3D Robotics has always known how to project itself to the press. Its CEO, Chris Anderson, is the former editor-in-chief of Wired and a wordsmith of the first order. But while it was saying all the right things, the Berkley, California startup was moving in a direction that didn't exactly match the evolution of the market.
Anderson created a company that was always in touch with drone hobbyists and the DIY community, but chose to focus almost exclusively on creating units for professional applications. It created a suite of flexible software meant to help drones specialize in different tasks, from farming to oil field inspection. But over the last three years, sales of simple consumer-facing drones like the DJI Phantom have exploded, and...
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