Snap Inc ended production of Pixy, its fully automated miniature drone for taking aerial photos and videos, just months after its launch.
Snap Inc., the American company behind the social network Snapchat, has decided to stop production of its Pixi mini drone, just a few months after its official launch, as reported by the wall street journal. According to their sources, Evan Spiegel, CEO of Snap Inc, announced the end of the project during a question-and-answer session with its employees on August 18, 2022. Due to the economic crisis which is hitting the giants of the industry and technology, the company must reduce its expenses as much as possible. At the end of July 2022, she. has also announced disappointing quarterly results, causing the stock market value to fall by 40%. The firm suffered a loss of $422 million. Fierce competition with TikTok and Apple’s new measures to regulate ad tracking on iOS have not helped matters.
To get its head above water, the firm therefore decided to stop production of Pixy – which was not very profitable – and to develop new sources of income. It has also launched a new paid formula, Snapchat +, at a price of 4.59 euros per month, which has enabled it to recover one million subscribers worldwide in a few weeks.
What is Pixy?
Introduced during Snap Partner Summit 2022, on April 28, Pixy is an autonomous mini drone dedicated to aerial photography, more precisely to photo and video selfies. A tiny flying device in the colors of Snapchat, very simple to use and intended primarily for all those who like to put themselves on stage to post photos and videos on social networks – starting with Snapchat, of course.
“We wanted to create a product that was fun and easy to access so that people would feel comfortable with it. It took us quite a few years of research”, said Evan Spiegel during the presentation of Pixy. In fact, with its name derived from pixel, Snapchat’s mini drone is presented as a fully automated flying camera: it is a compact device, easy to use, which requires no learning and which can be piloted without a license. Easy to carry in a handbag or a backpack, it fits in the palm of the hand from where it takes off to return to land automatically, as soon as its flight is over. As Snapchat defines it, Pixy is “the friendly camera that flies by your side”.
In practice, Pixy can hover, gain height, follow its owner, or perform 360° rotational flight, resulting in multiple viewing angles. Snapchat expects its users to share their videos and photos without moderation, whether or not they apply filters and special effects, to be seen by as many people as possible. Pixy allows you to take group selfies but also fly high enough to capture the surrounding landscapes. Convenient for filming a progression on a glacier, a journey on a path with cliffs or skateboard courses. The device moves in four ways: hovering (selfies), taking height, tracking individuals for a maximum of 60 seconds or orbit (360° rotation within a radius of 4.5 m). Creating custom flight paths or programming a manual landing is also possible, but just takes a bit more skill.
Four flight modes are predefined. You have to choose the one that suits you when you let go of the device, by turning a wheel where pictograms are written, a bit like that of the shooting modes on a camera. An indicator light warns that Pixy is working. A single pressure of the hand is enough to make it fly away. The drone takes off and returns to land on the same hand once the automatic flight is finished. The recording of photos or videos on the associated smartphone is just as automatic as its launch and is carried out by Bluetooth. Photos and videos are stored by default in the memory associated with the Snapchat app. It is then up to the user to share them or simply watch them.
What are the characteristics of Pixy?
Pixy is really small (13 x 10 x 17 cm) and light (101 g). Its removable batteries allow three to eleven flights depending on the modes chosen. A full recharge takes about 40 minutes, but 20 minutes is enough to recover 80% capacity. The on-board camera can capture 12-megapixel (4000 x 3000 pixels) images and record 2.7K (2704 x 1520 pixels) videos at the maximum frame rate of 30 frames per second. The built-in 16 GB memory is enough to store up to 100 videos or 1000 photos, the idea not being to keep these images but to share them, especially on social networks.
The device is not waterproof. It is therefore not suitable for use over the sea or lake or for use in stormy or rainy weather. Its lightness also prevents it from being used if there is wind, even a simple breeze. In its instructions for use, the manufacturer specifies that it is better to avoid throwing it above water surfaces, because the reflection of light can cause crashes. If you are a kitesurfer or a surfer, it is better to use another type of device to film your exploits!
On the connectivity side, Pixy uses Bluetooth and Wi-Fi: it manages the 802.11 b, g, n, ac standards and the 5 GHz band reserved for indoor flights). In terms of software, it is compatible with the iPhone from model 7 (minimum version iOS 14), as well as with Android smartphones (minimum version 8.0). Legally, Pixy is listed as a “Class C0 recreational drone”, according to thea European regulations in force. There is therefore no obligation to declare it to the Directorate General of Civil Aviation (DGAC) like class C1 to C4 drones, but its owner must register it on Alpha Tango website and affix an operator number to the device. It can be used freely by respecting the rules in force (overflight of people authorized, but no use in town, on certain sites, or near airports).
What is the price of Pixy?
Snap will not stop marketing its drone immediately because the products still in stock will continue to be sold. Currently, the Pixy is available for 250 €. Several packages are available. The basic pack including the drone, a battery, a USB-C charging cable, a bumper and a carrying strap is sold for 249.99 euros (excluding delivery costs). The 279.99 euro pack (excluding delivery) includes a dual battery charger, two batteries and a USB-C charging station. Accessories can be purchased separately: it costs 24.99 euros for an additional battery and 59.99 euros for two rechargeable batteries with USB-C charging station (excluding delivery).