How Axis Can Beat Hikvision

By: IPVM Team, Published 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 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

********* *** ****** *** industry ********, ******** ****** video ************ ******* ****** Axis **** ** *** Western *****.

**** *** **** **?

*** *********** ********* ** IPVM's ****** ** **** and *********, ********* ******** of ********* *** ********** for *** * ******.

** ***** *** * key *****:

  • ******** ****** **********
  • ******** ***********
  • '******' ********

[***************]

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?

Login to read this IPVM report.
Why do I need to log in?
IPVM conducts unique testing and research funded by member's payments enabling us to offer the most independent, accurate and in-depth information.

Related 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...
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...
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...
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...
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...
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...
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...
Panasonic 32MP Multi Imager Camera Tested (WV-X8570N) on May 16, 2019
Panasonic has released their first multi imager models including the 32MP (4x4K) WV-X8570N, claiming "Extreme image quality for evidence capturing...
Trump Signs 'Huawei Ban' - Executive Order Targeting Foreign Adversary Technology on May 16, 2019
US President Donald Trump has signed an executive order targeting technology provided by 'foreign adversaries', in what is widely being called a...

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