One week ago Polaroid released their Cube, a small compact HD action-video camera priced at $99; a price much affordable than a GoPro (the leading action-video camera) listed at roughly three to four times the price of the Cube. Polaroid aims to make the Cube a more versatile camera that appeals to not only thrill-seekers but also the general public who can integrate the Cube into lifestyle segments.

The Cube is a perfect example of how important company positioning can be. Polaroid is famous for creating the revolutionary instant photography; their name almost always instantly recognized whenever photography is discussed. Although they hold a high position within instant photography, this does not insure their success in expanding to action-video cameras. Their brand name will definitely help but the level of success the Cube achieves depends on more than the company’s previous achievements. As a product entering an already established market, they unfortunately do not have the upper hand of being the first leader. Despite this, based on the descriptions it does appear the Cube is prepared to offer a unique spin on the traditional small action-camera through a variety of colours and cute features such as a magnet on the bottom of the block that attaches to any metal surface. Either way, this new product will be an interesting disruption in the photography market. Up until now there has been limited options in the market for smaller high quality cameras. Having a lower price enables the Cube to have a wider target market as it can appeal to a variety of age groups. For anyone who has an occasional hobby for photography and is on a tight budget, this product is both exciting and reasonable.

http://www.businessweek.com/articles/2014-09-23/polaroid-cube-going-after-gopro-with-a-99-action-camera#r=most popular