ADI is the Axis Distributor of the Year?

By: Ethan Ace, Published on Jan 08, 2012

Security distributor ADI had been named Axis US distributor of the year for 2011 [link no longer available] which surprised us and likely many others. In this update, we  examine what this may indicate for ADI, as well as the industry as a whole.

Shifting Position

Traditionally ADI is one of the last places integrators looked for IP surveillance products. At least part of this lag was due to ADI's status as exclusive distributor of Honeywell security products, which have traditionally focused more on analog CCTV, along with intrusion and access control products. Honeywell's own IP line has been notoriously slow to improve and expand. For ADI to shift its focus to IP surveillance likely required an investment in training of staff and along with it, substantial refocus of their marketing dollars away from legacy products.

Continuing Shift to IP

It is likely that some of ADI's shift towards Axis and IP surveillance may have been driven by declining analog sales, as the shift to IP surveillance continues. As we have discussed multiple times in the past, the vast majority of new surveillance projects being deployed are IP-based, not analog. While sales numbers were not made public, ADI undoubtedly sold a large amount of Axis product to receive this award. For a distributor of ADI's stature, and one known more for legacy systems than IP, to make this move is another indicator of the continued shift to IP.

Axis' Wide Open Channel

While this announcement is potentially a sign of health for ADI, and preparedness to progress along with the industry, it also highlights one of the complaints about Axis integrators frequently cite in discussions, and in our Fall 2011 survey: that the Axis channel is very open, with users able to procure Axis product through any number of channels. While other manufacturers (such as Sony and VideoIQ) have chosen to keep their channel limited, selling direct, or only through a few select distributors, Axis products can be bought from most distributors, and numerous online channels.

As a result of this channel strategy, integrators have noted that Axis cameras sell with lower margins than competitive options. This does cause some integrators to lead with other lines. However, as we found in our survey, a larger percentage of integrators prefer Axis cameras to competitive options. Integrators cited Axis' reliability and broad line as reasons for dealing with the downsides of the open channel and resulting lower margins.

Comments : PRO Members only. Login. or Join.

Related Reports on Integrators

Open vs End-to-End Systems: Integrator Statistics 2019 on Nov 11, 2019
Preference for open systems is on the decline, according to new IPVM statistics. We asked integrators: For video surveillance systems, do you...
Biggest Low Light Problems 2019 on Nov 08, 2019
Over 150 integrators responded to our survey question: "What are the biggest problems you face getting good low-light images?" Inside, we share...
Axis Cracks Down On Illicit Channel Sales on Nov 01, 2019
Axis has stepped up efforts to crack down on illicit channel sales according to various industry sources, though, Axis denies this. Online sales...
Remote Access (DDNS vs P2P vs VPN) Usage Statistics on Oct 25, 2019
Remote access can make systems more usable but also more vulnerable. How are integrators delivring remote access in 2019? How many are using...
Integrated IR Camera Usage Statistics 2019 on Oct 21, 2019
Virtually every IP camera now comes with integrated IR but how many actually make use of IR or choose 'super' low light cameras without IR? In...
Altronix Claims Tango 'Eliminates Electricians' on Oct 15, 2019
Power supply provider Altronix claims its new Tango power supply 'eliminates the need for an electrician, dedicated conduit and wire runs'. In...
Top Ways Security Integrators Improve Their Careers on Sep 03, 2019
With DIY products expanding and the future of integration debated, how do integrators stay sharp so they are not left behind? 180+ integrators...
Security Integrators Outlook On Remaining Integrators In 2025 on Aug 22, 2019
The industry has changed substantially in the last decade, with the rise of IP cameras and the race to the bottom. Indeed, more changes may be...
Biometrics Usage Statistics 2019 on Aug 13, 2019
Biometrics are commonly used in phones, but how frequently are they used for access? 150+ integrators told us how often they use biometrics,...
US Government Ban of Dahua, Hikvision, Huawei Takes Effect Now on Aug 13, 2019
The 'prohibition on use or procurement' of Dahua, Hikvision and Huawei products and 'essential components' take effect today, August 13, 2019, one...

Most Recent Industry Reports

Hikvision Markets Uyghur Ethnicity Analytics, Now Covers Up on Nov 11, 2019
Hikvision has marketed an AI camera that automatically identifies Uyghurs, on its China website, only covering it up days ago after IPVM questioned...
Open vs End-to-End Systems: Integrator Statistics 2019 on Nov 11, 2019
Preference for open systems is on the decline, according to new IPVM statistics. We asked integrators: For video surveillance systems, do you...
Biggest Low Light Problems 2019 on Nov 08, 2019
Over 150 integrators responded to our survey question: "What are the biggest problems you face getting good low-light images?" Inside, we share...
US Issues Criminal Charges For Fraudulently Selling Hikvision And Other China Products on Nov 07, 2019
The US government has made an unprecedented move on the video surveillance supply chain, charging a US company, Aventura for "having conspired with...
The Access Control Codes Guide: IBC, NFPA 72, 80 & 101 on Nov 07, 2019
For access, there is one basic maxim: Life safety above all else. But how do you know if all applicable codes are being followed? While the...
Rhombus Cameras, VMS and Analytics Tested on Nov 06, 2019
Rhombus boasts they have created "the new standard in Enterprise, cloud-managed video security" and told IPVM in January 2019 they offer twice the...
"Stress in the Residential Market" - Major Lender Exits on Nov 06, 2019
The residential security / 'alarm' market is getting worse, at least for traditional players. Now, one of the biggest lenders in the industry has...
Aiphone Video Intercom Tested (IX Series 2) on Nov 05, 2019
Aiphone was one of integrator's favorite intercom manufacturers but how well do their products work? The company's newest offering, the IX Series 2...
90+ Companies Profile Directory on Nov 05, 2019
While IPVM covers the largest companies in the industry regularly (like Axis, Dahua, Hikvision, etc.), IPVM strives to do a profile post on each...
Hikvision USA Fights LTS on Nov 04, 2019
Hikvision's USA subsidiary is fighting with LTS, having recently quietly dropped LTS as an authorized distributor amidst ongoing face-offs between...