#10, good feedback, I think there are 2 issues here - (1) selling Axis vs Hanwha, and (2) new tech of Axis vs Hanwha.
On (1), I can certainly see the appeal of selling Hanwha over Axis, for many products (especially mid-market), the quality is roughly the same and Hanwha's price is less. To that end, selling more Hanwha than Axis is sensible.
But on (2), Axis has lots of its own tech and vast range of products. Off the top of my head, the laser focus PTZ, the various intercoms (now including 2N), more multi-imagers, the Z-Wave PTZ, the advanced device manager, dozens of ACAP applications, new line of positioning cameras, new low cost thermal, etc., etc.
Of the 3 you mention, we probably would agree that H.265 is the biggest 'story' and if I was selling Hanwha I would certainly use that as a point against Axis. VMS support for H.265 has improved, so H.265's main barrier is falling (which was a problem a year ago for Hanwha). There are still issues with CPU load decoding, risks about licensing and smart H.264 is quite strong by itself, but H.265 is here. If Axis does not roll out H.265 in 2018 they will have a marketing problem.