RESEARCH REPORT. Published 3Q ADITYA KAUL Research Director. CLINT WHEELOCK Managing Director

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1 RESEARCH REPORT NOTE: This document is a free excerpt of a larger research report. If you are interested in purchasing the full report, please contact Tractica at sales@tractica.com. EXECUTIVE SUMMARY Wearable Cameras Sports, Consumer, Public Safety, Enterprise, Industrial, Healthcare, and Other Applications for Body-Worn and Mounted Cameras: Global Market Analysis and Forecasts Published 3Q 2016 ADITYA KAUL Research Director CLINT WHEELOCK Managing Director

2 SECTION 1 EXECUTIVE SUMMARY 1.1 INTRODUCTION Wearable cameras have established themselves as an extension of the digital camera market, with digital camera sales experiencing a decline over the last 6 years, mostly due to the smartphone becoming the primary camera device for many consumers. The wearable camera market today includes cameras used for sports and adventure activities, public safety, and consumer applications. Wearable cameras have targeted specific niche cases for capturing moments, whether they be thrill seeking or security related, where hands-free usage is a key requirement. In places where there is a clear and well-defined use case, like in the case of sports or public safety, wearable cameras have gained acceptance, but in the case of consumer lifelogging where there is continuous capture of a person s day, wearable cameras have found it difficult to gain traction. Along the same lines, wearable camera usage in industrial, enterprise and healthcare applications remains limited. Sports and adventure cameras, also known as action cameras, remain the biggest driver for wearable camera adoption, although the market is entering an uncertain phase. GoPro is one of the most well-recognized and successful wearable camera companies today, responsible for introducing the action camera, which, in turn, has encouraged traditional consumer electronics players and camera manufacturers to enter the market. However, GoPro has seen declining sales over the last three quarters with Chinese companies like Xiaomi catching up in terms of quality, while also competing aggressively on price. Many are blaming GoPro s management, poor execution, and the lack of direction, but others believe that the action camera market is becoming saturated. Tractica believes that there will always be demand for alternative moment capture devices like the wearable camera, that are separate from the smartphone. GoPro s weakness will translate into an opportunity for other vendors, as the market continues to grow, albeit at a slower pace. New exciting technologies like 360 vision, virtual reality (VR), artificial intelligence (AI), deep learning, and computer vision will enhance the wearable camera experience, expanding its use cases and applications. In the long term, the wearable camera has an opportunity to transition from being just a capture device, to becoming a smart AI-enabled platform that is a tool for understanding the world around you, which can be queried or analyzed anytime. 1.2 MARKET DRIVERS Wearable cameras have gained adoption despite flagging digital camera sales because they provide hands-free operation and provide a unique perspective of a moment, which is spontaneous and unique compared to a traditional framed capture. The rise of social media and the increase in photo sharing are also responsible for driving an increase in the sale of wearable cameras. Live video streaming is another trend that is seeing increasing adoption, something that Facebook and Twitter have adopted aggressively onto their respective social media platforms. Wearable cameras, especially action cameras and body-worn police cameras, are likely to see the benefit of this trend, as connectivity technologies like 4G allow for highdefinition video to be live streamed using a tethered wearable camera or a standalone 1

3 connected wearable camera. VR headsets provide the best immersive viewing experience for content captured over 360 vision cameras. The timing of 360 vision cameras couldn't be better, as VR headsets like the Oculus Rift and Samsung Gear VR roll out. Nikon s first entry into wearable cameras is a 360 vision camera for action sports known as KeyMission, expected to launch in late CES 2016 generated a good bit of excitement around 360 vision cameras with companies like Ricoh and 360fly showcasing their products. Tractica expects 2017 to be the year that 360 vision cameras go mainstream, with more established camera manufacturers and electronics players entering the market. Sports and consumer wearable cameras are expected to increasingly adopt 360 vision as a key differentiating feature over the next 2-3 years. Wearable cameras have benefitted from miniaturization and a reduction in the cost of hardware and camera components, thanks to the success of the smartphone. In addition, machine learning and deep learning algorithms are getting better at filtering and choosing the best images and highlights, without manual intervention. However, the next big leap is for cameras to recognize the objects and the world that they capture. In the future, action cameras could provide advance warnings or alerts for adventure and thrill seekers, or provide additional information about the course, national park, weather, etc. Intelligent wearable cameras that understand the context and world around them have the capability to take us into a new paradigm for applications. 1.3 MARKET BARRIERS For general consumers to adopt wearable cameras, the use case has to shift away from continuous lifelogging to that of specific moment captures. Rather than wearing a camera all day, all the time, wearable cameras should be marketed as devices that you wear on special occasions, like a party, birthday or holiday. Unless consumer wearable cameras make that shift, in terms of marketing and changing their product, they are unlikely to gain major traction. Privacy remains a major concern for wearable cameras, especially consumer cameras. If there was one lesson learned from the failure of Google Glass as a consumer device, it was that privacy is a delicate issue, and something that needs to be handled carefully in terms of the use cases, design, and marketing of such devices. The question of privacy is a key barrier to the adoption of wearable cameras, especially lifelogging cameras that imply continuous usage. Battery life continues to be a concern, as well, with higher resolution video capture, 360 vision, and 4G connectivity all adding to power requirements for wearable cameras. This also suggests that rather than being a continuous wear device, wearable cameras are better suited for specific niche moment captures. In the case of smart watches or fitness trackers, the need to frequently charge these devices does have an impact on adoption, and more importantly increases the likelihood of abandonment. Although there has already been widespread adoption of body cameras by police departments across the United States in the past few years, a raging debate continues about their effectiveness around police accountability. Civil rights and privacy advocates believe that body camera usage violates citizen rights and most police departments failed to safeguard citizen rights. There have been calls for better guidelines, policy safeguards, and openness to accessing camera content. The year 2016 has seen a number of high-profile incidents of violence between the African American community and police, and it is clear that police body cameras have not been particularly effective in improving trust between law 2

4 enforcement and local communities. While Tractica sees these as concerns, the growth of the market for public safety body cameras continues, and Tractica believes the market is entering a more mature phase in which responsible usage of body cameras will occur. 1.4 KEY APPLICATION MARKETS Some of the key application markets for wearable cameras include: Consumer: Refers to wearable cameras used for continuous lifelogging or specific one-time usage purposes like a wedding, birthday, holiday travel, or simply capturing moments with family and friends. Enterprise: Includes wearable cameras being used in retail or hospitality environments for the purposes of user experience research. Industrial: Wearable cameras are used in manufacturing or industrial environments to capture footage of a shop floor working environment, for example, to examine safety issues, or improve and optimize workflow. These also include the use of wearable cameras in field service operations where workers have a security risk. Public Safety: Body-worn cameras are used by police or law enforcement to capture video and images as they deal with security situations. This also includes usage of cameras by private security firms. Healthcare: Mostly includes the usage of wearable cameras by mental health patients as a way to replace or complement a daily written journal. In addition, the usage of wearable cameras by doctors or medical staff in surgeries or other medical procedures for training or remote consultation purposes is also included. Sports: This is the use of wearable cameras for action or adventure sports like surfing, kayaking, mountaineering, mountain biking, kite boarding, sky diving, skiing, snowboarding, hang gliding, racing, motocross, BMX biking, sailing, or other sports. It also includes usage in coaching, training, or actual play of mainstream sports like baseball, football, or ice hockey. Others: This mostly refers to the use of wearable cameras for defense and military purposes, used, for the most part, by ground troops and special operations teams to provide live feed of an operation back to a control room, or gather data for intelligence purposes. 1.5 MARKET FORECAST Today, the wearable camera market is dominated with GoPro-type sports action cameras with total shipments in 2015 at 7.4 million units. By 2021, this market is estimated to grow beyond sports action cameras into consumer, public safety, industrial, and enterprise applications, with total shipments reaching 24 million, although the sports market will still overshadow these new market applications. This will represent a compound annual growth rate (CAGR) of 22% between 2015 and

5 Chart 1.1 Wearable Camera Shipments and Revenue, World Markets: (Thousands) 30,000 25,000 20,000 15,000 10,000 5,000 Revenue Shipments $4,000 $3,500 $3,000 $2,500 $2,000 $1,500 $1,000 $500 ($ Millions) $- (Source: Tractica) 4

6 SECTION 8 TABLE OF CONTENTS SECTION Executive Summary Introduction Market Drivers Market Barriers Key Application Markets Market Forecast... 3 SECTION Market Issues Introduction and Definitions Market Drivers Smartphone Cameras are Reshaping the Camera Market, Paving the Way for Wearable Cameras Social Media Sharing is Driving the Need to Capture Moments Police Body Cameras Can Work with Proper Safeguards and Policies Vision Brings Renewed Enthusiasm to the Wearable Camera Market Intelligent Software and Cloud Capabilities Enable Limitless Moment Capture Live Streaming for Wearable Cameras is Set to Follow Market Barriers Wearable Cameras Work Best in Specific Contexts Public Usage and Privacy Issues Battery Life Limitations Key Application Markets Sports Public Safety Consumer Enterprise Industrial Healthcare Defense SECTION Technology Issues On-Device Storage versus Cloud versus Desktop Recording versus Live Streaming Backend Software Platform Capabilities Artificial Intelligence and Wearable Cameras SECTION Key Industry Players Digital Ally Garmin GoPro ion Narrative Pinnacle Response Taser International VIEVU Xiaomi

7 SECTION Market Forecasts Definitions and Assumptions Global and Regional Markets Application Markets Consumer Enterprise Industrial Public Safety Healthcare Sports Others Connectivity Technologies Conclusions and Strategic Recommendations SECTION Company Directory SECTION Acronym and Abbreviation List SECTION Table of Contents SECTION Table of Charts and Figures SECTION Scope of Study Sources and Methodology Notes

8 SECTION 9 TABLE OF CHARTS AND FIGURES Chart 1.1 Wearable Camera Shipments and Revenue, World Markets: Chart 2.1 Digital Camera Shipments, World Markets: Chart 5.1 Wearable Camera Shipments by Region, World Markets: Chart 5.2 Wearable Camera Revenue by Region, World Markets: Chart 5.3 Wearable Camera Shipments by Application Market, World Markets: Chart 5.4 Wearable Camera Revenue by Application Market, World Markets: Chart 5.5 Consumer Market Wearable Camera Shipments by Region, World Markets: Chart 5.6 Consumer Market Wearable Camera Revenue by Region, World Markets: Chart 5.7 Enterprise Market Wearable Camera Shipments by Region, World Markets: Chart 5.8 Enterprise Market Wearable Camera Revenue by Region, World Markets: Chart 5.9 Industrial Market Wearable Camera Shipments by Region, World Markets: Chart 5.10 Industrial Market Wearable Camera Revenue by Region, World Markets: Chart 5.11 Public Safety Market Wearable Camera Shipments by Region, World Markets: Chart 5.12 Public Safety Market Wearable Camera Revenue by Region, World Markets: Chart 5.13 Healthcare Market Wearable Camera Shipments by Region, World Markets: Chart 5.14 Healthcare Market Wearable Camera Revenue by Region, World Markets: Chart 5.15 Sports Market Wearable Camera Shipments by Region, World Markets: Chart 5.16 Sports Market Wearable Camera Revenue by Region, World Markets: Chart 5.17 Others Market Wearable Camera Shipments by Region, World Markets: Chart 5.18 Others Market Wearable Camera Revenue by Region, World Markets Chart 5.19 Wearable Camera Shipments by Connectivity Technology, World Markets: Chart 10.1 Tractica Research Methodology Figure 2.1 Facebook Post Type Distribution: June 2014 to June Figure 2.2 Narrative Lifelogging Camera - Gallery Website... 8 Figure 2.3 Taser s Axon Body-Worn and Flex Camera for Police and Law Enforcement... 9 Figure 2.4 GoPro Livestream on Periscope Figure 3.1 GoPro Live Streaming Footage from X Games 2013 in Munich Figure 3.2 Narrative Platform Jump to Date Feature on ios Figure 3.3 Taser s Web-Based Platform Evidence.com Figure 3.4 GoPro Studio Figure 3.5 AI-Based Image Classification Using Qualcomm s Scene Detect Technology Figure 4.1 Garmin Virb Elite Action Camera Figure 4.2 GoPro Hero4 Action Camera Figure 4.3 Narrative Clip 2 Lifelogging Camera Figure 4.4 Xiaomi Yi 4K Action Camera Table 4.1 Additional Industry Participants Table 5.1: Wearable Camera Attach Rates by Connectivity Technology, World Markets:

9 SECTION 10 SCOPE OF STUDY This Tractica report examines the market opportunity for wearable cameras, providing insight into the drivers and barriers that impact this relatively new product category, in addition to shedding light on some of the technology issues being faced by industry participants. The study provides detailed forecasts and analysis of how wearable cameras are being adopted in sports, public safety, consumer, enterprise, industrial, healthcare, and other applications, and how the market will grow between 2015 and The report also provides strategic recommendations for the value chain with a strengths, weaknesses, opportunities, and threats (SWOT) analysis of the key players in this market. SOURCES AND METHODOLOGY Tractica is an independent market research firm that provides industry participants and stakeholders with an objective, unbiased view of market dynamics and business opportunities within its coverage areas. The firm s industry analysts are dedicated to presenting clear and actionable analysis to support business planning initiatives and go-to-market strategies, utilizing rigorous market research methodologies and without regard for technology hype or special interests including Tractica s own client relationships. Within its market analysis, Tractica strives to offer conclusions and recommendations that reflect the most likely path of industry development, even when those views may be contrarian. The basis of Tractica s analysis is primary research collected from a variety of sources including industry interviews, vendor briefings, product demonstrations, and quantitative and qualitative market research focused on consumer and business end-users. Industry analysts conduct interviews with representative groups of executives, technology practitioners, sales and marketing professionals, industry association personnel, government representatives, investors, consultants, and other industry stakeholders. Analysts are diligent in pursuing interviews with representatives from every part of the value chain in an effort to gain a comprehensive view of current market activity and future plans. Within the firm s surveys and focus groups, respondent samples are carefully selected to ensure that they provide the most accurate possible view of demand dynamics within consumer and business markets, utilizing balanced and representative samples where appropriate and careful screening and qualification criteria in cases where the research topic requires a more targeted group of respondents. Tractica s primary research is supplemented by the review and analysis of all secondary information available on the topic being studied, including company news and financial information, technology specifications, product attributes, government and economic data, industry reports and databases from third-party sources, case studies, and reference customers. As applicable, all secondary research sources are appropriately cited within the firm s publications. All of Tractica s research reports and other publications are carefully reviewed and scrutinized by the firm s senior management team in an effort to ensure that research methodology is sound, all information provided is accurate, analyst assumptions are carefully documented, and conclusions are well-supported by facts. Tractica is highly responsive to feedback from industry participants and, in the event errors in the firm s research are identified and verified, such errors are corrected promptly. 61

10 Chart 10.1 Tractica Research Methodology MARKET RESEARCH SUPPLY SIDE DEMAND SIDE PRIMARY RESEARCH Industry Interviews Vendor Briefings Product Evaluations End-User Surveys End-User Focus Groups SECONDARY RESEARCH Company News & Financials Technology & Product Specs Government & Economic Data Case Studies Reference Customers MARKET ANALYSIS QUALITATIVE ANALYSIS Company Analysis Business Models Competitive Landscape Technology Assessment Applications & Use Cases QUANTITATIVE ANALYSIS Market Sizing Market Segmentation Market Forecasts Market Share Analysis Scenario Analysis (Source: Tractica) NOTES CAGR refers to compound annual growth rate, using the formula: CAGR = (End Year Value Start Year Value) (1/steps) 1. CAGRs presented in the tables are for the entire timeframe in the title. Where data for fewer years are given, the CAGR is for the range presented. Where relevant, CAGRs for shorter timeframes may be given as well. Figures are based on the best estimates available at the time of calculation. Annual revenues, shipments, and sales are based on end-of-year figures unless otherwise noted. All values are expressed in year 2016 U.S. dollars unless otherwise noted. Percentages may not add up to 100 due to rounding. 62

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