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LetвЂ™s also serve people through software. вЂњ too limiting to just serve people through our hardware alone. ItвЂ™s just until now, itвЂ™s always required a GoPro,вЂќ Woodman says. вЂњWeвЂ™re known for enabling amazing content. That has the company back in the black and willing to take chances again. It spent the last few years pruning its camera lineup back to the essentials, quickly scuttling a dalliance with the drone market, and focusing more on selling directly to consumers.

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But whether or not GoPro turns the new Quik app into a moneymaker, that itвЂ™s attempting another shift in its software strategy is on its own a sign that the company is back on solid ground. Philosophical value aside, bringing more customers under the GoPro tent has long been a goal for Woodman itвЂ™s a big part of what inspired the company to make a more concerted push into software. ThereвЂ™s a ton of happiness to be found in what youвЂ™re doing with your life and and Quik helps you bring that to the forefront.вЂќ You donвЂ™t have to find happiness in what other people are doing. вЂњThis is the cosmic moment where I point to the deeper meaning behind what it is that weвЂ™re doing for people with Quik, because I think weвЂ™re really going to help people develop a stronger sense of self-esteem, self-worth, and ultimately happiness. But damn it, man, you can get a lot of inspiration from just looking at what youвЂ™ve been doing with your life. вЂњNot to bash on social feeds, like thereвЂ™s a lot of good from them, we get a lot of inspiration from what other people are doing. вЂњI think that what weвЂ™re solving for people is like a very relatable and widespread problemвЂќ But with Quik, Woodman sees not just a great business opportunity or a chance to reach new customers.

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GoPro has carved out a decent supplemental business so far with its Plus subscription service, with nearly 800,000 paying subscribers as of the end of 2020 (the equivalent of just shy of roughly $40 million of annual revenue). вЂњI think that what weвЂ™re solving for people is like a very relatable and widespread problem: I donвЂ™t have a convenient, private place to put content that matters most to me, and you know what, sharing it to your Instagram feed ainвЂ™t working because thereвЂ™s that tension of, вЂWell, this matters to me, but I know itвЂ™s not going to really matter to anybody that I would socialize it with.вЂ™вЂќ вЂњIt can be all of those things,вЂќ he says. Others will just use it for their GoPro footage and photos and nothing else. That said, Woodman thinks people may use the feed in all sorts of ways, like saving images that inspire them or for planning a project, a la Pinterest.

The more attractive option, in WoodmanвЂ™s eyes, is to add photos and videos you take on the fly using the share sheet every time you capture a вЂњkeeper.вЂќ (Users can also text or email photos to the mural feed.) One is fairly straightforward: after you open the Quik app and give it access to your camera roll, you can scroll through and add photos to the mural feed or to вЂњeventsвЂќ (not albums, of course) on the feed. Users can build out the mural feed in the Quik app a few different ways.

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Hey honey, letвЂ™s AirPlay our album to the TV and kick back and reminisce.вЂ™ You donвЂ™t do that.вЂќ вЂњYou donвЂ™t go into albums вЂThis is going to be a super awesome experience. Albums are just miniature camera rolls,вЂќ he says. While he doesnвЂ™t expect all of those users to pony up for the paid version of the new app, he thinks many will appreciate the mural feature because he still doesnвЂ™t see any good solutions to that camera roll clutter problem - especially not albums. And it worked: Woodman says that app still had вЂњroughly eight million monthly active usersвЂќ despite having been essentially abandoned by the company. In fact, that was the strategy with the original Quik app, which let users mash together photos and videos from their camera roll without requiring the use of a GoPro. And by gearing the app at a wider audience, not just GoPro users, he thinks thereвЂ™s great opportunity to be had.

Woodman sees the new Quik app as something of a culmination of a yearslong effort at GoPro to diversify away from hardware that started around 20. Customers who already pay for GoProвЂ™s Plus subscription service (which includes unlimited cloud storage, live-streaming functionality, and camera replacement) will get QuikвЂ™s features for free.

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GoPro is charging $1.99 per month or $9.99 per year for those features, though the basic camera connection and control side the app will remain free to use for people who donвЂ™t want to pay for the new stuff. It also has a few other features like a video editing suite (including a speed adjustment tool), themes and filters, and unlimited original quality cloud backup of everything posted to the mural feed.

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The auto-editing feature will live on in the new app, which launches on iOS and Android today. Camera control, video editing, and a private social media-style feed all in one place

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