GoPro Is Trying Hard, but It Won't Succeed

2015 was an awful year for GoPro (GPRO) and the company is off to a dreadful start this year as well. Recently, the company publicized the “GoPro Developer Program”. With the help of this program, a developer can connect various types of supporting devices and mobile applications to GoPro cameras. The program has been gently operating for more than a year, and presently comprises of approximately one hundred partners.

At the launch event, GoPro displayed products from 34 of its partners. The most significant partners were Mattel, BMW, Timecode Systems, and Telefonica.
Telefonica included the company’s support into its Xtreamr app, which allows users to live stream video to other people by allocating a link. BMW used video from GoPro’s cameras into its M-Laptimer application, which records car telemetry, location data, and speed as well as times laps.

Fortifying more than 100 partners in a very short span of time is quite striking, but it does not assure that GoPro’s camera sales will enhance. For instance, in the case of BMW’s application, the app is created for a slim group of customers, who might formerly use the company’s camera as dash cams, in lieu of mainstream consumers. On the other hand, Telefonica’s GoPro assimilation grieves from the similar problem.

As a result, these four significant partners do not solve GoPro’s privation of a trench contrary to cheaper opponents and its lack of ability to grasp mainstream customers. Some fascinating partnerships might appear in the approaching years, but they must be targeted at substantial mainstream customers to purchase GoPro cameras. However, a major portion of those customers do not appreciate having both a premium action camera as well as a high-end smartphone.

GoPro has hauled all the partnerships together with the help of its Developer Program, but there is no assurance that any of them will flourish and produce more sales of its action cameras.

More significantly, the program has not evidently surged sales regardless of being vigorous for more than a year. Apart from this, consensus still forecasts sales to decline 15 percent in 2016 due to slothful demand for action cameras and a doubtful need for its imminent drones.


GoPro has been trying to improve its sales for a long time but to no avail. This further proves that GoPro's business was a fad and most of the people that wanted a GoPro probably have it by now. I expect the company's sales to remain flat or continue shrinking.
Published on Apr 21, 2016
By Akshansh Gandhi

Copyrighted 2016. Content published with author's permission.

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