are lightweight, compact, high-definition, resistant 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.
How did the public lost interest in a product that was successful? And what company managers were wrong?
Negative results
GoPro announced this week a loss for the last quarter of last year US $ 34.5 million , while during the same period of 2014, the company posted earnings of US $ 122.3 million .
Nicholas Woodman, GoPro CEO when the company went public on the New York stock exchange in 2014
These figures coupled with a pessimistic analyst forecast sent shares of the company, which went public on the Nasdaq stock Exchange New York 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
the GoPro camera and extreme or adventure sports had a perfect match from the beginning.
analysts and executive manager himself GoPro, Nicholas Woodman, said it need to improve software programs offered by the company.
“We recognize the need to develop software solutions that make it easier to download, access and edit the content of our consumers GoPro” , Woodman said, according to AFP.
the company had tried to sell the Hero4 Session to US $ $ 399 last December but cut its price to US $ . 199 , before the little success in the 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, n or continue in the future because the public that consumes very limited.
“GoPro created a new category in action cameras, but those who buy those products belong to a very small section society “, O’Donnell told the BBC.
in addition,” the high price of cameras and competition began to emerge make the company faces a very difficult future “he said.
in recent months, several companies like Sony and Nikon cameras have taken the stock market that had great reception the public.
Changes
After the presentation of results, announced this week GoPro off CFO , Jack Lazar, He will be replaced by Brian McGee, who joined GoPro in 2015
the GoPro, one chamber elected by those who enjoy the water.
in addition, the company decided to cut the supply of its range of cameras.
from April, GoPro only sell Molelos Hero4 Black, Silver Hero4 and Hero4 Session. the rest of the cameras as the Hero, Hero + and Hero + LCD, will no longer be sold.
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 would have to work in the area of the camera 360 degrees and create drones inexpensive” he said.
and analysts suggestion is to continue investing in programs to edit and play back recorded images in GoPro.
” software is a particularly critical area “for develop in order to “make it easier to use for most casual users and they can enjoy the best products” , Stone suggested the BBC.
“Y this could also be useful to GoPro to differentiate themselves, “concluded
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