“If you can’t measure it, you can’t improve it.” – Peter Drucker
Guest post by leading drone industry analyst Colin Snow of Skylogic Research.
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.
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.
