Whether or not DJI keeps on growing will depend in part on its ability to convince more people they need a drone of their own. For hardcore hobbyists and photographers like Cohen, the company pitches the device as a way to get footage for which you’d otherwise need a helicopter. “Most photographers I know are already starting to think of this as a camera,” says Eric Cheng, the firm’s director of aerial imaging.
But the reasons a more mainstream consumer would buy a drone are less clear: Are they the new GoPro action camera, following and recording you shredding down the ski slopes? The new Selfie Stick, perhaps, to take amazing images of yourself and your crew? Or are they really just for professionals only?
These questions remain to be answered. Cheng acknowledges that more competition is coming. “For sure there will be competitors,” says Cheng. But when asked if there’s any particularly threatening rivals—GoPro, Parrot, 3D Robotics—he demurs. “I can’t think of any.”
Looks as though DJI has mastered PR garnering tremendous coverage for their launch from likes of Time. Interesting photo portfolio too.