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Measuring Success in the Drone Market

If you can’t measure it, you can’t improve it.” – Peter Drucker

The $118M Airware failure is a cautionary tale for all potential commercial drone investors—as well as all existing commercial drone market participants. To avoid such failure—whether you are drone aircraft manufacturer, software vendor, service provider, business enterprise, investor, or public agency—you need the most reliable market data possible—not just best guesses.

I still believe the #1 misconception in the drone industry is how fast it will grow, which sectors will grow, and which ones will lag. As early as 2014, we wrote about this problem and warned about using unreliable data to measure the potential market for drones. Back then I said drone market forecasts abound. At that time there were 22 independent companies providing market forecasts, and each of them projected growth for the drone or unmanned aerial system (UAS) sector that was nothing short of phenomenal. Today there are 84, most still projecting remarkable growth.

Our observations:

  • We see a lack of objective information on drone industry market segments.
  • We find there’s an absence of credible market-based research.
  • We see little understanding of the difference between large industry forecasts and actual business user adoption rates.

Example of success

Despite the big disconnect, there are some big success stories in dronelandia—successes that can be attributed in great part to managing with good data.

Take DroneDeploy, for example. They report over 30,000 users that log over 65,000 flights per month. These users have mapped over 250,000 sites and uploaded more than 75 million images in the last 12 months.

By our accounting (results from our 2018 benchmark survey of over 2,500 drone industry participants), DroneDeploy has the #1 market share for agriculture and construction in automated flight / mission planning and data / image / video processing—despite having 16% and 12% overall share in those two software categories, respectively. All vendors continue to push out innovations, but it’s DroneDeploy that’s pushing boundaries more than any vendor. Their app market is the largest set of industry-specific integrated apps available.

How did they get to be so successful?

DroneDeploy operates in one of the most crowded segments of the commercial drone market—software. We track over 130 vendors servicing the two software categories in which they compete. Last year our data showed they lead with more agriculture industry market share than anyone but lagged in construction. This year, however, they targeted construction, and the results show it.

One reason for DroneDeploy’s success is they were able to track their results with data—data that we provided from custom queries tailored to their objectives that were included in their research sponsorship over the past two years.

Bottom line

The quote by Drucker above means that you can’t know whether you are successful unless success is defined and tracked. With a clearly established metric for success, you can quantify progress and adjust your process to produce the desired outcome. Without clear objectives, you’re stuck in a constant state of guessing.

If you have questions about how we can help you make critical investment decisions with confidence, write me at colin@droneanalyst.com.

 

Image credit: Shutterstock and Skylogic Research

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New Report Benchmarks Drone Industry and Refutes Hyperbole

We just released the results of our third annual drone industry benchmark survey and it’s a kicker.

The 2018 Drone Market Sector Report examines worldwide drone sales, service providers, business and public agency users, and software services. This independent research, which is sponsored by DJI, DroneDeploy, DroneInsurance.com, and Trimble, finds a growing demand for businesses to use drone-acquired data in their day-to-day operations as well as other fresh insights on major drone industry segments.

Research

Our online market survey garnered over 2,500 respondents representing over 60 industries worldwide. Our analysis yields 10 key insights that summarize the current state of the industry, plus detailed analysis of drone adoption by businesses and enterprises.

Report

The 107-page report presents the results and analyses from each survey question. It’s organized to match our survey, with four sections that correspond to the four major segments of the drone industry:

  1. Drone aircraft and payloads purchased
  2. Service providers that offer drone-based imaging or sensing services for outside hire or sale
  3. Businesses and public agencies with drone programs
  4. Software apps or online services for drone operations and imaging

The report features more than 60 helpful figures and tables and offering insight and analysis on:

  • Who’s buying what types of drones from which makers at what prices and for what uses.
  • How large the drone-based service providers are, and how they position themselves to their target industries.
  • Who the business users of drone-based projects are, and which industries have traction.
  • How much service providers, business users, and public agencies are using flight management, mission planning, and image processing software for drone-based projects.

Findings

Among the more interesting findings are that commercial drone fleet sizes are smaller than most people think. If you believe the hyperbole, there are hundreds of thousands of drones in the airspace at the same time, but the survey finds that the average commercial user has just two drones that are only flying two projects a month and most of those flights consume less than flight three hours.

There are many other insights in the report, but these three are especially worth highlighting:

  • Professional use of drones is growing. We find that almost three-quarters of all drones weighing over 250 grams are purchased for professional purposes—either governmental or business. This is up from last year.
  • DJI continues to dominate the market and has made gains this year in every category from drone aircraft at all price ranges, to add-on payloads, to software. Survey data shows DJI is still the dominant brand for drone aircraft purchases, with a 74% global market share in sales across all price points.
  • Most businesses and public agencies are new to drones, have small programs, and perform their own services. The survey finds that nearly three-quarters of businesses or public agencies have only had a drone program in place for two or fewer years.

How to get it

You can download a complete prospectus or purchase the report here: http://droneanalyst.com/research/research-studies/2018-drone-market-sector-report-purchase

 

Image credit: Skylogic Research

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Top 40 Drone Data Services

 

In this August 2018 report, we list the top software applications and data services for processing drone images.

This one-page report includes

  • Vendor name
  • Product name
  • URL link to the website

 

Read more about drone data services in 5 Tips for Evaluating Online Drone Data Services.

Complete the form to get your free report

 

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Drones in Public Infrastructure: Quick Start Guide

We’ve just announced the release of our Quick Start Guide to Drones in Public Infrastructure. This new report is the third and final series of white papers we’ve done to provide a complete primer to drone use in specific industries.

The report consolidates our best insights into the challenges and solutions drones add to inspecting assets like bridges, dams, highways, towers, and railways. It shows how drones add value to digital representation of physical assets and what information companies and public agencies are gleaning from the data their drones collect.

The paper answers questions like:

  • How big is the public infrastructure inspection drone market, and who are the major solution providers?
  • How do state DOTs, civil engineers, railroads, and telecommunications firms use drones and what challenges must be addressed?
  • What do you need to know about regulations, pilot certification, insurance, and training?
  • What are the best practices for adopting drones into existing workflows?

Here is an excerpt from the Drone Use in Public Infrastructure section:

“MDOT estimates that a standard bridge deck inspection takes eight hours, a crew of four people, and heavy equipment – costing at an estimated $4,600. The same inspection with a drone, however, requires just two people and two hours to complete at an estimated cost of $250.

A March 2018 survey, by the American Association of State Highway and Transportation Officials, found that 35 of 44 responding state departments of transportation (80%) are using unmanned aircraft systems (UAS) for a wide range of purposes. The survey also finds that 20 state DOTs have incorporated drones into their daily operations. All 20 are deploying the technology to gather photos and video of highway construction projects. In addition to photography, 14 states also reported using them for surveying, 12 for public education and outreach, 10 for bridge inspections, eight for emergency response, six for pavement inspections, five for scientific research, two for daily traffic control and monitoring, and one for conducting high-mast light pole inspections.

Of the 35 states deploying drones, 23 have established comprehensive policies that cover the acquisition, operation, airspace restrictions, and training and permitting of drones and pilots. Twenty-seven of the state DOTs said they were adding full-time staff to operate and maintain their drone fleets.”

The 10-page report also provides a SWOT analysis (strengths, weaknesses, opportunities, and threats) for evaluating and designing your drone program and comes with an appendix that includes links to valuable online resources such as attorneys, advocacy groups, training & certification, and waivers & authorizations.

You can get the free report here.

 

Image credit: Emerald Expositions

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New 2018 Drone Industry Benchmark Survey

We just announced the launch of our third annual Drone Market Sector Research survey, which promises to be its most comprehensive study of drone market trends and usage to date. The online portion of this research seeks to get information about who is buying and using small unmanned aircraft systems—otherwise known as drones. It improves upon the 2017 research by, among other things:

  • Asking more specific questions about flight operations and flight times
  • Investigating the adoption and maturity of enterprise and/or public agency drone programs
  • Diving into how users geo-reference images for maps

Take the brief 10-minute survey here: https://www.surveymonkey.com/r/2018_drone_market

As an incentive for participation in the survey, there will be an opportunity to:

  • Receive a free summary report of the research results, a $95 value
  • Enter to win a free DJI Spark mini-drone package (a $425 value) or one of two $100 VISA gift cards.

What’s new?

This year’s research is designed to uncover fresh insights on which drone industry sectors are thriving (and which aren’t) and how businesses are using drone-acquired data in their day-to-day operations. Skylogic Research hopes the survey results will fill a gap in knowledge and understanding of the commercial drone industry around:

  • Actual drone and drone data usage (most reports forecast use but don’t survey actual users)
  • How and why operators and users are deploying drones now and how/why they plan to grow their use in the future
  • Baseline statistics for market share among the brands as well as information about the size of service providers, enterprises, and businesses that have drone programs

The online portion of this year’s research seeks to get information about who is buying and using small unmanned aircraft systems. This independent study is being supported by DJI, DroneDeploy, DroneInsurance.com, and Trimble.

The survey will explore:

  • Who’s buying what types of drones from which makers at which prices and for what uses?
  • How large are drone-based service providers, and how and where are they positioning themselves to whom and which target industries?
  • What most concerns businesses that perform drone-based projects and why?
  • How much are service providers, business buyers, and public agencies using flight management and data analytic software for image-based projects?

Our previous studies have found that more consumer drones are being used for professional use than ever before, the U.S. market is flooded with service providers and remote pilots but very few make enough money to sustain a full-time venture, and film / photo / video dominates both the hobby and professional uses of drones. This year’s study will continue to challenge these insights and explore further the sustainability of drone service providers.

Who should take the survey?

  • Individuals or organizations who have purchased a drone in the past 12 months for any reason
  • Commercial drone service providers
  • Businesses, enterprises, and public agencies that perform drone-based operations

Why this study?

We believe the consumer and commercial drone market needs this annual benchmark study. There is a lack of objective information on the drone industry. We find an absence of credible market-based research and little understanding of the difference between large industry forecasts and actual buyer adoption rates. This study will clarify much of that.

When complete, the research study will provide a complete view of topics like:

  • Critical industry drivers
  • Vendor and service provider market share
  • Business and public agency adoption trends and issues

The survey will be open for four weeks, and results will be available in September.

 

Image: Shutterstock and Skylogic Research

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