GoPro: Beyond Hardware & Into Media

The industrial designer of today would have much to explain to the industrial designer from 50 years ago. Back then, if you designed a successful product, you'd be expected to regularly design subsequent updates to that product that consumers would want to continue buying, thus growing the company you were working for. It's simple math: Move More Product, Make More Money. While that phenomenon of course exists today, what's different is that now companies can grow by moving beyond physical devices and enhancing the user's experience through technological, networked means that then emotionally tie you to the device. The hardware, the physical object, is meant to draw you into the company's larger world of diversions and thus become an indispensable gateway. Consider the iPod followed by the development of the iTunes Music Store. Or look at the X-Box, and ask yourself if it would be a success without connecting you to millions of strangers you can play Call of Duty with.

So perhaps we shouldn't have been surprised to hear that GoPro, the inventors of a bad-ass little camera, are seeking to expand beyond the physical device and into the realm of media. While you've undoubtedly read news of the company's recent IPO, you may not have read the fine print on the filing:

To date, we have generated substantially all of our revenue from the sale of our cameras and accessories and we believe that the growing adoption of our capture devices and the engaging content they enable, position GoPro to become an exciting new media company.

Read the whole article on Core77.