Could the Hover Camera crush DJI?

Unfamiliar to most costumers, the Zero Zero Robotics company has stirred the drone industry with the Hover Camera, a drone with a compact and unusual design. At launch, it was widely covered in traditional media and went viral on social media for a number of reasons: being the first selfie drone on the market, a charismatic CEO, exposure on talk shows, etc.

Could the Hover Camera crush DJI? Let’s take a closer look at the drone.

Zero Zero Robotics’s original idea was a selfie drone but what it actually came out with it more like a “tracking drone.” It’s a rather abrupt shift from one concept to another and possibly dangers as consumers prefer to stick with what they know.

Launched with first-class advertising and web design, the company even advertised on TV, which is an even more powerful platform. Yet, the moments following the launch weren’t in as high of a spirit.

DJI’s impressive Mavic Pro may not have had the impactful launch of the Hover Camera. But while Zero Zero Robotics has $25M in venture capital from investor, it seemingly has little more than this following their lackluster launch.

1. Market

This year has seen a number of portable drones being launched, including Dobby, Yuneec’s Breeze, GoPro’s Karma, DJI’s Mavic Pro, Tencent’s Ying, etc. Looking at how it’s positioned in its market, the Hover Camera competes directly with Dobby and not so much with DJI.

2. Timing

A successful launch needs more than a good concept; marketing, distribution, manufacturing capacity, and especially timing is crucial for success.

Based on this, the Hover Camera looks weak as a competitor. Dobby beat it to their launch, while the Mavic Pro performs significantly better for serious aerial photography.

3. Product

The Hover Camera has a unique design and unique functionality. But uniqueness doesn’t guarantee the survival of Zero Zero Robotics, and it doesn’t mean they can challenge their giant competitors.

4. Pricing

The Hover Camera’s pricepoint is seemingly far too high. Its launch price of $599 meant competing with the Mavic Pro and Phantom 3. It’s also significantly more expensive than the Dobby at $399. This is something that could have and should have been controlled during the design process.

Mavic Pro	$999	Yuneec Breeze	$599	Dobby	$399
Mavic w/o RC	$749	Phantom 3 Standard	$499	AR Drone	$299

5. Performance

While DJI’s Phantom and Inspire series set standards for aerial photography, but we’re yet to see a clear standard setting product in the selfie drone market. Hover Camera has traded performance for “100% safety” as they call it and that’s possibly something they regret. Like DJI did with the Mavic Pro, both performance and safety needs to be taken into consideration.

Conclusion

Unlike other companies in the selfie drone market, Zero Zero Robotics did not crowd fund the launch of the Hover Camera. Still, it faces intense competition from players like DJI and Xiaomi and the company has a tough road ahead. To say the least.

( Source )

 

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