GoPro is striving to expand its role from "just" a hardware-centric business to also becoming a "media" company -- a long-term vision that incidentally helped it command a higher valuation with its IPO just more than a year ago. Part of that transition requires helping GoPro camera users more easily create and manage content recorded by their various devices, which is where the cloud service and more effective photo and video editing mobile apps come into play. When these apps and services are released, then, investors would do well to keep a close eye on how consumers respond.