Axis American Expansion Plan Examined

Author: Carlton Purvis, Published on Feb 05, 2014

Surveillance manufacturers generally only have a single office even in a large country like the US. Now, Axis' ambitious expansion plan has them poised to open six US office "to get even closer to partners and joint customers." In this note, based on speaking with Axis, we examine how this will impact their competitive positioning and their relationships with integrators and users.

The New Offices

************ ************* ********* **** **** * ****** ****** **** ** a ***** ******* **** *** **. ***,****' ********* ********* ******* **** ****** ** **** *** ** ****** "** *** **** closer ** ******** *** ***** *********." ** **** ****, ***** on ******** **** ****, ** ******* *** **** **** ****** their *********** *********** *** ***** ************* **** *********** *** *****.

The *** *******

[***************]

*** ******* ***** ** **** *** *** *.*. ******* (*********, Mid-Atlantic, *********, *******, ***** ******* *** ****). ***** *** ******* are ******* ** **** ** ****. **** ******** *** ********* office ******* ****** ****’ ******-**** ***** ******** ************ ***** ****** this ****, * ******* ****** ******* ** ******* ******* *** Q2, *** * **** ****** ******* ** *** *** *******-**** in **** ****.

**** ** * *** ** *** ******* *** *** ******* will *****:



**** ******** **** ** ****** *,*** ****** **** *** **** include * ***** ***** ****, ********* "****** *****, ******** ***** managers, ***** ***** *********, ***** ******** *** * ******** ***** marketing ******." *** ******* **** ** *** ** * ******** **** Manager *** **** ****** ** *** ***** ******** ******** ** Sales.

**** **** ** ******** ******* ****** ********** ********** **** ******* ***** *** ********, *****, ******* ** **** as ******* ** *** ****.

US ****

*** ******** ******* *** ******* **** ** ****' $***+ ******* USD ****** *******. *** ** *********, **** ** ** *** its *** *******, ***** ***** ** *** ** *** ** largest ************ ************* ** *** *****.

U.S. *********

**** ******* ~** ******** ***** ******** *** ~*** ** *********. As * ****** ** ** ****** **********, ***** *** * number ** **** ********* ** ***** ***** ******** ******* ** well.

Helps **** ********** ******** *** *** ******* *********

****** ******* ****** ** ***********, **** ******** **** **** ** easy ** ***** *** *********** *** ********. **** * ********** short *******, *********** *** *** ** ** ***** **** **** is *** *** *** *** *** ******** *** ** ** the ******** *******. “** ******* **** ***** ** ****** *** ********, but ** ***** ** ***** ** **** ********* **** *** own *****,” *** ******* ****. 

Helps **** ******** *******

****** ******** ******* ***** **** ** ****** *** **** ** reach *** ** *** *****. “**** ** *** ***** ********* want ** **** * ************, **** **** ** **** ****** to **** **. **** ****** *** *** ******** **** ******* the ********** **** **** ** **** **** **** ********** ****’* going **,” **** ****.

Integrators ********?

**** *********** **** ** **** ************* ** *** **** ** possible **** '*****' *********. ****** ******** ********** ****** ** *** users, ***** ** ****** *** **** ** *********** ****, *********** and ******* **** ********, ******* ********* ** ** **********.

*******, **** **** ** **** **** ** * ******* *** both *** ***** *** ***********. “*** *** *********** ** **** ******* with, **** ** ** *********** ** ***** **** ******** ** them,” **** ****. **** **** *** ******* **** ******* *********** by ****** **** * ***** **** *** ** ******** ** demos **** *** *********. *** ******* **** ****** ** *** history ** *** ***** ****** ******** ** * ****** *********** should *** *****.

Competitive ******

********** *** **** ****** ****, **** ****** ** **** ** market **** *********** **** ******** *******, ******* ** ***** **** business **** ******** ***** **************, ********* *** ********. *** ***** the **** ** ******* **** **********, ** ** ********* **** few *** *********** *****.

** ***** **** ** ******** ** ** * ***** ******* for ***** *************, ** **** **** **** **** **** ******* over *****, ********** ****** ****, *** **** ********** ** ********** selling.

******: **** ********* **** *** **********, *********** ****, "**’** ***% dependent ** *** ******* *** *****. *********** *** ***** ******** have **** ****** ** *** **** *** **** ***** *******, customized *********, ***** *********, ******* *********, ***. ** ****** ******* their ***** ** **** ***** ***** *** ****."

Comments (2)

** ****** **** **** ***** ** ***** * ******* ********** like ***** ******.

* ** ******* ** **** *** **** ********* ** ***** to ** ******.

**'* *** **** ***** ****** ** ***. ***** *** ***+ stores, ***, *** *******, * ** ***** *** ****** ** minutes ** ***** * ****. **'* * ******** ****.

** *** **** ** *******, * ***** ***** ***** ******* would ** ****** (****** ******** ~***** *** **** **** *********).

**** ** ~$*** ******* ** ** *******, ***** ****** ** more **** ****** ** ***** *** ***** ** ******* * mid **** ******* ********** *** **. ** ******** **** *** cost **** * ******* ******* ** ******** ***** * *** ***** (***** *****, ***.)*** ** **** ** ******** ** ******** ***** *** ******* rooms/meeting ***** *** ********* ******* **** **** ***** ** ***** regions, ***.

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