GoPro says it will expand its camera lineup


GoPro will expand its camera lineup in the coming year by adding two more models in addition to the current Hero and Max cameras. According to Nick Woodman, the company’s founder and CEO who spoke at the company’s earnings presentation on Thursday, GoPro wants to offer more specialized cameras while still using much of the same technology.

GoPro used to have several models in its Hero lineup, from the white, silver, and black models of cameras like the Hero 3 and 7, to the rear bezel-less Session cameras. However, since the release of the Hero 8, only flagship models have been released, opting to sell older flagships rather than introducing lower spec but still current generation cameras.

More models doesn’t necessarily mean a return to the – as the company describes it – “good/better/best” business model. Woodman said the company’s previous model consisted of making different models of cameras that all appealed to the same types of buyers. The new plan is to work on specialized cameras that “would appeal to very different groups of users” than the Hero and Max, he said.

Woodman also talked about going more after the professional market, saying that GoPro didn’t just want to make a “Swiss Army Knife” that’s good for everyone. It also wants to create “premium solutions” (or really good blades) that fit specific use cases, targeting people who may need more than what GoPro’s Hero and 360 cameras can currently offer.

Woodman was clear that the new additions to the lineup will still be based on the tech GoPros in use today, even if they were built for different purposes (the cameras were called “derivatives”). It makes sense that GoPro would go this route, rather than create entirely new technology — it allows the company to make new cameras cheaper, and it has created a major problem with its custom chips that power its existing cameras. GoPro also said its roadmap includes “new cloud capabilities and an all-new subscription-based desktop application.”

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