Axis Bad Marketing - Panoramic Commercial

By: John Honovich, Published on Nov 23, 2018

Axis is bad at marketing. Recall last month - Axis: "No One Wants To Buy A Camera" and, more generally their 2018 production introductions.

But this one is especially good bad.

Axis released "The Heist" a commercial about how a bank vault is robbed:

The drama of the heist revolves around security guards sitting around watching a monitor with a narrow FoV covering gold bars:

Axis then reveals that thieves have robbed the bank, carefully avoiding the area covered by the surveillance camera: 

Axis evident lesson, as the tagline of the video, declares:

a story about why you need panoramic network cameras

This is foolish. Why would anyone, much less a bank vault, only have a single camera zoomed in to only a small part of the vault? One does not need to be a security expert to understand the value of using a wide angle lens or multiple cameras inside a bank.

And why are the security guards just looking at a monitor? Last month, Axis 'no one wants to buy a camera' story was hyping the power of edge analytics that would detect such things (the inside of a bank vault is a fairly easy and appropriate place to use analytics).

Panoramic Cameras

Panoramic cameras have benefits, such as:

  • Multi-imager panoramics reduce the number of distinct cameras, cables and VMS licenses that need to be used.
  • Fisheye panoramics make it easier to overview an entire area with a single camera.
  • Relative to single-imager cameras, multi-imager panoramics can provide similar detail over a wider coverage area.
  • Relative to PTZs, multi-imager panoramics can ensure recording of a wider area with the tradeoff of lower potential zoom / range covered.

And IPVM has covered this extensively including Panoramic Fisheye Camera Shootout - Avigilon, Axis, Dahua, Hanwha, Hikvision, Oncam And VivotekMulti-Imager Camera GuideRepositionable Multi-Imager Camera GuideFisheye Panoramic Camera Guide, etc.

The value of panoramic cameras are real for many applications but are far more mundane and practical than preventing bank robberies.

Comments (36) : PRO Members only. Login. or Join.

Related Reports

Access Control Door Controllers Guide on Oct 22, 2019
Door controllers are at the center of physical access control systems connecting software, readers, and locks. Despite being buried inside...
Securing Access Control Installations Tutorial on Oct 17, 2019
The physical security of access control components is critical to ensuring that a facility is truly secure. Otherwise, the entire system can be...
IPVM Camera Calculator User Manual / Guide on Oct 16, 2019
Learn how to use the IPVM Camera Calculator (updated for Version 3.1). The guide below includes instructions, images, gifs, and videos...
Camera Focusing Tutorial on Oct 14, 2019
Camera focus is fundamental to quality imaging. Mistakes can significantly reduce details, making cameras less effective. In this guide, we...
Last Chance - Register Now - October 2019 IP Networking Course on Oct 10, 2019
Last Chance - Register Now - Fall 2019 IP Networking Course. The course starts next week. This is the only networking course designed...
Hikvision ColorVu is Smart Marketing on Oct 03, 2019
Hikvision ColorVu (see IPVM test results) is smart marketing, a lesson to be learned by competitors and a rising trend. Inside this note, we...
Camera Cable Whip Guide on Oct 02, 2019
Cable whips are one of integrator's least favorite camera features but seem to be unavoidable, now commonplace on dome, turret, and bullet cameras...
Wide Dynamic Range (WDR) Guide on Oct 01, 2019
Understanding wide dynamic range (WDR) is critical to capturing high quality images in demanding conditions. However, with no real standards, any...
Access Control Mustering Guide on Sep 30, 2019
In emergencies, determining where employees are located can be critical for knowing whether they are in danger. Access systems can be used for...
Access Control Mantraps Guide on Sep 26, 2019
One of access's primary goals is keeping people out of places they should not be, but slipping through open doors (ie: Tailgating) is often...

Most Recent Industry Reports

Access Control Door Controllers Guide on Oct 22, 2019
Door controllers are at the center of physical access control systems connecting software, readers, and locks. Despite being buried inside...
Alarm.com Acquires OpenEye on Oct 21, 2019
Alarm.com is targeting commercial expansion and now they have a commercial cloud VMS with the acquisition of OpenEye. In this note, based on...
Government-Owned Hikvision Wants To Keep Politics Out Of Security on Oct 21, 2019
'Politics' made Hikvision the goliath it is today. It was PRC China 'politics' that created Hikvision, funded it, and blocked its foreign...
Integrated IR Camera Usage Statistics 2019 on Oct 21, 2019
Virtually every IP camera now comes with integrated IR but how many actually make use of IR or choose 'super' low light cameras without IR? In...
Alarm Veteran "Demands A Criminal Investigation" Of UL on Oct 18, 2019
The Interceptor's Project pressure against UL continues to rise. Following Keith Jentoft's allegation that "UL Has Blood On Their Hands", Jentoft...
Camect "Worlds Smartest Camera Hub" Tested on Oct 18, 2019
Camect is a Silicon Valley startup that claims the "Smartest AI Object Detection On The Market", detecting not only people and vehicles, but...
Hikvision Global News Reports Directory on Oct 17, 2019
Hikvision has received the most global news reporting of any video surveillance company, ever, ranging from the WSJ, the Financial Times, Reuters,...
Camera Calculator V3.1 Release Improves User Experience on Oct 17, 2019
IPVM has released a new version of our Camera Calculator, V3.1, with significant user experience improvements, a new development plan, and an...
Securing Access Control Installations Tutorial on Oct 17, 2019
The physical security of access control components is critical to ensuring that a facility is truly secure. Otherwise, the entire system can be...
Access Control Course Fall 2019 - Last Chance on Oct 17, 2019
Register Now - Fall 2019 Access Control Course. Thursday, October 17th is the last day to register. IPVM offers the most comprehensive access...