Axis Pitches ADI Installers

Author: Brian Rhodes, Published on Mar 03, 2013

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

*************, **** *** *** ***** ******** ******* ******, *** ****** focused ** *** ******** ** ** ******* *** ***** ***********. Axis ************ **** ******* *** ******** ** **** ******* ********, but **** ******* **** *** *********** ***** '*****'. *** ********** acknowledged that **** ***** ******* *** ******, *** * *********** ****** was *** ************* **'* ********.

************, *** ***** *** **** *** ******** ** **** "****** and ******" ************:

*** "******" ***** ********** ****** *** *** ********* ****, **** *** ************, ** ******* ****/*********** floor ************. *** ********** ****** **** *********** ******* ********** *** *****.

**** **** ********** ***** ***** *** ********-* ******* ********* ******** ** ******** ************, ****** *** ***** ** **** to **** *** ***** **** *********** ********, *** ******** *********** and **** ******* ****** ***** ******** ***** ****** **** *******.

*** "******" ***** ******* ** ***** *** ******:

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

**** ******* *** "*******": *** ********** ********** *** ***** ******, *** *** ***** **** ******** ***** ***-***** ** ***** analytics ** *** **** ******* ********** ********.

*** ********* *******/******* *****:**** ****** **** ** *** ******* ********** *** ** * cost *******, ******* **** ********** ***** **** *** **** ***** as **** ********** ***** ******, ************ *****, *** ********* ********** power ******** *** *** ******* ***.

********* ** **** (********): ************* **** **** *** ***** *** ********* ** **** "throw ***" * ******* ********** ** ****** ********* *** *******, the ********** ********* ****' ***** ** ******* ******* *** (***** ********/******* *******) ******* ******* ********* *********** * *******, **** ********* ** ** ******* ******* the ******** ***** ** ****** *******.

**** ******** ** ****: **** ****** *** **** ** *** *********** ******* ** ****** IP, *** *** ********* ******** *** "****". **** ****** **** IP ** ************* *********, *** **** * **** ** *** that *** *******. **** *** ******* ****** ****** *********, ***** ******* *** **** ** ********* *** **** ** the *** *** *** *** ****** ** ****** *****. **** using ***, **** ********** **** * ****** ****** ******** '***** one ****** ** *****', *** **** ****** ** ***-**-*** **** solution ******* ** **** ********* **** ******* *** ****** ****** than *** ******** ** ****** **** ********* *******.

**** *** ********* ******* ***** ** *** "**** ****" ** VMS ******** (****), *** ********* ******** *** ***********. ******* *** subscription-based ******* ********* ** **** ******** ****** ***, *** ******** quickly ******** ** ****** ********* ***** *** **** *** ********.

Installer ********

*** ********* ********** ****** ****** *** ************ **** **** *****, with ******* ********** ****** **** **** **** ******* **** ****** above ****** '*** ******' **** **** ** ********* *****. **** objection *** ****** ****** ** * ********** ** ********** ** to *** *****, *** ** *** ********** **********. *** **** presenters ********* ******* ********** ** ******* ** *********** *** *****, saying **** ********* ************ ************ ******* **** ** **** ****** ****** not ** ******** **** ***** ********-***** *** **** *** *** video *******, ****** ***********, *** ****** ******* ** ************.

* *** ******* ******** ** ****** ** ***** **, ********** that ** *********** * ***** ********* ** ************* *** ****** compared ** *********** **** *******. ***** **** ** **** ********* to **** *****, ****** **** ******* ****** ***** ******** *********.

*** ******* ******** *** ********* ****** **** ********, ** ***, was**** ****** *********, ***** ****, ********** *** ********. ******* ** *** *** original ****** ** *** ********** ** ***, *** ********* ********* about *** ******** ********* *** ******** *********, *** **** ******** in *** ********* ******* ****** *** ******** **** ************* *** *********'* Camera ********* **********.

********* ** ****** ********* ****** **** **** ***** ******** ********* - "*** ******** ** ****** ********* *******?" ** ******** *********** of ******* ******** - "**** *** ** **** ******* *** camera." ***** ** ********* ********* *** ********, *** *** * clear ************** **** ****** ***** *******. 

[****: **** **** **** *** ******* ********** *** ******* ***** the ************ ********* ** *** ***** ****.]

*** ******* *********: ******** ** ******** ****** ** ********* ** countered **** * ********, **** ***** *** **** *** ***** of ******** *** ****** *** ****** **** ***** ******, ****** ****, or ****. ******* *** ******* *****, **** *** *** *** effect ** ******* '*********' **** '*********', *** ** *** *** of *** ************, *** ********** ********* ****** ** ** ******* 'pro ****' ********** ** ***** ****** ******** ***** **.

*** **** ************** **** "******* **** ***'** **** ** *** media,**** **** *** *** ** **** *** ** **'* *** Partners" ***** ******* ******** ** ****. **** *** ********* ** mentioning ****** ********* *** **** *** ***** ******* ** * range ** *** *******, *** **** "***********" *** ******** ***** products **** ******** *** ********* ****** **** ****** ********* ********. The ********** ********* **** ******** **** ******** **** *********, *****, and ***** (****: *** ******) *** *** **** *** **** deployment *********.

IPVM's ********

**************, **** ** * **** ******* *** **** ****** ******* with ***** ********** ****** ** ******* ************ ********* ******* ********* retailer ****. ***** **** *** ****** ******** *** ***** **** offerings ** *** **** *** *****, ** ** ***** *** easy. *** *********'* ********* ********* *** ****** **** ****'* **** bet ** *** *********** ** *** **** ** ****** (***/***) with *** ********** ****** ********* ********.

Comments (6)

********* *** *** *** ****** *** ********* ** ********* ******* systems ***** ******* **** **** ** ******* ***** ******* ***** the ***** ****** ******* *******. ** ** ***, *** * was *** **** ***, * ***** **** * **** **** not ******* ** ***** *** *** *** ****** **** *********.

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

**** *, *** *** *** *** *** *** *** ********* card **** :)

**** *, *** ***** ******** **** ****** **** ** **** the *** ******** ****** ***** ** ** *** **** ***** OEM **** - **** ******** ** ** ****** / *** *** *** $*******'* *** *** **** ** *********. *********, *** **** *** Chinese ******** **** ** ** *** **** ***** ***** ** the**** * **** / ****** ********* *******.

* ***** **** **** *** **** ** ****** *** ****** to ** *** * ****** ** '************' ** ***** ******* (integrators *** *************).

**'* * ***** **** ** **** ** *** ******** (************* and ***********) ***** ********** ** ** ****** **** ******* * price ***** "*********" **** *** ******* **** **** * ***** added ******** **** **** *** ******** **** ***.

******** *********** *** ******* ********** ********* ***** ******* ** **** set ***** *************** ** ***** ** ******* ** *****. **** is *** ** **** ***** ******* ****** ******* ***** ***** the ****** ** ** ************* *********.

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

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

******* ** ********* ****. ** ** ** **** ****** **** equipment ************* (** *** ****) **** **** **** ******* ************ channels ************* **** **** ** * **** ********** ******** ** low ****** ***** ********* ** *** ****** ****** ***********.

*** ****** ** *** * ******* ** ********** *********** **** will **** ** ******* **** ******* *** **** ** ******** reasonable *******. ** *******, *********** *** **** **** *********** *** less ****** ** **** **** ******* **** *** ** ********* a ************* ******** **** ********* *** *** *** ******** (*** manufacturer) ******* ** **.

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

*** **** ******** **** ****** ** ** **** ************ ****** be ***** ** *** **** ******.

*********, ****** *** *******. ** ** * *********** ******** ** the ********. *'** ******* * ********** ** ***** ** ****: Debate:************* ****** **** **** ******* ********** *******.

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