No more drones? DJI is bringing ‘drone-like’ video to the ground

This story was originally written for MarketWatch.com. Read the entire story here.

The company that has made its name putting cameras in the air is bringing them back to the ground.

DJI, the world’s largest drone manufacturer, announced today at the London Film Festival a new product called Osmo, which isn’t intended for drones at all. It’s a tiny, hand-held device (what’s known as a “three-axis gimbal” in videography) that integrates with cameras made by DJI and allows for video shot by people on the ground to have the smooth, gliding look of footage shot by an airborne drone. An Osmo costs $649, and also comes with a 4K, 12-megapixel camera.

Here’s how a video would look shot with an Osmo-equipped DJI camera:

“We’re moving into a completely new product sphere,” said Adam Najberg, DJI’s Global Director of Communications.

Najberg says the Osmo isn’t intended to directly compete with GoPro GPRO, -2.51% though there are similar use cases. Like a GoPro, its accessory options include a tripod, bike mount and extension arm — for filming action sports or taking video selfies. But, unlike a GoPro camera, the Osmo doesn’t stream video live, it’s not waterproof, and it doesn’t have GoPro’s durability.MW-DW009_osmo_2_20151007211743_ZH

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