The market for cameras is highly competitive and characterized by rapid technological advances and frequent product introductions. Nowhere is this more evident than with Insta360, the marketer of spherical 360-video cameras such as the One X, Nano S, and Titan. This week, Insta360 announced it would begin selling the Insta360 Go, a camera it bills as the “the world’s smallest action camera”. 

While the company’s formal entrance into the action-camera market is another sign of the company’s penchant for innovation, what are the driving reasons behind Insta360's new market expansion?

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