GoPro launches a new version of its main smartphone app that will now be called ‘Quik’. The new app will remain the main interface for connecting and controlling GoPro cameras, but it will also get new features, including one called ‘mural’ similar to a private Instagram feed meant to help people find their Organize favorite images and videos – whether taken by a GoPro camera – and save them from the ‘abyss of your camera roll’, says GoPro CEO Nick Woodman in an interview.
Careful followers of GoPro’s efforts in the software space know that the company already launched a program called Quik in 2016, which is all about automatically editing footage at a pace. But the app has not been supported for a while and will no longer be available to download after today with the launch of the new Quik app.
The auto-edit feature will survive in the new app, which launches on iOS and Android today. It also has some other features, such as a video editing suite (including a speed adjustment tool), themes and filters, and unlimited original quality cloud backup of everything posted in the mural. GoPro charges $ 1.99 per month or $ 9.99 per year for these features, though the basic camera connection and control will keep the app free for people who do not want to pay for the new stuff. Customers who already pay for GoPro’s Plus subscription service (which includes unlimited cloud storage, live streaming feature and camera replacement) will get Quik’s features for free.
Woodman sees the new Quik app as the culmination of a years-long effort by GoPro to diversify from hardware that started around 2013 and 2014. And by targeting the app to a wider audience, not just GoPro users, he thinks there’s a great opportunity to be had.
In fact, it was the strategy with the original Quik app, which allows users to share photos and videos from their cameras without using a GoPro. And it worked: Woodman says the app still had ‘about’ eight million monthly active users’, though it was essentially abandoned by the company.
Although he does not expect all users to reconcile the paid version of the new app, he thinks many people will appreciate the mural because he still sees no good solutions to the problem with the clutter of the camera – especially not albums. . ‘Albums suck. Albums are just miniature camera roles, ”he says. ‘You do not go in albums [thinking] “It’s going to be a wonderful experience. Hey darling, let’s play our album on TV and think back. “You do not do that. ”
Users can expand the mural in the Quik app in different ways. The one is pretty simple: after opening the Quik app and giving access to your camera roll, you can browse and upload photos to the mural or to “events” (not albums, of course) on the feed. The more appealing option, in Woodman’s eyes, is to add photos and videos you take on the fly using the subpage every time you catch a ‘keeper’. (Users can also send photos or an email to the mural.)
That said, Woodman thinks people may use the feed in a variety of ways, such as storing images that inspire them or planning a project, a la Pinterest. Others will only use it for their GoPro recordings and photos and nothing else.
“It could be all things,” he says. ‘I think what we solve for people is like a very related and widespread problem: I do not have a convenient, private place to post content that is most important to me, and you know what, share it your Instagram feed does not work because there is the tension of, ‘Well, that’s important to me, but I know it’s not really important for anyone to socialize with. ‘
GoPro has so far carved out a decent supplementary business with its Plus subscription service, with nearly 800,000 paying subscribers by the end of 2020 (the equivalent of just $ 40 million in annual revenue). But with Quik, Woodman not only sees a great business opportunity or an opportunity to reach new customers. He sees that it serves a higher purpose.
‘Not to base it on social feeds, because there are so many good things out there, we get a lot of inspiration from what other people do. But damn it, man, you can get a lot of inspiration by just looking at what you’ve done with your life. It’s pretty amazing, ”he says. ‘This is the cosmic moment where I point out the deeper meaning we do for people with Quik, because I think we’re really going to help people develop a stronger sense of self-esteem, self-worth. , and finally happiness. You do not have to find happiness in what other people do. There is a lot of happiness to be found in what you do with your life, and Quik helps you put it in the foreground. ”
Philosophical value aside, bringing more customers under the GoPro tent has long been a goal for Woodman; this is a big part of what inspired the company to create a more real-world insight into software. Whether or not GoPro turns the new Quik app into a money maker, that it’s trying to make another change in its software strategy, is in itself a sign that the company is back on solid ground. Over the past few years, he has cut his camera range to the essentials, quickly focused a dalliance with the drone market and focused more on selling directly to consumers. This made the company black again and willing to take chances again.
“We are known for making great content possible. It’s just until now, it’s always a GoPro needed, ‘says Woodman. ‘[But it’s] too restrictive to serve people only through our hardware. Let’s serve people through software as well. Meet them where they are. And we can build a phenomenal business. ‘