Samsung Steps To Make Their "Competition Nervous"

Samsung's marketing person has a fairly frank description of how they are going after established surveillance companies. Here it is:

"Samsung Techwin America is aggressively taking it's share of the market. Here is our easy 1, 2, 3 steps on how we are making our competition nervous, actually, let's make that 4 steps being that that is the number being used in our industry.

1. Core Products and New Products: Our ever growing WiseNetIII camera line is gaining popularity with all it's rich features like amazing low light performance, WDR@120dB, 2MP 60fps and its efficient bandwidth utilization, making this complete product line one to be watched!

2. Cost: Our products are not only performance driven but an effective solution for any budget.

3. Brand: Samsung stands on it's quality of product. We have a great team in place that will support you now and in the future. Unlike other acquisitions in the market and mergers Samsung's brand will stand the test of time.

4. Partnerships: We love the playground! Samsung is steadily growing their list of partners that work seamlessly with our products. Just to name a few: Milestone, Genetec, OnSSI, Exacq, Salient, Aimetis, IP Configure, Matrix, 3VR, SureView, QNAP, EMC, Seneca Data, Veracity...hand cramp...and so many more!"

I actually think that a fairly accurate description of their tactics, at least the core of improved products, low price, big brand and openness to partners.

Thoughts? Agree? Disagree?


John, what is the distinction between the Samsung that we all know and tolerate and Samsung Techwin? Isn't there some overlap there?

If the industry were currently 'using' 5 steps then this might have been included:

5. Technical Innovation thru simultaneous elastics: Making 720 pixels into 1280 pixels by stretching both screen and truth at the same time.

My understanding is that Samsung Techwin is a fully owned subsidiary of Samsung Electronics and that Techwin focuses more on the B2B / industrial market while the parent has the consumer goods. This is Wikipedia's entry on Samsung Techwin.

I've been selling quite a few Wisenet III cameras. Customers love them, and at that price customers would buy them even if they didn't love them. Aggressive pricing, good QA, interesting features sets.

Ari, curious, when someone comes in are they more set on brand, "What Samsungs do you have?" or technology "What IP cameras do you have?". In a roundabout way, I'm asking if Samsung Analog competes with Samsung IP, or if they have already made that decision before you interact with them?

Well, you know where I work and what I do.

More than half of the customers I deal with are unaware of any surveillance brand. They know Samsung, Sony, and Bosch, but only because that's who makes the blender in their kitchen and the camcorder on their desk. And they didn't know that Samsung makes security cameras, too, until I tell them. They certainly haven't heard of Axis or Pelco. Maybe they've heard of Dropcam.

In addition, most of my end-user customers are still unaware of the differences between analog and IP, or even the fact that there are two different video transmission technologies.

Typically speaking, I'll start off getting the customer to describe their application as best as possible, and that will lead to me recommending 1) either analog or IP, and 2) a particular model or product that will probably meet their needs.

Samsung Analog doesn't compete with Samsung IP because more than half of my customers didn't know that there was a difference. Imagine walking into a car dealership because you've seen a few NASCAR races on TV and it looks more efficient than walking or riding a horse to work, and you're hoping the dealer can tell you a little more about the automobile things and maybe recommend a good one that goes really fast and can carry all the kids and groceries but doesn't cost too much. Neither Chevy nor Ford has any real advantage in that situation. The customer certainly isn't demanding a hybrid because they don't know that hybrid exists, let alone what the difference is or which would work better for them.