These days, whenever people think of drones, the first thing that comes to mind are DJI drones, and it’s now almost as common for people to use drones for aerial photography as it is for them to use their laptops or smartphones. But even some 18 years ago, it was a absolutely unexplored area, with only very expensive and difficult to manage professional devices designed for specific uses. After almost 20 years of development, DJI has occupy the undisputed leading position in the drone market. Let’s go inside DJI next.
Who is DJI and What does the DJI Do?
Da-Jiang Innovations, better known as DJI, is a global leader in drone technology. According to official data, DJI accounted for around 76% of the world’s consumer drone market as of March 2021.
According to DJI officials, DJI is headquartered in Shenzhen, known as China’s Silicon Valley, and benefits from direct access to suppliers, raw materials, and a pool of young creative talent necessary for continued success. With these resources, DJI have grown from a small office in 2006 to a global workforce. They now have offices in the United States, Germany, the Netherlands, Japan, South Korea, Beijing, Shanghai and Hong Kong. Today, DJI products are redefining industries. Professionals in filmmaking, agriculture, conservation, search and rescue, energy infrastructure, and more trust DJI to bring new perspectives to their work and help them accomplish feats safer, faster, and with greater efficiency than ever before.
The History of DJI
Early Beginnings and Foundation
Frank Wang launched the business in 2006. He joined as a college student at the Hong Kong University of Science and Technology (HKUST) in 2003 after being born in Hangzhou, Zhejiang. He competed in the ABU Robocon competition with the HKUST team, which took third place. In his dorm room, Wang constructed the initial iterations of DJI’s projects, selling the flight control parts to Chinese power firms and academic institutions. In 2006, he relocated to the industrial center of Shenzhen and employed a small team using the revenues. During this time, the company sold a limited number of components and also relied on Wang’s family friend Lu Di, who oversaw the company’s finances and gave US$90,000. A crew was able to successfully fly a drone over the summit of Mount Everest in 2009 thanks to DJI’s components.
Achievements and Market Expansion
Swift Xie Jia, a friend from high school, was hired by Wang in 2010 to oversee the company’s marketing. DJI started to focus more on serving drone enthusiasts outside of China. Wang and Colin Guinn launched DJI North America, a subsidiary firm focused on mass market drone sales, after they met in 2011 at a trade event. The first Phantom drone model, which was more user-friendly than other drones available at the time, was introduced by DJI in 2013.
Technological Advancements
In 2015, DJI eclipsed the success of the Phantom with the release of the Phantom 3, whose even greater popularity was in part due to the addition of a built in live-streaming camera. Over the ensuing years, DJI drove several of its rivals out of the drone market to become the largest consumer drone company in the world. The Phantom 4, which was introduced by DJI in 2016, has sophisticated obstacle recognition and optical positioning capabilities that significantly increase the drone’s capacity for autonomous flight and safety.More sophisticated drones from the Mavic Pro and Phantom 5 series were produced by DJI in 2017, solidifying the company’s dominant position in the drone industry.
Industry Dominance and Recognition
In 2017, DJI won a Technology & Engineering Emmy Award for its camera drone technology, which was used in the filming of various television shows including The Amazing Race, American Ninja Warrior, Better Call Saul and Game of Thrones. That same year, Wang became Asia’s youngest tech billionaire, and world’s very first drone billionaire. On 5 June 2018, police body cam and Taser maker Axon announced a partnership with DJI to sell surveillance drones to U.S. police departments. As of 2020, DJI products are also widely used by U.S. police and fire departments.
With the release of the lighter Mini series in 2019, DJI gained popularity for its entry-level aerial drones, the Mini SE and Mini 2.DJI has also responded to a wider spectrum of market demands by releasing higher-level professional goods like Phantom 4 RTK and Inspire 2.
Innovation and Product Expansion
In 2020, DJI has released more innovative products. With its exceptional performance and accuracy, the Jingwei 300 RTK drone—an business application drone—has emerged as a market leader.The much awaited DJI Air 2 and Air 2S drones were also unveiled at the same time, and their superior performance and cutting-edge technology have once again raised the caliber of aerial photography.
DJI will continue its innovation iteration in 2021.This year saw the arrival of the Crossover FPV by DJI, offering competitive fields and professional aerial photographers a whole new experience.In addition, DJI introduced a one-inch sensor drone and an Air 2S version with a master lens, elevating professional aerial photography to new heights. The Mini SE 2 was introduced by DJI on July 20th, and it was immediately praised by the market for its exceptional performance and mobility.
Future Prospects
On November 5th, DJI released the new generation innovative Mavic 3 model.The Mavic 3 has been enhanced and refined in several areas, including the camera system, flight performance, and intelligent features, making it the new flagship of the Mavic series. The introduction of this device is more evidence that DJI’s technology is developing and innovating. These days, DJI is not just a top drone manufacturer, but also a leader in industry innovation in technology.DJI has shown to be a formidable force with cutting edge technology, whether in consumer-grade aerial photography, professional-grade applications, or industry application domains.
Product Line of DJI
DJI has a diverse range of products that cater to different segments of the drone market, from hobbyists and casual users to professional filmmakers and industrial applications. Here’s a breakdown of DJI’s major product lines:
Consumer Drones
Phantom Series
- Features: Iconic design, high-resolution cameras, advanced flight capabilities.
- Popular Models: Phantom 4 Pro V2.0, Phantom 3 series.
Mavic Series
- Features: Compact, foldable design, high-quality cameras, various intelligent flight modes.
- Popular Models: Mavic Pro, Mavic Air, Mavic Air 2, Mavic 2 Pro, Mavic 2 Zoom, Mavic Mini, Mavic 3.
Spark
- Features: Compact, easy to use, gesture control.
- Target Market: Casual users and beginners.
Mini Series
- Features: Ultra-lightweight (under 250 grams), beginner-friendly, less regulatory restrictions.
- Popular Models: DJI Avata 2, DJI Goggles, DJI Remote Controller .
FPV Systems
DJI ventured into the world of First Person View (FPV) systems, unleashing a new era of immersive and adrenaline-pumping drone experiences. The DJI FPV drone and goggles provided enthusiasts with a cinematic and dynamic perspective.
Popular Models: DJI Mini 2, Mini SE.
Professional Drones
Inspire Series
- Features: High-end imagery capabilities, interchangeable cameras, dual-operator support.
- Popular Models: Inspire 2.
Matrice Series
- Features: Built for industrial and professional use, customizable payloads, robust design for various operational environments.
- Popular Models: Matrice 300 RTK, Matrice 200 series.
Enterprise Drones
Agras Series
- Purpose: Agricultural applications such as crop spraying.
- Features: High payload capacity, advanced spraying systems, flight planning software.
Phantom 4 RTK
- Purpose: Geospatial data acquisition and aerial surveying.
- Features: Precise RTK GNSS positioning, high-resolution camera for photogrammetry.
Action Cameras and Gimbals
Osmo Series
- Features: Handheld gimbal stabilizers for smartphones and cameras, action cameras.
- Popular Models: Osmo Mobile, Osmo Pocket, Osmo Action.
Ponin Series
- Features: Smooth stabilization, robust build, and versatility in handling different camera setups.
- Popular Models: Ronin 2 and Ronin-S
Camera Technology
Zenmuse Series
- Purpose: Professional camera and gimbal systems for aerial filmmaking and industrial applications.
- Features: Interchangeable lens options, high-resolution imaging, integrated gimbal technology.
Software and Accessories
- Software: DJI offers a range of software solutions for flight planning, data processing, and drone management, including DJI Fly, DJI Pilot, and DJI Terra.
- Accessories: A wide variety of accessories to enhance the functionality of drones, including batteries, propellers, carrying cases, and more.
DJI continues to innovate and expand its product offerings, consistently leading the market with state-of-the-art technology and meeting the needs of various users from casual to professional levels.
Global Brand and Market Influence
Globally, DJI is recognized as a symbol of Chinese innovation, demonstrating the country’s growing influence in high-tech industries. Despite regulatory challenges, especially in the US, DJI continues to maintain a strong market presence worldwide.
DJI’s market positioning is a blend of technological leadership, broad product lines catering to diverse needs, and strategic market entries into various consumer, professional, and industrial segments. This strategy not only keeps DJI at the top of the drone market but also continuously expands its influence across multiple tech-driven fields.
Top-Selling Products
Dji Avata 2
Pros:
- Easy-to-use FPV system
- Instinctive control
- Goggles 3 are comfortable and well ventilated
- Impressively rugged
Cons:
- Above 249g weight tier
- Additional RC needed for fastest mode
- Piloting requires a‘spotter’
DJI appears to have hit the mark with the Avata 2. The Avata 2 has been all about refining since it introduced the “cinewhoop” frame style with the prior generation, and this drone is a great illustration of what occurs when designers pay attention to feedback. The Avata had many good aspects, but this is superior.
Additionally, the included controller, the RC Motion 3, is more sophisticated, and DJI’s Goggles 3 appear to have reached a much more tidy position. Batteries that hung on chains were used in earlier generations; however, modern models handle this while also enhancing ergonomics.
While it might be a bit strange for seasoned FPV enthusiasts (who will need to shell out for an optional stick-based controller), if you’re coming at FPV just for fun or to get those into and out of building shots, this will do the job and then some, without needing years of arduous practice in full manual mode. All of this comes with the ability to just stop and hover because it’s still a DJI drone with GPS – it’s like having an emergency brake. You can even do a flip with the Avata 2!
DJI Goggles 2
The DJI Goggles 2 have undergone a comprehensive makeover, providing a more portable and compact form factor than earlier iterations. Even so, they pale in comparison to the Walksnail Avatar. OLED panels, which are a big improvement over LCD screens in the V1 and V2, are a feature of the Goggles 2. The HD movie experience is improved by the OLED screens’ superior contrast, brilliant colors, and crisper images.
In 2020, the DJI FPV drones and the FPV Goggles V2 goggles were released at roughly the same time. Alongside the DJI Avata drones, the new DJI Goggles 2 were unveiled in Fall 2022. Compared to the FPV Goggles V2, the Goggles 2 are substantially smaller and lighter. DJI was able to combine improved technology with a more compact design.
The FPV Goggles V2 and Goggles 2 headsets work with the latest DJI O3 Air Unit. However, you won’t be able to see the entire performance with the V2 Goggles. The video stream is 1080p 100fps with 30ms latency on the Goggles 2, and 810p 120fps with 28ms latency on the FPV Goggles V2.
Notably, unlike the earlier FPV Goggles V1/V2, the new Goggles 2 do not support analog FPV systems because they lack an AV input. Additionally, as they lack an HDMI input, they are incompatible with Avatar and HDZero, two other digital FPV systems.
DJI Mini 4 Pro
If all you want is a simple device that captures stable, high-quality aerial footage, this is the one to choose from DJI’s lineup because it is both competent and portable. It also packs up really little, so it will fit easily into your vacation luggage. DJI made a noteworthy decision in light of new drone regulations that require registration for drones weighing more than 250 grams in many nations. The Mini 4 Pro weighs only 249g and has a 20km range, a 34-minute flight time, and a high-quality 4K resolution camera. Yes, just one gramme less than the registration cap.
Despite all of them claiming 4K capability, the more sophisticated Mavic 3 and Air 3 actually surpass the Mini 4 Pro in terms of image quality. However, there is less of a quality difference between them now because bitrate and resolution have improved.
To ensure omnidirectional obstacle avoidance and protection from all directions, the new drone is equipped with sensors on the front and others pointed backward. This is a huge improvement over the earlier Mini versions, as this feature was previously exclusive to DJI’s higher-end models like the Air and Mavic series.
Since the Mini is the smallest and least expensive series in the DJI lineup, it will not be as devastating if it breaks or is lost. Did I also mention that it folds up? It’s small enough to fit in your backpack for a lengthy trek without drawing attention to itself, and it’s a wonderful place to start if you’re looking to start shooting aerial cinematography on a budget. However, if dependability, optimal image quality, and flying performance are your only concerns, I would suggest going with one of the larger models, like as the Mavic or Air.
Why is DJI So Successful?
DJI’s supremacy in the drone market is a result of several things.
- Innovation: As a pioneer in the drone industry, DJI is always creating new functions and cutting-edge technologies. For example, DJI was one of the first companies to implement 4K video recording, autonomous flight modes, and obstacle avoidance algorithms.
- Quality: DJI drones are renowned for their excellent quality and durability. The company has a rigorous testing process and employs high-quality parts and materials in its drones.
- Usability: DJI drones are designed to be easy to fly and operate, even for novices. The company makes drones with a variety of easy-to-use features, such as GPS positioning, self-navigating takeoff and landing, and homecoming functionality.
- Affordability: DJI drones are competitively priced when compared to drones made by other manufacturers. They are now accessible to a larger range of clients as a result, including enthusiasts and professionals.
- Brand recognition: When it comes to drones, DJI is the most well-known firm. This gives the company a significant advantage over its competitors.
Together with these components, DJI has a significant worldwide sales and marketing presence. The company’s dealer and distribution network spans more than 100 countries. Because of this, DJI has a global presence and can provide its drones to people and businesses wherever.
Owing to these factors, DJI has emerged as the market leader in drone technology. The business is growing and already has a market share of more than 70%. DJI’s success demonstrates its commitment to quality, innovation, and customer satisfaction.