Axis's Brazil Business Examined

By Robert Wren Gordon, Published Mar 08, 2021, 01:24pm EST

While Axis has been helped in the United States due to bans and sanctions against Hikvision and Dahua, how is Axis competing with them in Brazil? IPVM spoke with Axis competitors, partners, and Axis itself to find out more.

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**** *** **** ** Brazil *** *** **** few ****** ******* **** local ********* *************, ******* a ****** ************* ** the ******.

** **** **** ** examine ****'* ****** ********, discussing *** ******* ************'* market ***********, ****** *********, and ********** ****** *** Brazilian ******.

  • ********* ****** ***********
  • **** ****** **********
  • ** ***** ** *********** in ******
  • ************
  • ***********
  • ****** *********
  • *********: ******* *******
  • * **********

**** ** *** ******* in * ****** ** posts ********* *** ********* businesses ** ******* ***** surveillance *************. *** ******** coverage, ***:

Estimated ****** ***********

** ******, ****, **********, ** * ***** provider ** ***** ** unit *** ****** *****. The ******* ***** ************ sellers ** ****** ************(* ***** ******* ********* with *****) *** ********* (which *****-******* *************). ****'* ******* ** just * ******** ** those *********; *******, ** estimate ****'* ****** ******* to ** ************* ****** than ******'* **-******* *******, for *******.

**** ********* **** **** and ***** ******* *** the *** **** ****** the ********* ********** ****** market, **** *** ******- and *******-***** ************* ********** larger ********** ****** ****** than *********** **** ** Pelco, ******, *******, ************, and ********. ** ******** to ****, **** **** that ** "** ******’* market ****** ** *** enterprise ******** ******:"

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** *** ** ***********, we **** **** * shift ** *** ****** landscape **** *** *****. Today *** **** *********** are ********** ********* ******* on *** ******** ******** within *** ********* ******. That ****,Axis ** ******’* ****** ****** ** *** ********** ******** ****** with the largest channel, the most trusted solutions and strong local presence. [emphasis added]

Axis ****** **********

**** ********* ** **** that ** *** **** present ** ****** ***** 2007, ************* ****** **** many ******* ********* **** as*********************, *** **** ** has *** **********, "*********** year-over-year ******:"

**** ******** ***** *** operation ** ****** **** the ******* ** *** São ***** ****** ** 2007. **** ** *** on *** ****-****, *** focus *** ** ***** the ************, ******** ******** our ***** *** ***** market *********** **** ****** to **.

****** * *** ***** years, ** ****** ***** Brazil’s ******-**-** *********** ** nearly **% *** ** positioned ********* ** * trusted ************ *** *** Country’s ******* ** ***** brand. **** ** *********,we ***** * ************ ******* **** * ********** ************ ******* *** * ********* ******* ******* ***** ************ ******** ** *********** ****-****-**** ******. [emphasis added]

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**** ******* ****** **** it ********* ******* ** in ****** (* ****** Axis ******** **** **** that *******, ****'* **-******* ***** are *** ****** ***** in *** ********* *** are ******* ******* ** each ** ******'* **** macroregions, *** *****) *** that **** ****** ********* integration **** ****'* ******** operations ** **** *** 2019:

** ****, ** ****** part ** **** ******** Region *** * ******* LATAM ****** ***** *** provided ** **** **** tools *** ******* **********--*********** us *** *********** ********** growth. ***, ** **** we ***** ********** *** best-in-class ** ******* **** into *** ***** **********.Today, **** ****** ******** ** * **-****** **** ****’* ******* ********* ** *** ********* ****** ** *** ***** ** *****, ***********, *********, ******** ***********, *** **********; ***** ****** ** ** ***** ******** ******* ** *** ****** ******* ** ************, *********** *** *** *****. Furthermore, our multilingual Technical Services Group--which provides technical assistance, warranty services and post sales service to our entire network of partners--offers exceptional support and serves as one of our greatest differentiators. Also, our Sao Paulo office also features a Service Center dedicated to the Brazilian market where we can expedite RMA returns and perform small repairs for our local customers. [emphasis added]

No ***** ** *********** ** ******

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********* ******** **** ****** is ******* ** *********** importation *****, ** **** covered *********************. ****, ****** ****** Intelbras *** *********, **** not **** ***** ************* and **, *********, ******* to ***** ****** ******* that ******** *** ***** differential ******* **** *** these ******.

******* ************* ** ********* such ** *******, ******, and ********, **** ********* to **** **** ** has ** ***** ** manufacture ** ******:

*** ******** ***** ********* to **** ****** ******* as **** ** *** growth **********, **currently ** ***’* ******* ***** ************* ** ******. [emphasis added]

************

********* ******'* *******, *** ******** ****** distributors *** *******, **********, and ***:

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* ***** ************ ************ commented ** **** **** WDC ** ****'* ******* distributor ** ******.

***********

****'* ************ **** ********, ******** Tecnologia ****, ***** ****çõ** de **********, *****, *********, Hema ********** ****, ***, L8, ** **********, **** Telecom, ******, ******** ****çõ**, and ******* ******* ** its **** ******** ** Brazil.

*** **** ******* **** lists * ******* ** silver ******** ** ******.

Recent *********

**** ***** ***-*** ********* in ******, **** **** best **** ********** ***-***** with **** *******. ********* its ****** *********, **** told ****:

********** ** *** ******, Axis ****** *** **** many ********* ** ****** years ****** * ******* of ******** *******[*] *** based **** ********* ************. While ******** ********** *** project ********* *** ************, you *** **** **** publicly ********* *********** ***** success ***** ** *** website. ****** **** ****, criticalinfrastructure, **************, ****** *** ********** ******* **** **** *** ***** ** *******[,] among others. [emphasis added]

******** ********* **** **** studies (********) ******* *** ********* end-users' ***************:

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****** **** ****** ********* pointed ** ********, *********, government, ******, **** *******, and ****** ** ******** in ***** *** ******* manufacturer ******** ****, **** one ****** ******** ******* as * ****** **** retail ******** ********** *** Axis *** ** *** pricing ** *** ******* relative ** ***** ** its ***********.

***********, *** **** ****** Axis ****** ******** **** IPVM **** **** * client **** **** *$**,*** (US$5,250) ***** ****** **** cameras, ****** ******* **** if **** * ****** was ********* ** ********** 20 *******, **** **** would ****** *** *** Hikvision ** *********.

* ****** **** ********** and ** **** ********** both ********* **** ****, like ****** **** ** Bosch *** ******, **** particularly **** **** ***** international ********* *** *** Axis ****** *** ******* Axis ** ***** ****** locations *** *** **** of *********** *** ***********:

**** **** ***** **** large ************* ********* ** Brazil.

Success: ********** ***************

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* ****** **** ********** told **** **** *** Sweden-based ************ ****** **** the ********* ********** *** emphasizes **** ******** ** its ****** ********:

**** ** **** ******* they **** *** ** work **** *** **********, they **** * **** 100% ******* ** **********.

** ** ******* ** Axis's **** **** *** Brazilian **********, **** ***** this **** ************** (*** photo) ** ******'* ******** of *** *********** ** Brasília.

Advantage: ******* *******

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**** ******** **** ********'* strong ****** ******* ** a**** **** *****. ***** **** **** focused ** *** ********** of **** ********* ** the **, * ****** Axis ****** ******** **** IPVM **** *** ******* company's ******* ** *** Brazil ****** ** ************* similar:

** *** *** ****** Axis, *** **** **** of *** ***********. ** an ***** ** *** corporation.You *** ******* **** ****. Very well. I ***'* ***** *'** **** **** **** * ********** ********* ******* ******** *** *********. [emphasis added]

*** ******** ******* **** not **** ******* ** Axis's ******* ******* *** included ******** *************** *****, ****'* ******-***** ******** director:

********** *** **** ****. She ***** **** **** anyone ********** ** ***** function. **** ********* ** inside ***** ** ******* manager ** ********* ** managers, **** ********.

**********

***** **** ** **** to **** * ******** corporate ******* *** ********* what * ********** ********* as * "***** ******** base ** ******," *** Swedish ************, **** *** other ************* ** *** series, ***** ******** ********** locally.

** ******** ** ****, Axis **** **** *** regulations, ****** ***********, *** import ******** **** ***** its ******* ********:

Every ******** ***** **********, *** *** ***** ** ***** ******* *** ***********, ****** *********** *** *********, *** ****** ********. All of these factors will be important for companies to address as they look toward long-term growth in the Brazilian market. However, factors like these will always be present, so a company’s business model, strategies, relationships and ability to innovate are even more essential to success. And, a market like Brazil--which continues to attract investment and achieve solid returns--presents great opportunity. Axis is well-aligned with the Brazilian market and poised for success. We have a deep understanding of the market, a strong investment, an entrepreneurial vision, and business agility. Accordingly, we *** ********* ** *** ****** ****** *** *** ************ ** *** ****** ******. [emphasis added]

Challenge: ****** ********

* ****** **** ****** employee ***** ******* ******** and *** ** ********** that *** ************ ***** domestically. ** * ************ with ****, ** ***** that ** ********** "*** to ******* ** ********* why **** *****’* **** in ******."

*** **** ******** ********* that ** **** ****** which ***** **$*** ** the ** ***** ********* cost **$*** ** ****** due ** ******'* **** importation ***** ** ******** finished ********.

***** **** ***** *** to *****, ******** **** a **** ********* **** that **** **.*% ** its ***** ******* *** US ****** ** **** (see***********), ********** ****'* ****** sales.

**** ***** ***** ****** policies, **** **** ****:

**** ****** * ******* emphasis ** ****** ******** and *********. ** **** very ******* **** *** parent *******, *** ** accordance **** ******’* ******* Laws *** ***********, ** order ** ******** ****** practices *** ****** ***********.

Challenge: ********* ** ******* **** *****

**** ***** ************* ******** the ***** ** **** cameras, ***** **** ** higher ***** ****** **** their *********** **** *********** such ** *********, ******, and *******.

*** **** ********** **** IPVM **** *** ********** in ******* ******* **** and ********* ** ******:

** *** *********, *** could *** **** *** quality *** ***, ********, even **** ***** ******** say **** ***** ******* is *** **** **** better **** *********.

*********, * ***** ************ professional ***** ** ******** Brazil **** **+ ***** of ********** ** *** market **** **** **** Axis ********* ** ******* its *****:

**** ********* *** ********** of *** *******. *** client *****'* **** * camera **** *** **** 15 ***** **** ****'** going ** ******* ** in **** ***** *******. No-one ***** **** *** camera **** ***** **** after ********* ** ******* from * ****** *** the ****** **** ** Brazil ***** ** *****.Axis ********* ** ******* *****, *** **** * ****** *** *+ *****? [emphasis added]

Challenge: ************* ****** ******* ** ***********

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** ********** ** ********* Brazil **** **** **** Axis ***** ** * better *** ** ************* profit ******* ** ***********:

*** **** ** **** a ****** ** **** sale...This ** ******...Many ***** *********** **** ********** ********** *** **** ******* ******* ** * *******...For example, if you sell a Chinese camera, you can sell it for R$10 and take R$5, R$5 of profit. You can sell an Axis camera for R$30 and receive R$10 of profit...While *** ****** ********** *** ** *****, *** ******* ****** *** ** ******...I think there is room to further strengthen the channel program...What I see is that integrators have difficulty perceiving how much is the profit of one company over another. [emphasis added]

** *****, ***** ****'* PRC-based *********** *** ***** substantially ****** ****** *********** than **** ****, *** higher ****** ** **** cameras *** ********** ****** in ******* ******* ****** and *********** **** ** a ****** **** ****** netting ** ********** *** same ****** ** ***, three, ** **** **** PRC-brand *******.

Challenge: *****

******* *********** ****** ** the *** ** *** Brazilian ****** ******, **** cameras *** ***** *** the **** ********* ****** for ********* ***-*****. *** consensus **** **** ****'* conversations **** ***** ************* is **** ***** ** the **** ***** ************ that ***** ** * higher ***** ***** **** does ****.

********* ** ** **** [and *****] **********, *** German ************ *** ******* advantages **** ****:

***** ** **** ****-***** than ****... ***** ** a ********** **** ***** is **** ******** **** Axis.

Challenge: *** **** ** *******, ***** ************

* ******-***** *********** *** told **** **** ** is "* *** ** Axis" ********** ** **** about ****'* ********** ******, claiming **** *** ******* manufacturer ** "******" *** prioritizes *** ************* **** large ************* ************ **** smaller, ***** *******:

****, *** ********** ****** in ******, ** ****** for * **** **** time, **** ** *** open ************. **** ******* to ******** ************* ********* (with *** ********* ** WDC).

********, ** ******** ******* in *** ***** ** the ******* ********* ****'* commercial ****** ** "******" and **** **** **** Axis **** *** ** feel "********:"

****** ********** ******. * felt ******** *** *** selling ******, ****** *********, fewer *********.

Challenge: ****** ***** *** ******* ** *******

** ************* **** ****, two ****** **** ********* touched ** *** ******-***** manufacturer's ***** ************ ** camera *****, **** *** stating **** "**** ***** to ** ****** ****** sales."

* ****** ****** ******** was **** ******* ** the ******, ********** **** as "****" **** ****** control:

**** ** **** **** access *******. **** ** focused ** ******* *** has **** **** ****** control ********.

**** ***** ************ ***** its ******** ** ******* access ******* *** *** in ******, **** ********* to ****:

** *** ************ *********** new ********* *** ********* the ****** ***** *** entire *********--**** ** ****** includes ****** *******, *** also ***** *********, *********, and ***. *** ******* focus ** ** ********* for *** ********** ******** market.

Challenge: ** ***** *******

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**** ***** **** *** the ******* ********** ****** Axis ** ******, * former ******** ********* ** IPVM **** "** ******* cameras" *** *** ** Axis's ******* **********.

*** ****** ******** ********* that, ***** **** "******* not ** ***** ***** camera ******," ******* *** to *** "**** [***] a ******* ******* **** needs ** ** ******* biannually ** **** *******" in ******, ** ********** that **** "***** ** be **** ** **** thermal ******* ** ******."

** ******* ** **** claim, *** ****** **** staff ****** ***** ***** laws ** ****** **** currently ******* ********** ** measure *** ************ ** entrants, **** ******** * large ******. ************, *** former ******** ***** *******, noting **** **** ** left ****, *** "**** expensive ****** *** **$**,***;" however, ** ******* ******* are ******** **** **** might ** **** ** price **** ********* ** high ** **$**,***.

Challenge: *********** ******* ****'* *** ** ***** ******** *** ********* *****

* ****** **** ****** employee **** **** **** an ******* ********* ****** the ******* ** ****, particularly ** *** **** of ****** ****** ********, things "**** * **** time:"

**** ****** ******* ************* Axis ***** ***** *** make ** ******* **** public ****** ********.

***********, **** ********** *** differences ******* ***** ******** in ****** *** ***** business ******, **********:

**** *** * *********** way ** ******* *** a ********** ******** ***** that ********** ********, **, the *** ** ******* in ****** ** ***** similar ** *** *** you **** ** *** US ** *** **. Our **** ****** ******* on ******** ****** ************* which **** ******** ******* a **** ********* ** the ***** ******.

Challenge: *** *** ********* *** ** ****-***** ******* ** ******

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* ****** **** ****** employee **** **** **** the ************ ***** ******* from ****** **** ********* in ******:

*****, ***** *** ********* have **** ********* [**** does **** ** ******.]

** ******** ** *** lack ** *********, *** former ******** ***** *** fact **** ****'* ****-***** support, ***** ******** ** Brazilians ** **********, ** based ** *** ****** States, **** ******* * substantial ********** ******** ******* Axis ******* *** *** clients ** ******.

**********

**** **** **** **** it ***** ** ******** investing ** *** ********* market *** *********** ****** over *** ****** *****:

****** *******,we **** ******** ** ****** *** **** **** *********** ** *** ********* ******, such as the recent move to a new office--featuring our new Axis Experience Center-- located on Paulista Avenue in São Paulo. This 1000 m2 space is filled with our latest solutions, open to our partners and customers, and ready to accommodate the future growth of our team. [emphasis added]

*** ********* **** ***** local ******** ************* *** have ****** **** **** is **** ****'* ***** of ***** *** ****** in ******'* ********** ****** is *******. ***** ****** employees **** ***** ***** experience **** *** ******* manufacturer, ***** ****** ********** entities *** ************** ***** its ********* *******, **** nonetheless ***** ******** ********** such ** **** *******, a ******* ******* *****, and ********** **** *********** Bosch *** *********, *** combination ** ***** ***** cause **** ** **** its *** **** ** the ***** ** ****.

Comments (1)

**** **** *** ******* on ***** * ** include *** ********* ******* based ********** ********* **** **** studies (********).

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