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
Aug 22, 2017
Aug 22, 2017
Aug 24, 2017
Aug 21, 2017
|2014_1211_140657AA by old shutter bugger|
from The Bride
|Overloaded by NZ Scott|
from Your City - Delivery Boy
|Petals by Flor Tempra|
from Petal Portraits
|Barley by Will B Milner|
|APPLE & ROACH by TX Photo Doc|
from Delicious - Unpalatable
Take a quick tour of Nikon's new D850 in our 'First Look' video and find out what makes this new pro-level DSLR so exciting. Hint: a lot of things.
Nikon appears to have pulled out all the stops for its D850. It combines high resolution and speed: a full-frame 45.7MP BSI CMOS sensor capable of 7 fps bursts. The D5's 153-point AF system, a tilting touchscreen and 4K/24p video are also on board. It arrives in September for $3300.
The Nikon D850 is a 45.7MP full-frame DSLR that can shoot at seven frames per second. Supporting this is an autofocus system lifted wholesale from the company's pro-sports D5 model. Add in a bigger viewfinder and full-width 4K capture and you've got a lot more than a warmed-up D810.
Cinema equipment powerhouse Arri has introduced a new line of full spectrum neutral density filters that drawn on its years of experience creating internal filtration systems for its ALEXA Mini and the AMIRA movie cameras.
The 'pocket powerhouse' Godox Wistro AD200 flash just got a new accessory. Now, you can swap out the speedlight or bare bulb heads for a 3.6-watt LED lamp.
Photographers Andrew Studer and Ted Hesser captured some of the most iconic images of this week's eclipse, showing a climber standing in the middle of the glowing corona. This is the story behind those images.
Intrigued by those ultra-cheap, fast lenses coming out of China? This video review of the $550 Sainsonic Kamlan 55mm F1.2 lens points out some of the performance you sacrifice to save an almighty dollar (or $800).
Canon has expanded its PIXMA TS-series Wireless Inkjet printer lineup with five new models, two of which contain an improved ink system that adds a sixth color ('Photo Blue') to help reduce graininess and improving overall quality.
Oprema Jena is on a roll. After a wildly successful Kickstarter to bring back the legendary Zeiss Biotar 75mm F1.5 lens, the company is sweetening the pot by resurrecting the Biotar 58mm F2 as well.
Nikon has issued a delay and apology regarding their 100th Anniversary D5, D500, and Triple Lens sets. Due to a logo issue, the company is being forced to delay shipments until October.
Yet another reason to always shoot Raw. These two shots are actually the same photo, photographer Dan Plucinski simply pulled up the shadows in post.
The Galaxy Note 8 is the first Samsung smartphone to feature a dual-cam setup. The 2x tele lens allows for a background-blurring portrait mode and comes with optical image stabilization.
Cloud backup service CrashPlan has announced that it will permanently shutter it's "for home" service by the end of October. If you use CrashPlan to back up your photos, you'll want to find an alternative ASAP.
Equivalence is much-discussed, but still often misunderstood. Here's a simplified explanation of the concept of equivalent apertures, which is just another way of talking about light received by your camera.
Try your hand at this blind portrait shootout between the Canon 1DX Mark II, Nikon D5 and Sony a9. With all bias removed, you might just rank your favorite camera brand worst.
Photo sharing site 500px has just added support for wide-gamut color profiles such as AdobeRGB and ProPhotoRGB, even allowing users to filter their searches by color profile.
DJI just released a mandatory firmware update for the DJI Spark. If you own a Spark and don't update your firmware by September 1st, DJI will remotely ground your drone.
Affordable flash manufacturer Godox has updated its smartphone app so that it can be used to control all of its wireless X flash units, not just the A1 smartphone flash.
Western Digital's new My Book Duo external desktop storage system offers up to 20TB of storage capacity, and comes with RAID-optimized WD Red hard drives.
Version 1.04 of the Sony a6500 firmware can be downloaded from the Sony Support website now.
Not sure how to choose your first drone? In this article, the second of a 3-part series, we discuss what factors you should consider when deciding what drone is right for you.
NASA photo editor Joel Kowsky didn't just capture the solar eclipse from his vantage point in Wyoming, he also managed to capture the ISS buzzing across what remained of the sun.
In these videos, talented photographer and filmmaker Daniel DeArco breaks down several tips that will help flash photography newbies start experimenting with artificial light.
Photographer and master potter Steve Irvine makes incredibly intricate, functional ceramic pinhole cameras that look like robots and monsters.
Chinese gimbal manufacturer Gudsen has released a firmware update for its Moza Air that lets you control the direction and angle of the head remotely just by moving a small handlebar-mounted control unit.
Curious how the Sony a9 performs underwater? Our friends at Backscatter took the camera diving off the Baja California coast, to find out how it handled shooting great white sharks.
While most of the DPReview crew put away our cameras and just watched the celestial event, Rishi decided last-minute to hack together a rig and capture a few shots.
Defunct Russian camera maker Zenit is making a comeback, and they're planning to release a full-frame mirrorless camera in 2018.
The days where you're more or less locked into premium or first-party flash units has gone. They're less than $50 now, so there's one less excuse not to get one. Here's our case for adding one to your kit, and a few pointers to get you going.
If you're shooting the solar eclipse here's a hint: don't fry your camera's sensor. Use a proper solar filter that offers at least 16 stops of light filtration, along with UV and IR filtering. More important? Don't look at it unless you've got solar filters. Sensors can be replaced, your retinas can't.