Shares of action-camera maker GoPro (NASDAQ:GPRO) jumped 13.9% in September, according to data provided by S&P Global Market Intelligence, after introducing a batch of new products. If these offerings revitalize consumer interest in the brand, this may just be the beginning of a bullish run for the stock.
The product news included new action cameras, the Hero 5 Black and Hero 5 Session. They will accompany the old Session model in a "good, better, best" strategy for the company.
However, the biggest headline grabber was the long-awaited Karma Drone, which will sell for $799 without a GoPro camera. Compared to similar offerings from other drone makers, that hefty price tag is still quite competitive, and the Karma comes with a sleek remote and removable stabilizer that customers can use with their Hero cameras as well. While the device lacks obstacle detection and any "follow me" style features that often come standard on high-end drones, for its first foray into this market, the Karma is a solid offering that should gain traction with consumers.
There was a lot of concern that the new GoPro releases would fail to impress consumers as a result of high prices or a lack of features. That was the case in 2015 as sales declined 31% in the fourth quarter, accompanied by a 40% drop in the stock over the past year. The Hero 5 line should be a big enough improvement over previous generations to get customers to upgrade, particularly because the entire line is waterproof (up to 33 feet) without a case. And both models come with image stabilization and voice controls to stand out from competing cameras. When combined with the Karma, the company can potentially bring an entirely new batch of customers into the fold.
For the positive momentum to continue, investors will need to see sales make huge strides going into the holidays, so watch fourth quarter financial results closely. Analysts are expecting sales to increase over 50% year-over-year to $677.2 million during the period, returning the top line to levels not seen since late 2014.