Instead of making toys and tools, DJI has quietly become the king of professional imaging

The emergence of aerial photography drones has expanded the height from which we can view the scenery. The innovation of wireless image transmission technology has expanded the boundaries of aerial photography drones' vision. Since Parrot released the industry's first consumer-grade aerial photography drone in 2010, how to ensure that the images captured by the drone can be transmitted back clearly and in real time has become a problem that all drone manufacturers must solve.

Of course, there are many mature wireless image transmission solutions in the drone industry, allowing aerial photography drones to operate at longer distances, under stronger interference, with higher bit rates and lower Delayed transmission of clearer pictures. Recently, DJI, a leading brand of consumer drones, introduced the latest image transmission technology.

More stable and easier-to-use DJI SDR image transmission

In 2022, DJI released a film and television-level wireless image transmission system-DJI Transmission Highlight Monitor Set, bringing users A more integrated collaborative shooting experience. In 2023, DJI Transmission image transmission receiver standard set will be released, which can bring a more efficient collaboration experience when combined with the DJI PRO control ecosystem.

Image source: DJI

On July 18, 2024, DJI once again updated its image transmission equipment and launched the new DJI SDR image transmission. The new image transmission is developed based on Software Defined Radio (SDR) technology. It can use two image transmission formats, SDR and Wi-Fi, which can achieve a better balance between signal stability, penetration and ease of use. .

Putting aside DJI’s own dedicated wireless transmission protocol, there are three main types of wireless image transmission technologies currently on the market: the most direct Wi-Fi image transmission, and digital microwave commonly used in professional aerial photography and broadcasting Transmission, 4G (5G) image transmission that has higher requirements on cellular signals.

And these three image transmission technologies also have their own shortcomings: Although Wi-Fi technology is widely used, it is susceptible to interference, has limited transmission distance, and has high power consumption, making it suitable for short-distance applications. Although digital microwave transmission provides high-quality transmission, the equipment cost is expensive, installation and debugging are complex, and it has high environmental requirements, so it is suitable for professional fields. Although 4G/5G mobile networks have the advantage of wide-area coverage, uneven network coverage in remote areas, high transmission delays, and high traffic costs make them unsuitable for long-term, high-traffic applications.

But the "software-defined" characteristics of SDR technology mean that it has flexibility and programmability, and can implement multiple communication protocols through software to adapt to different transmission standards and frequency bands. This not only improves spectrum utilization efficiency, reduces interference, and provides stable transmission performance, but also automatically adjusts transmission parameters to ensure the best quality.

Image source: DJI

Taking the SDR image transmission released this time as an example, when the channel is interfered with, DJI SDR image transmission will operate in the 2.4 GHz, 5.8 GHz, and DFS frequency bands. There is no sense in automatic frequency hopping between them, switching to the best transmission channel to maintain the stability of the image transmission screen. According to DJI, its image transmission distance can reach up to 3 kilometers, which can meet most mobile shooting scenarios. The SDR design also takes the wireless image transmission and aerial photography industries to a new level.

In fact, SDR image transmission is just a microcosm of DJI’s professional imaging. According to the 2023 statistical report, although DJI performs well in both the professional and commercial drone markets, its main source of revenue is still consumer-grade products. Data shows that DJI holds about 70% to 80% market share in the global consumer drone market. In comparison, its share and revenue in the professional and commercial drone markets are relatively low, indicating that DJI's core business is still focused on the consumer market.

Quietly, DJI has become the king of professional imaging

DJI’s consumer products have covered aerial drones, shuttles, action cameras, pocket (micro-head) cameras, and stabilizers speakers, microphones, outdoor power supplies and other categories.

If you define DJI in one word, the first thing people think of is of course "drone". However, from the perspective of product structure, DJI has become more and more successful in the field of imaging, and has even opened up a new category, becoming a professional imaging brand based on excellent stability and image transmission technology.

Among them, the aerial photography drone business is the core of its consumer market, and the Phantom series is the starting point for DJI’s aerial photography drones to “break out of the circle”. In 2016, DJI released the Phantom 4. This product quickly became a popular choice on the market with its excellent flight performance and camera capabilities, establishing DJI's leading position in the field of aerial photography drones.

Image source: DJI

In fact, the aerial photography drone market in 2016 was not as completely "DJI has the final say" as it is now: In September 2016, action camera giant GoPro announced its entry into the aerial photography drone market with a high profile and launched its first GoPro Karma, a consumer-grade aerial photography drone. Since GoPro Karma and DJI Mavic Pro were released at the same time, this behavior is also considered to be a "sword targeting DJI".

But unfortunately, Karma experienced power outages less than three months after its release. GoPro even needed to recall the product, handing over the long-awaited aerial camera market to Mavic Pro and Phantom 4. Under such a bleak start, Karma only lasted less than two years before hastily closing the case and escorting DJI to the throne of aerial photography.

Since then, DJI has successively launched the Mavic series and Mini series, further enriching the product line of consumer drones. The Mavic series has attracted a large number of photographers and video creators with its portability and professional-level shooting functions. The Mini series has become an ideal choice for travel and daily recording due to its small size, light weight and simple operation. Picture source: DJI It’s related to DJI’s drones. DJI launched its first handheld stabilizer, Osmo, in 2015. For stabilizers, three-axis stabilization algorithm and motor control technology are the basis of product experience. For this "new category", DJI has directly applied the stabilization technology accumulated in the drone field to its stabilizer products, allowing the Osmo category to say goodbye to "cold start".

Image source: DJI

In terms of intelligent interaction, DJI has equipped the drone with many intelligent shooting functions, such as intelligent following, gesture control and trajectory shooting. In handheld stabilizer.

This kind of cross-category technology sharing within the brand is "inevitable" even for DJI's professional line products. Before DJI launched the Ronin movie camera, some teams that had a need for stable shooting and had a relatively limited budget would shoot directly with a drone. The emergence of Ronin movie machines has brought these professional users a new, more convenient and safer choice.

Image source: DJI

This kind of technology sharing not only optimizes product performance, but also promotes rapid market expansion. By providing integrated shooting solutions from the air to the ground, DJI meets the diverse needs of users and increases brand loyalty and market share. This all-round product layout and technological innovation have also enabled DJI to grow rapidly and become a leader in the global imaging technology field.

DJI Imaging Revelation: Don’t make toys, make tools

But in my opinion, becoming one of the leaders in the global imaging field is actually inevitable for the horizontal interoperability of DJI’s product technology result. However, in addition to horizontal technology interoperability, vertical interconnection between DJI’s “consumer” and “professional” product lines is also a necessary condition for DJI’s success.

From the perspective of video creators, the emergence of DJI plays a key role in the success of the domestic video creation field, especially the Vlog track. Early consumer drones were often viewed as high-end toys with limited functions and narrow application scenarios. However, through continuous innovation, DJI has transformed drones from simple entertainment tools into powerful image creation equipment, making them widely used in various professional and amateur creations.

Image source: DJI

In addition, the integrated shooting solution provided by DJI allows users to flexibly use its products in different scenarios, improving the convenience and quality of creation. Using drones to shoot distant scenery, using stabilizers to assist mobile phones in moving images, and using external microphones and compact action cameras, DJI has built an integrated creative ecosystem with rich and high-performance consumer-grade exhibits. At the same time, this also allows video bloggers to experience the same creative space as professional-grade products at the price of consumer-grade products, and upgrade their works.

By providing high-quality products and excellent user experience, DJI has successfully enhanced brand recognition and user stickiness. Users started with the initial drone experience and gradually expanded to use DJI's other creative tools, thus forming a high degree of loyalty to the brand. This brand effect has allowed DJI to occupy a dominant position in the consumer market and attract a large number of loyal users.

この「脱おもちゃ」戦略もビデオ制作の人気を大きく促進し、DJI をビデオ制作の分野で無視できない存在にしました。参加するクリエイターが増えるにつれ、DJI の製品とエコシステムは今後も強力なサポートを提供し、世界の映像技術分野でのさらなる発展を促進していきます。

結局のところ、優れた創作物は優れたツールから切り離すことはできません。誰もが満足のいくクリエイティブツールを使用できるようになると、ビデオエコシステムの繁栄ははるかに遅れますか？

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