Old-school camera company Polaroid has fought for relevance over the years, and has invested in research and development of modern technologies. The company hopes its Cube, a 1080p action sports video recording device with a $99 price tag available next month, will help spur interest in its porftfolio.
"GoPro has done an incredible job building a new category in the digital imaging space," said Scott Hardy, Polaroid CEO, in a statement. "But when we look at that market, we think it can be much bigger by not just targeting the professional and amateur and aspirational thrill-seekers but going after more of the lifestyle."
For action sports participants, having something like a Polaroid Cube instead of a GoPro might not be the worst idea - and could help force GoPro to continue to innovate. The low price, half the price of the entry-level Hero3 device currently priced at $199.99 MSRP, should prove to be helpful.