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.

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