Arecont's Magical Marketing Exposed

By: 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.

[premium_content]

Related Reports

Security / Privacy Journalist Sam Pfeifle Interview on May 24, 2019
Sam Pfeifle is best known as the outspoken former Editor of Security Systems News. After that, he was publications director at the International...
Dahua USA Celebrates 5 Years of Errors on May 22, 2019
Dahua USA is, in their own words, 'celebrating' 5 years in North America or as trade magazine SSN declared: Dahua Technology finds success in...
Amazon Ring Public Subsidy Program Aims To Dominate Residential Security on May 20, 2019
Amazon dominates market after market. Quitely, but increasingly, they are doing so in residential security, through a combination of significant...
LifeSafety Power NetLink Vulnerabilities And Problematic Response on May 20, 2019
'Power supplies' are not devices that many think about when considering vulnerabilities but as more and more devices go 'online', the risks for...
Inside Look Into Scam Market Research on May 17, 2019
Scam market research has exploded over the last few years becoming the most commonly cited 'statistics' for most industries, despite there clearly...
Vivotek Talks About Taiwan, China, Bans, AI And Business Development on May 10, 2019
Vivotek, Taiwan's biggest manufacturer by revenue, did not have a booth at Taiwan's Secutech 2019 (which we are covering). However,...
Verkada False Allegations Against Avigilon Exposed on May 08, 2019
Verkada has leveled false allegations against Avigilon, as part of their aggressive marketing tactics against the 'dinosaurs' in the 'ancient'...
Knightscope Adds Just 2 Total Customers In Past Year, Yet Raising Money at $300 Million Valuation on May 02, 2019
This is no longer funny. While Knightscope has laughed it up promoting robot selfies, joking about a 'suicidal robot', the man who attacked a...
Verkada Salesman: IPVM "Stuck In A The Stone Age" on Apr 25, 2019
Verkada is 'tackling dinosaurs' and battling those, like IPVM, who are 'stuck in a the stone age'. Verkada's recent sales recruiting promotion...
Amazon Marketing Pro Installs of Amazon Security Systems on Apr 25, 2019
Is Amazon a threat to conventional providers like ADT, Vivint and Brinks Home Security? Many say no. Now, Amazon is advertising free in-home...

Most Recent Industry Reports

NJ Law Requires Apprenticeship For Public Works Integrators on May 24, 2019
Few integrators do a formal apprenticeship program. However, now a NJ law is requiring any integrator on public works projects (such as state...
Security / Privacy Journalist Sam Pfeifle Interview on May 24, 2019
Sam Pfeifle is best known as the outspoken former Editor of Security Systems News. After that, he was publications director at the International...
Verkada Video Quality Problems Tested on May 23, 2019
Verkada suffers from numerous video quality problems, not found in commercial IP cameras, new IPVM testing of Verkada vs Axis and Hikvision...
Average Frame Rate Video Surveillance 2019 on May 23, 2019
What is the average frame rated used in video surveillance systems? In IPVM's 2011 statistics, the average was 6-8fps increasing to ~10fps in...
Access Control Job Walk Guide on May 22, 2019
Significant money can be saved and problems avoided with an access control job walk if you know what to look for and what to ask. By inviting...
ASCMA / Monitronics Declares Chapter 11 Bankruptcy Plan on May 22, 2019
Monitronics is entering into Chapter 11 bankruptcy. The company, also called Ascent Capital Group Inc., aka ASCMA, aka Brinks Home Security,...
US Considers Sanctions Against Hikvision and Dahua on May 22, 2019
The US government is considering blacklisting "up to 5" PRC surveillance firms, including Hikvision and Dahua, Bloomberg reported, with human...
Dahua USA Celebrates 5 Years of Errors on May 21, 2019
Dahua USA is, in their own words, 'celebrating' 5 years in North America or as trade magazine SSN declared: Dahua Technology finds success in...
Axis ~$150 Outdoor Camera Tested on May 21, 2019
Axis has released the latest in their Companion camera line, the outdoor Companion Dome Mini LE, a 1080p integrated IR model aiming to compete with...
Covert Facial Recognition Using Axis and Amazon By NYTimes on May 20, 2019
What if you took a 33MP Axis camera covering one of the busiest parks in the US and ran Amazon Facial Recognition against it? That is what 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