Polaroid has launched Cube, a small block-shaped video camera with a magnet that clings to any steel surface. The camera, priced US$100, records 1080p wide-angle video, uses microSD cards and can record 90 minutes of video when fully charged.
GoPro’s cameras are currently in the $300 range. Research firm IDC estimates that GoPro enjoys 47.5% of the market share in the USA. Polaroid does not have a signifi cant market share. In America, the name GoPro has reached generic status, which should protect the company’s dominance to a large degree.