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GoPro: We Want YOU to Join Our Developer Program

April 14, 2016, 4:30 PM UTC
The GoPro Mountain Games kicked off in Vail, CO.
VAIL, CO - JUNE 4: The GoPro Mountain Games kicked off in Vail, CO on Thursday June 4, 2015. It is a GoPro world out there as chocolate lab "Sienna" shakes off the water after a practice jump with a GoPro camera harnessed to her back in the DockDogs Outdoor Big Air competition. Sienna is from Vail and owner Adam Hart was with her. Dogs came from all over the country to compete at jumping into a swimming pool for distance. (Photo by Cyrus McCrimmon/The Denver Post via Getty Images )
Photograph by Cyrus McCrimmon — Denver Post via Getty Images

If you’re looking for more ways to use your GoPro, you’re in luck. The digital camera maker unveiled the “GoPro Developer Program,” its latest attempt to get its devices into the hands of more people, during a press event on Thursday morning in San Francisco.

The developer program allows outside companies to create mobile apps that connect with GoPro’s portfolio. The service also offers the possibility to manufacturers to incorporate the company’s rectangular cameras into other machines, such as cars and televisions.

Third-party gadgets and accessories for GoPro’s cameras have long been out on the market, but GoPro stresses the official developer program allows for “accurate and reliable” integrations.

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“Over the last few years we’ve been excited by the creativity and enthusiasm other brands have demonstrated when integrating GoPro into their own solutions,” said Nick Woodman, the company’s CEO and founder, in a press release. “The GoPro Developer Program is a way for us to celebrate the innovative work of our developer community and more importantly, help enable what comes next.”

The developer program has been operating quietly for more than a year, according to the company, accruing more than 100 partners.

Participants already include automaker BMW, which developed a GoPro-enabled “data acquisition and analysis suite” for car enthusiasts. This functionality enables drivers to record car telemetry data, speed, location, and video to provide feedback and playback.

Toy manufacturer Fisher-Price, yet another partner, is integrating GoPro cameras—encased in slobber-proof housing—into “activity walkers” and its so-called “Jumperoo.” (Think of it as a really fun prison for babies.) The goal, according to this product’s developers, is to help parents celebrate the milestones in a child’s early years from “a unique perspective.”

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Despite the apparent enthusiasm for capturing every moment—at least from the partnering manufacturers’ perspective—GoPro hasn’t had an easy run since going public nearly two years ago.

GoPro had a disastrous 2015, especially after a new line of products aimed at a more mainstream market flopped, sending the share price into a tailspin. After another disappointing quarter in February—when GoPro posted a loss of $34.5 million—the company replaced its CFO and announced it would simplify its product line.

On Wednesday, GoPro made yet another change by hiring long-time Apple designer Daniel Coster as its vice president of design. The move sent shares up more than 19%.

To diversify its revenue stream, GoPro has dabbled in the content business. Ultimately, the success of the company relies on its ability to sell more cameras—a lot more cameras. Whether or not its new developer program can help jumpstart those sales remains to be seen.