Go Pro Innovative

Disruption

Innovation

GO pro → founded in 2002 by Nicholas woodman

ON
• US based action camera

• Successfully introduced a series of cameras

Lonely
→ Go pro's success attributed to

◦Product design & marketing strategy

→ brand endorsed through these videos by rolling out contests where

◦Best videos or image non prizes '

◦Were featured on its website

◦Increased brand awareness & brand af nity

Products an semiconductor

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* same product innovators as Go-Pro" in
HYPE
Gartner created lifecycle
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 innovation.
Implementations of new or significantly improved product C goods w services) or processes
• Innovation type may be
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Radical
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Innovation Innovative

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Themental Disruptive
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Existing Technology'm

4 type of Innovation
Breakthrough Sustaining Innovation
Innovation
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Roadmap
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Basic research Disruptive Innovation

Research division V model
Academic pastorships Innovationlabs
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How well the domain is defined
 type of Innovation
◦ A Sustaining innovation
‣ Seeking to get better at what firm is doing
‣ Improve existing capabilities in existing markets
‣ Clear idle of what problemsNeeds to be solved.
‣ Conventional strategies like strategic road mapping
◦Basic research
‣ Pathbreaking innovations never fully formed
‣ They begin with discover of some new phenomenon.
FURTHER
◦Went public in 2014
◦Faced competition where new r established cameras.

I. Innovation type may be

‣ Product innovation
‣ Business process innovation
‣ Organisation innovation
‣ Marketing innovation → engage the target innovation
Break through innovation
◦Develops new ideas & concepts
◦Don’t build off any existing products
Disruptive innovation
◦Transforms an existing market
◦Eventually new product ideas o may redefine the industry
◦It may be appeal to few people

.
Go pro reason for success →

GoPro marketing based on content captured, shared & popularised by own customers

Elements of content marketing strategy should include:

◦Create necessary information.

◦Understand what customers love

◦Motivate, acknowledge & reward

◦Provide necessary tools

◦Moderate segment & curate content

Also

◦Leverage innovators & advocates

◦Reduce other marketing expenditures

◦Entertain & engage customers

◦Create buzz

◦Contribute to sales
Go pro reason for decline →

◦Delayed launch of karma

◦Karma recall due to device malfunctioning

◦Unable to maintain sales of hero camera

◦Ease of use, increased competition

◦Marketing adequately to never segments

 ◦Increased competition

◦Focus dilution from action camera to full edged media & entertainment company

◦Therefore, is GoPro a hype

◦Hype = look promising at innovation stage but face downfall before mainstream

Gartner - consumer products: hype cycle stage

Innovation trigger →

◦Breakthrough kicks out all existent

◦Early proof of concepts stories & media trigger high publicity

◦Personal prone, as, chat APT

peak of in ated expectations

◦Technology exposure is very high leading to expectations bubble

◦360 degrees camera

trough of disillusionment

◦Delivery failure leading to loss in interest

◦Personal health tracker

slope of enlightenment

◦Understanding of technology and it’s usage improves

◦Second third generation products appear

◦3D scanners that the rst analyse objects to determine shape and appearance

plateau of productivity

◦Mainstream adoption of technology occurs

◦Applicability and relevance pays off

Innovators.
can GoPro make a comeback

◦Make karma a success

◦Penetrate never segments & geography
◦Crude new innovations
◦Customise.
◦Develop new products at upper/ lower end of market
◦Partner with other innovators
◦Satellite radio