Axis: "No One Wants To Buy A Camera"

Author: John Honovich, Published on Nov 09, 2018

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.

**** ***, ** *** *** ***********,**** * **** ***********:

*** ******** ** ******** ** ******* **** *** ********* ********* might **** **** *** **’* ****. ** *** ***** ** buy * ******.

**** ********* *********** * ****** ** ******** ********:

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

****** **** ****, ** ******* ****.

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

*******

**** ** **** ************ **** * '*******':

*** **** ****** ** * ********* **** ** ********** ******** but ******** ******* * ********** ** *** ***** *** ********* meaningless ** *******. *********, * ******* *** (** *****) *** meanings: *** **** ** **** *** *******, *** ******* **** sounds ********, *** ** *********** ***** ** *********** *** ***** be "*****-**********" ** ****.

** **** ******* ********:

*** ******** *** **** * ******, **** *** ** ****** with ************ ***** ****** ******** ****** **** *******, *** **** they’re ****** ******* *** ** * ******** ** * *******.

***** *** ***** ** *******, **** **** ************ **** ***** more ******* ******.

Just '*** * ******'

*****, **** ** ****** **** **** ** '*** * ******'. The ******* ***** *** ********* **** ** *** ****** ** use *****'* ****** ********* ** ********* ******** ********. **** *** buying * ****** **** ******** ******* ***** ** *** ****** cost ** ****** ******** *******.

**** ** ********* **** **** ***** ** *** *** ****. And *** **** ******** ******* ****. *** *******, ******** ~$*** ********* (******)** **** '* ******' *** ** ******** ******* ***** ** low ***** ********* ** **** ** *** ********. *************, **** fails ** ****** ** ******** **** ***** *** *** **** 'a ******' *****.

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

*******, **** **** ** *** ** ***** *** ***** ** edge *********:

****-***** ********* *** ** *** ******** ** *** *******

**** ****-***** ************

****-***** ********* *** ** ********* ** ****** *************** *****, ********* the *** **** *** *** ***** **** ***** *****.

*** **** ** **** *** ******** ************* ** **** *** edge-based ***** ********* ************—*** ***** ******* **** *** ******** *********** with ****.

** ********** **** **** ************ **** *** *** **** ****. *** ***** **** *** nearly * ****** ******* ******** ** *** ***** *** **** analytics (*.*., ****), **** *** *** **********.

Ineffective **** ********* ********

**** ********* ** ***********. **** ******* ** *** ******* ** their ********* ********, ** ******* **** **** **** ** ** is, ** ****, **********.

** ********, ********* *** * ***** ********* ******** - ******* as **** ************* ************** *** **** ** **** ******* ************* posts ** ******** ** ******** ****** **** *********’* ********* *** control ** *** ***** ********* *****.*********, ****, *** ** ** *****.

**** *******, ********* ** ************ ******* ********* ******** *** *** products ** ***** *** ****** ***** ********, ******** ************, ****** events, ***.

**** ****, **** ****** ******** ***** ******** **** **** *** when **** ** ** ** ****** **** (****** ******** ** **** ** *** **** ****). **** **** ************ *** ******** ** ***** **** ‘** one ***** ** *** * ******.’

******* ****** **********, ********’* *********, **** *** *** *** *** consistently **** ***** *** ******* ******* **** ***** ******* ***********. Originally, ******** ******* ** ***** ******* (****** ‘*** **** ********’) in **** ********* *** ***********. ***, ******** ******* ** ** / ***** *********.

*** **** **** *** **** *********** ** **** **** ********* to ********** ****** ******** ************* ** **** **** *** ***** who **** ** '*** *******.'

Comments (35)

Undisclosed Integrator #1

11/09/18 02:39pm

****** *******...

"****** **** * ******** **** **** * ******"

"**'** ******* **** ***** *********"

"****** **** ** *** **** **** **** * ******"

"****** *** **** **** **** * ****** [**** ****]"

"*** **** ****** ** **'** *** **** **** ***"

Undisclosed Manufacturer #2

11/09/18 02:41pm

* **** ** ***** **** **** ****.

**** ********* ****'* **** ****** ** ***** **********. **** ** the ***** **** **** ********* *** **** ********* *** ** getting * **** ****** ******* *********** *** **** *** * test ** ******* ****** ***** ***********. *** *** ** **** analytics ** ************* *** ********** *** ********* *** ******** ***** to ***** ***** ****. *'** *** **** ******* ***** **** crossing, **** ********* *** ********* *** *** ************ * **** they **** ****** ******* ** **** ***** ******. ************* **********, sensitivity, ******** *** *** *** **** ** **. ** ***** a **** ****** ** ********** ** *** ** *****, *** it *** ** **** *** *** *** **** ***** **. In *** **** *** *****, **** ********* **** **** **** better *** *** ******* **** **********.

****** **** * ********, *** **** * ******. *** ******** understands **** ** *** *** **** *** **** ******** ** video ******** ******** ********* **** ****, **** *** ****** ********* and ******* ***** ********** ** **** ********* *** **** **********. I **** ****** ***** **** ****** *** **** **** **** want * ******, ** ******** ** *** ******** ** * solution ** *********** ***** * ******** ***** **** ****.

John Honovich

IPVM | In reply to Undisclosed Manufacturer #2 | 11/09/18 02:49pm

********* ********, ****** ** **** ************* ** *******.

******* *********** *** **** *** * **** ** ******* ****** those ***********.

***, ******* '***********' *********** ****:

  • *** ******** ***** *** ********** ******* **** ***** *** * person
  • *** ********* ***** *** ********** ******* ****** *** * ******
  • *** ********* ***** *** ********** ******* ******* ** *** ****** and * ******.

*****, *** ****** ******* **** ******* **** ******** **** *** better ** **** **** ****, ******, ********, ***., *.*.,******** ** ****** ********* ******** - ****, ****** / ****, Amazon / ****, ********* / *****

************* **********, ***********, ******** *** *** *** **** ** **. It ***** * **** ****** ** ********** ** *** ** right,

** *** ***** **** **** ********* ****. **** ****** ** experience ****** ****** *** ****** *********** ******** ********. *** ***** stats ********** ****, *.*.,***** ********* ***** ********** ****

** *** **** *** *****, **** ********* **** **** **** better *** *** ******* **** **********.

*********. ****** **** **** ****** **** *** ****, **** *****.*** **** *** ***** ******* ***** ********* *** ** *** *** ** *** *** of ****.

* *** ******* ** ********* ** ******** **** ********* ** your *******. **** ********* *** ** ******** *** ******** *** if *** ******* **** *** *******, ** **** *** ****. This ** **** ********* ****.

Undisclosed #3

11/09/18 02:57pm

* ***** *** **** ***** ***** **** ****' ********* ** they ******* *** ****.

****** ***** ** *** * ******. ** * ***. ** an ****** ******* ******. ** * **** *****. ** *********.

** *** *** ** *** ******** ** ******* ****, ****** desired *********. **** ** *** ******* ** ****** ** *********. People ********* **** **** **, *** ****'* ****** ** **** happier ** ***** ******* * ******** ***** **** ***** *********** assert **** **** ***** *** **** ***** ******* ********* **** rewarding *** ********** ** ***** *******.

Avatar

Clint Hays

Intelligent Security Systems - ISS | In reply to Undisclosed #3 | 11/09/18 03:07pm

******** * *** **** ******* ******** ********* *** *** **** pitfalls *** ******* ** ******* ********* *** ** *** **** the **** ***** ** **********.

* ********** *** ****** ** *** **** ********* *** * agree. *** ***** *** **** ** * ******* ****** ** more **** ******** ******** ***** ***** ** ******, *** **** is ********** ******** **** "****** * ******" *** *** ********* doesn't ******* ****** **** *******.

Undisclosed Manufacturer #2

In reply to Undisclosed #3 | 11/11/18 05:46pm

******'* ******** ****. ****** ******* ******* ***** ** ****, *** and ******** ************. ** *** ***** * ***** **** *** your ******** ***** ***** **** *** ****** *** ******** **** money ** ********* ****, *** *****'* **** **** *** ** a ***********.

Undisclosed #6

In reply to Undisclosed Manufacturer #2 | 11/11/18 07:21pm

** *** ***** * ***** **** *** **** ******** ***** feels **** *** ****** *** ******** **** ***** ** ********* else, *** *****'* **** **** *** ** * ***********.

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

Undisclosed #3

In reply to Undisclosed Manufacturer #2 | 11/11/18 08:38pm

******'* ******** ****. ****** ******* ******* ***** ** ****, *** and ******** ************.

** **** **** **** ** * ******* ********* ** ******'* have ** **** ******* ***** ****** *** ********* ***** ** their ****** *** ****** ***** **** ***** *** ******* **** they **** ** ******** **** ***** *** ***** ***** ****** instead.

** *** ***** * ***** **** *** **** ******** ***** feels **** *** ****** *** ******** **** ***** ** ********* else, *** *****'* **** **** *** ** * ***********.

**** ****** ********* **** *** *********** ******* **** ***** ***. Many ****** *** ****** ******* **** *** ** * ******* of ************ **** ****** ******. **** ********** ***** **** ** put *** ***** ******* ********* ****, *** **** ** *** cameras ** ******* **** ******** ************. ****** *** **** **** across *** ** *** ********* ** **** ***** ****** **** weren't **** ** *** *** ************ ****** ** ***** ****** due ** ******?

Undisclosed Manufacturer #2

In reply to Undisclosed #3 | 11/12/18 03:10am

***, *********** ***** ** * **** *** ** *********** ******* notifications *** ******* *** ********* ********* ******* ** ********** ****. Yes, * *** **** **** ********* *** ***** ****** *** more ***** ** ***** ****** ****** ***** * ******* **** on *** *************, *** ***'*.

*** *** **** ** **** *** ***** ** *********, *** operations, *** **, **** **********, ***/** ********** **** ******** *** explain *** ******* **** **** **** *** ***, ***, **'* amazing *** *** ****** ********* ********* ** **** *** *** the ****** ** ***** ******.

*'** ***** **** **** * ****; ** *** *** ******* cameras **** *********, *** ****'* ***** ** *****.

Undisclosed #6

In reply to Undisclosed Manufacturer #2 | 11/12/18 06:04am

** *** *** ******* ******* **** *********, *** ****'* ***** it *****.

******* **** *** ***** ***** *** :)

Avatar

John Bazyk

IPVMU Certified | 11/09/18 03:24pm

****'* **** ********* **** ** *** ***** ****. "***'* ****?"

**** ****** ** ********* ****? *** ******* ** ****** *** Walmart.

**** "********" ********* ******** **** **** ***'* ***** ** **** them. **** ***** ***'* *** **. **** **** *************, ****'** disconnected **** *** ***-****, *** ***** ********* ****** ** **.

****'* **** ********* ****. **** **** ** **** ** *** app. **** **** ** ***** ***** **** ***** ******* *** neighbors ** ****** ***** ******. **** ********* *** ******* ** see ******** *** **** ******** *** *********. **** ** **** $20-30k ****** ******* ** ***** *** *****, *** **** **** feedback ** ***? * **** ** *** ******* ****/** * package *** ********* *** **** ** **** *** ******** *** waiting *** *** ***.

*** *** ********* **** ****, **** *** *** **** ******* over *********? ******* ***** *** *** ******* ** *** **** their ****** ** ** ***.

* *** *** * ** ****** ** ****** *** $** that *********** *** **** ****** ** * *****'* *******. ****'* sad.

**** *** ***** ************ ****** **** ** ***** **** ** their ********* ********* ** ********* ********* **** **** **** **** to ***** **** *** ****. ******* ** **** ******** ***** customizable ** ** ******* ** ****** ***** ***** ********* *******.

Mark Knirr

In reply to John Bazyk | 11/09/18 07:01pm

**** **** *** **** ** ** * ********** ** **** or ****. **** *** *** ********* **** *** ******** ******. The *****-* ** ** ***** ****** ** *********** **** * small ******** ** **** *** *******, **** *****, *** *** into *** **** ******** ******.

****' ******* ***** **** ***** *** ** ************* *** *** End ****/******** **** ****** **** **** **** * ******. * good, ******** ****** **** ******* ***** *** *** * ***** Mobile ***. *** ***** *** **** ***** * **** ** "Solution" *** ** *** ****. ***** **** **** * ****** now ** ******* **** **** *******, **** **** **** **** in *** **** ** *** * ***** ********* **** ****. Or ** ** ***** **** ***** ***** **** **** * peer *** ***** ** ********* **** * ***. ** *** come ** **** **** * "********" ***** ***, *** ***** system *** ***** ***** *** ***** * *** **** *********. Large *********** **** **** ** ***** ******** *** *** ** points ** *** *****. * ***** **** ** ****** *** same *******.

****** ***** ****** *** *** ** *** ********** *** *******. But ** *** **, *** *** ********** *** *****, ***** where ***'** **** ****** ****** **** **** ***?

Undisclosed Manufacturer #9

In reply to Mark Knirr | 11/10/18 12:23am

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

Undisclosed #3

In reply to Undisclosed Manufacturer #9 | 11/10/18 12:43am

**’** ****** ***** ****, *** *******, ***** ***.

Mark Knirr

In reply to Undisclosed Manufacturer #9 | 11/16/18 09:44pm

* ***** ******* *** *** ** ****** ** ***** $**-*** for ** **** ******* ********, **** * **** ** ****, or *** ***** ****. * ***** ***/***** ***** **** ***** WDR *** ************* **** *** *** ** *** ****** ** easily ***** **.

Undisclosed #12

In reply to John Bazyk | 11/13/18 03:58am

* ***’* **** **** *** *** **** ***** *’** ***** trying ** *** * ******’* $********* ********** ** *********/****** ** work ******** **** * ******** ******* ****** *** ** ***** NVR ** ******** **** *** ******’* *******-**-***’* **** *********. ** doesn’t ****. ** ***’* ****. ** **** ***** ****. *** it **** ****/****/*** *** ***** ******* ** ********** **** **** actually *** **** ********* **** ***** ****** **** *** **** it’s *****. ** ** *** **** *** ********’* ************* **** been ** ***** ** ** **** ***** ***** ***** ** a ***** ** ****** ******** **** *** ******* *** **** on *** **** *** * ******.

Undisclosed End User #13

In reply to John Bazyk | 11/15/18 02:15pm

*** **** **** ** ****** **** **** ****** ** ** maintenance *** *+ *****?

Undisclosed Integrator #14

In reply to Undisclosed End User #13 | 11/15/18 02:50pm

** **** ** * ********** *******; * *** ** ********* will ******* *** ****, **** ***** ******* ** **** *** budget *** **** **** **** **** ** ** **.

Avatar

John Bazyk

IPVMU Certified | In reply to Undisclosed End User #13 | 11/15/18 03:00pm

* ******’* ***** **** ** ***** **** * ***** ** problem. *** **** ** ** **** ****** * ****. *** $30 ** *****’* **** ******. ****’* **** **** *** ****** just ***’* **********. *** ******** ******* ** *********. **** ** they **** ** ***** **** *** *** **** *********** ****** they’ve *** ** ******* ***** ********* *** *** **** ***** their *******.

Avatar

Michael Cain

IPVMU Certified | 11/09/18 03:40pm

*'* ***** ** ** *** *** **** ****** **** **** in * ****** ** ********. **** ********* *** *** ***** that ** ***** ** ********* *** **** *** *** ******* to * ***** ****** ***** **** *********** *** **** *** humans ******* *** ************* '**********' ***** *******. *** ******* *** starting ** *** **** ******** *** ***** ***** ** ******** to ********* ***** ********* ***** ************ ********** ********* *** *** reactions ** ******* ** * ******** '*************' *********.

* **** *** ******** *** ****** ******** ****** **** ** stay * ***** ** ***** ** *** ****, *** **** stuff ** ******, *** ********* ************* *** ** ***** ** eliminate * *** ** ***** *****, ******** *** ***** ** actions.

** *** * **** **** ******* **** * ******* ***** JUST **** *** *** ****** ********* **** $*** ** ** funding. **** ** *** * **** *****, *** **** **** be ******* ********* ** ****** $**/**/*** ** ***** ********** *****. We *** ******* **** **** **** ** *********** *** ********, HR, ******* *** ******** ******** *******.

**

John Honovich

IPVM | In reply to Michael Cain | 11/09/18 04:16pm

*** ******* *** ******** ** *** **** ******** *** ***** based ** ******** ** ********* ***** ********* ***** ************ ********** analytics *** *** ********* ** ******* ** * ******** '*************' mentality.

**** **** *** **** ****. **** ** **** **, **** should ****** **.

** *** * **** **** ******* **** * ******* ***** JUST **** *** *** ****** ********* **** $*** ** ** funding.

*******? ***? ***** *** * ******* ****** ** ********* ** this ***** ******* **** *****.

* ** *** *********** **** ** ****** *** * ******* who **** ****** $** ******* ** ** ******* ** ***** (in **** ********) ***** **** ****** * ****** ********** ********.

Avatar

Michael Cain

IPVMU Certified | In reply to John Honovich | 11/09/18 04:32pm

* ***** **** *****'* **** ****, ** *** **** * general ***** ** *** ****** ** *** ******** *********. :)

* **** ***** ***, *** ** *** ****. ****, **** are ********* ********** ***** ******* ** ******** ********** ************ **** NFL ******** *** ******** ************… ***** ****** ********** ***** ** me.

*** **** ****** ** **** ********** *** ****** **** *********. they **** **** *********** *** **** * ****, **** ******* false ********* ** **% **** * ******** **% ******* ****. They **** *** *** ****** ******** ** *** **** *** that ***** ** ***** * ***** ***** ***** *** ****** misreacted ** *** ********.

**** ******... **** ***'* * ****** ****, *** * **** thing.

John Honovich

IPVM | In reply to Michael Cain | 11/09/18 05:10pm

**** *** ****** *** ********** ***** ****? ****'* ********.

**** ******* ***** ********* ** **% **** * ******** **% success ****.

**** **** **% ******* **** ****? * *** ** ***** 100 ****** **** **** ** ******** ***** ****** **? ** an *** ******* **** ***** ** * ******* ****** ** false ******.

Undisclosed #12

In reply to John Honovich | 11/13/18 04:02am

*** * ******* ** *******, ***, *** ******* **** ***** be ***** *** ***.

Undisclosed #10

In reply to Michael Cain | 11/10/18 04:54pm

"**** ********* *** *** ***** **** ** ***** ** ********* the **** *** *** ******* ** * ***** ****** ***** with *********** *** **** *** ****** ******* *** ************* '**********' video *******."

*** *** ********** *** ********* ****** **** *** ******** *********.

"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 ********).

Undisclosed Manufacturer #4

11/09/18 04:04pm

* ***** **** ***** ** *** "** ********* *** *******.... ******* **** *** *** ** ***** **********".

*** ** *** *******, *** **** * ****** ** ********. Since **** ******* ***** ******* *** *** ***-**-*** *********, ** may ** **** *** **** ** *** *** ***** *** sell "**** *******".

Avatar

Jon Dillabaugh

Pro Focus LLC | In reply to Undisclosed Manufacturer #4 | 11/12/18 02:33pm

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

Undisclosed Integrator #5

11/09/18 06:13pm

**** *** * **** *****. **** ***'* **** *** ** ship. **** *** *** ** ** *****'* **** ** ** breaks ** * *** ******..

*** *** *** ******* *** *** **** *** *****, *** in ***** *** ** *****, ** *** *** ** ***** they **** ** ***** ****.

** ******* *** ******* ** *** ******* ** **** *** you ***'* **** ** *** **** *** **...

Undisclosed #6

11/09/18 06:24pm

**** ** **** ************ **** * '*******':

*** **** ****** ** * ********* **** ** ********** ******** but ******** ******* * ********** ** *** ***** *** ********* meaningless ** *******. *********, * ******* *** (** *****) *** meanings: *** **** ** **** *** *******, *** ******* **** sounds ********, *** ** *********** ***** ** *********** *** ***** be "*****-**********" ** ****.

***.

****, * **** * *********** * ***** ******* **** *** statement “** *** ***** ** *** * ******.” ** ******** trivially******,********* ****** **** ** *** * ******.

******* **** “*** ****** ** **** *** **** ** * security ******”. ** **** **** ** **** * ********** ****** truth (** ** *** ****), ******* **** * ****** ************ interpretation (** ** ** **** ********* **** *** ***** **** to *** *****).

Undisclosed Manufacturer #7

In reply to Undisclosed #6 | 11/09/18 06:55pm

** ** (* ******), ** *** ** ** (* ******)? That ** *** ********:

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

*** **** ******* ***** ** ********** *******,

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

*** ** ******** *** ****......

Undisclosed Integrator #8

11/09/18 08:04pm

**** ***** ** *** **** ** ***** **** ** *******. Quit ********** ** ** **** ***** ******** ******* - **** aren't. *** **** **** ******** - *** **** ******** *********. This ****** *****-*** ******* *** *** **** ** ** ***** of '****' ******* ** ***** ********* *******. ****** **** ****. Axis *** *** **** *** **** **** ***** **** *********.

Undisclosed Integrator #11

11/12/18 08:43am

** ********** **** **** ************ **** *** *** **** ****. *** ***** **** *** nearly * ****** ******* ******** ** *** ***** *** **** analytics (*.*., ****), **** *** *** **********.

* ***** **** ** *** ***** ***** **** ***** ********* tested. ***** **** *****, ****** ********, *********, ***********, ***. *'** used **** ** ******** *** **** *** ***** ******* ***** off ** ***** *** ******* **** *********. *** ************ * was **** ** ** *****, *** *** ***** *******, *** other, ********* ** ** ******** ******** *** *** ****** **** to *** *** ******** ** **%.

Frank Pedersen

11/12/18 04:15pm

***, ** **** *** ****............. *********, **** *** *** *********** at *** ****** **** ***** **** * **** **** ** networking, ********, **** *******, ********** *** *** ******* ************* (**** of *********). **** *** *** ******* *****, ** * ******* something?

John Honovich

IPVM | In reply to Frank Pedersen | 11/12/18 05:41pm

*****, ****** *** **** ***** *******!

* ** **** **** *** **** *** ********. *** *********, I ** ******* ***** ****** ******* / ******* ********* - How **** ******** ******, *** **** *********** ** ****** *****, their *** *******, ******, ************, ***. *** **** *******, **** they ***********. **'* * **** ***, *****, ***** * ** sure **** *** **** *** *** ***** ****** ** ****** there, ** **** *** ******* ***** ******* / ****** ******** issues ** ***** *********.

Brian Crockett

11/15/18 02:12pm

***** * ***** **** ** ** * ******* ******** ** the ****** ** ****** **** ******* ** **** ******* ** buy * ******, ******* **** "*********" *** **** ** * misleading ********. *** **** ** ********* *********** ********** **** *** simple (**** ****) ** *** **** ******** (****** **************). *** disparity ** *********** **** *** ******* ******* ********* ** ******* is *** ***** ** ** **** ** ********* ***** ************'* software ** ******** **** *** * ***** ***********. ** *** that, *** *********** ****** **** *** **** *********** ****** **** manufacturer ** ************. *** ***** ** ********* ****'* **** ********** and ********** *** *** ******* ** *** ****** ** *** same ****** **** ****** ********** ***, *** *******. * ********** user ** *** ****** *** ** ***** ** ** ****** of * ************ ******* *** **** ***** ** *********** **********.

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