GoPro knows it has a problem when it comes to editing, and it’s taking steps to try to solve it.
The action camera maker has purchased a pair of video editing apps, Replay and Splice, to make it easier for GoPro users to quickly edit the hours upon hours of footage they shoot with their cameras.
“Splice, Replay and GoPro will combine to deliver what we believe will be the fastest and most enjoyable mobile editing experience,” said Nicholas Woodman, founder and CEO of GoPro, in a statement this week. “We believe the accessibility, speed and efficiency of mobile will make it the predominant editing platform of the future.”
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The Replay app lets users select video clips and photos and then automatically combine them into a single video while taking care of transitions and synchronized music. Splice gives users more manual control over how the videos look but lets them create on mobile devices, rather than desktop PCs.
Both apps are currently available on iOS with Android releases planned for release later this year.
GoPro has been struggling as sales for its flagship cameras have slowed significantly. IT recently cut 7% of its workforce—roughly 100 jobs—after disappointing fourth quarter results. Sales fell 31% to $437 million compared to the same period the previous year.
Officials say they know the key to winning back customers is to simplify the product. Step one would be reducing the number of offerings. Last month, the company said it will stop selling its entry-level cameras, the Hero, Hero+, and Hero+ LCD in April. Step two is making it easier to edit video, which the purchase of Replay and Splice is meant to do.
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But winning back investor confidence won’t be easy. Some shareholders are already suing the company, saying officials proffered misleading information about its sales troubles.
The purchases might just be a stopgap for GoPro to stem the bleeding of its stock. (Shares are down 40% from December 1.) In February, Woodman promised the company would release “an entirely new” editing experience later this year. It also plans to better connect its products to the cloud—perhaps with the forthcoming Hero5 camera model.
