Digital Ally, a maker of wearable video cameras and other security products for police forces, is considering launching action cameras aimed at consumers this year, putting it into direct competition with GoPro.
Chief executive Stanton Ross said Digital Ally might have such a camera ready for a "soft launch" in the third quarter.
"We are clearly exploring those opportunities right now," he told Reuters in an interview. "We believe that we have products that may fit real nicely into that market."
More than nine million point-of-view camcorders were sold worldwide last year, up 21% from 2013, according to IDC, a market research firm that specialises in technology. Sales are forecast to increase by a further 15% this year.
GoPro, which makes cameras that can be fixed to helmets, bicycles and surf boards, had around a 60% share of this market as of the third quarter last year, according to IDC.
It's a market that has also attracted the attention of Apple. The iPhone maker was granted a patent on Tuesday for a wearable camera that could be mounted on bike helmets and scuba masks.
Asked whether Digital Ally plans to enter this market, Ross said: "I need to make sure that we have the capabilities to play in that arena.
"We believe we do, but I've got to do some more due diligence before we head down that path."
Digital Ally gets about 90% of its revenue from law-enforcement agencies. Orders from US police departments for its wearable surveillance cameras have increased since the riots in Ferguson, Missouri last year.
The Kansas-based company, which competes with Taser International, also sells its cameras to truckers, taxi operators and ambulance companies.
Digital Ally's Nasdaq-listed stock has risen 34% in the last 12 months, as of Wednesday's close of $13.24.
Ross said it was too early to divulge technical details of any possible new camera. Asked about its price, he said a "happy balance" would probably lie somewhere between $195 and $295.
GoPro sells its entry-level camera, HERO, for $129.99. Its high-end HERO4 Black, which can shoot 4K resolution videos, is priced at $499.99, according to the company's Web site.
Privately owned Polaroid makes Cube, a colourful, pocket-sized action camera costing $99.99, according to its Web site.
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