With the SJ10, the Chinese company SJCAM is presenting the latest version of its Actioncam series. As before, the new model appears in two versions: the SJ10 Pro Action and the SJ10 Max Action. Not much has changed compared to the last version.
You don’t really know what to do with the announcement, which was initially made via Instagram. And a lot of information is still not known. If you believe the information on the official website, then not much has changed compared to the SJ9. On your own website, you simply grab pictures of the two new cameras and place them on the table of the previous camera. It is still not clear what innovations – apart from the appearance – should be here.
SJCAM seems to be in a very early stage of the promotion, not even the images from the cameras are uniform. The SJ10 Pro does not have a front display on every picture. Even if it is still difficult to make precise statements at the moment, it is becoming apparent that you will not make any big leaps here. Whatever else is going to happen, the SJ9 was already a top camera on paper. The camera is said to be even more waterproof than its predecessor – although a case is already used for really deep dives.
What does SJCAM want? To be honest, the company puzzles me. After often long waiting times, several models are brought onto the market at short intervals, while sales and response overall always seem to fall short of expectations. At first glance, it looks as if after a weak start, the SJ9 wants to bring it back to the market as the SJ10 with only slight changes. Incidentally, the SJ9 is still listed on its own website as a pre-order, while it is no longer available in some other shops. It is doubtful whether they will make it back to the top.
The competition seems to be too strong for that. YI Technology has said goodbye to the Action Cam business, but DJI has entered the market with the much-praised OSMO Action, while GoPro is not as far from the Chinese models in price as it used to be. Let’s see what SJCAM plans to do with the SJ10. As soon as further information becomes known, we look at the camera again.