Drone maker DJI takes 'strategic minority' stake in Hasselblad to gain camera technology
Medium format and aerial camera maker Hasselblad has sold a minority stake to the Chinese Drone giant SZ DJI Technology Co Ltd, in what the two companies describe as a 'corporate partnership'. The exact size of the stake has not been revealed, but both sides are keen to point out that there will be no merging of the businesses and from an external viewpoint nothing will change. The deal is almost certainly aimed at strengthening the hand of DJI in its campaign to own the aerial-photography market in both the movie-making and surveying sectors, while Hasselblad gets a significant injection of investment to fund future products.
In an interview with DPR in June Hasselblad CEO Perry Oosting dropped strong hints that the company was looking to expand beyond the realms of the medium format market, and while he wasn’t specific he didn’t deny that could mean producing DSLRs, compacts and CSCs. He certainly made it clear that the company intended to broaden its audience by 'segmenting and tiering’ the range of products it offers. That sort of activity requires enormous investment, which is where DJI comes in.
Based in Shenzhen, DJI is one of the leading drone manufacturers in the world. Reported to be worth between $8-10 billion, the company has made massive strides in both the commercial and consumer markets, and is claimed to account for over 70% of drone sales. According to figures quoted by Reuters, the company is on target to exceed $1 billion in sales this year. The company has likely gained so much ground because its products cost much less than US and European equivalents, because they are easy to use and because the company has worked hard to smooth the process of gaining commercial exceptions from the US FAA. In addition, sales are almost all online, so the company has kept sales related costs to a minimum.
|DJI CEO and Founder, Frank Wang|
DJI’s Chief executive, Frank Wang, was quoted in London’s Financial Times as saying 'We aspire for DJI to offer a platform ... across areas as diverse as filmmaking, agriculture, conservation, search and rescue, energy infrastructure, mapping, and more.' The comments came in May as Facebook and Dropbox backer Accel Partners invested $75m to help DJI develop its industrial offering.
|Hasselblad's new A5D aerial camera|
Hasselblad has significant technology and experience that will benefit DJI's plans, including sophisticated multi-camera synchronization software for detailed aerial surveying, optical skills as well as the ability to create hardwearing products with no moving parts. Hasselblad's first camera was an aerial camera, and its A5D models are a modern reflection of its heritage – and probably what makes a stake in the Swedish company so attractive to an ambitious Chinese drone manufacturer.
Hasselblad and DJI Form Strategic Partnership
DJI acquires minority stake in Hasselblad Group, creating synergies between the world’s leading imaging technology companies Hasselblad Group, the leader in high-quality professional cameras, and DJI, the world’s most-innovative aerial technology company, today announced a corporate partnership through DJI’s acquisition of a strategic minority stake in Hasselblad.
The partnership will allow opportunities and new ways of combining the technical knowledge and inventive spirit of the two industry leaders in their respective fields.
“We are honored to be partnering with DJI, the clear technology and market leader in its segment,” said Perry Oosting, Hasselblad’s CEO. “DJI and Hasselblad are equally enthusiastic about creativity and excellence, and we are looking forward to sharing technical expertise and paving the way for future innovations.”
“Hasselblad and DJI share a passion to provide creative people with cutting-edge, inventive technology to help them take visual storytelling to the next level,” said Frank Wang, DJI’s Founder and CEO. “With this partnership, we combine our strengths to further push the borders of what’s possible in imaging technology.”
Hasselblad and DJI will each focus on their individual strategic directions and related growth opportunities, with marketing and branding platforms continuing to delineate the two companies. Hasselblad cameras and equipment will continue to be handmade in Sweden, and DJI will continue to make products in Shenzhen, China. The partnership further establishes DJI’s leadership in the professional camera technology space.
DJI recently launched the modular Zenmuse camera system, including the Zenmuse X5 Pro and the Zenmuse X5 Raw – the world’s first Micro-Four-Thirds camera optimized for moving in space.
Hasselblad has a history of aerial photography, with its technology used in space on several NASA missions, including the first landing on the moon and several of the Apollo missions. Over the course of the company’s 75-year long history, the majority of Hasselblad’s business has focused on traditional medium-format cameras and photography equipment. In recent years, the company has made meaningful investments and announced significant product launches within the aerial arena, making a partnership with DJI a natural progression of the
|Smile by Olymguy|
from Ultra Asian Indian Female Faces
|Space Shuttle Cockpit- by vbuhay|
from Aircraft Control Stick
Tamron has announced the longest all-in-one zoom lens currently available, the 18-400mm F3.5-6.3 Di II VC HLD. Designed for Canon and Nikon crop-sensor cameras, the lens will be available in July.
When you're ready to step-up to full-frame from an entry-level or midrange camera, the choices can be overwhelming. Find out which models came out on top in our $1200-2000 enthusiast ILC roundup.
Just a guy wearing a VR headset, smashing invisible Goombas in Central Park.
NASA's Mars Reconnaissance Orbiter captured this gorgeous aerial photo of the Martian landscape. And if you look really close, you can actually see the Mars Curiosity rover in the very middle.
The city of Laguna Beach, California has provided some clarification around the kinds of photography permits it offers.
Later this year, a VR180 camera will be Joining Yi's Halo and 360 VR cameras, which will offer stereo 3D capture, yet be as easy to use and compact as a 2D camera.
Caltech researchers have developed an 'optical phased array' chip that uses time delays instead of a lens to focus the incoming light.
Pricing and shipping have finally been revealed for two highly anticipated lenses from Sigma, announced in February.
These macro photos of clouds of paint billowing through clear water might look like high-quality CGI, but they're real photographs. And photographer Alberto Seveso told us how they were made.
Facebook is testing a feature that prevents people from saving, sharing, or even taking a screenshot of your profile picture.
We've reshot the Sony a9 in our studio. The short story: it's sharper! The long story... well you can read it all here.
The collection will be officially launched during the Europeana Transcribathon Campus Berlin 2017 crowdsourcing event which will be held on 22 and 23 June at the Berlin State Library.
Light gives us some insight into the preparations for the launch of the pre-order shipments of its much anticipated L16 multi-lens camera.
OnePlus co-founder Carl Pei has confirmed in a tweet that the second lens on the back of the OnePlus 5 uses a 1.6x optical zoom and that digital zoom is used to reach the claimed 2x zoom factor.
Fujifilm recently unveiled the second in its series of affordable cine lenses, the MK50-135mm T2.9. We got our hands on it for a couple days and took it for a spin.
Leica's first attempt at an M-series digital rangefinder was rough around the edges, but set a pattern for all of the cameras that came after it. In this week's Throwback Thursday article, Barney remembers the M8.
No stranger to extreme situations, legendary climber and filmmaker Jimmy Chin talks to Outside Magazine about his career, and the challenge of filming Alex Honnold's rope-free solo climb of El Capitain.
A company backed by Android co-founder Andy Rubin is attempting to make video conferencing less terrible.
Rangefinder magazine asked five professional portrait and wedding photographers about posting on Instagram; no surprise, they got five different answers.
This captivating stop motion film was created by stripping away one layer of wood at a time. It's hard to look away.
It will enable users to simulate the presence of the sun, moon and Milky Way and see how they interact with an area's topography.
Since its introduction in November last year Instagram's live streaming feature has been used by millions, but videos could not be archived for watching at a later stage. A new update has now added the capability.
CopyTrack's study also found that the second most-stolen image is a woman wearing painted jeans. That's apparently a thing.
Forget expensive lenses with fancy coatings and special lens elements – photographer Robin de Puy took these portraits using just a water drop for a lens.
Adobe reports a record quarterly revenue of $1.77 billion for the second quarter fiscal year 2017 ended June 2, 2017.
Zeiss says its new lens is particularly suited for portrait photography but also a good all-rounder and can be used in video applications.
We present to you the top photos from the Kennel Club's 2017 Dog Photographer of the Year photo contest – take a look at 10 of the award-winning puppers.
In case you were looking for any more inspiration to go fly one.
Following a couple of successful Kickstarter campaigns, Videre 35mm's creator has re-tooled the camera with sturdier components and a simpler user assembly process.
The two hour long video covers everything an aspiring drone pilot needs to know.