Nicholas Woodman – Chief Executive Officer and Chairman
Good question, Nick Woodman here. Well, battery life in an ongoing challenge for any consumers electronics device, as uhm devices become more powerful, processing becomes more intensive and we’re all a bit slaved to the development of new battery technologies that would provide for longer run time, it’s something that we all want as, so it’s something that we look at very closely and, you know, years ago there was nothing that GoPro could do about it because we very a very small company without a lot of leverage. And without a lot of engineering talent and that’s changing and GoPro is becoming a bigger player in the consumer electronics space and we’re hiring incredibly talented engineers, who are helping us shape the future, I wouldn’t say that this is going to happen in the next few months, in fact I’m going to go as far as to say that it’s not going to happen in the next few months. But we do feel that we uhm have the opportunity battery performance of the GoPro in the future, but to be frank, it is incredible that you can capture the quality of footage, 4K video, at 30 frames per second, cinema quality content for an hour with a Hero4, it’s stunning. You tell that to a professional, they’re blown away.
Unfortunately the consumer has different expectations, everything should work better than it does and we’re not satisfies either so we will continue to improve but it’s really darn impressive when you stop and consider what a Hero4 can do today. In terms of making it easier for our customers to upload their content easily, access it when they’re on the go with their mobile device, more easily editable into short, consumable formats of content, that they can share more easily, that is one of the primarily focuses of GoPro today, I can’t tell you the timeline for the new product and services related to that but I can take you, tell you that we’re making significant investments, we’re hiring fabulous people and what I know from behind the scenes, I’m incredibly upbeat about the development that I’m seeing and the user experience that we’re going to roll out for consumers to address this problem, so stay tuned for that but just know that we see that as a big big part of GoPro’s future and how we continue to grow the company.
Operator
Our next question will come from Joseph Wolf with Barclays. Please go ahead.
Jim Duffy – Stifel, Nicolaus & Co., Inc.
Thanks. Hi, everyone. Compliments to the team on the strong execution in 2014. Nina, best of luck.
Nina Richardson – Chief Operating Officer
Thank you.
Jim Duffy – Stifel, Nicolaus & Co., Inc.
My questions, looking across 2015, Nick, what are the priority areas, priority areas for investment? And then related to that, with cash balances building cash generation capacity strong, have potential acquisitions become more top of mind?
Nicholas Woodman – Chief Executive Officer and Chairman
Good question. We believe that we have a huge opportunity at GoPro. I mean, we have got a fantastic brand, that resonates with consumers around the world for the simple reason that the world is filled with people that have interests and passions, filled with people that would like to see themselves living out those interests and passions. And before GoPro it was very difficult for anybody to capture footage of themselves doing what they love to do in life, we’ve made that easy and low and behold we built a fabulous business around the string consumer demand for our product and services.
Having said that, we’re not resting on our laurels and patting ourselves in the back with the success of the products that we’ve launched to date, we have a very big vision for this business, for this brand, where we see GoPro as a platform to truly help the world visually express it themself in a new way and on a more regular basis share compelling short format content of one’s personal experiences. This is the future and to be clear, we need to invest in that and so areas of investment for us are in people, are in uhm the developing of our roadmap, which is quite impressive and along with that, yes, absolutely comes a potential acquisition opportunities, you know it would only be prudent if we were looking at ways to accelerate the realization of our vision and so that is something that we take very seriously and you know, didn’t go and raised this money just to sit on it.
We raised this money last year to put it to work and help growing this business and, but to be said, you know, we’re going to do it prudently. This business is 13 years old and we have not had a history of throwing money around, we’ve been very prudent in our approach on how we spend our money and that will continue to be the case. But to be sure there’s more and more opportunities coming our way.
