Axis vs RMR

Author: John Honovich, Published on May 06, 2012

We worship RMR. At least, we are supposed to. Security companies strive for new recurring monthly revenue streams. And while video is a big opportunity, squeezing RMR out of it has not been easy. As the American alarm show, ESX, gears up next month, Axis is readying its pitch for the RMR hungry alarm dealer. Unfortunately, this reveals a fundamental weakness.

In a promotion for ESX, Axis leads with their Camera Companion, a sensible approach in selling to dealers specializing in smaller camera count applications. Pretty uneventful all in all until ....

The ESX marketing person, well indoctrinated in RMR, innocently follows up on Axis's Camera Companion pitch, asking: "How do you think this is going to transfer into RMR?" Oh, that's awkward.

A very simple and direct answer exists to this: There's zero RMR for Axis Camera Companion and isn't that even better for customers because it's free and they don't have to pay any monthly fees? On the other hand, that does not play well with the RMR crowd.

So how does Axis respond? Check it out:

It's a clever answer akin to:

Wife: "Where did you go last night?"

Husband: "Honey, you look so beautiful."

Switching the topic to Axis's VSaaS, AVHS, shifts the conversation away from an important strategic problem. Now let's examine it.

ACC Hurts AVHS

Get Video Surveillance News In Your Inbox
Get Video Surveillance News In Your Inbox

The rise of ACC will come at the expense of AVHS and so be it. ACC is a better value than AVHS (see our recent cost comparison). Because of that, for most use cases, ACC makes the business case for the already weak AVHS market even weaker.

The Knockout Blow for Video RMR

One final strike will effectively kill hope for general video RMR. Axis has not done it and may not ever do it ... but it is an easy one to do, if they have the guts to pull the trigger.

Now that Axis has embedded the recorder inside the camera, cloud side access for recorded video is cheap and simple. They already have all the 'plumbing' to connect to the cloud built inside every camera. They could easily hook up ACC to their cloud interface (to simplify remote viewing) or throw ACC away and connect the cameras directly to the cloud. Indeed, they can and should give it away. Technically speaking, doing this is a piece of cake for Axis. The only question is how badly they fear this will burn AVHS partners.

The reality though is that if Axis does not do it, any number of their competitors will. Just like camera manufacturers give away VMS software for free, giving away cloud access to live video and video recorded inside of cameras will be a no brainer. How this plays out and how long it takes, I do not know but it is obviously inevitable.

Bottom line - no RMR for you, at least for recording video in the cloud.

Comments : PRO Members only. Login. or Join.

Related Reports on VSaaS

UK VSaaS Startup Ocucon on Jul 03, 2018
Decreasing exposure to fraudulent slip-and-fall insurance claims and lawsuits is one of the oldest selling points of video surveillance for retail....
Camio Wins 24,000 Camera AI VSaaS Customer on Jun 29, 2018
Silicon Valley Artificial Intelligent VSaaS startup Camio has announced it has won a 24,000 camera deal, a sizeable system for a small...
Directory of 50+ LPR / ANPR Providers on Feb 21, 2018
License Plate Recognition / Automatic Number Plate Recognition are a type of video analytics software that can identify and match license / number...
Smartvue VSaaS / Cloud Video Profile on Feb 01, 2018
Smartvue, a US company, has raised over $20 million to develop 'The IoT Video Network' but what does that mean and what does Smartvue offer...
VSaaS Usage Statistics 2018 on Jan 18, 2018
VSaaS has been a 'next big thing' for more than a decade. The prospect of managing, storing and streaming video from the cloud rather than...
Eagle Eye Investor Pitch Analyzed on Dec 20, 2017
Eagle Eye CEO Dean Drako presented an investor-oriented corporate pitch at the 2017 Imperial Capital Security Investor Conference, highlighting...
Directory of VSaaS / Cloud Video Surveillance Providers on Dec 15, 2017
This directory provides a list of VSaaS / cloud video surveillance providers to help you see and research what options are available. 2018 State...
Verkada, Silicon Valley VSaaS Startup, Targets Enterprise on Oct 19, 2017
Verkada says they are building an enterprise-class VSaaS offering, calling it "The new platform for video security". This is a departure from the...
Cloud Guy Prints Book, Misses Irony on Sep 15, 2017
On-premise security systems are dead. But $75 print books are alive and well. Such are the lessons from Brivo's CEO new book "The Five...
Microsoft Video AI Cloud Services Examined on Jul 18, 2017
Microsoft has released one of the most amazing video analytics marketing videos ever. In it, they detect oil spills, track individual people giving...

Most Recent Industry Reports

Axis ~$100 Camera Tested on Jul 17, 2018
Axis has released their lowest cost camera ever, the Companion Eye Mini L, setting their sights on a market dominated by Hikvision and Dahua. Can...
Amazon Ring Alarm System Tested on Jul 16, 2018
Amazon Ring is going to hurt traditional dealers, and especially ADT, new IPVM test results of Ring's Alarm system underscore. IPVM found that...
Hikvision Wins Chinese Government Forced Facial Recognition Project Across 967 Mosques on Jul 16, 2018
Hikvision has won a Chinese government tender which requires that facial recognition cameras be set up at the entrance of every single mosque...
Installing Dome Cameras Indoors Guide on Jul 16, 2018
IPVM is producing the definitive series on installing surveillance cameras. This entry covers one of the most common scenarios - installing dome...
Security Sales Course Summer 2018 on Jul 13, 2018
Based on member's interest, IPVM is offering a security sales course this summer. Register Now - IPVM Security Sales Course Summer 2018 This...
US Tariffs Hit China Video Surveillance on Jul 13, 2018
Chinese video surveillance products avoided tariffs for the first two rounds. Now, in the third round, many video surveillance products will be...
Last Chance - July 2018 IP Networking Course on Jul 12, 2018
Registration ends today, Thursday. Register now. This is the only networking course designed specifically for video surveillance...
4 Most Difficult Camera Installs (Statistics) on Jul 12, 2018
Heavy housings, cumbersome brackets, heavy ladders required, and tricky field of view requirements will cause difficulties no matter the camera...
Axis Perimeter Defender Video Analytics Tested on Jul 12, 2018
Axis 'high security' video analytics offering is Perimeter Defender, OEMed / developed with Digital Barriers. But how good is Perimeter Defender?...

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