专访GoPro创始人：造无人机摆脱困境，飞向新高度

10 专访GoPro创始人：造无人机摆脱困境，飞向新高度

GoPro是美国运动相机厂商。自两年前公司股价达到峰值后，GoPro已跌去了四分之三的市值。这家在困境中挣扎的公司前不久发布了两款新产品，Hero5相机与Karma无人机，期待以此提振低迷的股价。他们能做到吗？

自2002年创始至今，GoPro已走过了很长一段路。创始人尼克·伍德曼（Nick Woodman）在一辆大众面包车里开始了自己的事业。但是当它在2014年上市后，却要面对比创始之初还要困难的局面。

随着新款Hero 5运动型摄像机和Karma无人机的发布，GoPro按下了重置键。为什么现在是进入无人机市场的好时机？GoPro将如何促进消费者对无人机的兴趣，扭转公司股价下跌势头的可能性又有多大？带着上述问题，FT记者采访了尼克·伍德曼。

GoPro无人机的市场前景

Just how big the drone market is going to be is anyone's guess.Because it's still in its infancy.What is going to need to happen for us to fully realize how much consumer interest there is in drones, is to make the experience easy enough for the mass market consumer.

无人机的市场规模能有多大，这完全是每个人的猜测。因为它仍然处于襁褓阶段。对于我们来说，若要充分了解消费者究竟对无人机有多大热情，则必须让产品体验变得足够简单。

GoPro's biggest selling point for Karma is portability.The whole thing fits into a backpack which is small enough to fit under the seat of an airplane.And GoPro promises a new user can be up and running within 10 minutes after getting it out of the box.

GoPro对Karma最大卖点的定位在于它的便携性。整个无人机可以塞进一个双肩包中，小到可以放在飞机的座位下。而且GoPro还承诺，一名新手在把产品拿出盒子后十分钟内就能玩转它。

创始人伍德曼表示：

“There is another interesting element to flying a drone that I don't think people become aware of it until they are regularly flying it.That is a drone enables you to explore more.It's not just about even capturing video or photos, but it's about seeing what the top of that tree looks like.”

“操作无人机还有一种体验，我觉得除了老手一般人还未意识到，那就是赋予你探索更广阔世界的能力。它所能做的不仅仅是拍摄视频或照片，还在于能做让你俯视一棵大树这样的事。”

“I think people are going to have a lot of fun exploring their world and seeing in a whole new way thanks to Karma.”

“我认为Karma的面世能让很多人以一种全新的方式去探索自己所处的世界，并乐在其中。”

如何促进消费者对无人机的兴趣

Alongside the new hardware, GoPro is also launching a new cloud storage system and improved editing software.GoPro has been too slow when it comes to helping customers turn their raw footage into something they can quickly and easily share on YouTube or Instagram.

除了硬件的更新，GoPro还推出了一个新的云存储系统，以及升级版的编辑软件。GoPro在协助使用者将拍摄素材转换为能在YouTube或Instagram等网络平台上分享的作品方面以前一直显得动作缓慢。

With the latest Samsungs and iPhones offering better cameras and improved water resistance, some analysts see smartphones replacing the stand-alone GoPro camera, but smartphones still break much more easily.

最新的三星和苹果手机都搭载了更好的相机，也改进了其防水性。于是一些分析师认为智能手机将取代GoPro这种外置相机的地位。不过，智能手机还是太易碎了。

伍德曼称：

“GoPro is endearingly a cockroach.They are tough as nails.Smartphones are terrific productivity devices.It's a great daily device that you have in your pocket.But it has to do so many things that I don't think that it lands itself very well to the type of self-capture, convenient in performance that GoPro is famous for.”

“GoPro是讨人喜欢的‘小强'，它们像铁钉一样坚固。智能手机是很有效率的工具，你需要每天把它放在口袋里，但它做的事情太多了，以至于我并不认为它能变身为像GoPro那样专业便捷的自主捕拍设备。”

能否扭转公司股价下跌的势头？

对于公司股价的下跌，伍德曼表达了自己的看法：

“One of the reasons that GoPro has struggled as a public company, specifically our stock has struggled over the last year is because we were slow to deliver new products and services that we said we would.To a certain degree, that resulted in a lack of confidence in our ability to deliver on our vision.”

“GoPro作为一家上市公司来说并不顺利，具体来说我们的股价去年以来都不太好看，其中一个原因主要在于我们承诺的新产品和服务兑现的过程有些慢了。一定程度上，这让外界对我们兑现承诺的能力信心不足。”

“In the end, we have a very big vision and it took longer to attract the leadership and the teams that were capable of building out this vision and realizing it.And we've finally done that, and we were excited to have finally launched this exciting new era of GoPro.”

“事情到头来就是，我们有一个非常大的愿景，花了更长时间吸引领导层和团队画出蓝图并实现这个愿景，最终我们做到了，终于开启了这个令人兴奋的GoPro新时代。”

词汇总结

infancy ['ɪnf(ə)nsɪ]

n.初期；婴儿期；幼年

Just how big the drone market is going to be is anyone's guess.Because it's still in its infancy.

无人机的市场规模能有多大，这完全是每个人的猜测。因为它仍然处于襁褓阶段。

portability [,pɔːtə'bɪlətɪ]

n.[计]可移植性；轻便；可携带性

GoPro's biggest selling point for Karma is portability.

GoPro对Karma最大卖点的定位在于它的便携性。

drone [drəʊn]

n.无人机（非正式）

That is a drone enables you to explore more.

那是使你探索更广阔世界的无人机。

cockroach ['kɒkrəʊtʃ]

n.[昆]蟑螂

GoPro is endearingly a cockroach.

GoPro是讨人喜欢的“小强”。

deliver on 履行诺言

To a certain degree, that resulted in a lack of confidence in our ability to deliver on our vision.

一定程度上，这让外界对我们兑现承诺的能力信心不足。