra HD video recording.
After saturation of the extreme sports market, GoPro began to shift to the public. The company launched in July last year, Hero 4 Session camera, the main compact, convenient features.
However, the sales of this camera is not good. GoPro is given the price of $399, with the configuration of the touch screen Hero 4 Silver the same price. In the next five months, GoPro hero 4 session price fall half, in the last year September first down to $299, and then in December fell to $199. This result makes the company revenue loss of $40 million.
GoPro product sales are part of the blame for its complex video upload and share options. Like Session 4 Hero products, GoPro all the camera in the use of the camera on the material behind the convenience of smart phones. In the video upload, GoPro users must first import the computer, and then watch the material to edit, and then to share, which is much more than in the smart phone video editing. In order to solve this problem, GoPro in April this year, the acquisition of two video editing software companies.
Also in April, GoPro launched the R & D program in order to be able to contact more consumers. BMW and Fisher (Fisher Price) toy company and the company signed an agreement to enable integration GoPro's hardware and software in their products.
At the same time, GoPro is also in the direction of the UAV force, and its efforts to make this product listed in June. According to sources, GoPro UAV in the advanced degree is not as good as other consumer uav.
A spokesman for GoPro declined to comment on the matter.
GoPro also actively win over the niche market of consumers. Last month, the company launched a six camera with a virtual reality video camera. In addition, the next generation of the flagship product Hero 5 is expected to debut later this year.
GoPro's core customers each year can buy 400 million cameras, they were able to make such a company maintain a high level of profitability, but and canon, Nikon similar, GoPro is a very tedious listed companies, analysts Anderson said.