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

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...
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,...
Sony Misleading Marketing Hides Cracked Backdoor on Jan 25, 2017
Sony is attempting to deemphasize the severity of the backdoor uncovered in Ipela cameras. Meanwhile, IPVM has verified that the root password for...
PR Firm Pleads Don't Scrap PR Spending on Jan 20, 2017
PR is not dying, warns pleads PR firm. Take 40+ year old industry PR firm LRG, who recently lamented the 'misconceptions' that: Traditional PR...
Dahua UnFavorability Results on Jan 19, 2017
Dahua, the mega-Chinese surveillance manufacturer not primarily owned by the Chinese government has been trying to break out of the shadow of...
ADI Battles Manufacturer Partners on Jan 11, 2017
ADI is battling their manufacturer partners, building up their own competitive house brand W-Box, while manufacturers still fund ADI's business...
Exacq 3 Co-Founders Exit on Jan 10, 2017
Exacq co-founders David Underwood and Daniel Rittman have exited the company. UPDATE: And a 3rd co-founder is now also leaving. In this note,...
How Axis Can Beat Hikvision on Jan 09, 2017
Hikvision has rocked the industry globally, bullying former video surveillance revenue leader Axis even in the Western world. What can Axis...
Dahua New Marketing Head Hired From Hanwha / Samsung on Jan 04, 2017
Dahua is bad at marketing. And they are finally taking a step to correct that, hiring Janet Fenner, who joins after 6+ years at Samsung / Hanwha...

Most Recent Industry Reports

Honeywell Sues Alarm.com For Violating Anti-Trust Laws on Feb 24, 2017
Is Alarm.com about to dominate the smart home software market? That is what Honeywell alleges in its new lawsuit, first reported by...
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...
Advertising Like Avigilon at the ISC West Airport on Feb 24, 2017
Avigilon has grabbed a lot of attention over the last few years advertising at the Las Vegas airport when attendees fly in. But how does that...
Artificial Intelligence Robot Assistant (ACTi) on Feb 23, 2017
Has artificial intelligence come to the video surveillance industry? ACTi has released 'SARA' which it bills as an 'AI assistant that brings...
Cutting Costs 70% Using Milestone With HD Analog on Feb 23, 2017
HD analog and enterprise VMSes are often thought of as being on opposite sides of the spectrum, with HD analog best for small jobs due to its low...
Dahua 4K HD Analog Cameras Announced on Feb 23, 2017
HD analog has been gaining popularity (even if Axis hopes otherwise). Last year, HD analog's max resolution doubled from 1080p to 4MP (see our 4MP...
Uniview (UNV) IP Cameras Tested on Feb 22, 2017
"We're #3," in China says Uniview (UNV). While the company significantly trails Hikvision and Dahua in total sales, one notable difference is that...
Glass Doors and Access Control Tutorial on Feb 22, 2017
The biggest challenge for many access control systems are glass doors. Here's what happens when a maglock is improperly installed to an existing...
Exacq Favorability Results on Feb 22, 2017
For years, Exacq has been one of the most frequently favored VMSes in IPVM integrator statistics (e.g., see Favorite VMS Manufacturers...
The Hot RMR Company - Electric Guard Dog on Feb 22, 2017
The financiers at the Barnes Buchanan conference praised a company named 'Electric Guard Dog'. While the name sounds fairly low tech, the money and...

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