Drops Dahua, Fenner Becomes ISS CMO

By: John Honovich, Published on Jul 09, 2018

Hired to improve Dahua's miserable marketing just last year, Janet Fenner has quit Dahua, joining VMS manufacturer ISS as Chief Marketing Officer. Thus ends yet another public spectacle for Dahua.

But what went wrong? And where does Dahua's marketing stand now? And who is ISS? Inside this note, we answer these questions.

Dahua ***** *****

** *** ********** ******** person***** ** *** ****** *** ******:

** **** ** ****** isn't ********* ** ******* management, ***** **** ** a ******* ********** ****** from *****. ***'* ***** and ******** ***** ** what ***** *****.

********** ****** *****:

****** * ***** ****** is *** *** ***. The *** ** ******* Dahua **** *** *** person ** *** ** her ***.

****, **** **** ** months *****,****** *** ******* **** marketing*** ********** ** ******** Development.

Dahua ****** *********

***** ********** **** * single ****** ********* ******** was *** ***** ******** because, ** ****, ******* cameras ** ******* ** the **** ** ******* and **********. ** **** ISC **** *** ***** 2018, ***** *** **** AI, **** ****** ** is *** **** **** actually **** ***, **** in ***** *** *********, works ******:

IPVM Image

********, ***** ****** **** made *** *****, **** a ********* ******:

IPVM Image

*********, ****** *** *** rest ** *** ***** BD / ***** **** was **** ** **** either *********** ** *** working ** ********.

What *** *** *****? ***** **** / **** / *****

******* ** ****,***** ******** ***** / FLIR's *** ********. ***** ***** ******* to ******** *** *********** (bizarre *** ****** *** Dahua) *** ***** ***** said **** ***** / FLIR *** ***** ******* independently, ***** ** ******* that ******** **** ***** NA.

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

***, ***** **** [**** no ****** *********], ******** VP ** ***** *** Lorex / **** ***, is** ** ***** *** all ***** ***** *******. **** ** * good **** *** *****, as **** *** ********* experience *** ************* ***** Dahua ********** ***** *** because ** ***** ** very ********* ** **** such * ****** ****** directly.

** ******, ****** *** not **** *** ****, though, ****, *** *******, handled ******'* **** **************, commenting ** ****:

** ********** *** ********** and *************** ***** ******* to *** ******** *********** and ********* ****. ***** has **** * *********** contributor ** *** ****** and *********** ** *****. We *** **** *** much ******* ** *** future ****** *********.

**** ***** **** ********** on *** ***** *** marketing **** ******, ** least ** *** ***** side, ** ******* *** former ***** / **** SMB ****, ***** *** help ***.

Dahua ********* **********

***** ***** **** **** and **** ********* **********.

***** *** **** ***** self-inflicted ****** ** ****** allowing ******* ** ******* their *** *********, **** like ********* *** **** for *****. ******* ***** chooses *** *******, *************, is *** *******.

*** ***** **** ********* struggle **** ******** ************* ***** ********* *** ******* **** the ***** **** ***, two ****** **** **** shown ****** ********** ** handle. ******, ** ******* of *****, ***** ***** be **** *** ****** any ********. **** ********* is ********** ** **** with ****, ********* ******** ** **-********* *** scheme ** ********** ** ******* ** mollify *** ******.

ISS - ***?

****** ** *** ***** Marketing ******* ************* ******** ******* (***). ** *** *** thinking, "** **** ** integrator?" ** "** **** ISIS's **********?", ** *** blame ********. *** ******* has **** *** ***** recognition.

ISS ******** - ***+ *********, ~$** ******* *******

*** ** ***** *** relative ******** ** *** low ***********. *** ** NJ ***** ******* ******* ~300 *********, **** ***+ LinkedIn ******** ******** [**** no ****** *********], *** substantial *&* *********** ***** in ****** *** ***** America. ****** ******* ** estimated ** ** ~$** million, **** *** ******* concentrating ** ***** ******** between $***,*** *** $* million **** ********* *** VMS *** ***** *********.

Marketing ********** *** ***

* **** *** ****** between ***' **** ** brand ********* *** ******'* expertise. ***, ******** ** IPVM, ************ **** ********* their ********* *** * core ******** *** *** company. ** *** ********** both ** (*) ****** industry ****** ***** *** the ******* ** *** (2) ** ****** *** product / ******** **** broadly ********** ** *** market. *** *******, *********'* vast ***** *********** ** reinforced ** *** **** VMS ******** *** ********* options **** *** ** high ***. *** *** handles **** ** ***** challenges **** ** ***.

** **** *** ** easy ** ***, *** it ** ********* **** not ** ** ********** as *****.

Left ***

***** ****** *** **** ISS,*******:

IPVM Image

Comments (33)

 If you are thinking, "Is that an integrator?" or "Is that ISIS's integrator?"

I was saying, who the F*!$ is ISS?  All the trade shows, conferences, and industry magazines, I never heard of them.  If I had, it didn't stick out.  Brand recognition is a big factor in establishing yourself in the industry.  It sounds to me like this is a great hire and IPVM has kickstarted their marketing campaign indirectly :), as I will now be looking up who ISS is.

who the F*!$ is ISS?

If ISS uses that for a marketing campaign, they owe you royalty rights ;)

All the trade shows

A thought about that. While trade shows have benefits in generating leads, I don't think they do a lot for branding / marketing. For example, ISS did have a moderate size booth at ISC West 2018 but in such a big show, if you do not know who a company is, chances are low that many will find out about them there.

IDIS, another unfortunately named company, has similar recognition challenges despite spending big on booths.

While I think building a brand requires many tactics to be combined, one thing that I think helps disproportionately is having a product that more people can use. For example, I am sure Milestone loses money on giving away the free 8 channel version and the profits on the entry level ~$50 one are not great, but it let's more people try it out and use it, which increases exposure and comfort in the overall brand. 

I think rather than spending money on a bigger booth, money spent at ISC, GSX (if anyone is going), NRF, etc is better spent on marketing/sponsorships.  Sponsor the banners, card keys, lanyards, etc.  It's a better way to get some name recognition at those shows, than rather just having another big booth.  Just my opinion, but I've seen your money go further with that type of expenditure vs, just increasing booth size.  

If you stopped by the ISS booth at ISC West you may remember this booth treasure (from our ISC West 2018 report):

Craziest Giveaway - ISS Deck of Cards

Most exhibitors go for standard giveaways - bags, lanyards, pens, etc. Not VMS / video analytics developer ISS.

Instead, ISS gave away a limited number of decks of cards:

What made it so crazy was that they customized the deck of the cards for the industry, such as the Hikvision / IPVM card:

Ouch, literally...

 

Congratulations to Janet Fenner for getting away from Dahua and going back to what she really enjoys doing, marketing.  This is a great move for ISS.

We aren't the space station :D

Great, here comes all new model numbers again from Dahua. I'm just now getting used to the new numbering system. 

I was sure ISS is an integrator...

I think I've seen ISS at border crossings, no?

You very well may have!

Um dos melhores VMS do mercado e, certamente, a melhor análise do mercado.

The LPR is without doubt the best.

Words can't describe how dysfunctional Dahua is as an org.

Janet will most certainly be appreciated for her talents being away from Dahua as there was no appreciation from Dahua. ISS stands to benefit greatly by having her talents on their team!!!! Congrats to both Janet and ISS!

Maybe she will talk them into a name change.

Maybe she will talk them into a name change.

In all seriousness, I do think they should change their name.

(1) There is literally an integrator named ISS, they were acquired by Convergint in 2017.

And another integrator in Montana:

And another integrator in Kentucky:

(2) Since they are not well known as ISS, might as well as change the name right away before investing heavily in marketing ISS.

(3) They can change to a word that include the letter 'i', 's', and 's' for continuity. it can be a made up corporate word like 'Verizon' or 'Vivint' or 'Isostar' or whatever.

Just make sure you don't substitute an A for that I... like these acronym-challenged guys in NY:

Good move Janet.

Fenner's top objective was to get ISS featured coverage on IPVM.  Having already achieved that, she is now taking a few months off to enjoy the rest of the summer at the Shore.

With 100+ votes already, an interesting pattern. While a solid number of manufacturers know who ISS is, few integrators and end users do, breakdown:

Update: With 200+ votes, the pattern remains.

Maybe the reason Dahua is downplaying the FLIR/Lorex buyout is to keep that brand name out of the banned product list. If they don’t officially tie the two names together, they can continue selling FLIR/Lorex to gov institutions. 

That is wacky enough to sound like an actual Dahua plan.

However, in this case, Dahua decided to not announce it in February, more than 3 months before the House bill ban was passed.

That legislation had been on the table and had been discussed prior to the Feb buyout though. Trump campaigned with the notion of Chinese tariffs. Maybe the pending legislation, which they took seriously, drove them to buy a name brand that could survive the passing of the bill and possibly tariffs too. 

drove them to buy a name brand that could survive the passing of the bill and possibly tariffs too.

Jon, they are not going to hide from government legislation by using another brand name. Otherwise, Hikvision would change their name to USAvision and just call it a day...

Tariffs are applied on what is shipped into the country, regardless of brand name.

A page out of the Geovision book

to be honest with you , we do extensive work with ISS in LATAM and its a great product and great team , they may not be a recognizable name in US at moment ( I wouldn't know) but in LATAM they are quickly becoming the top player , they do great work specifying with end users and also have many different type of analytics , one other thing that is great about them is the founder if he sees an opportunity and a new analytic must be created he will work on it and try to develop and deliver for the client

ISS has been in the game for quite a while and offer a quality VMS product at substantially less cost than their competition.  The excel in large deployments and their architecture takes into account networking and computing better than most. I think this hire may be a good move to get them the recognition they deserve.  

ISS does well in Latin America.  They have over 45 people in the market place.  What they do is show there analytics to get their VMS licenses.  Remember guys analytics sell in Latin America unlike the US market.

The only marketing they do is ride on Axis coat tail to get projects and they don’t ever have their own booth at the large trade shows always with a channel partner or technology partner.

They are  Russian company with a tie to Brazil as the CEO who lives in the US is originally Brazilian.

 

What I can say is that we compete with ISS quite often in projects in LatAm and Russia. Yes, company founded in Russia, but most market share they have now is in LatAm, especially in Brazil.

Frankly speaking, after Milestone (all over the world) and Genetec (highend projects) if someone ask me, which company you compete most, my answer is: ISS. So, it is very serious player in the VMS market. In the past, may be they had not enough cash to promote themselfs, but with this hiring looks like all going well!

As the CEO of ISS, I would like to take a moment to thank those of you who took the time to leave comments and feedback in regards to the company, and to IPVM for its coverage of Janet Fenner joining our team.

Perhaps for clarification, we should point out that while having origins and an exceptionally strong development team and market position in Russia and Latin America, ISS is headquartered in the state of New Jersey. Our company is global and so is our team, I was born in Brazil, our chairman in Britain, Janet in Colombia, our head of Middle East in Sweden and our CFO in Tbilisi, Georgia.

Our fastest growing markets are in fact North America and the Middle East. We hear you and understand that ISS name may be too generic and not well known in the North American market, but it does stand strong in other countries worldwide.

With the help of Janet, we are looking to change our approach as we have released a fair amount of money into marketing - and will significantly increase budgets to support Janet and her team globally. We will continue to listen genuinely to all feedback the industry has for us - the good, the bad and, particularly, the ugly. And I'd be very happy to engage one on one with anyone who wants to correspond or talk via aluisio@isscctv.com. 

BTW, NetworkOptix NxWitness development is also in Russia!

Global division of labor! :)

Actually that's not quite accurate Murat.  Network Optix development center in Burbank CA pictured here:

Is roughly the same size as our development offices in Moscow RU.

We additionally have an engineering field office in Asia doing advanced integrations with field engineering.

But you're absolutely correct in that it is truly a global division of labor.  :)

BTW, Milestone is doing a lot of development in Bulgaria!

I'm mentioning it just to show that really, it doesn't matter! But some, you know, think different...unfortunately...

Update: a year later, ISS is still not very well known and we have not seen much of a material difference in ISS overall marketing exposure (though more social media posts on LinkedIn).

ISS employment is flat over the past year, according to LinkedIn:

While ISS made a splash taking part of Hikvision's abandoned GSX booth in 2018, ISS did not have a booth at 2019 (not that missing out of this GSX was a bad thing).

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