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The consumer drone market for DJI has reached a stage where it will soon surpass the military drone market.
DJI's expertise in RC aerial photography, which it has been developing since 2008, was the driving force behind its success up until the year 2016. In three years and through some significant developments, DJI differentiated itself from other players when it released the Phantom 4 and undertook mass marketing campaigns to position itself as a high-end camera provider for action sports enthusiasts and professional photographers.
Prevalence of digital brands has also helped spread awareness of drones among consumers around the world
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