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Huawei Gets GoPro Quik for Video

Huawei will integrate GoPro's Quik mobile video editing app as a default software solution on their latest devices. 

Gallery and one-tap editing

Quik will be the default gallery and video editing app for Huawei devices running its new EMUI 5.1 launcher. The first such models to the market are the recently announced smartphones, the HUAWEI P10 and HUAWEI P10 Plus.

Integrated with device galleries, Quik suggests media that the user might want to edit together. Then, it offers intuitive editing with a one-touch option.

Quik has been around a while and earned a good reputation. It analyses photos and videos, identifies important moments and automatically generates slick video files. 

GoPro Pivot

The announcement marks a pivot for the action-camera manufacturer GoPro. After the long-term sustainability of their initial business focus has been questioned, fans of the brand will welcome this new move.

Nick Woodman, GoPro founder, is eager to position the app’s alongside a set of rivals beyond camera makers. He says that that it provides ‘a quick and easy way to share compelling stories on-the-go.’

Woodman’s words combined with the Huawei partnership evidence a strategic shift for GoPro: a reinvention as a ‘mobile storytelling solution’ rather than a specialist camera company.

Brand partnership

Building on existing popularity, the Huawei partnership is an important milestone for Quik’s evolution. Also, it’s a high-profile endorsement of GoPro for something other than its action cameras.

Huawei is a growing powerhouse in phone manufacturing. It claimed 8.9% of the global market in 2016, and is still trending upwards.

If the Huawei/Quik experiment succeeds, it will propel GoPro’s software to great heights. Expect more variety from GoPro as time goes on.

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.

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