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Avigation easements could slow down drone adoption and innovation - DJI Matrice 300 RTK and other Enterprise drones sold directly online, cutting out dealers

DJI Matrice 300 RTK and other Enterprise drones sold directly online, cutting out dealers

This week, Chinese drone maker DJI started to sell the DJI Matrice 300 RTK and other Enterprise drones directly online through their web store. Many official DJI dealers and authorized resellers are understandably not happy about this change.

DJI Matrice 300 RTK and other Enterprise drones sold directly online, cutting out dealers

This week, DJI started listing all the pricing information of its Enterprise drones, such as the DJI Matrice 300 RTK on their online store. Potential customers can now view all the pricing information and add DJI Enterprise drone directly to their shopping basket and check out online without any assistance from DJI dealers.

In the past, DJI did not disclose any pricing information for Enterprise drone and products on its website. Not did it allow people to buy such products directly from the DJI online store. You had to go through the official DJI dealer and authorized reseller network.

Understandably these official DJI dealers and authorized resellers are not happy with the unexpected competition that they now face directly from DJI.

On social media, many drone industry insiders have expressed their surprise and disgust of DJI’s latest move.

The DJI dealers in particular have worked hard over the last couple of years to promote DJI Enterprise drones and have played a key role in providing the customer support and care that DJI itself was unable to provide. To many of them, DJI’s move feels like a stab in the back.

DJI Matrice 300 RTK and other Enterprise drones sold directly online, cutting out dealers

Romeo Durscher, DJI’s former Senior Director of Public Safety Integration and now at Auterion, said the following about DJI’s decision to sell Enterprise drones directly online:

Personally I am disappointed in this. Not surprised because I had fought this move for a long time. Enterprise customers have different needs than consumers and just buying a multi-thousand dollar tool of a website is not what they want (or need).

Many entities need to learn what a drone integration really looks like. They need and want to work with somebody who can demo this, helps them along the way and guides them through, including post purchase support. That’s why a channel partner system is needed.

Many of these dealers have invested time and money into building expertise, trust, and great customer service, in the name of the manufacturer. This move is a kick in the butt (and out the door). I want the channel partners to know I had actively fought against this!

Here are some of the DJI Enterprise drones and prices as they are currently available on the DJI website with “Buy Now” buttons.

DJI Matrice 300 RTK and other Enterprise drones sold directly online, cutting out dealers

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