Shenzhen DJI was established in 2006 and has since grown to become one of the leading brands of civilian-use drones in the world. Models from the company span a variety of applications, ranging from farming, real estate and firefighting to tourism, wildlife monitoring and archeology.

The company produces both professional and consumer-grade units and currently turns out more than half of the world's output of the latter category. Future R&D endeavors are geared toward cultivating consumer-grade drones.

At present, the supplier employs a 2,800-strong workforce. It has seen a three- to five-fold increase in revenue each year. The company is also keen on expanding its business further via e-commercial channels.

Below are excerpts of Global Sources’ interview with PR manager Michael Perry about the company’s strengths and future plans.

Global Sources: Currently, what are the main functions of drones and which market segments are these products targeted at? Does DJI see new functions and target markets emerging in the near future?

Michael Perry: Every week, new applications of this technology are emerging. One of our products, the DJI Phantom, is already being used in the farming and real-estate industries. It is also being used in travel and tourism, and in wildlife monitoring and conservation. Firefighters and even archaeologists are using our technology.

In real estate, for instance, agents are using our drones to get aerial views of houses for sale or get a vantage point from a high-rise building. Archeologists are using our drones to get a bird’s eye view of ancient structures. Miners and farmers use our aerial systems for 3D mapping and instant surveying. Even performing arts outfits, including Cirque du Soleil, and rock icon John Cale have used our drones in their performances. Football teams at Stanford and UCLA, are using the DJI technology to train and map out plays. Educators use our aerial systems to help teach students about science, technology, engineering and math.

This technology has many applications and we feel that what we are seeing is just the tip of the iceberg. Our hope is to get this technology in the hands of an innovator with a vision and see what he can do.

GS: Describe China drone manufacturers are in terms of R&D and product quality. What are their strengths and weaknesses?

MP: China is in a unique position to develop the technology rapidly. Makers in Shenzhen, Guangdong province, for instance, have a rich pool of engineering talent and easy access to manufacturing networks. For us, these factors allow our team to immediately test new equipment, ensuring that the highest-quality and most innovative products make it to the market.

GS: Describe domestic and international demand for drones.

MP: Our company has seen revenue increases of three to five times each year. This speaks volumes on the growing popularity of these products.

GS: What are the factors driving growth in the industry? How about hindrances? How does DJI deal with challenges?

MP: For our vision to succeed, we need to bring in the best and the brightest engineers and creative thinkers. In the past several years, we have recruited the top engineering talents in the region to ensure that our products are the most groundbreaking and of the highest-quality in the field.

GS: What is the market position of DJI? What is its market share?

MP: DJI controls about half of what global growth consulting firm Frost & Sullivan estimates is between $250 million and $300 million global market for small, unmanned aerial vehicles.

GS: What are your main products and target markets?

MP: We have the Phantom series, which has become the benchmark for all small quadcopters because it provides everything out-of-the-box. It is reliable, high-performing and easy to use. Our star product, Phantom 2 Vision+, is a smart unmanned, RC aircraft with an integrated, stabilized and high-definition video camera.

For professional users such as filmmakers, we have the Spreading Wings series, which they can use to capture stable, smooth footage. We also have the DJI Ronin, a three-axis stabilized handheld gimbal system for cinematography. The model puts world-class, industry-leading technology into the users’ hands, and helps them create unparalleled picture and video stabilization.

Our newest product is the DJI Inspire 1, the world’s first flying 4K camera. The DJI Inspire 1 features a built-in HD video transmitter that allows midair transformation, stabilization and maneuverability without the use of GPS.

GS: How do you foresee your company's growth in the next two years? What are your strategies moving forward?

MP: The commercial aerial surveillance industry is drawing attention from many other companies as analysts predict that it will generate tens of billions of dollars in the next decade. DJI's focus will remain on product innovation.

GS: Who are DJI's key competitors? How do you differentiate yourself from rivals?

MP: We do not see any other company in the market that has a similar technology and portfolio as we have. DJI remains focused on creating the most innovative products for the best user experience. We will continue to conduct extensive R&D in aerial photography and film-making technology as well as in other areas that we see opportunities and potential.