Question
What are the unique attributes and benefits of GoPro products?
I connect VIDEO CASE 9 GoPro: Making All of Us Heroes with Exciting New Products GoPro CEO Nick Woodman Wilkenfeld, "one of the biggest challenges of devel- and his college friends loved oping technology is getting ahead of the consumer eo case to surf. It was a passion. As and developing things that you think they are going Video 9-4 GoPro Vid GoPro Vice President of to need Brand Integrity, Justin Wilkenfeld, explains "we would run down to th beach to surf every day, trying to balance that with THE COMPANY going to classes." The passion turned into a great new GoPro's history of new product development is truly product idea when Woodman was surfing in Australia nspirational, particularly when the current product and wanted to capture the experience but couldn't get ine is compared to the first offering. As Kelly Baker, photographers close enough to obtain good photos. Director of Media Relations, explains "the first prod The result was the first GoPro camera which attached uct out on the market was in this big, kind of clunky, to a wrist strap. "The idea was that you could capture plastic housing attached to your wrist that you could that experience hands-free and really focus on enjoy- flip up and down. It captured images on 35mm film ing your passion as opposed to worrying about what's that you would take into a pharmacy or photography studio and get your pictures printed." That product on the other side of a screen" Wilkenfeld says Chances are that you've viewed some of the millions was replaced by the Digital HERO camera which was of videos created by surfers, snowboarders, rock stars, powered by one AAA battery and provided silent hockey players, parents, sky divers, scuba divers, pilots, 10-second VGA videos and just about anyone with a passion for their life. In fact, GoPro estimates that more than 1 billion minutes audio capabilities, wide-angle lenses, and time lapse of GoPro video are viewed each year, just on YouTube! features. In addition, mountable versions Woodman and his friends call "The GoPro cluded Helmet HERO, Motorsports HERO, and Surf Movement." 2 Other new products soon followed. GoPro added ch in HERO expanded its "Joining the GoPro movement is all about joining the GoPro community around the market beyond the wrist amera positioning. The biggest shift in popularity, however, occurred when GoPro added the HD Hero featuring 1080p im ages. Complementary products such as remov- able battery packs, video editing tools, a GoPro app, and Wi-Fi remote controls were also added o the product line world," says Wiken Be a HERO feld. "This is a group of passionate people that live a big life and love to experienc things." GoPro's suc- cess at attracting cus- tomers from around the world is supported by its commitment to developing new prod ucts that meet their needs. According to GoPro, Inc. 00:01 HERO4 As the popularity of GoPro products grew so did the company, leading to its IPO on the Nasdaq
Explanation / Answer
What are the unique attributes and benefits of GoPro products?
GoPro is a company built on passion on the shoulders of consumers and the products meet the needs of the customers without affecting their passion. For example Go Pro camera attached to the wrist straps helped to capture surfing experience hands free without losing the enjoyment in surfing. Another unique feature is that GoPro adds new capabilities to the product in each stages of product development and has shown significant difference when compared to the first offering. GoPro products added audio capabilities, wide angle lenses, and time lapse features in each stages. The mountable versions which includes helmet HERO, Motorsports HERO, and Surf HERO expanded the market beyond wrist camera positioning. Other features includes HD Hero featuring 1080p images, complementary products such as removable battery packs, video editing tools, a GoPro app and Wi-Fi remote controls. The popularity of the GoPro products led to its IPO on the NASDAQ stock exchange. The benefits are that GoPro products are developed after a rigorous sequence of steps or stages to maintain the offerings for consumers. GoPro cameras can capture unique situations and camera angles where the use of other cameras including smart phones is not feasible. Another benefit is that the developer program by Go Pro allows the third party companies to build GoPro compatibility into their products. This allows those companies to add value for their customers. Another benefit is that before product development, Go Pro accepts creative ideas from employees, consumers, retailers, and a team of amateur and professional athletes and carefully assesses each idea which helps the GoPro products to meet the customer needs before they imagine about those needs.
