Partner interview series: DJI – flying high

DJI is a name now synonymous with drones, thanks to an estimated 74% market share across consumer, professional and enterprise markets. In the second of our ‘quick chat’ interview series, we speak to we talk to Charlie Sun, R&D Director at DJI to find out a bit more about the company’s perspective on the industry and how they are looking to stay ahead. 

mavic2_man_horse

The drone industry is growing. Who are the new drone users and what is the potential for future growth?

The drone industry is certainly growing fast. However, it is not yet mature, and we are more optimistic than most forecasts for the market. We believe that growth will be down to the revolutionary experience our future products will provide. This has been proven by our past key milestone products, such as the Phantom1, Phantom3, Mavic Pro and the Mavic 2.

How do you differentiate yourself in an increasingly competitive market?

For us, our core competence is based on our continuous investment in building up a strong technology advantage. We have made breakthroughs by creating products that define their categories and are highly reliable.

DJI Mavic 2
Drones such as the Mavic 2 have made DJI a market leader

How important do you believe having onboard AI is for the development of drone technology?

We have broadly adopted onboard AI technologies in our products currently in volume production. AI is used in capabilities such as obstacle avoidance, tracking, gesture control, and water surface detection. Furthermore, AI will have even wider applications in the products that are in development today. We believe that onboard AI will drastically improve the customer experience. It will be indispensable for human-machine interaction and autonomous flying.

What do you look for when you’re selecting technology partners for creating your SoCs?

We focus on the partner’s technological abilities, it’s eco-system value chain, and its sustainability in the long term.

What are the biggest challenges you think you’re going to face in the next five years?

 The biggest challenge will be how to continually innovate to maintain our technology edge. Therefore, working with Imagination is so important to us.

 

Leave a Comment

Search by Tag

Search for posts by tag.

Search by Author

Search for posts by one of our authors.

Featured posts
Popular posts

Blog Contact

If you have any enquiries regarding any of our blog posts, please contact:

United Kingdom

benny.har-even@imgtec.com
Tel: +44 (0)1923 260 511

Related blog articles

Image-based lighting

PowerVR Tools and SDK 2018 Release 2 now available

Here’s an early Christmas present for graphics developers – the release of the latest version of our PowerVR Tools and SDK! The headline features for this release include some exciting new examples demonstrating new techniques in our SDK, and some very

on stage in China

PVRIC4 a hit at ICCAD 2018 in China

Imagination’s PVRIC4 image compression tech garnered plenty of attention at the recent ICCAD China 2018 symposium, which took place on 29th and 30th November at the Zhuhai International Convention & Exhibition Centre, China. The annual event focusses on integrated circuit

The ultimate embedded GPUs for the latest applications

Introducing PowerVR Series9XEP, Series9XMP, and Series9XTP As Benjamin Franklin once said, only three things in life are certain: death, taxes and the ongoing rapid advancement of GPUs for embedded applications*. Proving his point, this week, Imagination has once again pushed

Opinion: the balance between edge and cloud.

Simon Forrest explains how embedded chips can meet the challenge of delivering true local AI processing. GPUs and NNAs are rapidly becoming essential elements for AI on the edge. As companies begin to harness the potential of using neural networks

Stay up-to-date with Imagination

Sign up to receive the latest news and product updates from Imagination straight to your inbox.

  • This field is for validation purposes and should be left unchanged.