Insta360 - Balancing Innovation, AI, and Data Privacy

Since its IPO in 2025, Insta360 has been on a rapid growth trajectory, focusing on software, AI, and community feedback. In a chat with 1000PS, Max Richter, Vice President of Marketing, outlines how user insights shape product development, why drones are set to become the next big platform, and why motorcyclists are now among the most important users.

Poky: Max, you're referred to as both a Co-Founder and VP of Marketing. How do you interpret that? Can you describe your role at Insta360?

Max Richter: I started at Insta360 almost ten years ago when the company was still relatively small, around 50 to 100 people. I wasn't part of the founding core, but I was early in building international markets and strengthening community connections. This community marketing remains part of our DNA and sets us apart from competitors.

Richter: The IPO was a milestone, but we're in it for the long haul. Over 50 percent of our employees are in research and development, with half of them being software engineers. This shows that Insta360 isn't just about selling hardware; it's about a software experience, and AI will further enhance that.

Poky: So, you're focusing on hardware, software, and community. How do you balance those?

Richter: Community is crucial for getting feedback and inspiration for new features. For example, the Ace Pro 2 was intended as an action cam, but users started using it like a photo camera. This led to the creation of the Xplorer Bundle variant—a development towards a point-and-shoot camera.

Poky: There are rumors about a drone called "Antigravity." What can you tell us about that?

Richter: Antigravity is our new brand for 360-degree drones. They operate with two lenses like our X series and capture everything—you choose the best perspective later. The flying experience is playful, almost like a video game experience. I can't reveal much more, but something exciting is coming soon.

Poky: At 1000PS, we regularly use your cameras in the motorcycle sector. How important is this segment to you?

Richter: Very important. We're still relatively new to this community, but we've now been at EICMA three times and have a broad product lineup, like the Marc-Marquez-X5 Edition and the BMW Edition. Our goal is a complete ecosystem for motorcyclists—hardware, accessories, and software with GPS and dashboard functions.

Poky: How do you technically address riders' needs—wind noise, vibrations, cold?

Richter: We work closely with community testers. They provide input on cold resistance, GPS stats, or blur functions for speedometer displays. Collaborations with Sena and Cardo also enable real-time data synchronization.

Poky: Many users want auto-edit features that recognize riding situations. Is something like that coming?

Richter: That's definitely conceivable. We've already implemented a new feature: the X5 automatically starts recording when the engine runs. The goal is to make sharing riding scenes as easy as possible.

Poky: You've also revamped the selfie stick clamp—what's new?

Richter: The mount has been completely redesigned to offer more stability. It's already included in the Marc-Marquez kit—the new angular design is immediately noticeable.

Poky: How do you handle data privacy, especially regarding cloud functions and connections to China?

Richter: We comply with all local regulations and do not share data. All processes meet the applicable legal requirements, and we work closely with the relevant regulatory authorities.

Poky: Is the cloud absolutely necessary to fully utilize the camera?

Richter: Not necessarily. Many standard functions, like editing or post-production, run offline, but you need the internet for cloud features. The mobile app is central to the 360 experience, with a desktop software alternative available.

Poky: How is your revenue distributed among 360 cameras, action cams, and your other products?

Richter: The 360-degree camera remains our flagship—we hold about 70 percent of the global market share. In addition, we're expanding the wide-angle segment with the Ace Pro 2 and the Go-Series and introducing new helmet mounts. Drones and smartphone gimbals are next.

Poky: Max, thanks a lot for the conversation!

Richter: Thank you guys—it's been a pleasure!