DJI, the world leader in drone technology, plans to launch a “full-view” drone – a new genre that rival Insta360 is also developing – in a sign of fierce hardware competition among China’s gadget makers.
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The Shenzhen-based company conducted a preview of the product last week to give attendees a first-hand look at its new 360-degree drone, named Avata 360, and to share the company’s views on industry competition and market prospects, the Guangdong financial newspaper 21st Century Business Herald reported.
DJI confirmed with Chinese media that it had held such an “internal” event. DJI did not immediately respond to a request for comment on Wednesday.
The event comes at a time when a new genre of drones, which can take 360-degree video and photos, is set to revolutionise the consumer drone market.
In the rapidly growing market segment, the Shanghai-listed Insta360 is emerging as a powerful player, threatening DJI’s long-held dominance in the commercial drone market.
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The market has been closely watching the competition between DJI and Insta360, which used to occupy their own vertical but now have some products overlapping, including 360-degree cameras and drones.
The market has been paying close attention to the rivalry between DJI and Insta360, whose once separate verticals now overlap in areas including 360-degree cameras and drones.