How Axis Can Beat Hikvision

By IPVM Team, Published Jan 09, 2017, 09:03am EST

Hikvision has rocked the industry globally, bullying former video surveillance revenue leader Axis even in the Western world.

What can Axis do?

200 integrators responded to IPVM's survey on Axis and Hikvision, examining patterns of strengths and weaknesses for the 2 rivals.

We argue for 3 key moves:

  • Enhanced dealer protection
  • Solution abandonment
  • 'Sweden' campaign

Quality *** ******* *** * *******

*** **** **** *** Axis ** **** ******* quality *** ******* **** not ******** *** *********** surveyed. **** *********** ************** trust / ******* **** products ** * *** advantage. **** *** *** the **** *** *********. Indeed, ** ** *******, 30% ** *********** ******** have ****** ************ *** to **** ********* ** all, * ***** *** level ** ****, **** though ********* ** *** less *********.

Pricing *******

**** **** (**********) **** pricing *** *** **** common ********** ********* *** unsurprising:

  • "*** **** ** ****** too ****."
  • "**** **** ** *** high ******** **** ***** brands ****** ** ***** specification."
  • "******* ***** ** ** more ***********."

** ******, ** ****** the ***** ***** *** is ******* ***** *** something **** **** **.

Not ***** ******* **** *******

*** **** **** ** that ****' **** ***** integrators, *** ********** ** leading **** **** ********, did *** ********* ******** about ***** ***** *** high ** ********* ** China. ******, *** *** theme *** ************ ******* compared ** **** **** online *********:

  • "****** ******* *** *******. We ** **** ** business **** ***** ************* so **'* **** ** switch ** * ************ which *** ********* *** buy ******* **** ** can."
  • "****** ******* ***** ** allow *********** ** **** reasonable ******* ** ****** MSRP ******."
  • "******* *** ***. ********** not *********. **** ** stop ******* ****** ** end *****."
  • "**** "****" ** ******** available *** **** *** leave **** *** ********** profit ****** **** ******* the *******."
  • "**** *** ** ******* distribution ******** ******* *** integrator ** **** ****** to ** ****** ****** online."

********, *********** **** *********** with ******* **********:

  • "******* ******* ******* ** slow ***** ******* *** “middle ***” *** *** discounts *** ****."
  • "** ***** *** ****** protection ******* ***** * Gold *******, ** ******* deal ************* ** ***** make **** ******** *****. That ** ** ***** one ***** *** *** count ** **** ****, Panasonic, ******, ***. * have ********** $****+ **** with ****, **** * drove, **** *** ******** on ****, ********, ***** the *****, ***, *** received * *** ** 2.5 ********** ****** *** of *** **** ***** buy *****. *** **** an ********** *.* *** of ****, **** ***** other ************ ** *** world *****."
  • "******** ******* ***** ******* on ****** *** ****** those *********** ***** **** products."

************** #*** ****: ******** ********* and ************ ****** *** partners. **** **** ******** the ****** ******* / branding ****** ** **** / *** ***** ******** integrators ** ** **** competitive ******* ***** **** alternatives *** **** ********* to **** **** **** for **** ********.

Solutions *** *** *** ********

*** ***** **** *.* initiative ** ** **** Axis **** *** '****' IP ****** ************ **** a ******* ******** ********, selling ******** *** ********, relabeled *******, ***.

*********** ** *** **** that:

  • "***** ** *******. **** hiding ** ** ***** and *********. *** **** the ****** ******."
  • "** ***** **** **** Axis ******* ** * different ***. ** ****** (almost *****) **** **** Axis ***."
  • "**** ***** **** ** integrating ****** **** ********* rather **** ******* ***** own ***."

** *** ~*** *********, almost ** ********** ***** for **** **** ** better *** ******** ** access *********** ** *********, etc. ******, ***** **** these *** *** ***** of ****** **** *** been ******** **.

***** ******** ***** ******** with **** **** ******** sales ***** *** **** win ****** *** ******** higher ***** *** ******* number ** ********** *******, integrators *** *** **** effective *** *** **** to **** ********* ** the **** ******.

************** #*** ****: **** *** solution *****. *** **** does ** *** **** Axis ***********, ** ***** technology ********, **** ********* sibling *********, ******* *** Axis / ********* / Genetec ***., ********* ****** than ******* ******** ******* the **** ****** - Hikvision.

Vulnerability ********* ***** *** ********** *********

****** *** ****** *********** had **** ************ ***** ******** *** their ***** ********** *********, a ******** ** *** dozens ** ******** *****:

  • "********* *** ******* ** that **'* ******* ** government ********* ** ** economic ****** ** ********* China. *** ******** * cyber ****** ***. *** other **** **** ***** are **** **** *****."
  • "******* ********* ** ******** Government"
  • "***** *****. *********? *****-******** issues. **** ****'** ***** by *** ***"
  • "******** **** ********** ********** equipment ******* ** * company ***** ** * government **** **'** *** but ** **** ***** warfare ****."
  • "*** ******* ********** ***** and ************* (** **** of)"

**** ** ***** **** can ****** *********.

'Sweden' ********

*******, **** ******* **** not ******* * ****-** 'anti-China' ********. **** ***** be *********** ** ******* but **** *** * far **** *********** *******.

**** *** **** ****** to ********** ******* **** with ***** ******* ******** (e.g.,*** **** ***** ****) *** ***** ************* marketing *******. ***** ************* certainly **** ** ** a ***** ********* *********** weakness, ** **** *** do ****** ** ************* Axis ** *****.

************** #* ** ****: Launch * ********* ******** about ******* *********** *******, tying ** **** ****** reputation *** *********** ** buyers *** ******* ******* concerns ***** ***** *********** and ***************.

Recommendations *******

**** *** ************* ******** their *************** ******* ********* / ***** **:

  • ******** ********* *** ************ points *** ********. **** will ******** *** ****** pricing / ******** ****** of **** / *** while ******** *********** ** be **** *********** ******* lower **** ************ *** more ********* ** **** with **** *** **** projects.
  • **** *** ******** *****. Not **** **** ** not *******************, ** ***** ********** partners, **** ********* ******* Milestone, ******* ******* / ********* / Genetec ***., ********* ****** than ******* ******** ******* the **** ******
  • ****** * ********* ******** about ******* *********** *******, tying ** **** ****** reputation *** *********** ** buyers *** ******* ******* concerns ***** ***** *********** and ***************.

********** **** **** ********* will ******* ** *****. Marketing ******* ******* **** help ********* ********* ****** concerns. *******, ********** ********* will ********** ******* ******* and ************ ******* ***** cost ********* **** *********.

Comments (7)

The total cost of ownership is going to rear it's ugly head and heckle from the sideline. Axis is a good product, I don't really care where the engineers are geographically from as long as the final product can speak for itself on cost, design and performance. Comparisons and limitations will keep the competitive juices flowing and allow the architects and engineers to create a superior generation of products. The Axis/Hikvision competition warfare will allow the industry to benefit from the technological breakthroughs and failures as well as the creativity of the alpha-geeks. If Axis wants to pursue development of a VMS then focus on Milestone or a subsidiary there of.

Couldnt agree more with UD1. 

Axis bin the VMS and leave it to Milestone.

1. "Stop the solution focus. Not only does it not help Axis integrators, it hurts technology partners"

2. "Stop the solution focus. Not only does it not help Axis integrators, it hurts the channel sales model"

3. "Stop the solution focus. Not only does it not help Axis integrators, it hurts the open ecosystem"

I would think Axis is aware of the possible negative impact to integrators with end-to-end solution selling.

But with the industry consolidation phase underway now, you're either going to be the whole solution or part of someone else's solution.

Axis doesn't want to be still just a camera maker in 5 years.

Axis doesn't want to be still just a camera maker in 5 years.

Well, when you put it that way...

How about we describe it:

Axis wants to combine its cameras with its own mediocre VMS software rather than its corporate subsidiary which is one of the world's strongest

And, more importantly, when we surveyed Axis integrator partners, almost none of them wanted more / better Axis VMS software. Either Axis is some sort of Jobsian genius or they risk pushing product on their customers that they do not want.

Axis needs to be mindful of history repeating itself; remember IBM and the personal computer, similar trending here. 

What does HIKVISION need to do to continue beating AXIS?

NOTICE: This comment has been moved to its own discussion: What Does HIKVISION Need To Do To Continue Beating AXIS?

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