{"id":1285,"date":"2014-11-16T20:09:28","date_gmt":"2014-11-17T04:09:28","guid":{"rendered":"http:\/\/droneanalyst.com\/?p=1285"},"modified":"2020-02-29T14:29:41","modified_gmt":"2020-02-29T22:29:41","slug":"dji-new-drone-hit-target-market","status":"publish","type":"post","link":"https:\/\/droneanalyst.com\/2014\/11\/16\/dji-new-drone-hit-target-market\/'","title":{"rendered":"Does DJI\u2019s New Drone Hit the Target Market?"},"content":{"rendered":"<p>I think it\u2019s futuristic \u2013 the drone that is.\u00a0 The camera, on the other hand, is another story.<\/p>\n<p><strong>The drone<\/strong><\/p>\n<p>For a guy like me who not only follows the commercial market for drones but is also an avid photography and multirotor enthusiast, the new <a href=\"http:\/\/www.dji.com\/product\/inspire-1\" target=\"_blank\" rel=\"noopener noreferrer\">DJI Inspire 1<\/a> is, well, inspiring. It\u2019s chock full of <a href=\"http:\/\/www.dji.com\/product\/inspire-1\/feature\" target=\"_blank\" rel=\"noopener noreferrer\">features<\/a> I wish I had four years ago when I first started mounting GoPro cameras on quadcopter kits &#8212; things like ease of use, a simple interface, controller ergonomics, telemetry, a 3D-axis gimbal, integrated HD video downlink, optical flow for indoor flying (how cool is that!?).<\/p>\n<p>Much has already been written on the Inspire 1 T600 (like <a href=\"http:\/\/www.theverge.com\/2014\/11\/12\/7210621\/dji-inspire-one\" target=\"_blank\" rel=\"noopener noreferrer\">here<\/a> and <a href=\"http:\/\/www.bhphotovideo.com\/explora\/video\/news\/unveiled-dji-inspire-1-quadcopter\" target=\"_blank\" rel=\"noopener noreferrer\">here<\/a>) so I won\u2019t repeat it.\u00a0 The question for this post is: Did DJI hit the mark for the target market?\u00a0 For that answer, we need to go beyond the drone itself and look at how professional photographers and videographers use drones and cameras.<\/p>\n<p><strong>The market<\/strong><\/p>\n<p>As a primer, you may want to read what I have already written about this market in <a href=\"http:\/\/droneanalyst.com\/2014\/06\/05\/drones-for-film-and-farm-which-is-the-bigger-market-part-1\/\">Film or Farm: Which is the Bigger Drone Market?<\/a> and <a href=\"http:\/\/droneanalyst.com\/2014\/02\/21\/the-democratization-of-aerial-photography\/\">The Democratization of Aerial Photography<\/a>.<\/p>\n<p>Drone manufacturers understand photographers have longed for inexpensive ways to take aerial images, and DJI heralded the turnkey consumer-level camera drone with its <a href=\"http:\/\/www.dji.com\/products\/compare-phantom\" target=\"_blank\" rel=\"noopener noreferrer\">DJI Phantom Vision<\/a>. <a href=\"http:\/\/www.theverge.com\/2014\/7\/31\/5954891\/best-drone-you-can-buy\" target=\"_blank\" rel=\"noopener noreferrer\">Some<\/a> billed it as a toy. But it didn\u2019t take long for professional photographers to notice its package of features and ease of use. Soon, every camera retailer, from <a href=\"http:\/\/www.adorama.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Adorama<\/a> and <a href=\"http:\/\/www.amazon.com\" target=\"_blank\" rel=\"noopener noreferrer\">Amazon<\/a> to <a href=\"http:\/\/www.bhphotovideo.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">B&amp;H Foto<\/a>, carried the Phantom line. Even photography software companies like <a href=\"http:\/\/www.adobe.com\">Adobe<\/a> tailored offerings to it. Product sales <a href=\"http:\/\/online.wsj.com\/articles\/who-builds-the-worlds-most-popular-drones-1415645659\" target=\"_blank\" rel=\"noopener noreferrer\">skyrocketed<\/a>.<\/p>\n<p>Concurrently, drone manufacturers like DJI and <a href=\"http:\/\/freeflysystems.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">FreeFly Systems<\/a> created larger multirotor airframes, controllers, gimbals, and componentry to satisfy the growing market for high-end aerial photography and cinematography.\u00a0 On these machines, users can mount their favorite (and heavy) Sony, Canon, and Panasonic DSLR \u2013 and even Red Epics. However, these drones do not arrive ready-to-fly (RTF).\u00a0 They require considerable assembly to get operational.\u00a0 This left the door open for savvy resellers like <a href=\"http:\/\/aerialmediapros.com\/store\/\" target=\"_blank\" rel=\"noopener noreferrer\">Aerial Media Pros<\/a>, <a href=\"http:\/\/www.dslrpros.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">DSLR Pros<\/a>, and <a href=\"http:\/\/www.quadrocopter.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Quadrocopter<\/a> to do that work and offer high-margin RTF packages.\u00a0 Besides video and cinematography, these packages are used for the following photo applications:<\/p>\n<ul>\n<li>REAL ESTATE \u2013 showcase homes, marquee properties, commercial buildings, and structures<\/li>\n<li>LEGAL \u2013 support forensic investigations, insurance claims, and property assessments<\/li>\n<li>CONSTRUCTION \u2013 progress reporting for commercial, residential, and civil engineering<\/li>\n<li>LAND \u2013 landscape architecture, land development, and research<\/li>\n<\/ul>\n<p>I think DJI correctly assessed the entry level and high-end camera drone markets and recognized the middle was open.\u00a0 Why not offer a better turnkey package that satisfies the demands of professionals but does not cannibalize their own high-end products?<\/p>\n<p><strong>The camera<\/strong><\/p>\n<p>For professional photographers and videographers, it\u2019s not about the drone; it\u2019s about the camera. The drone is just an extension of their reach. It\u2019s a camera platform, a flying dolly, a zooming boom, a tripod in the sky.\u00a0 Mounted on a drone, a camera becomes a tool for better storytelling, and its unique aerial perspective broadens the possibilities for those stories and gives audiences a better sense of an object\u2019s physical space and context to location. As a tool for this kind of storytelling, camera resolution matters.<\/p>\n<p>But herein lies the rub for the Inspire 1 T600.\u00a0 The drone has very high-end features, but the camera (see specs <a href=\"http:\/\/www.dji.com\/product\/inspire-1\/spec\">here<\/a>) may not satisfy all intended professionals.\u00a0 Clearly, 4K video meets the needs of a large population of aerial videographers, but 12-megapixel still photos will not meet the needs of aerial photographers involved in supplying images for the applications listed above.\u00a0 It will if the image is destined only for the web, but not if it\u2019s used in print (think real estate brochures) or detailed investigative work (like construction exploration, legal investigations, and land surveying).<\/p>\n<p>Two factors are unknown about the T600\u2019s camera at this point: the resolving power of the lens and the <a href=\"http:\/\/www.cambridgeincolour.com\/tutorials\/dynamic-range.htm\">dynamic range<\/a> \/ image noise.\u00a0 These two issues matter greatly to photography professionals, who will surely scrutinize and vet these over social media.\u00a0 No doubt comparisons will be made between cameras of all types &#8211; including the one on the less expensive Phantom 2 Vision+.\u00a0 On the surface it looks like DJI may have got the lens right.\u00a0 Apparently gone is the DJI Phantom 2 Vision+ wide-angle distortion that professional photographers and videographers had to correct post production (same problem with <a href=\"http:\/\/shop.gopro.com\/cameras\">GoPro<\/a>).\u00a0 Low light sensitivity and noise is TBD.<\/p>\n<p><strong>The upgrade?<\/strong><\/p>\n<p>It\u2019s hard for me to believe DJI didn\u2019t know that still image resolution didn\u2019t matter for the target market and it\u2019s quite plausible that a better or different camera is coming. \u00a0And it should!\u00a0 I have talked to several existing Phantom owners who are professional photographers and many say they\u2019ll wait to buy one when a better \/ more versatile camera is available.\u00a0 As DJI explained at its press launch, the Inspire 1\u2019s gimbal and camera system is \u201cmodular and upgradable.\u201d \u00a0That\u2019s important if the company wants to keep up with professionals who demand ever better sensor and image processors.\u00a0 Whatever the reason, it\u2019s paramount that DJI get this right &#8211; especially if it wants to provision other commercial markets <a href=\"http:\/\/droneanalyst.com\/2014\/10\/28\/gis-biggest-little-drone-market-world\/\">like GIS<\/a> where the camera\u2019s still resolution is king.<\/p>\n<p>While the $2,900 price point is set right for a mid-tier turnkey camera drone system, it seems the camera spec is too skinny and the price just high enough to create a barrier for some existing customers, especially those who are professional photographers.<\/p>\n<p>I would love to hear your thoughts.\u00a0 Feel free to comment or write me at <a href=\"mailto:info@droneanalyst.com\">info@droneanalyst.com<\/a>.<\/p>\n<p>This post also appears in sUAS News &#8216;<a href=\"http:\/\/www.suasnews.com\/category\/multirotor\/\" target=\"_blank\" rel=\"noopener noreferrer\">Multirotor<\/a>&#8216; section.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>I think it\u2019s futuristic \u2013 the drone that is.\u00a0 The camera, on the other hand, is another story. The drone For a guy like me who not only follows the commercial market for drones but is also an avid photography and multirotor enthusiast, the new DJI Inspire 1 is, well, inspiring. It\u2019s chock full of &#8230; <a title=\"Does DJI\u2019s New Drone Hit the Target Market?\" class=\"read-more\" href=\"https:\/\/droneanalyst.com\/2014\/11\/16\/dji-new-drone-hit-target-market\/&#039;\" aria-label=\"Read more about Does DJI\u2019s New Drone Hit the Target Market?\">Read more<\/a><\/p>\n","protected":false},"author":3,"featured_media":1286,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[26,43,5,7,6],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Does DJI\u2019s New Drone Hit the Target Market? - Drone Analyst<\/title>\n<meta name=\"description\" content=\"Perhaps. For professional photographers and videographers, it\u2019s not about the drone; it\u2019s about the camera. The drone hit the target. The camera did not.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/droneanalyst.com\/2014\/11\/16\/dji-new-drone-hit-target-market\/'\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Does DJI\u2019s New Drone Hit the Target Market? - Drone Analyst\" \/>\n<meta property=\"og:description\" content=\"Perhaps. For professional photographers and videographers, it\u2019s not about the drone; it\u2019s about the camera. The drone hit the target. 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For professional photographers and videographers, it\u2019s not about the drone; it\u2019s about the camera. The drone hit the target. 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