Arecont's Magical Marketing Exposed

Author: John Honovich, Published on Oct 14, 2012

Megapixel cameras are magical and if you don't believe it, let the fine folks at Arecont show you how. Some people say, "Megapixel cameras are great but how much more benefit do they have over SD?"

Well, Arecont has done the calculations and their 10MP camera provides exactly 3270% more benefits than SD cameras. Amazing! They even graphed it out:

--

Now, you might wonder, "How did Arecont get exactly a 3270% benefit increase? Why not 3200% or 3300%?"

That answer is in another Arecont slide demonstrating how a 10MP camera can cover the area of 32.7 VGA / SD cameras:

10mp-vs-vga

At this point, an experienced observer may say "Surely they only mean pixels and not that 1 Arecont camera does the work of 15 cameras" but then you watch this clip:

Arecont literally is claiming that a single 5MP camera equals 15 SD cameras. And that is not the first time we have seen or heard Arecont do this as those slides are from Arecont's standard marketing deck.

Prior to publication, we shared our concerns with Arecont along with the images and clips. They responded:

Get Video Surveillance News In Your Inbox
Get Video Surveillance News In Your Inbox

"We are not saying that because a camera provides 6x the resolution that it takes the place of 6 cameras necessarily. That would depend on the scene that needs to be captured."

I am glad to hear they do not believe this but their stock marketing material and pitch regularly and repeatedly makes such claims.

This is the biggest myth we see in all of surveillance.

What's the Practical Problem?

Industry experts might dismiss these marketing claims as being so obviously false that no one could fall for it. But the reality is many people are new to megapixel technology, including most security managers, who have little idea or practical experience to evaluate these claims. It sounds good on paper and plays into CSI expectations.

Indeed Arecont is not the only one. Avigilon has its owns laughable 'replaces up to 95 conventional cameras' claim. But Arecont is by far the worst and most aggressive at this.

What Should Arecont Do?

Here's my advice to Arecont on how they can aggressively yet responsibly market their megapixel cameras. Drop the crazy pseudo math and focus on the practical benefits of their SurroundVideo series - their best and most highly differentiated line.

Since it integrates 4 cameras in a single housing, that line literally replaces 4 MP cameras at a lower product cost, with less installation hassle and often less VMS licensing fees. No camera with third-party support comes close to it for such a combination of valuable features, especially when you consider the 180 degree models providing fairly high details over a broad range.

While our test results of the 20MP version shows a number of important issues and limitations, overall the series is quite powerful and largely unmatched by competitors. Plus they have a promising smaller form factor, improved WDR version planned for 2013 release.

Despite its historical quality problems, Arecont has a lot going for it, including maturing operational processes. They can and should proudly market themselves without resorting to parlor tricks that confuse and mislead customers.

Related Reports

Hikvision Hires Crisis Communication Writer on Mar 21, 2017
Hikvision has hired a crisis communication writer as the company ramps up its efforts to deal with the 'crisis' it feels it is facing. 'Crisis...
Hikvision Attacks IPVM on Mar 20, 2017
Hikvision has attacked IPVM repeatedly over the last month, both in the international press and in its dealer communications. Attacks Listed On...
Beware Scam Market 'Research' on Mar 15, 2017
The 'data' and 'research' that headlines many articles is a scam, perpetuated by a variety of Indian firms that have exploited the carelessness and...
Dahua Backdoor Uncovered on Mar 06, 2017
A major cyber security vulnerability across many Dahua products has been discovered by an independent researcher, reported on IPVM, verified by...
20 Manufacturer Favorability Ranked on Feb 28, 2017
20 security industry organizations' favorability was ranked based on direct feedback from over 100 integrators. In-depth comments revealed insights...
Avigilon Favorability Results on Feb 27, 2017
One of the fastest growing companies has turned into one of the rockiest, as cooling growth, management turnover and a roller coaster stock price...
Axis: "Everything is IP" - False on Feb 24, 2017
Axis is congratulating itself, with executive Fredrick Nilsson declaring: "Now the conversion is all done and everything is IP and analog is...
'Dirty': Hikvision Attacks Genetec on Feb 20, 2017
Hikvision is angry at the growing public awareness that Hikvision is owned by the Chinese government. They took aim at Genetec,...
Hitachi Taking On Security Industry on Feb 09, 2017
Hitachi, bigger than Sony and Panasonic overall, with $89 billion USD 2016 total revenue, is expanding into the security industry. They are...
IPVM For PR / Marketing People on Jan 25, 2017
This post helps PR and Marketing people understand and productively work with IPVM (as much as possible given our independent, often critical,...

Most Recent Industry Reports

Broken Browser Support for Video Surveillance on Mar 22, 2017
Modern web browsers have left the security industry behind. Current Chrome, Firefox, and Microsoft Edge browsers do not support NPAPI plugins,...
ADI Favorability Results on Mar 22, 2017
150 North American integrators provided feedback on 6 distributors, and why they do (or do not do) business with ADI. ADI is clearly a big name in...
1 Million Dahua Devices Exposed To Backdoor on Mar 22, 2017
Statistics show that 1 million Dahua devices are publicly exposed and vulnerable to the Dahua backdoor. Despite this, Dahua has downplayed the...
Hikvision Hires Crisis Communication Writer on Mar 21, 2017
Hikvision has hired a crisis communication writer as the company ramps up its efforts to deal with the 'crisis' it feels it is facing. 'Crisis...
Glass Break Sensor Tutorial on Mar 21, 2017
Burglars often break glass windows to get into a house. Using glass break detectors in conjunction with alarm contacts is a good way to protect the...
Unikey Smart Phone Access Control Platform on Mar 21, 2017
More and more people carry smart phones. Many think this could replace the conventional key or card for access control. However, using a phone...
VMS Update Automation Compared on Mar 20, 2017
Updating VMS software can be a tedious and time consuming processing, which historically has required users to access each machine, download update...
Anvil Traveler Threat Management Offering on Mar 20, 2017
A common component of enterprise security systems is traveler threat management, complementing the various physical security systems in place. One...
Simplisafe Warns Customers About Alarm Fines on Mar 17, 2017
Simplisafe markets themselves as a 'better way' than traditional professional alarm companies. However, in one key way, Simplisafe hides the...

The world's leading video surveillance information source, IPVM provides the best reporting, testing and training for 10,000+ members globally. Dedicated to independent and objective information, we uniquely refuse any and all advertisements, sponsorship and consulting from manufacturers.

About | FAQ | Contact