Mark Long, newsfactor
The Right Strategy
The pocket-sized Mino, which measures 3.94 x 1.97 x 0.63 inches, improves upon its predecessors by sporting an internal lithium-ion battery that recharges over any USB connection to a PC or laptop. The Mino also incorporates 2GB of internal flash memory, which is sufficient for storing up to 60 minutes of video at VGA resolution.
Though camcorder capabilities have been converging into high-end mobile phones and feature-packed digital cameras, Creative Strategies analyst Ben Bajarin thinks Pure Digital's focus on making video capture painless is the right strategy.
"The general premise of Pure Digital's strategy is that people will want to capture video, transfer it to a computer, and then send it to others or upload it right onto the Web and in good quality," Bajarin said. "It may be convenient at times to use a camera phone to capture video, but more often than not these devices are only good at performing certain tasks. So there'll continue to be a market for specialized devices."
Main Claim To Fame
One of the reasons for Pure Digital's success has been the simplicity the company's products offer in the areas of sharing and capturing video content, Bajarin noted. "Consumers are going to gravitate to anything that makes that process easier and more affordable," he said.
Video content can be viewed directly on the Mino's 1.5-inch antiglare LCD screen or displayed on any regular TV through a cable that ships with the product. The tiny camcorder also incorporates touch-sensitive buttons on the back that make it easy for users to record, play, fast forward, rewind, pause and delete video content.
On the downside, the Mino does not integrate an expansion-card slot or an optical zoom. Moreover, the video-editing software that ships with the device is rudimentary.
Still, Bajarin thinks Pure Digital is taking the right marketing approach by not trying to innovate on the editing side or targeting buyers with a high level of technical expertise. "Pure Digital's main claim to fame is making video easy to capture," he said. "If you want to do more, this probably isn't the right product for you."
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