Action camera market: The role of industry shapers and sports
The action
camera industry has been witnessing remarkable attention from the
user-base of social networking sites like Twitter, Facebook, and Instagram.
This attention has risen with the trend of sharing photos and videos with
friends and followers and the pool of vendors in the market. With the advent of
camera device manufacturers in the action camera arena, consumers have been
provided with a wide range of options that suit their needs. The extreme
competition has also taken down the prices to a certain level, drawing
customers in cost-sensitive areas.
What is an action camera and what makes it better than a normal camera?
An action camera is a digital
camera that is designed to capture the action when engaged in it. Thus, action
cameras are usually compact and strong, and surface-level waterproof. In burst
mode and time-lapse mode, they usually will take photos and also record
high-definition video. A common feature is also the slow-motion video recording
at 120 or 240 fps.
An action camera is also more
compact than a basic point and shoot or DSLR. It can be mounted anywhere, from
the dashboard to underwater, and can take high-quality videos and photos. Some
action cameras are capable of recording high-quality 4k videos without any
difficulty. They can also record excellent photos, thanks to their large
sensors, and also, the pictures can be instantly transferred to a smartphone
via Wi-Fi. To have a comparable quality of videos, people have to buy a
large-sized camera that is at least twice or thrice as costly.
Portability is one of the main
benefits of action cameras. Many of them are easier to fit in a hand's palm.
With any normal tripod or monopod, the camera can be easily propped up and
there is also no need to worry about carrying it around. Action cameras are
smaller than other point and shoot cameras, even with a rugged or waterproof
casing on. The action camera can be used to film extreme sports such as surfing
and cycling, as well as recording sporting action from various angles. Action
cameras can be installed on a cricket bat in India, where cricket is all the
rage, to get a unique video viewpoint. The videos can be used to understand the
mistakes and make improvements in the game.
Adventure sports have become prevalent than ever before; and so has the adoption of action camera
Given today's obesity epidemic,
any sport that gets children (and adults) off the couch may also have long-term
benefits for some real exertion. Extreme sports are a chance to challenge and
express oneself. There is a room or cooperation, without any specific win and
loss that can help the development of self-esteem among some children. There's
very little organization in teams or tournaments, and no overzealous parents
are shouting through the backstop fence at their children. In recent times,
female empowerment has hit the jackpot and these women are finally making some
impact on adventure sports. In this growth, social media plays a huge role
where 'unsponsored' female athletes can self-publicize.
A brief look over the strategic moves undertaken by industry giants:
· The consumers demand all that’s high tech!
The prime focus of major market
makers like Panasonic was to fulfill the requirements of a consumer base that
desires for excellence in performance. Keeping that in hand, the customers
longed for higher picture quality and video functions for active platforms like
YouTube. This is when Panasonic India swooped in to launch Lumix G95 in July
2019. It was the company’s latest digital single-lens mirrorless camera. The
product can capture videos in a 4K resolution at 9fps burst shooting speeds.
· More of technology, less in size
People nowadays prefer to carry
more stuff with the least spaces. A high-tech product that is anything between
pocket-size to bottle-size will have all the attention of customers. Drift, a
British action camera maker, decided to be a part of this trending wave and
launched Ghost XL in August 2019. This product was intended to be a
battery-efficient and wallet-friendly action camera. The lens of this cam can
be rotated 300 degrees, unlike other cameras. What’s more, to satisfy the
seeking souls of customers, the product was created in a way so that users can
mount the camera in whatever orientation and can also twist the lens to
straighten the shot.
· High resolution and digital stabilization
This is how the basic need for
action cameras has advanced over time; digital efficiency and a clear
resolution. Under this light, GoPro, the
hero of action cameras, introduced a new version of both its Hero line and its
newer 360-degree ruggedized action cameras. This product launch was put forth
in October 2019. GoPro Hero8 Black was launched with an added technology called
HyperSmooth 2.0, which can record video at resolutions between 1080p and 4K.
HyperSmooth 2.0 is the second-gen version of GoPro’s proprietary digital
stabilization technology. Additionally, GoPro MAX, which is the new version of
GoPro Fusion, delivers 360-degree capture and has its HyperSmooth stabilization
technology called Max HyperSmooth technology.
The big picture
The action
camera market is driven by the most prominent trends in the industry.
These include the rising popularity of bundle packages that sell cameras with
necessary accessories. The wholesome packages of this kind are cost-effective,
which makes them a big hit among the consumers and they also create a direct
impact on the sales of accessories along with action cameras.
Nonetheless, due to the
increasing proliferation of smartphones with high-end cameras, the market is
expected to be narrowed to some extent. The declining prices of in-built
smartphones with high-quality cameras are also anticipated to somewhere limit
the growth of the global market for an action camera.
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