DJI – Brains not brawn

Reply to this post

The spark at DJI is in its software prowess.

• DJI has launched a new drone which I think clearly demonstrates this company’s unique ability to take on its US rivals and come up with a better product.
• DJI has launched the Spark which is a palm sized drone that looks to be so easy to fly that the controller is an optional accessory.
• The Spark is equipped with a 1080p 12MP camera and is controllable with a smartphone app but most importantly it sports a level of autonomy that makes it easy for anyone to fly.
• Its chief rival in this space is the Dobby drone from Xerotech, which is pretty easy to fly using a smartphone but does not offer the level of sophistication that the Spark does.
• Specifically, I am referring to the ability to completely control the drone using hand gestures and a series of autonomous modes that are aimed at still and video selfies.
• This level of autonomy has been under development for quite sometime and DJI continues to demonstrate that it is ahead of all its competitors, including those based in US.
• This is extremely rare for a Shenzhen-based hardware company which tend to turn out very cheap copy-cat devices and have no understanding of software at all.
• The difference between Chinese designed devices and the much more expensive versions sold by US companies tends to be found in software functionality and reliability.
• This is why the US versions still sell well in developed markets as consumers can recognise and are willing to pay up for quality products.
• DJI completely bucks this trend as it is turning out better products than all its competitors making it a worthy leader of the still small, but growing drone market.
• What is unusual about DJI is that its differentiation is now rapidly becoming based on its software which offers the best level of autonomy currently available.
• This has really come to light in its two most recent products, the Mavic Pro and now the Spark.
• The Spark is DJI’s first attempt at the consumer market as the device is priced at $499 compared to all of its other products that are above $1,000.
• For its more expensive products it is not so important for them to have a high level of autonomy as they tend to be purchased by users who are either professionals or experienced flyers.
• This is aimed at those that have never picked up a drone before and as long as it lives up to its billing it should be very easy and great fun to fly.
• Most of all, the autonomy should allow selfies to be taken where the “pilot” is participating in the scene rather than flying the drone.
• DJI is continuing to stay ahead of its competitors and is the first Chinese company to lead a segment of consumer electronics rather than be a fast copier.
• If it was listed, I would be looking at DJI with great interest.