Axis: Good or Bad For Partners?

Author: John Honovich, Published on Apr 05, 2012

Is Axis good or bad for its partners? While no company has done more than Axis to champion and grow the IP video surveillance market, many partners - both integrators and manufacturers - express fear and frustration about the aggressive Swedish juggernaut. In this note, we examine Axis's product development and channel tactics, looking at how they hurt traditional security partnerships.

Axis's partner toast at the ISC West 2012 show highlights this issue. Watch the short video below:

***********, **** ** * ****** *** ***** ****. ** * show ******** ** *********** *** *************, *********** ***'* ******** ***** perfect *****. *** ***, **** **** ******** ** *** **** undercuts **** ***********.

**** **** ********* **** * ****** **** ****, "*** ** how * *** * *** ** ** ******!" ** ***** below:

**** ****** ******** ***** *** ******* ****** ****** ********* (***), ** ******** **** ****** * **** ** **** **** fits ** * ****** ** ** *** ****** ** **** camera *** ******* * ***.

Manufacturer ******* *******

******* *** ******* **** ** * ****** *** *** **** to ******* *** *** ******* ***** ********** *** ********. '****' and *** ****** *** **** **** *** ********* **** '*******' than ******** ** ****. * *** *********** ** ******** ** offend ** **** ** *** ***********.

*** ******* ** *** ******** *** ********* ****** *** ********. ** *** ******** ***** *****, ** see *** ****** ****** ** **** ******** **** *********:

*** ***** *********** ** *** ** **** **** *********** ** VMS ********* **** *** ****. *** **** ****** ****** *** DVRs ** *** *** ** ****** ****** ** ******* ** is ** *****. ****'* ******** **** *** ******** *** *** DVRs *** ** **** ****** *** ***** ****** ******* **** traditionally *** ********* ********* ** ***** *** **** *** ********. [We****** **** ******** ** *** *** ******.]

* ******* ** **** *** ****** ************ **** ** **** VMS ******** **** ** ********* ****. **** ******* **** ******* see **** **** ***** ******* **** ***** **** ******. ****** that *** ***** ******* ** *** ** *** ************* ****** to ****** ******, **** ********* *********. *** *** **** ******* that **** **** ********* ******** ** ******* *** ** ** expands *** *********.

*****, ** **** **** ** ** ** **** / **** VSaaS ******* ***** ***. **** *** **** ****, * ***** of *** ************ **** ********* (** ******** ** **** ** '********* *****' ** **** ****). ***, ** ***** **** **** ****. Field ******* ******** **** ******** ** **** (*****, *** ********** given ******* ***). *** *** *** **** ** ****** **** ********** *********, a **** ******* ** *** **** ********. **** ***** ******* AVHS **** *******.

Integrator ******* ********

***********, *********** **** ***** ******* *** ************ *** **** ******** yet ***** ** *** *** **** ** * ***** '*******'. On *** ******** ****, **** ** ******* **********'********* ****** ************, ******* *** * ***** ***** ** **** ******* ******** with ****** *******. ** *** ******** ****, *********** ********* ******** about ********** **** ******* ************ *** *** *******. ***** **** does ********* *** ******* ********, **** ******* ******* *** *****************.

*** ****** *** ********** ********* ***** **** ** **** ***** cameras *** ** ****** **********. **** ***** ** ********* ****** for *** ***** ** ***** ***** ****** *** **** **** difficult ** ****** ****** *******. *** *********** ** ****'* **** size, **** ***** ***** *** ***** ************ ***** **** *** poster ***** *** ********* *******.

*** ************* ********* ********** ******* ******* **** * *** *********** in **** ****** *** ******** ***** **** ***** *****. *** many ***********, **** ** *** '*****' ******** ***** *** ********** gets **** ***** ** ***********, ** ** ***** ******* ***********, that ***** **** ******** ******* *** **** ** ******** ***** competitors ** ***. **** ** ******* *** ****. ******, ****'* success *** ****** **** **** **** ****** **** ** ******** this *********** ********.

Partners ** ******

*** **** *** ***** ***** **** *** **** *** *** partners ** ******* ** ** ********* **** *****. ** ** clearly **** *** ***** ******** **** **** ****** **** * broad ***** ** **********, ******* ********. ** *** ***** ****, their ******* ********* **** **** **** **** ********* ** ******** to ***** ** ******* ***** *********. **** *** ******* **** to *** *** *** *** ** *********** ******* ************ *** scale ** ** ************* *****. ** *** ** ***** ** this ***** ******* ****. *** ****** ** ************ **********, **** smarter *******, ***** ***** ****** *** ******** ******** **** ****** Axis ** ******* **** **** ***** **** **** **** **** partners. *** **** ***** *** **** ****'* ********** *** ************ partners **** ** *********** ******.

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