I suppose it was only a matter of time, wasn’t it? DJI first targeted traditional action cameras, going toe-to-toe with GoPro, and now, with Insta360 arguably leading the pack in that space, it seems DJI has set its sights on the 360-degree camera market.
An FCC filing indicates that DJI is gearing up to announce its entry into this sector with a new product called the DJI 360. The timing is quite intriguing, and honestly, I’m surprised it took them this long to make the leap.
DJI Osmo 360: A New 360-Degree Camera
While the FCC filing lacks extensive details about the upcoming camera—something that’s not unexpected since manufacturers often request confidentiality until launch—it does confirm the product’s name, the DJI Osmo 360. Additionally, it shows that the device has passed Part 15 of the FCC regulations, which govern the operation of radio frequency devices, including WiFi and Bluetooth. This means the camera has undergone testing to ensure it complies with RF emission limits and is designed to minimize interference with other devices.
Despite the limited information, we can speculate about certain features. It’s reasonable to expect that the camera will support at least 5.7K resolution, and likely 8K, to compete with the Insta360 X4, which retails at $499.99. Following this line of thought, it may also come equipped with a sizable display, built-in waterproofing, and compatibility with external microphones.
Considering DJI produces its own microphones, it will be fascinating to see how they approach this. While they have the freedom to design their camera and microphone as they see fit, will they intentionally limit the capabilities of third-party options from brands like Rode and Hollyland?
Another aspect I’m curious about is whether the Osmo 360 will feature timecode. Currently, none of Insta360’s models offer this capability, but their Insta360 Ace Pro 2 does support SMPTE timecode, with jam sync compatibility from devices like the Rode Wireless Pro or Deity TC-1. Thus, it’s likely that we could see timecode functionality in DJI’s forthcoming 360-degree cameras.
The real question is what innovative features DJI might introduce to differentiate itself from the competition. However, I find it unlikely that they will get everything right on their first attempt. Historically, DJI tends to require a couple of iterations on a new product before generating the level of public interest they aim for.
Can DJI Compete in the 360-Degree Camera Market?
The journey of 360-degree cameras over the past decade has been quite fascinating, particularly because many companies have tried to break into this market without achieving any significant impact. For instance, GoPro has been in the 360-degree camera game since 2017, yet they are not the preferred choice for most users in this segment.
Even Nikon struggled in this area. I recall the initial excitement surrounding the Nikon KeyMission 360 when it launched in early 2016, but that enthusiasm quickly faded. At that time, Insta360 was just getting started and didn’t even have a dedicated 360-degree camera; their first product was a device that attached to an iPhone, known as the Insta360 Nano. Surprisingly, it delivered better quality results than Nikon’s KeyMission 360.
In 2017, YI Technology released the promising YI 360 VR, which pushed the standard 4K resolution to an impressive 5.7K, setting a high bar for quality. Unfortunately, YI Technology has since disappeared from the market. Yet another competitor has fallen by the wayside.
Then there’s Ricoh, known for the Ricoh Theta, one of the first portable all-in-one 360-degree cameras. I had the chance to test it at The Photography Show in March 2016, and while it was incredibly convenient, I felt it fell short in terms of quality. Ricoh continues to produce Theta cameras, with models like the Theta X ($769.95) and Theta Z1 ($996.95) performing well, although they seem to be catering more to real estate and industrial markets than to consumers.
Kandao has also made several attempts in the 360-degree camera space, with their latest offering being the Kandao QooCam 3 Ultra ($599). Despite some intriguing models, such as the Kandao QooCam Ego ($339), they have yet to gain significant traction.
Insta360 has emerged as the dominant player in the 360-degree market, leaving others in the dust. Nowadays, when people inquire about 360 cameras, they often ask, “Is that an Insta360?” instead of simply asking whether it’s a 360 camera.
Whether DJI can make a significant impact on Insta360’s substantial market share remains uncertain. Personally, I have my doubts. However, if any company has the potential to challenge Insta360, it’s DJI. Although Insta360 collaborates with Leica for some of their lenses, DJI owns Hasselblad, a brand synonymous with quality in the drone industry.
Even if DJI doesn’t surpass Insta360, they are likely to pose a serious threat. DJI’s expertise in manufacturing their own microphones could translate into enhanced wireless microphone compatibility and superior audio quality.
Regardless of the outcome, it will be fascinating to observe the developments. Even if DJI doesn’t capture a significant market share, their presence will likely compel Insta360 to enhance their offerings, which is beneficial for consumers.
When Can We Expect the DJI Osmo 360?
The FCC filing doesn’t specify when the Osmo 360 will be available. Generally, products tend to be released within three months of filing. If it exceeds that timeframe, it typically suggests that the project has been scrapped.
With Christmas just two months away, an announcement is likely to occur in the next 6-8 weeks. It’s possible that the camera will launch in time for holiday shoppers, either ready to ship for gifts or available for pre-order, which would still make it a desirable present, even if delivery takes a bit longer.
A major concern remains whether the Osmo 360 will actually make it into stores, particularly in the USA. DJI is already facing challenges with its DJI Air 3S ($1,099+) drones being restricted entry into the country. However, since 360-degree cameras aren’t drones, they should clear customs without issue.