Axis: "No One Wants To Buy A Camera"
Axis has, in its own description, made a bold declaration:
The industry is changing so rapidly that the following statement might seem bold but it’s true. No one wants to buy a camera.
This statement underscores a number of material problems:
- The issue with many just wanting to 'buy a camera'
- The problem with Axis marketing edge analytics
- The bigger problem with Axis ineffective marketing strategy
Inside this note, we examine them.
*******
**** ** **** ************ **** * '*******':
*** **** ****** ** * ********* that ** ********** ******** *** ******** asserts * ********** ** *** ***** and ********* *********** ** *******. *********, a ******* *** (** *****) *** meanings: *** **** ** **** *** trivial, *** ******* **** ****** ********, but ** *********** ***** ** *********** and ***** ** "*****-**********" ** ****.
** **** ******* ********:
*** ******** *** **** * ******, they *** ** ****** **** ************ their ****** ******** ****** **** *******, but **** ****’** ****** ******* *** is * ******** ** * *******.
***** *** ***** ** *******, **** Axis ************ **** ***** **** ******* issues.
Just '*** * ******'
*****, **** ** ****** **** **** to '*** * ******'. *** ******* Dahua *** ********* **** ** *** driven ** *** *****'* ****** ********* or ********* ******** ********. **** *** buying * ****** **** ******** ******* video ** *** ****** **** ** widely ******** *******.
**** ** ********* **** **** ***** to *** *** ****. *** *** Axis ******** ******* ****. *** *******, their*** ~$*** ********* (******)** **** '* ******' *** ** delivers ******* ***** ** *** ***** connected ** **** ** *** ********. Unfortunately, **** ***** ** ****** ** offering **** ***** *** *** **** 'a ******' *****.
Axis *** **** *********
*******, **** **** ** *** ** about *** ***** ** **** *********:
****-***** ********* *** ** *** ******** to *** *******
**** ****-***** ************
****-***** ********* *** ** ********* ** create *************** *****, ********* *** *** case *** *** ***** **** ***** areas.
*** **** ** **** *** ******** professionals ** **** *** ****-***** ***** analytics ************—*** ***** ******* **** *** becoming *********** **** ****.
** ********** **** **** ************ **** *** *** **** ****. And ***** **** *** ****** * decade ******* ******** ** *** ***** for **** ********* (*.*., ****), **** too *** **********.
Ineffective **** ********* ********
**** ********* ** ***********. **** ******* at *** ******* ** ***** ********* strategy, ** ******* **** **** **** or ** **, ** ****, **********.
** ********, ********* *** * ***** marketing ******** - ******* ** **** cybersecurity ************** *** **** ** **** generic ************* ***** ** ******** ** distract ****** **** *********’* ********* *** control ** *** ***** ********* *****.*********, ****, *** ** ** *****.
**** *******, ********* ** ************ ******* marketing ******** *** *** ******** ** their *** ****** ***** ********, ******** publications, ****** ******, ***.
**** ****, **** ****** ******** ***** products **** **** *** **** **** do ** ** ****** **** (****** ******** ** **** ** *** West ****). **** **** ************ *** ******** do ***** **** ‘** *** ***** to *** * ******.’
******* ****** **********, ********’* *********, **** old *** *** *** ************ **** clear *** ******* ******* **** ***** product ***********. **********, ******** ******* ** image ******* (****** ‘*** **** ********’) in **** ********* *** ***********. ***, Avigilon ******* ** ** / ***** analytics.
*** **** **** *** **** *********** is **** **** ********* ** ********** market ******** ************* ** **** **** for ***** *** **** ** '*** cameras.'
* **** ** ***** **** **** here.
**** ********* ****'* **** ****** ** fully **********. **** ** *** ***** that **** ********* *** **** ********* end ** ******* * **** ****** because *********** *** **** *** * test ** ******* ****** ***** ***********. The *** ** **** ********* ** understanding *** ********** *** ********* *** customer ***** ** ***** ***** ****. I've *** **** ******* ***** **** crossing, **** ********* *** ********* *** for ************ * **** **** **** create ******* ** **** ***** ******. Understanding **********, ***********, ******** *** *** all **** ** **. ** ***** a **** ****** ** ********** ** get ** *****, *** ** *** be **** *** *** *** **** loves **. ** *** **** *** years, **** ********* **** **** **** better *** *** ******* **** **********.
****** **** * ********, *** **** a ******. *** ******** *********** **** as *** *** **** *** **** consumer ** ***** ******** ******** ********* like ****, **** *** ****** ********* and ******* ***** ********** ** **** intrusion *** **** **********. * **** boldly ***** **** ****** *** **** they **** **** * ******, ** ignorant ** *** ******** ** * solution ** *********** ***** * ******** costs **** ****.
********* ********, ****** ** **** ************* to *******.
******* *********** *** **** *** * test ** ******* ****** ***** ***********.
***, ******* '***********' *********** ****:
- *** ******** ***** *** ********** ******* rain ***** *** * ******
- *** ********* ***** *** ********** ******* leaves *** * ******
- *** ********* ***** *** ********** ******* turning ** *** ****** *** * person.
*****, *** ****** ******* **** ******* Nest ******** **** *** ****** ** this **** ****, ******, ********, ***., e.g., ******** ** ****** ********* ******** - Arlo, ****** / ****, ****** / Ring, ********* / *****
************* **********, ***********, ******** *** *** all **** ** **. ** ***** a **** ****** ** ********** ** get ** *****,
** *** ***** **** **** ********* work. **** ****** ** ********** ****** poorly *** ****** *********** ******** ********. And ***** ***** ********** ****, *.*., ***** ********* ***** ********** ****
** *** **** *** *****, **** analytics **** **** **** ****** *** not ******* **** **********.
*********. ****** **** **** ****** **** for ****, **** *****. *** **** *** ***** **** *** ***** ********* *** ** *** *** at *** *** ** ****.
* *** ******* ** ********* ** matching **** ********* ** **** *******. Your ********* *** ** ******** *** exciting *** ** *** ******* **** not *******, ** **** *** ****. This ** **** ********* ****.
* ***** *** **** ***** ***** with ****' ********* ** **** ******* too ****.
****** ***** ** *** * ******. Or * ***. ** ** ****** control ******. ** * **** *****. Or *********.
** *** *** ** *** ******** of ******* ****, ****** ******* *********. What ** *** ******* ** ****** to *********. ****** ********* **** **** it, *** ****'* ****** ** **** happier ** ***** ******* * ******** where **** ***** *********** ****** **** they ***** *** **** ***** ******* something **** ********* *** ********** ** their *******.
******** * *** **** ******* ******** equipment *** *** **** ******** *** hurdles ** ******* ********* *** ** met **** *** **** ***** ** excitement.
* ********** *** ****** ** *** Axis ********* *** * *****. *** value *** **** ** * ******* should ** **** **** ******** ******** video ***** ** ******, *** **** is ********** ******** **** "****** * camera" *** *** ********* *****'* ******* confer **** *******.
******'* ******** ****. ****** ******* ******* peace ** ****, *** *** ******** intelligence. ** *** ***** * ***** call *** **** ******** ***** ***** they *** ****** *** ******** **** money ** ********* ****, *** *****'* done **** *** ** * ***********.
** *** ***** * ***** **** and **** ******** ***** ***** **** are ****** *** ******** **** ***** on ********* ****, *** *****'* **** your *** ** * ***********.
** *** ** ** *** *******?
******'* ******** ****. ****** ******* ******* peace ** ****, *** *** ******** intelligence.
** **** **** **** ** * general ********* ** ******'* **** ** many ******* ***** ****** *** ********* parts ** ***** ****** *** ****** until **** ***** *** ******* **** they **** ** ******** **** ***** and ***** ***** ****** *******.
** *** ***** * ***** **** and **** ******** ***** ***** **** are ****** *** ******** **** ***** on ********* ****, *** *****'* **** your *** ** * ***********.
**** ****** ********* **** *** *********** enforce **** ***** ***. **** ****** buy ****** ******* **** *** ** a ******* ** ************ **** ****** desire. **** ********** ***** **** ** put *** ***** ******* ********* ****, but **** ** *** ******* ** satisfy **** ******** ************. ****** *** have **** ****** *** ** *** customers ** **** ***** ****** **** weren't **** ** *** *** ************ system ** ***** ****** *** ** budget?
***, *********** ***** ** * **** job ** *********** ******* ************* *** cameras *** ********* ********* ******* ** compliance ****. ***, * *** **** many ********* *** ***** ****** *** more ***** ** ***** ****** ****** after * ******* **** ** *** possibilities, *** ***'*.
*** *** **** ** **** *** bring ** *********, *** **********, *** IT, **** **********, ***/** ********** **** security *** ******* *** ******* **** help **** *** ***, ***, **'* amazing *** *** ****** ********* ********* so **** *** *** *** ****** of ***** ******.
*'** ***** **** **** * ****; If *** *** ******* ******* **** insurance, *** ****'* ***** ** *****.
** *** *** ******* ******* **** insurance, *** ****'* ***** ** *****.
******* **** *** ***** ***** *** :)
****'* **** ********* **** ** *** about ****. "***'* ****?"
**** ****** ** ********* ****? *** systems ** ****** *** *******.
**** "********" ********* ******** **** **** isn't ***** ** **** ****. **** still ***'* *** **. **** **** manufacturers, ****'** ************ **** *** ***-****, and ***** ********* ****** ** **.
****'* **** ********* ****. **** **** an **** ** *** ***. **** want ** ***** ***** **** ***** friends *** ********* ** ****** ***** easily. **** ********* *** ******* ** see ******** *** **** ******** *** delivered. **** ** **** $**-*** ****** systems ** ***** *** *****, *** know **** ******** ** ***? * want ** *** ******* ****/** * package *** ********* *** **** ** kids *** ******** *** ******* *** the ***.
*** *** ********* **** ****, **** and *** **** ******* **** *********? Because ***** *** *** ******* ** how **** ***** ****** ** ** use.
* *** *** * ** ****** on ****** *** $** **** *********** any **** ****** ** * *****'* bedroom. ****'* ***.
**** *** ***** ************ ****** **** to ***** **** ** ***** ********* resources ** ********* ********* **** **** with **** ** ***** **** *** Nest. ******* ** **** ******** ***** customizable ** ** ******* ** ****** these ***** ********* *******.
**** **** *** **** ** ** a ********** ** **** ** ****. They *** *** ********* **** *** Consumer ******. *** *****-* ** ** could ****** ** *********** **** * small ******** ** **** *** *******, stay *****, *** *** **** *** home ******** ******.
****' ******* ***** **** ***** *** is ************* *** *** *** ****/******** that ****** **** **** **** * camera. * ****, ******** ****** **** records ***** *** *** * ***** Mobile ***. *** ***** *** **** needs * **** ** "********" *** of *** ****. ***** **** **** a ****** *** ** ******* **** dead *******, **** **** **** **** in *** **** ** *** * other ********* **** ****. ** ** IT ***** **** ***** ***** **** from * **** *** ***** ** implement **** * ***. ** *** come ** **** **** * "********" price ***, *** ***** ****** *** other ***** *** ***** * *** more *********. ***** *********** **** **** at ***** ******** *** *** ** points ** *** *****. * ***** Axis ** ****** *** **** *******.
****** ***** ****** *** *** ** the ********** *** *******. *** ** you **, *** *** ********** *** great, ***** ***** ***'** **** ****** buying **** **** ***?
* ***** ******* *** *** ** pocket ** ***** $**-*** *** ** Axis ******* ********, **** * **** or ****, ** *** ***** ****. A ***** ***/***** ***** **** ***** WDR *** ************* **** *** *** on *** ****** ** ****** ***** it.
* ***’* **** **** *** *** many ***** *’** ***** ****** ** get * ******’* $********* ********** ** doorphone/camera ** **** ******** **** * Crestron ******* ****** *** ** ***** NVR ** ******** **** *** ******’* brother-in-law’s **** *********. ** *****’* ****. It ***’* ****. ** **** ***** work. *** ** **** ****/****/*** *** these ******* ** ********** **** **** actually *** **** ********* **** ***** pretty **** *** **** **’* *****. It ** *** **** *** ********’* manufacturers **** **** ** ***** ** to **** ***** ***** ***** ** a ***** ** ****** ******** **** the ******* *** **** ** *** wall *** * ******.
** **** ** * ********** *******; a *** ** ********* **** ******* pay ****, **** ***** ******* ** fits *** ****** *** **** **** they **** ** ** **.
* ******’* ***** **** ** ***** last * ***** ** *******. *** even ** ** **** ****** * year. *** $** ** *****’* **** matter. ****’* **** **** *** ****** just ***’* **********. *** ******** ******* is *********. **** ** **** **** to ***** **** *** *** **** residential ****** ****’** *** ** ******* their ********* *** *** **** ***** their *******.
****
** ***... ** *** **** ** last **** * **** ** *? Customer **** *** ** ** ***** well *****. **** ** *******, ** spite ** *** *** **** ***** Hikua , ***** ******* *** ***** performers. **** ** ***** ***** *** speaking ***** *** , ***********. * don't **** **** **** ********** **** 'hua
*'* ***** ** ** *** *** that ****** **** **** ** * manner ** ********. **** ********* *** the ***** **** ** ***** ** eliminate *** **** *** *** ******* to * ***** ****** ***** **** eliminating *** **** *** ****** ******* and ************* '**********' ***** *******. *** systems *** ******** ** *** **** learning *** ***** ***** ** ******** to ********* ***** ********* ***** ************ predictive ********* *** *** ********* ** opposed ** * ******** '*************' *********.
* **** *** ******** *** ****** controls ****** **** ** **** * solid ** ***** ** *** ****, but **** ***** ** ******, *** improving ************* *** ** ***** ** eliminate * *** ** ***** *****, hardware *** ***** ** *******.
** *** * **** **** ******* with * ******* ***** **** **** who *** ****** ********* **** $*** in ** *******. **** ** *** a **** *****, *** **** **** be ******* ********* ** ****** $**/**/*** in ***** ********** *****. ** *** sitting **** **** **** ** *********** the ********, **, ******* *** ******** response *******.
**
*** ******* *** ******** ** *** deep ******** *** ***** ***** ** training ** ********* ***** ********* ***** implementing ********** ********* *** *** ********* as ******* ** * ******** '*************' mentality.
**** **** *** **** ****. **** do **** **, **** ****** ****** it.
** *** * **** **** ******* with * ******* ***** **** **** who *** ****** ********* **** $*** in ** *******.
*******? ***? ***** *** * ******* number ** ********* ** **** ***** raising **** *****.
* ** *** *********** **** ** coming *** * ******* *** **** raised $** ******* ** ** ******* is ***** (** **** ********) ***** from ****** * ****** ********** ********.
* ***** **** *****'* **** ****, it *** **** * ******* ***** of *** ****** ** *** ******** statement. :)
* **** ***** ***, *** ** not ****. ****, **** *** ********* installing ***** ******* ** ******** ********** environments **** *** ******** *** ******** surveillance… ***** ****** ********** ***** ** me.
*** **** ****** ** **** ********** had ****** **** *********. **** **** been *********** *** **** * ****, have ******* ***** ********* ** **% from * ******** **% ******* ****. They **** *** *** ****** ******** in *** **** *** **** ***** up ***** * ***** ***** ***** the ****** ********** ** *** ********.
**** ******... **** ***'* * ****** away, *** * **** *****.
**** *** ****** *** ********** ***** name? ****'* ********.
**** ******* ***** ********* ** **% from * ******** **% ******* ****.
**** **** **% ******* **** ****? 3 *** ** ***** *** ****** that **** ** ******** ***** ****** or? ** ** *** ******* **** would ** * ******* ****** ** false ******.
"**** ********* *** *** ***** **** is ***** ** ********* *** **** for *** ******* ** * ***** degree ***** **** *********** *** **** for ****** ******* *** ************* '**********' video *******."
*** *** ********** *** ********* ****** into *** ******** *********.
"eliminating *** **** *** ****** ******* *** ************* '**********' ***** *******" - is an obvious and pretty-well uncontested viewpoint (i.e. most would agree).
"Edge ********* *** *** ***** **** ** ***** ** ********* *** **** *** *** *******" - is a conclusion not as easily argued based on what analytics do vs what a VMS does (i.e. I think most people would ********).
* ***** **** ***** ** *** "No ********* *** *******.... ******* **** *** *** ** stock **********".
*** ** *** *******, *** **** a ****** ** ********. ***** **** usually ***** ******* *** *** ***-**-*** solutions, ** *** ** **** *** them ** *** *** ***** *** sell "**** *******".
**** *** * **** *****. **** don't **** *** ** ****. **** you *** ** ** *****'* **** or ** ****** ** * *** months..
*** *** *** ******* *** *** half *** *****, *** ** ***** and ** *****, ** *** *** an ***** **** **** ** ***** fast.
** ******* *** ******* ** *** neither ** **** *** *** ***'* need ** *** **** *** **...
**** ** **** ************ **** * '*******':
*** **** ****** ** * ********* that ** ********** ******** *** ******** asserts * ********** ** *** ***** and ********* *********** ** *******. *********, a ******* *** (** *****) *** meanings: *** **** ** **** *** trivial, *** ******* **** ****** ********, but ** *********** ***** ** *********** and ***** ** "*****-**********" ** ****.
***.
****, * **** * *********** * might ******* **** *** ********* “** one ***** ** *** * ******.” is ******** ***************,***** **** ****** **** ** *** * camera.
******* **** “*** ****** ** **** one **** ** * ******** ******”. In **** **** ** **** * undeniable ****** ***** (** ** *** part), ******* **** * ****** ************ interpretation (** ** ** **** ********* than *** ***** **** ** *** whole).
** ** (* ******), ** *** to ** (* ******)? **** ** the ********:
******* *** ****** ** *** **** to ******
*** **** ******* ***** ** ********** fortune,
** ** **** ******* ******* * sea ** ********
*** ** ******** *** ****......
**** ***** ** *** **** ** being **** ** *******. **** ********** to ** **** ***** ******** ******* - **** ****'*. *** **** **** software - *** **** ******** *********. This ****** *****-*** ******* *** *** cost ** ** ***** ** '****' repairs ** ***** ********* *******. ****** just ****. **** *** *** **** and **** **** ***** **** *********.
** **** ****** **** **** ********* *** **** *** *** **** ****. And ***** **** *** ****** * decade ******* ******** ** *** ***** for **** ********* (*.*., ****), **** too *** **********.
* ***** **** ** *** ***** other **** ***** ********* ******. ***** line *****, ****** ********, *********, ***********, etc. *'** **** **** ** ******** and **** *** ***** ******* ***** off ** ***** *** ******* **** installed. *** ************ * *** **** to ** *****, *** *** ***** success, *** *****, ********* ** ** existing ******** *** *** ****** **** to *** *** ******** ** **%.
***, ** **** *** ****............. *********, IPVM *** *** *********** ** *** recent **** ***** **** * **** days ** **********, ********, **** *******, statistics *** *** ******* ************* (**** of *********). **** *** *** ******* about, ** * ******* *********?
*****, ****** *** **** ***** *******!
* ** **** **** *** **** put ********. *** *********, * ** talking ***** ****** ******* / ******* marketing - *** **** ******** ******, how **** *********** ** ****** *****, their *** *******, ******, ************, ***. And **** *******, **** **** ***********. It's * **** ***, *****, ***** I ** **** **** *** **** for *** ***** ****** ** ****** there, ** **** *** ******* ***** broader / ****** ******** ****** ** their *********.
***** * ***** **** ** ** a ******* ******** ** *** ****** to ****** **** ******* ** **** looking ** *** * ******, ******* with "*********" *** **** ** * misleading ********. *** **** ** ********* encompasses ********** **** *** ****** (**** wire) ** *** **** ******** (****** identification). *** ********* ** *********** **** one ******* ******* ********* ** ******* is *** ***** ** ** **** to ********* ***** ************'* ******** ** actually **** *** * ***** ***********. To *** ****, *** *********** ****** from *** **** *********** ****** **** manufacturer ** ************. *** ***** ** analytics ****'* **** ********** *** ********** for *** ******* ** *** ****** to *** **** ****** **** ****** technology ***, *** *******. * ********** user ** *** ****** *** ** taken ** ** ****** ** * manufacturer ******* *** **** ***** ** performance **********.
* *** **** ****** *********... ***** does **** *** ****? ****** ** me **** ** *** ******* ** someone ******* * **** ******* ** a ********/*-****
******* = **** ******** ** *** ******** development *******, *********** *********** ******* ******* at **** ************** ***.
****** ** ** **** ** *** written ** ******* ******* * **** article ** * ********/*-****
#**, ****** *** ******. ** #** said ** *** ** **** ** manager.
*** *** ***** ****** **** **** manufacturers ** **** *** ************ ********/ submits these ******** ** ***** *********. ** can ** ******* ** ********* ****** but ***** *** *********** ** *** behalf ** *** *******.
* ******** ****** ***** ** ** when * ****** ******* ** **** promoted ** ** ****** *****.
**** **** ********** ** ***** *** foot. **** ****** *** ******* **** marching **** ******** ***** ******* ******, Kicking *** **** **** ***** ******** to ****** ** **** "*******" ***** ( ***** ***** *** ******* ). Also, ******* **** * ******** ** did ******* ***********. *** *******, * cameras ********* ************ ** * ****, 7 ****** ** *** ***** ****** of ******. ** ******* *********** **** repair, ***'** **** ** ******. ***** cameras **** **** ******** **** ** repair ***** *** ******. *** ******** was ****** *** ****** ******.
*** **** ******** **** *** *** has ** ******, **'* *** *** of *** *****.
********* ****** ** ********** ***** **** fought **** ** ** ******. *** Axis ***'* ****** ** **** ** listen, *************, **** **** **** ****** a ******* **** *******.
****** *******...
"****** **** * ******** **** **** a ******"
"**'** ******* **** ***** *********"
"****** **** ** *** **** **** just * ******"
"****** *** **** **** **** * camera [**** ****]"
"*** **** ****** ** **'** *** over **** ***"