. > the camera GoPro Hero 4 will be one of the few models that the brand will continue to sell.
they are lightweight, compact, high-definition, strong and fit in one hand. For all these reasons that captured public attention since its launch in 2004.
Son GoPro cameras in recent years to the delight of lovers of extreme sports and adventure.
But in the last year GoPro Inc., the company that manufactures, saw its shares and sales of crumbling is.
How did the public lost interest in a product that was a success? And what company managers were wrong?
Negative results
GoPro announced this week a corresponding loss in the last quarter of last year by US $ 34.5 million, while during the same period of 2014, the company posted earnings of US $ 122.3 million.
Nicholas Woodman, CEO of GoPro, when the company went public on the New York stock exchange in 2014
These coupled with a pessimistic forecasts from analysts figure sent shares of the company, which went public on the Nasdaq the NYSE in 2014, crumble 19% this week.
so far in 2016, GoPro shares lost 40.5% of its value. Since its peak in 2014 accumulates a decline of 89%.
How to reverse the bad times
camera. GoPro and extreme or adventure sports had a perfect match from the start.
anto analysts as the executive manager himself GoPro, Nicholas Woodman, they said it needed to improve software programs the company offers.
“We recognize the need to develop software solutions that make it easier to download, access and editing of content GoPro our consumers,” Woodman said, according to AFP.
Meanwhile, the analyst, Robert Stone, executive director of the consulting market Cowen and Company, believes that “the newest signature product, the camera Hero4 Session, had a market price too high for consumers” .
the company had tried to sell the Hero4 Session to US $ $ 399, but last December lowered its price to $ 199, before the little success in public.
The camera brand also launched pet accessories.
A select group
the technology specialist Bob O’Donnell said that initially the explosion GoPro recorded in sales for the quality of its products, will not continue in the future because the public consume is very limited.
“GoPro created a new category in action cameras, but those who buy those products belong to a very small segment of society,” O’Donnell told the BBC.
A participant of” The Challenge of clay “in Paris recorded his career in Paris .
in addition, “the high price of cameras and competition began to emerge will make the company faces a very difficult future,” he said.
in the recent months, several companies like Sony and Nikon cameras have brought the stock market that had great reception from the public.
Change
After the presentation of results , GoPro announced this week the departure of CFO Jack Lazar, will be replaced by Brian McGee, who joined GoPro in 2015.
in addition, the company decided to cut the supply of its range of cameras.
from April, GoPro only sell Molelos Hero4 Black, Hero4 Silver and Hero4 Session. the rest of the cameras as the Hero, Hero + and Hero + LCD, will no longer be sold.
The GoPro, one chamber elected by those who enjoy the water.
what about the future?
for O’Donnell, GoPro will have a great challenge in the days to come. “it is very difficult for the company to reinvent itself, but should will work in the area of the camera 360 degrees and create drones inexpensive “he said.
and the suggestion of analysts is to continue investing in programs to edit and play back recorded images in GoPro.
“software is a particularly critical area” to develop in order to “make it easier to use for most casual users and they can enjoy the best products,” Stone suggested the BBC.
“And this could also be useful to GoPro to differentiate themselves,” he said.
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