Axis Pitches ADI Installers

By Brian Rhodes, Published Mar 03, 2013, 07:00pm EST (Info+)

ADI installers typically serve smaller cost conscious security customers. While Axis has become a major force in high end surveillance, it has historically struggled to win over ADI installers' core customer base. We recently visited an ADI expo where Axis pitched a group of installers. This note details Axis's pitch, installers' feedback and our analysis of its strengths and weaknesses.

Axis Pitch to ADI

*************, **** *** *** ***** ******** against ******, *** ****** ******* ** the ******** ** ** ******* *** small ***********. **** ************ **** ******* has ******** ** **** ******* ********, but **** ******* **** *** *********** equal '*****'. *** ********** ************ **** **** small ******* *** ******, *** * significant ****** *** *** ************* **'* benefits.

************, *** ***** *** **** *** benefits ** **** "****** *** ******" applications:

*** "******" ***** ********** ****** *** *** ********* ****, **** *** surveillance, ** ******* ****/*********** ***** ************. The ********** ****** **** *********** ******* ********** *** *****.

**** **** ********** ***** ***** *** and*****-* ******* ********* ******** ** ******** ************, ****** the ***** ** **** ** **** and ***** **** *********** ********, *** flexible *********** *** **** ******* ****** worth ******** ***** ****** **** *******.

*** "******" ***** ******* ** ***** key ******:

  • **** ******* *** "*******"
  • *** ********* *******/******* *****
  • ********* ** ****
  • **** ******** ** ****

**** ******* *** "*******": *** ********** ********** *** ***** of****, *** *** ***** **** ******** allow ***-***** ** ***** ********* ** the **** ******* ********** ********.

*** ********* *******/******* *****:**** ****** **** ** *** ******* supporting *** ** * **** *******, stating **** ********** ***** **** *** same ***** ** **** ********** ***** wiring, ************ *****, *** ********* ********** power ******** *** *** ******* ***.

********* ** **** (********): ************* **** **** *** ***** are ********* ** **** "***** ***" a ******* ********** ** ****** ********* and *******, *** ********** ********* ****' range ** ******* ******* *** (***** American/Channel *******) ******* ******* ******* [**** no ****** *********] ** *********** * planned, **** ********* ** ** ******* loosing *** ******** ***** ** ****** systems.

**** ******** ** ****: **** ****** *** **** ** *** significant ******* ** ****** **, *** the ********* ******** *** "****". **** agreed **** ** ** ************* *********, but **** * **** ** *** that *** *******. **** *** ******* of**** ****** *********, ***** ******* *** **** ** eliminate *** **** ** *** *** and *** *** ****** ** ****** video. **** ***** ***, **** ********** that * ****** ****** ******** '***** one ****** ** *****', *** **** having ** ***-**-*** **** ******** ******* in **** ********* **** ******* *** system ****** **** *** ******** ** pieces **** ********* *******.

**** *** ********* ******* ***** ** the "**** ****" ** *** ******** (AVHS), *** ********* ******** *** ***********. Despite *** ************-***** ******* ********* ** AVHS ******** ****** ***, *** ******** quickly ******** ** ****** ********* ***** the **** *** ********.

Installer ********

*** ********* ********** ****** ****** *** presentation **** **** *****, **** ******* installers ****** **** **** **** ******* were ****** ***** ****** '*** ******' kits **** ** ********* *****. **** objection *** ****** ****** ** * difficulty ** ********** ** ** *** users, *** ** *** ********** **********. The **** ********** ********* ******* ********** on ******* ** *********** *** *****, saying **** ********* ************ ************ ******* like ** **** ****** ****** *** ** compared **** ***** ********-***** *** **** and *** ***** *******, ****** ***********, and ****** ******* ** ************.

* *** ******* ******** ** ****** to ***** **, ********** **** ** represented * ***** ********* ** ************* and ****** ******** ** *********** **** systems. ***** **** ** **** ********* to **** *****, ****** **** ******* touted ***** ******** *********.

*** ******* ******** *** ********* ****** most ********, ** ***, ******* ****** *********, ***** ****, ********** *** ********. Whether ** *** *** ******** ****** of *** ********** ** ***, *** continued ********* ***** *** ******** ********* the ******** *********, *** **** ******** in *** ********* ******* ****** *** personal **** ************* *** *********'* ****** ********* deployment.

********* ** ****** ********* ****** **** high ***** ******** ********* - "*** advanced ** ****** ********* *******?" ** detailed *********** ** ******* ******** - "64GB *** ** **** ******* *** camera." ***** ** ********* ********* *** interest, *** *** * ***** ************** from ****** ***** *******. 

[****: **** **** **** *** ******* approached *** ******* ***** *** ************ privately ** *** ***** ****.]

*** ******* *********: ******** ** ******** raised ** ********* ** ********* **** a ********, **** ***** *** **** the ***** ** ******** *** ****** *** person **** ***** ******, ****** ****, or ****. ******* *** ******* *****, this *** *** *** ****** ** turning '*********' **** '*********', *** ** the *** ** *** ************, *** installers ********* ****** ** ** ******* 'pro ****' ********** ** ***** ****** ******** about **.

*** **** ************** **** "******* **** you've **** ** *** *****,**** **** *** *** ** **** VMS ** **'* *** ********" ***** ******* ******** ** ****. This *** ********* ** ********** ****** Companion *** **** *** ***** ******* in * ***** ** *** *******, and **** "***********" *** ******** ***** products **** ******** *** ********* ****** what ****** ********* ********. *** ********** mentioned **** ******** **** ******** **** Milestone, *****, *** ***** (****: *** brands) *** *** **** *** **** deployment *********.

IPVM's ********

**************, **** ** * **** ******* for **** ****** ******* **** ***** installers ****** ** ******* ************ ********* against ********* ******** ****. ***** **** has ****** ******** *** ***** **** offerings ** *** **** *** *****, it ** ***** *** ****. *** installer's ********* ********* *** ****** **** Axis's **** *** ** *** *********** of *** **** ** ****** (***/***) with *** ********** ****** ********* ********.

Comments (6)

Hopefully the guy who raised the objection of wholesale package systems being cheaper than Axis IP cameras wasnt talking about the cheap analog package systems. If we was, and I was the Axis guy, I would have a hard time not wanting to punch the guy who raised that objection.

I love the sound of trunks slamming in the morning

Sean P, and now you are off the ADI Christmas card list :)

Sean N, you would probably know better than us that the new emerging threat seems to be low cost Dahua OEM kits - like the QSee 4 HD IP camera / NVR kit for $699 that's all the rage at CCTVForum. Literally, the only non Chinese offering that is in the same price range is the Axis 4 cube / Camera Companion package.

I think such kits are good to moving the market to HD but a threat to 'professional' IP video vendors (integrators and manufacturers).

It's a shame that so many in our industry (manufacturers and integrators) allow themselves to be driven more towards a price point "commodity" sale and further away from a value added solution sale that our industry once was.

Security Integrators are finding themselves accepting lower margins as they set aside differentations in order to compete on price. This is why so many still promote analog systems while using the excuse of IP technological ignorance.

Bottom line - End users will always be concerned over the price when the integrators fail to be focused on the quality and solution differentation.

Maybe this is a topic for another time...

Forgive my anonymous post. It is my firm belief that equipment manufacturers (of ANY kind) that sell only through distribution channels automatically fall prey to a self fulfilling prophesy of low margin sales installed by the lowest common denominator.

Far better to use a network of registered integrators that will help to specify your product and work to maintain reasonable margins. In general, integrators are also more respectable and less likely to make your product look bad by providing a comprehensive solution that functions the way the customer (and manufacturer) expects it to.

Net Price is always important but the people who deserve the better pricing are the people who install it, not the distributors. Unfortunately, then manufacturers would have to be MUCH more responsive on deliveries.

The only products that should be in open distribution should be aimed at the home market.

Anonymous, thanks for sharing. It is a fundamental question in the industry. I've started a discussion to focus on this: Debate: Manufacturers Should Only Sell Through Authorized Dealers.

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