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Breakingviews: GoPro’s identity crisis

Friday, May 23, 2014 - 02:28

May 30 - Rob Cox and Robert Cyran discuss how the hot camera company is trying to define itself as a media and lifestyle brand rather than a hardware maker as it plans for a public stock offering.

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If we had to go pro I could Wear this thing in my head. But we don't have a go -- we do have to Oprah going public props here you're taking a look at the prospectus next best thing. So they're trying to call themselves a media company I think of them as a camera company. What's that mean in terms of valuation how investors woman thing is you know case to go president right now -- -- -- to campus interviews snowboarding or mountain -- on them pretty awesome guys our product and they're great videos that make really good media's. Bomb the question is you know and a couple in in a few years -- and can probably have cameras embedded in their in their in their helmets and right cameras that are bikes whatever. So why would you buy another go press availability GPS maker like if you use constantly over and started channeling Tom Tom navigate yeah I'll second or or expose what was on -- that's the Cisco bought that thing that -- the flip camera and camera at the same sort of -- so so what they're doing is which kind of Smart is they're trying to say well actually hold on we're we're we're not just a camera company where a lifestyle brand you know and so. The kind of pulling like the whole -- create an eco assist. Create apps around than he had -- becomes stickier than just the hardware exactly. Question is how -- will actually be and that's that's a big risk because they don't actually make any money from. For immediate -- Serena. Not on what the numbers they've they've earned about a billion dollars in revenue last year in the profit of four years the -- 87% last year but that's really fast growth. However last quarter the group is actually negative their ship it to their sales shrank inserted their sort of their profits. The could be it's just that when the cameras you know there's little bit late in places like camera products like the first and the first quarter you know Christmas quarters and let's -- right order for everyone so you know it could -- -- thing. However you know perhaps that they've gone public last year it would pursuit -- a better recession hasn't -- been honored to -- fantastic there's no doubt about it. In it seems like they've may have waited and it's. New capital they're raising the selling -- there's only shareholders when we don't really know it looks like they're telling us early resistance we go beyond the founder on the greens this is. The son of a Silicon Valley guy as big banker but I lost his shirt in his in the dotcom -- we didn't do very well. And he has great stories making news cameras he was filming on about 50% company it's going to be billionaire after so he can sell quite a few shares right -- we'll keep an -- on that and will be back with more breaking news tomorrow.

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Breakingviews: GoPro’s identity crisis

Friday, May 23, 2014 - 02:28