GoPro, Inc. is transforming the way people visually capture and share their
lives. We do this by enabling people to capture compelling, immersive photo
and video content of themselves in their day to day life as well as participating
in their favorite activities. Our consumers include some of the world’s
most active and passionate people. The volume and quality of their shared GoPro
content, coupled with their enthusiasm for our brand, are driving awareness
and demand for our products. To date, our cameras (capture devices) and mountable
and wearable accessories have generated substantially all of our revenue. We
have been expanding the distribution of our GoPro originally produced content
that we collectively refer to as GoPro Entertainment, to engage and build relationships
with consumers. We believe this strategy will result in new GoPro capture device
purchases and provide us long term opportunities to monetize our GoPro Entertainment
efforts.
What began as an idea to help athletes self-document themselves engaged in
their sport, GoPro has become a standard for how people capture themselves engaged
in their interests, whatever they may be. From extreme to mainstream, professional
to consumer, GoPro enables the world to capture and share its passions in the
form of immersive and engaging content.
Capture
Our capture devices enable professional quality capture and exceptional versatility
at affordable prices. Our products’ small, lightweight, waterproof, and
durable designs make them easy to use even in highly challenging situations.
In addition, our seamless integration with mobile devices via the GoPro App,
enables engaging self-capture during virtually any activity. Through 2015, we
have shipped approximately 20 million cumulative capture devices and there have
been approximately 24 million cumulative downloads of the GoPro App.
Manage
We seek to eliminate the pain point of managing content by making it easy for
our consumers to transfer footage from their cameras to a system that efficiently
organizes their content and facilitates convenient editing and sharing. GoPro
Studio and the GoPro App, available at no charge from our website, reflect the
early stages of our content management platform strategy.
Share
By facilitating the capture, management and editing of engaging photos and videos,
we are ultimately helping our consumers share more compelling personal content.
GoPro Studio and the GoPro App facilitate the posting of photos and videos directly
to leading social networks and content platforms, including Facebook, Instagram,
Pinterest, Twitter, Vimeo and YouTube. Every day, GoPro users share tens of
thousands of hours of video and innumerable photos on social media, driving
awareness and enthusiasm for this content, as well as for GoPro’s own
brand and products.
Enjoy
GoPro enables the production of entertaining and inspiring content, both in
the form of our consumers’ user-generated content (UGC), as well as GoPro
Entertainment. This content often features professional athletes, celebrities
and entertainers, as well as everyday people engaged in their favorite activities.
We believe that increasing our consumers’ enjoyment of their content enhances
the value proposition of capturing and sharing their lives with our products
and has led to our aspiration of GoPro becoming one of the worlds leading activity
capture companies. Also, having recognized the role GoPro content plays in attracting
and exciting consumers, we are expanding the distribution of GoPro Entertainment
to engage and build relationships with consumers who do not currently own a
GoPro capture device.
We distribute GoPro Entertainment through what we refer to as the GoPro Network,
a collection of GoPro Channels hosted on a variety of online destinations and
partner platforms, including Facebook, Instagram, Pinterest, Twitter and YouTube
and distribution partners, including Amazon Fire TV, Comcast Watchable, LG Smart
TVs, Microsoft Xbox entertainment systems, PlayStation® Network, Roku, SkyQ,
Vessel Entertainment and Virgin America. The revenue earned from GoPro Channel
advertising and sponsorship opportunities was not material to us in 2015, 2014
and 2013. Long-term, we seek to monetize GoPro Entertainment.
141.14 %