GoPro Inc (NASDAQ:GPRO) stockholders are desperate to hear some good news when the action-camera specialist reports second-quarter 2017 earnings results after Thursday’s closing bell. While I don’t expect breathtaking numbers from the company, GPRO stock could still take off given that Wall Street’s estimates are so low.

GPRO stock has declined more than 7% year to date. Compare that to the Technology Select Sector SPDR Fund (NYSEARCA:XLK) which has added 18% in the same period. Frustratingly, amid one of the most robust tech bull markets in history, GPRO stock has languished near all-time lows through most of 2017.

From a glass-half-full point of view, however, the shares, which have lost some 37% over the past year, have rebounded almost 13% since falling to their 52-week low of $7.14. Plus, the company on Monday received an endorsement from Yuuji Anderson, analysts at Morgan Stanley, who upgraded GPRO stock to Equalweight from Underweight.

Among other operational improvements, Anderson cited GoPro’s QuikStories, which allows GoPro Hero 5 cameras to automatically send edited footage to a user’s phone. This has been a part of the company’s efforts to not only expand its software ecosystem, but also to make it easier for customers to transfer content from their GoPro device to their smartphones, regardless of operating system, Android or iOS.

To that end, decent Q2 numbers on Thursday, combined with solid outlook for Q3 and the year, GPRO stock — like its drones — is poised to take off. And from purely a risk-reward perspective, there are many more reasons to own these shares than to avoid them.

Expectations for the Quarter

For the three months that ended June, Wall Street expects the San Mateo, Calif.-based company to post a per-share loss of 25 cents on revenue of $269.5 million. This compares to the year-ago quarter when the company lost 52 cents a share on $220.8 million in revenue.

For the full year, ending in December, the loss is expected to be 16 cents per share, compared to a loss of $1.44 a year ago, while full-year revenue of $1.33 billion would be a 12.5% increase year over year.

GoPro, which has beaten earnings expectations in five of the past eight quarters, on Thursday must show investors that is can generate pricing power, which will indicate the extent to which it can turn profitable.

Earlier this year, CEO Nick Woodman admitted that the company’s profits are thin, though it now reports solid revenue. Analysts are eager to know how much discounting the company did to grow revenue and how will it affect full-year guidance.

Working in GoPro’s favor, it has easy year-over-year comparisons to beat. Plus, the company has had a full-quarter contribution from its push of the portable Karma drone. Technology research firm Gartner noted that global drone sales soared 55% in 2016, reaching an estimated $1.7 billion. And there is seemingly no signs of slowing down. Consumer purchases of drones in the U.S. more than doubled for the year ending this past April, according to consumer research firm The NPD Group.

As for the next 12 months? Consumer drone sales are expected to surpass $3 billion in 2018 and reach $4.6 billion by 2020, according to Gartner estimates, cited by the Wall Street Journal. This means GoPro is in the center of a high-flying industry.

GPRO stock, which has shown to have already bottomed, now seems too attractive to ignore — particularly for investors with long-term views.

Bottom Line for GPRO Stock

Once dominating the niche action-camera market that it helped create, GPRO stock has lost more than 90% of its value since peaking in October 2014. That makes for a tough hill to climb to earn back Wall Street’s trust.

A second-quarter earnings beat and confident guidance on Thursday could help the embattled tech company — which still boasts one of the best consumer brand names in electronics — finally emerge from “potential” to strong executioner.

As of this writing, Richard Saintvilus did not hold a position in any of the aforementioned securities.