Distributor Entatech claims its new action camera ally GoXtreme can fill the void left by market leader GoPro's recent product rationalisation.
GoPro may be synonymous with the action camera market, but its decision to discontinue its entry-level products has left a gaping hole in the sub-£159.99 market independent dealers must fill, according to Entatech managing director Dave Stevinson.
The vendor's product rationalisation – initially announced in February in response to slowing sales – leaves it with just three models. These are the Hero 4 Black, Hero 4 Silver and Hero 4 Session, which currently retail on its website for £409.99, £329.99 and £159.99, respectively.
Entatech recently signed up with GoXtreme, which has 10 models costing between £50 and £159, a space Stevinson pointed out is no longer served by the market leader.
Although the action camera market is crowded, few match the depth of range and continued development offered by GoXtreme, Stevinson claimed, adding that Entatech has committed to launching three new GoXtreme products to market between now and July.
"The action cam market is still a growing market which is well served by the channel, although GoPro has become the verb for the action camera," he said.
"We believe the independent dealer needs a wider choice, which is competitively priced with the accessories bundled – that is why we predict GoXtreme taking market share in the UK."
The GoXtreme Vision 4k (pictured), which is priced at £159, is "true 4K", Stevinson said, adding that some devices badged as 4k are either digitally enhanced or cannot match its 24 frames per second.
Stevinson said Entatech had already secured Argos as a client, adding that another 28 independents are promoting the brand.
According to analyst FutureSource Consulting, the global action camera market swelled by 44 per cent to $3.2bn (£2.2bn) in 2014. GoPro's sales grew 41 per cent to $1.39bn in the same year but its sales fell by 31 per cent in its most recent quarter.
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