Top Hikvision Proponent Nelly's "GoSwift" Elsewhere

By John Honovich, Published May 03, 2019, 08:53am EDT

Sean Nelson [link no longer available] of Nelly's Security has made a name for himself and his company as a proponent of Hikvision, such as this notable 2017 declaration:

Toot Toot! Now im on the Hikvision train and making a great living doing it.

2 years later, they have launched a new brand, "GoSwift" that is not only not using Hikvision but is going right after both Dahua and Hikvision, as their promotional video shows:

Nelson explained his logic to IPVM. We look at how this fits into the trends of AI, the race to the bottom, and the rise of OEMs who do not compete with their customers.

The ***********

**** *** ******* *** for ~$*** ******* ********* and ***** ********* ****** for ************* ****** **** that, *.*.***** ****** *******:

*******, **** *** ******* claiming ** ***** ** only **** ***** *** though ***** ******* *** the *****-*** **** ******* probably ** *** **** about **** **** *****. And *** **** ****** their *** ** **** lower *********** ** ******* to **, ****** ****** was ***** ***** ***** 8MP ******* ***** **** improved (***: *** / ** ***** Lens ****** ******** - Dahua, *********, ***, *******).  

Why *** ********* - ***** ** ****** - *** **

****** ********* ** **** that ** **** ********* focusing **** ** ** whereas ** ******** ** is ****** ** ***** on *** ****** ** an '*********' ***** *****:

** *** ********** ***. But * ****** ** reach * ****** ** which ********* ****** **** a *****, **** ** use, *** **** ******** that *** * ***** image. ** ***** **** the ****** ************* ****HikuaView *** ****** ** **** ***** ******** **** ******** **** ** *** *********, ***** ** ** ******* ********** *** ******* and most of those features probably won’t be perfected for a few more years. Im ***** *** ******** *********, lets get a product that is super easy to setup, scaled back on the feature set as to not confuse the typical end user, but have *** *** ***** *** ** *** ******** that everyone uses, combined with a good quality image and quality housing, at a price ***** **** ** *********. [emphasis added]

***** ** ** ***** that *** ******* *************, in **********, ***** *** Hikvision **** ******** ***** focus ** **. ***, inside ***** **** ******** market, ***** *** **** driven ** ********** ******* (i.e., ********) ********** ** ******* or *********** ********. *******,  in *** ****, ***** product ******* ************ *** higher, ***** ** ***** sells **** ******, ********** compared ** ***** **** volume ** ****** *********.

Why *** *****'* ***-**** *********

****** **** ********* *** he *** *** *** Dahua ** *********'* ***-**** offerings:

********* *** *** **** offerings ** ****. ******* is ********** ****** *** EZviz. *******, ** **, they ********* *** **** so **** **** *** not **** ********** ** most *** *****. **** we ****** ** ********* away **** **** ****** one ************ ************ ***** we **** ******** ** do.

******:

* *** ******* **** at ***’* **** ****, but **** **** **** like ********** ****** *** EZviz, **** ** *** housings **** **** ***** looking *** *** ******* really ****’* **** ***** for *** ******* ** appeared ** **. ** not **** *** **** of ***** ************* ***** they **** ** ******* cheapen *** ******** **** to **** ** *** end **** ******. 

Stripping ****

** ********* **** ** had *** *** ****** features ** ******* ********** and ****** ******* ******:

* *** **** ****** even **** ******** **** typically ******* ********* ** are *** ****** **** (things **** ****, ***, etc). * ***** ****’* the *** ********** ********* that ** ***. ** sometimes *** “***** *****” who **** **** $** 4k ****** ** **** on ***** ***** ******, have ******* ********* *** AI, *** **** **** it ** **** ***** dog, *** ** ** doesn’t ** *** *, it’s * ***** ** junk.

OEM ******

****** ** ***** ********, ***** ** *** of * ****** ** smaller ******* ************* **** we **** **** **** up ******** ** *** last *** *****. ***** sizeable **** ******* ****** (most ******* ***), *** (various ******* ******* ****) and ******.

Trends ********

******'* **** *********** * number ** ******:

  • ** / ***** ********* are *** *** *** maybe *** *** ***** going ** ** * major ****** ** ****** applications. *** ******** ******* them ** **** *** the ******** ******* ********* (especially *** **** *** priced *********) *** ************ to *******.
  • ***** *** ********* ******* are ****** ** **** upmarket (**** ** ***** of ***************, **** **, and ***** *** ******* sales). ***** ****** **** make **** **** ********** to ******* **** **** their '***' ******* *** not **** **-******* ***** brands.
  • ***** ******* ******* ************* are ******* ********* ****** of ***** ** ***** and *********'* ******* **** inside ** *****, **** have ********* *********** ** sell ** ******* ********* given ***** *** *********'* moves *** ********* *********.

Comments (13)

Even more shocking for those that have followed Nelson's remarks, he is now carrying Axis:

Totally unauthorized I have to believe but still, I never thought I would see the day...

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As I told your team member Brian Rhodes: "When you are going places, you have to take multiple modes of transportation. First the Hik Train, Now the Axis Jet." Furthermore, we dont like to travel slow, we like to GoSwiftly.

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6 months from now you will be leading with Verkada and screaming about the dangers of nasty Chinese NVRs!!!

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Definitely the king of the (predictable) pivot.

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It goes to show that no matter how deeply "Homer" you go with a product you can only take so much and have to do something else, and he is selling Axis!

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You snooze, you lose. 

In the volatile distribution market something needs to be done to bring attention to yourself

also cannot afford to put all your eggs in one basket. 

Always been my contention you have to tell a boatload of $99 cameras to make any money. 

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Exactly. We sell lots of Axis cameras but since we have had to sell the lower end models to compete it’s much harder to meet Axis’s Gold status requirements every quarter. Also how they track your sales is a completely different discussion. Instead of based upon your annual sales it’s tracked per quarter. If you don’t meet your quota for two quarters in a row you get demoted to the next level down. 

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Good move for Sean and his team. Simplification is important. Most of our customers could care less about the dozens of unused features in a cameras UI. Most of our SMB customers don’t even have access to the UI. For us all our power is in the VMS and it almost doesn’t matter what camera is on the other end. As long as it works, has a good image quality and is built to last we really don’t care about features beyond WDR when needed. I’m not saying we’re going to put goswift in a building that’s regularly inspected by some government agency. But for homeowners? Maybe we can make our VMS more affordable for them by using goswift. Who knows. I don’t rule anything out until I try it. 

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Thank you for the favorable review. As promised, I will send you the NBA playoff tickets and the gift card to Hawaiin HeartBeats Gentlemens Club. Also, with a possibility of this being the highest rated article on IPVM of all time, i would suggest promoting this on facebook. It would really help both of our sales I believe. Thanks in advance! 

And just to clear up the title a tad, we are not GoSwifting elsewhere. We are just going in many directions. Expanding. Our Long Term Goal is to be the biggest security distributor on the planet and the thinking was we cannot do that with just one manufacturer, or one type of product. We still got a long ways to go.

"If you are flying under the radar, you will never go into orbit"

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I had just commented yesterday on the CCTV Security Technician Forum page on Facebook wondering about these cameras.

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Not really surprised to see this, it was kind of inevitable.

Hikvision wants more business done under their own brand, not through small OEMs. Nelly's (and other niche OEMs) have better opportunities now to find new OEMs that will hopefully give them some better differentiators.

Good to see the upstream move towards Axis as well.

Before you know it, Nelly will have also figured out why Genetec can charge 3000% more than a disposable NVR.

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Best of luck Sean! Hope the line sells well.

We generally prefer Axis or Hikvision units for their accessory selection and reliability. We have found that some of these lower end camera brands don't have a lot of choice when it comes to accessories, but I think that's beside the point of a product like this. We like having a matching junction box for bullets. A lot of Hikvision bullets are including the junction box now, which is nice. My pet peeve is a bullet with a whip, but no junction box to house it. Exposed wiring looks messy and invites problems down the road.

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It amazes me that the hot new item in CCTV is a chunk of aluminum with some threaded holes! For 20 years no one mentioned these things, and the last 2 or 3 years, and especially the last 6 months, I can't tell you how many times I've heard the word Junction Box.

Though I've often designed in my head new and easy ways to install cameras, so it certainly makes sense to me. But Facial Recognition? Smart Features? nah... JUNCTION BOX!

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