Axis Takes Over Canon Surveillance Sales and Marketing

By: John Honovich, Published on Sep 01, 2016

The wasteful Axis / Canon conflict is ending.

After more than a year of Canon's video surveillance group competing with Axis, Canon is subordinating itself to Axis.

In this note, we shared feedback from Axis CEO how this will work, examine the move and what it means for Axis, Canon and the market.

*********** **** / ***** conflict ** ******.

***** **** **** * year ** *****'* ***** surveillance ***** ********* **** Axis, ***** ** ************* ****** to ****.

** **** ****, ** shared ******** **** **** CEO *** **** **** work, ******* *** **** and **** ** ***** for ****, ***** *** the ******.

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

The ******

**** **** *** ***** America ***** ***** ************ sales *** ********* **** be *** ** ****. In **** ****, ***** Europe ****** ** ************ on *** ********, ******:

***** ****** *** **** the ******** ** *** the ********* ** **** to ******* *****-******* *****. We **** ****** * distribution ***** ******* **** across **** ** ***** 1 ********* ****. 

***** ****** *** **** the ******** ** **** the ********* *** ***** of ***** *** ******** and *********.

*** **** ************* ********* **** **** **** **** over **** **** *** North ******* ***** *** marketing.

Axis ***** ********** / ***** / **** *****

**** **** ***** '**********' Canon ***** ************ ********. According ** ****' ***:

  • ***** ******** **** ** added ** *** **** price ****.
  • **** ******* **** ** able ** *** ***** video ************ ******** **** like **** *** **** ones.
  • **** ***** ****** **** be ************ ** **** *****.

Little ***** ** ***** ** ****

*******, *** ******* ****** is **** *****'* ***** surveillance ******** **** ****** value ** ****. **** add **** ****** ** terms ** ***** ************. Indeed, *** *** ***** feature ***** ***** **** (their***** **** **** ****** pan / **** / zoom *****) ** ********* **** Axis ************* ********* *** announced ******** (*** *** *** ******).

***** ****** * *** of *********** ****** ** Axis, ***** ***** **** already broad ****, *** ******** be ** ******** ***** given *** ********** ********** of **********.

Japan *******

*** *** ******* ********* is *****'* **** ****** of ***** ***** ***** will ***** **** *** market ***** ************ ******** directly, ***** ** ********** given ***** ***** ********.

Wasteful ***** *** ********* *****

**** ***** ***** ***** Europe **-********* *****'* * *** cameras ***** ********** ** *****. Just **** ** *** West, ***** *** * big *****. ******, *****'* IFSEC ***** *** ***** next ** *******'* *** more **** **% ******:

*** ***** *** *** the **** ******** ******** at *** **** ****, ironically ***** **** ** fellow***** ******** ****** ****:

******, *****'* ***** *** 40% *** **** ** Axis', ******* ****** * tiny ******** ** **** revenue *** ******* *********.

**** *****'* ******* ***** surveillance **** *** ***** owned ** *** **** larger ***** ************ ******** Axis, ** **** ****** sense *** ****** *********** money.

Outlook - *** ** ***** ***** ************

** ******* **** ** the ***** **** ** ending ***** ***** ************. The **** **** ***** Europe *** ******* *** chosen ** **** ***** own ***** *** ********* in ***** ** ***** subsidiary / ***** ******* is * ****** ********* about *** ***** ***** the ********* ** *** two *************. ****** **** figures *** **** *** to *** *** ***** name as *********** * ********** or **** *****, ** see ****** ***** ** keeping *****'* ******** ******.

******* **** ***** *** Axis ** **** **** address *** **** *********** threat ** *** ******* surge ** *** ******, but ** ***** ** will **** ********* *** wasted ********* *** ********* of ***** ********* **** its *** **********.

[****: **** **** *** originally ********* ** **** 7th **** **** ******** initial *********** *** *** edited / **-******** ********* the ******** ************.]

Comments (30)

Interesting to read the comments of the speculation in the earlier threads (https://ipvm.com/reports/canon-axis-conflict), certainly the denial and now the reality that was always the clearest and simplest move from the first day they decided to acquire Axis -

Unless Axis figures out some way to use the Canon name as effectively a subsidiary or line brand...

Branding prediction (within 1 yr)

Axis by Canon

Pelco by Schneider Electric! ;)

Irrelevant overall, since Canon has no brand recognition in the security arena. Matters little where Canon's name is placed or will be placed since its Axis that has the name, and is known and asked by the end user.

This isn't the consumer product market, so keep that in mind fully as we hear the chest pumping of the Canon name (either by those who work there, and/or folks who have their consumer products) - it has not helped them so far in the security arena. And if it did they wouldn't have to acknowledge the fact that they will now be subservient to Axis..

"that they will now be subservient to Axis.."

That has got to be one of the dumbest comments ever posted on IPVM, possibly the whole internet. Give me a break.

Yeah, yeah the company that paid the 2.85 billion will now be 'subservient'. They are the parent company and once wholly owned Canon will call the shots, but will likely not tinker too much as it's already a very, very well run company.

I had to mark this disagree simply for the "possibly whole internet." part of your comment. Have you been on the internet? :-)

I am also guessing that 1 meant in the security field not as an entire company....

No, this is my first time

Is the bar generally higher is it?

Depends on how you react - it would be clear that you are from Canon based on your wild comments. Fair enough

Nobody likes to have their baby called ugly, we get it....its not comfortable

...Canon Europe has made a significant move to subordinate itself to Axis.

Subtle substitution: subservient subordinate

The article states "subordinate", and they are shutting down their own security offering or obsoleting it..... and in your words not tinkering with it (because they know they cant improve upon it) - plus the past position of Axis's President and his quotes - do a search....

I'm not interested in snarky comments and banter. your entitled to your opinion, which is baseless.

One of the big reasons for all this is that in the months prior to the purchase Axis had given notice that they would stop purchasing Canon produced components and move it all to China. With this purchase Canon have effectively bought all that back in-house and added the companies general revenue onto the books, as well as that of Milestone Systems.

Axis, as has been seen the last year, has moved to become an end-to-end solutions provider - that will leverage Milestone whenever required - and Milestone will remain the open platform, and completely separate, and cream it off working with the rest of industry's camera manufacturers.

How's that for baseless?

It tells us nothing that wasn't already known by most....Canon made Axis's first IP camera back in the day, but the minuscule amount that Axis purchased from Canon (up until it was acquired) certainly didn't justify the purchase and from Canon over paying for it. The loss of revenue in the other SBU's prompted (Consumer imaging) Canon to do something big as their combined YoY year decline in revenue was approaching $1.5 billion in less then 3 years time, and their lack of innovative products wasn't keeping pace with the erosion (smartphone explosion namely) of cutting into their core organic growth.

They are still in dire straights and haven't fixed that hole, but that's another topic and conversation

You actually don't sound too knowledgeable about the company you work for or the security industry as a whole.

Ouch!

well played internet random, well played

Update: Canon and Axis have confirmed this will occur for both EMEA and the Americas as well as the specifics that Axis will sell Canon products under their own price list, through Axis dealers and will commission Axis sales people for Canon products.

Wonder who or what will be in the big Canon both at ASIS now?

I hope a bar.....

A new brand will be released for all of the Canon employees. It will be made up of all of the Canon cameras backed up with the Milestone VMS. The product will be called Milestale.

MileSight

Any guess on how this streamlining may affect their 'marketing dollars per camera', often reported to be ~$60?

Since Canon's video surveillance sales are so small, I doubt it will have much of an effect.

Here is my broader prediction - Canon will either stop releasing new Canon branded surveillance cameras or those cameras will become a specific line with Axis. Since Axis is now deciding how to sell and market Canon's products, they will not alone new redundant products like Canon's domes.

Since Canon's video surveillance sales are so small...

How small, $50 million/yr?

Point being that if they are so small, the waste wasn't so great to begin with, and it sounds like they may be putting Canon Surveillence on life support in any event.

I can only really see the VB-M50B and the dome cameras offering the PTRZ function continuing in the mid to longer term.

dome cameras offering the PTRZ function continuing in the mid to longer term.

But Axis has the new Q36 series that provides the same or better PTRZ function so that makes even them redundant.

Perhaps, I'm open to the possibility I'm not up-to-date with what they have.

I was advised that they had x1 unit offering PTRZ and that it was internal only.

I was advised that they had x1 unit offering PTRZ and that it was internal only.

They have 2 models, both outdoor IP67 and IK10, one at 1080p and one at 6MP.

Well there you go then ...I bow to your greater knowledge on the matter.

Just VB-M50B it is then for the high-level security applications...

Just VB-M50B it is then...

Though I wouldn't count on that camera to turn around Canon surveillence.

Heck, the VB-M50B can't even turn itself around, not all the way at least.

Seven new Canon cameras announced thru Axis:

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