Confirmed: Cisco's Lost Their 'Mojo'

By: John Honovich, Published on May 10, 2011

For years, we've been critical of Cisco's video surveillance efforts and the whole Cisco 'mystique'. In 2008, we projected that "Cisco will be a minor force in video surveillance primarily selling video surveillance solutions into existing Cisco accounts." This stood agains the industry consensus at the time that Cisco was going to 'disrupt' the surveillance industry. Since then, Cisco's position overall has declined and their surveillance positioning has become more joke than force.

Like Microsoft, even after their core technological advantages mitigated, their overall mystique lingered. As a May 2011 NY Times article shows the Cisco mystique is now gone as well, leading with a gloomy opening about how Cisco's CEO, "one of the best salesmen in Silicon Valley, has been having trouble selling anyone on his company’s future." Unwavering optimism has been replaced by apologies, excuses and restructuring. It's finally now taken its toll on the broader public opinion of Cisco.

Seeing the shift in surveillance industry sentiment in the last 3 years has been enlightening. In 2008, any article about Cisco would generate surges in traffic, far more than any other video surveillance manufacturer. By the end of 2010, the level of interest and readership on Cisco surveillance offerings declined to that of mid tier manufacturer levels. The fear of Cisco, once palable, is now gone.

Here's the timeline we see for Cisco in surveillance:

  • 2007 - 'Oh My God! Cisco is Going to Kill Us'
  • 2009 - 'What the Hell is Cisco Doing?' - e.g., Cisco Partners with Pelco
  • 2011 - 'Who Cares About Cisco?'

Brand can only carry companies so far if the products are not competitive in meeting real customer's needs. In surveillance, Cisco's best (and most honest in our minds), explanation of their strategy was that Cisco targets customers who will 'buy anything' from them. That's a short term tactic at best. You can't grow your customer base this way. Eventually your existing customers will realize the practice is tantamount to abuse.

Short of a monster acquisition by Cisco (such as buying Axis), Cisco is doomed to second tier status in surveillance. It will only be tougher now as their brand equity continues to shrink.

Update: Since the publication of this note, speculation on 'huge' Cisco layoffs and Cisco's CEO failure has been in the news.

1 report cite this report:

Cisco Restructuring Physical Security Business on Sep 17, 2011
After a rough 5 year period in the physical security industry, Cisco will be...
Comments : Members only. Login. or Join.

Related Reports

Cisco Video Surveillance Is Dead, Long Live Cisco Meraki Video Surveillance on Feb 11, 2020
A dozen years ago much of the industry thought that Cisco was destined to...
Facial Recognition: Weak Sales, Anti Regulation, No Favorite, Says Security Integrators on Jul 07, 2020
While facial recognition has gained greater prominence, a new IPVM study of...
Fever Camera Sales From Integrators Surveyed on Jun 01, 2020
Fever cameras are the hottest trend in video surveillance currently but how...
Cisco Acquiring Fluidmesh on Apr 09, 2020
Cisco announced it is acquiring niche wireless manufacturer...
The US Fight Over Facial Recognition Explained on Jul 08, 2020
The controversy around facial recognition has grown significantly in 2020,...
Verkada: "IPVM Should Never Be Your Source of News" on Jul 02, 2020
Verkada was unhappy with IPVM's recent coverage declaring that reading IPVM...
Worst Over But Integrators Still Dealing With Coronavirus Problems (June Statistics) on Jun 30, 2020
While numbers of integrators very impacted by Coronavirus continue to drop,...
Video Analytics 101 on Mar 16, 2020
This guide teaches the fundamentals of video surveillance...
JCI Slashes ISC West Booth 88.8% on Mar 05, 2020
The mega-booth at the main entrance of the ISC West show floor is now...
SDM To Stop Print Magazine on Apr 22, 2020
For nearly 50 years, SDM published a print trade magazine. Now, coronavirus...
Anixter Runs Fake Coronavirus Marketing Using Shutterstock Watermarked Images on Jul 24, 2020
Coronavirus faked marketing is regrettably commonplace right now but Anixter...
Dynamic vs Static IP Addresses Tutorial on Apr 16, 2020
While many cameras default to DHCP out of the box, that does not mean you...
Integrators Rising Against Coronavirus on May 27, 2020
IPVM integrator statistics make it clear - Coronavirus's impact on business...
"He Is An Idiot!" Exclaims SIA Director John Mack on Mar 23, 2020
Here is another inside look into the "leaders" of the security industry. SIA...
Latest London Police Facial Recognition Suffers Serious Issues on Feb 24, 2020
On February 20, IPVM visited another live face rec deployment by London...

Recent Reports

Google Invests in ADT, ADT Stock Soars on Aug 03, 2020
Google has announced a $450 million investment in the Florida-based security...
US Startup Fever Inspect Examined on Aug 03, 2020
Undoubtedly late to fever cameras, this US company, Fever Inspect, led by a...
Motorola Solutions Acquires Pelco on Aug 03, 2020
Motorola Solutions has acquired Pelco, pledging to bring blue back and make...
False: Verkada: "If You Want To Remote View Your Cameras You Need To Punch Holes In Your Firewall" on Jul 31, 2020
Verkada falsely declared to “3,000+ customers”, “300 school districts”, and...
US GSA Explains NDAA 889 Part B Blacklisting on Jul 31, 2020
With the 'Blacklist Clause' going into effect August 13 that bans the US...
Access Control Online Show July 2020 - On-Demand Recording of 45+ Manufacturers Presentations on Jul 30, 2020
The show featured 48 Access Control presentations, all now recorded and...
Face Detection Shootout - Dahua, Hanwha, Hikvision, Uniview, Vivotek on Jul 30, 2020
Face detection analytics are available from a number of manufactures...
Sunell is The First China Manufacturer to Market NDAA Compliance on Jul 30, 2020
Most China manufacturers are going to be impacted by the NDAA 'Blacklist...
Ink Labs Relabels China YCX Fever Camera And Steals Dahua's Marketing on Jul 30, 2020
A US company marketed a 'thermal temperature scanner' as its own, selling...
Genetec and Dahua-Backed Intelbras Split Examined on Jul 29, 2020
China is the cause of the breakup between Canada's and Brazil's largest video...
This YouTuber is Now Selling ThermoHealth Temperature Screening on Jul 29, 2020
An enterprising 20-year old is mass marketing medical devices on Facebook and...
Hikvision Returns To Growth Driven By Overseas Fever Cameras on Jul 29, 2020
While Hikvision's revenue fell in Q1 2020, it rebounded in Q2 attributed to...
Brazil's Biggest Domestic Surveillance Company Intelbras Profile on Jul 29, 2020
While Intelbras is not widely known outside of Latin America, Intelbras is a...
The Kiosk Market Pivots To Temperature Screening (Interviewed) on Jul 28, 2020
Video surveillance is not the only market that has pivoted to medical device...
Integrator Acquisitions 'A Good Market' During COVID-19, Says Greybeards on Jul 28, 2020
Industry broker Ron Davis of the "Greybeards" says that the integrator and...