Interview with Paula Camporaso, CIO GoPro, about the digital transformation of the company on it's way from a product manufacturer going to become a media company...
GoPro is a US-brand of high-definition personal cameras used in action video photography. Their cameras are known for being lightweight, rugged, wearable or mountable in unusual places such as outside planes, cars, boats or on ski helmets. The company is privately owned by Woodman Labs, investor capital funded and based in San Mateo, California. GoPro was recognized by the National Academy of Television Arts and Sciences with a 2013 Technology and Engineering Emmy Award.
GoPro’s goal is – while it is now a product manufacturer – going to become an international media company. This includes to predictively create videos in a timely and quality approach and to explore the 'by GoPro gadgets generated' content opportunities and increase the percentage of 'with GoPro gadgets generated' content that is actually shared online. Currently less than 10% is shared.
It was difficult to use and handle large amounts of user-generated content and explore new distribution routes, as well as to manage the lifecycle of digital assets (mainly video but also stills and music). This goes along with the process of managing licensing rights and restrictions which would then be found in metadata. GoPro wanted to have the possibility to scale flexibly within the metadata and to support multiple locations and still work within the same environment
GoPro found the right technology and system as well as the right partner in a selection process. In censhare it selected the right system to manage the production process for ultimate distribution and publishing. They now can move all the digital assets to one place where everybody can go. The implementation of the system allows a highly scalable, extremely flexible and open to various in- and output channels distribution of the content.
censhare relaunches the brand to reflect its content leadership in the MarTech landscape.