Action Cameras 2017 Trend Report

Whether in the mountains, under water or on snow, everyone can film their adventures these days, and edit them too. Yet not all filmed material has a quality that is actually watchable, while others may make you doubt reality. Curious? Anna Langer has some insights.

TRENDS
What used to be reserved for pros has opened up to the masses in our digital modern age, and people capture all aspects of their life visually. And with more and more content, devices and options to share, expectations continue to grow. 2017 will see the launch of 8K Ultra HD, expects Rayne Camera’s International Founder and Managing Director, Donovan Marais: “Frame rates for 4K video will increase from 30 to 60fps, possibly even 120fps.”

Next to pixel-count, image stabilisation is vital for viewing quality, which Sony is tackling in their new X3000 Action Cam with 4K resolution, uniting “superb picture quality and an unrivalled optical image stabilisation”, explains Ulf Schreurs, Marketing Head of Digital Imaging. Olympus also released a new model in May: the Tracker featuring 4K movie and Olympus’ 5-axis image stabilisation, Marketing Manager Georgina Pavelin points out. Rayne are also improving their image sensor technology for better lighting and colour. Drift unveil the “next iteration of our 1 oz everyday wearable camera, the Compass”, says Matt Ryan, Chief Marketing Officer at Drift Innovation and thinks that action cams will “continue to be integrated into other aspects of life, such as fitness and fashion. We think life-logging and live-streaming of events and adventures will continue to break through with better designed hardware.”

GoPro already introduced their HEROcast live-stream at the Freeride World Tour last year, enabling viewers to fly down world-class steeps with their favourite world-class athletes – virtually, of course. 360fly are also expanding their cooperation with matching brands such as live-streaming platform Livit. And through the new “Custom Solutions”, the GoPro camera technology and their HEROCast, “our wireless HD micro transmitter, can be integrated into products and systems used in professional productions, enabling unique, never-before-seen perspectives.”

Hirec

VIRTUAL REALITY
So whether you prefer to capture and share your own reality, or virtually immerse in someone else’s experiences, we have reached the point where virtual reality is not reserved to science fiction anymore, but readily available just outside the door – or even inside. “With the Youtube application for VR-videos 360°-cameras are becoming more interesting”, suggests Hoff’s Helena Scholl, European distributors of Hirec. Of course 360fly have anticipated this a while ago with their 360fly HD camera, “one of the first and still the only really stitch-less camera in that segment.” They’ve recently launched the 360fly 4K as well, “an even more high-res version with several other improvements included,” explains Niko Karacic, International Sales Manager at Voxx Electronics GmbH. For all loyal customers eager to stick to their all-time heroes who pioneered this segment, GoPro are releasing their own 360-degree this year: “Omni is a synchronized six-camera spherical array that produces high-resolution, stunning image quality and works seamlessly with Kolor™ stitching software to produce immersive content.” They’ve also created GoPro VR, a platform to view and share immersive content. “The platform allows users to experience the immersive world of 360˚ video and transforms users’ screens into a virtual portal, showcasing original content from GoPro and a global community of artists.”

USABILITY
Additional features and top quality resolution pose some new challenges though, especially for the not-so-pro user. Hence brands with roots in the action sports scene tend to prioritize ease of use for their customers. Hirec say they want their clients “to be able to use their footage without a Master’s degree in post production,” targeting athletes and sportsmen, young guns as well as the seniors. Rayne opt for “easy usability 100%” as well, calibrating their cameras to optimal settings straight from the factory and Rollei also “follow a simple idea: easy to use and technically up to date”, states CEO Thomas Güttler. Donovan from Rayne adds: “We believe 95% of people do not need super duper incredible ultra HD as firstly, they do not have the computing power to edit the footage, and secondly not many people can afford the displays to playback 4K footage.”

At least not yet. Brands from more traditional tech and photo backgrounds seem to have more priority on high quality output, assuming their client base will traditionally be more used to high quality products and output. Olympus “try to combine both ease of use via intuitive design whilst encompassing specifications and features which are easily accessible”. Sony agree that “picture quality and ease of use are what sports users are demanding most from manufacturers” and use SteadyShot image stabilisation and Live View remote to allow “users to control their cameras at a glance and change settings in a second. They don’t need to touch the camera itself.” 360fly on the other hand argue that high tech and ease of use don’t have to “stand opposed to each other. We are offering a high-end device with a load of options like telemetry-data, time lapse, post-production effects – but you can still start recording just at the simple push of one button.”

SP Gadgets

FEATURES
Action cams needing to be rugged and not too fragile is somewhat of a given and many come in waterproof housings too. Wi-Fi and Bluetooth are almost becoming standards as well, with only a few models in the lower price segments left without.

Most models that do feature connectivity either come with an additional (or extra) remote (Drift, GoPro, Hirec, Rayne, Sony) or use an app to connect to your smartphone. This is a great option especially for cameras that don’t have a built in display, which is getting more common as well. All Hirec cameras have built-in displays, Rollei come with LCD display, Drift with Gorilla Glass display screen and Rayne’s MKII and V2 as well as the GoPro Hero4 Silver feature a little display as well.

Sony and Olympus even integrate a GPS sensor into some of their offerings, “allowing users to easily track routes, distances and speed,” (Sony) and “log your performance and track your journey via GPS, compass, acceleration, barometer and thermometer” (Olympus).

Hirec

DRONES
Today, you also have the option to really be tracked, followed and filmed from above – with the help of a little helper, aka drone. GoPro will launch their much-anticipated Karma drone before the end of this year, that is supposed to follow you wherever you go – much like your mythological karma. AirDog follows a similar principle with their “small, foldable, autonomous and intelligent flying quadcopter drone” that is “designed to follow the user wearing a small tracking controller device, AirLeash,” filming on a mechanically stabilized GoPro. The Hexo+ from Hexodrone can either follow or be steered through an iOs and Android compatible app that offers pre-set movement. “The user just needs to click to have the Hexo+ execute. Our system is also compatible with regular remote control sensors (accelerometer, compass, barometer, GPS) from smartphones, which are used for the follow mode and all other camera movements,” explains Matthieu Giraud.

ACCESSORIES
Best-selling and innovative accessories for actions cams mainly revolve around mounting the camera for the most captivating and unique angles. Rayne introduce a “new quick mount system that will allow you to adjust the angle of your camera with just the press of a button.” Drift release the “Pivot Mount with it’s universal clip you can attach to any of our other mounts in seconds” and GoPro created a whole backpack, the Seeker, with multiple options to mount your camera.

“With smartphone cameras constantly improving, they become more interesting for action sports filming as well,” suggests Helena from Hoff. SP are launching a whole line of accessories that turn phones into action cameras in their SP Connect series, like the Phone Case with a MicroRail mount on the back, or the SP Connect Suction Mount offering a stable, “vibration-free, 360° positioning thanks to the 3D ball and fast, secure locking via our Dual Function MicroRail system. The components of both, phone case and mounts, are a perfect match for each other, but also give you the freedom of using them with many other SP Gadgets or other GoPro compatible products,” says Rob Mathera from SP Gadgets.

SP Gadgets

To make sure your phone gets the full frame, you can further enhance it’s action-footage-capturing by clipping a fisheye lens on top of it. Clipeyz is an easy-t-use clip-on lens with 180° fish eye that is available in a range of colours and can easily be clipped on to the front or back lens of your phone. Black Eye uses a similar clip-on system but features a range of different lenses, from full-frame fisheye to wide angle, macro and even tele. “More and more images and videos are shared each day though various digital channels. Buying extra lenses to be more creative is a simple solution to anyone whether you come from boardsports or any other segment,” says Marketing Manager Joni Granath.