European Startup Ajax Profile - They "Stand Against Evil"

By Dan Gelinas, Published Jan 03, 2019, 08:58am EST

European intrusion detection startup Ajax Systems proclaims:

How are they standing against evil? And what are the differentiators and potential roadblocks for this self-described "disruptive" company?

Based on our interview with the company, we look at:

  • Proprietary wireless protocol 'Jeweller' and its claimed nearly 10x farther range 
  • Monitoring options
  • Product aesthetics
  • Multi-channel distribution
  • Where they are sold
  • Pricing 
  • Large commercial offering coming
  • Competitive advantages and challenges

****'* ********* ******* ********* on *********. 

* ******* *****, ***** below,  ********* *** ******* as "********** *** ***** while ****** ** ************ to *** ********":

*** ***** ****** **** the ******* "****: **** security ******* ***." **** also ***** *** ******** range, ****** *** *** proprietary ******** ******** ********.

Executive *******

**** *** ******* * proprietary ******** ******** ****** Jeweller, ***** ************ ** the ***-***.* *** *****. This ***** ** ******** allows **** ** ********** reach ******** ************** ****** of ** ** *,*** meters ** *,***+ ****. They *** **** *** integrated **** *** ***** automation ********* *** ******* the *** *** *** formats ** ********** ******* are *********.

**** ** ****** ********* throughout *** *****+***** ******. However, ** ** ************ is ******* ** **** time.

***** ***** ******** ***** now ** *********** *** small **********, *** ******* says * *****-***** ********** offering ** ******.

******** ******* ******* ** US ************ *** ***** from ********** ******* ***** RTSP ****.

Company ********

****, ******* ** **** and ***** ** ****, Ukraine, *** ~*** *********, over **** ** ***** is ********* ** ************* with *** ******* ****** between ***** *** *********, logistics, **********, ***********, ***** support, **, ********, *** finance.

**** ** * ********* held ******* **** *** a $* ******* ********** in **** **** ****, * ********* ******* fund ******* ** ********* Kosovan [**** ** ****** available] that ** ******* ***** than * ***** ********** startups **** ****** *** ******, ******* ******* ******** manufacturer*******, *** *******-********-*****-******* *********. ******* ** *** owner ** ******, *** ******* **** makes *** *** ******** tool **********.

**** *** ********* ********* [**** no ****** *********] **** IPVM **** **** ************* all *** *** ******** and **** *** *** own ******** ***********. 

Ajax ******** ******** ********* ** ***********

**** **** ******** *********** that ******* ** **** entering *** ** ****** but **** *** *** basis *** ***** *********** claims.

*** ******* ****** **'* proprietary'********' ******** *************** *,***+ **** (*,*** meters), ********** **** ~*** feet ********* **** *** MHz ***** *******:

*******, *** ***.* - 868.6 *** ******** ********* specs *** ********** ** the ** *** *** not **** *** ******* purpose *** ** ** Europe. ** * ******, Hrytsenko [**** ** ****** available] told **** **** ***** were ** ***** *** entering *** ** ******. The ** ******* **** system ***** ******* *** MHz, *******:

** *** *********** ****, but ** ***** ***** yet. ** ***’* **** the **** **** ** would **** ** ***** the ** ******. *** main ***** ** **** the ** ****** *** different ********* **** *** Europeean ****** ***** ** 868 ***** ********* *** US ** ***.

********* **** **** **** frequency *************** ******* **** a **** *********** *** difficult ********* ** *** US ***** **** ** sales *** ********* *** difficult ** **** ****.

**’* **** ** **** 2 ********* ******* *****. The ** ****** ** overcrowded *** *** **** of ******** *** ****** is **** ****** **** the ******** ******. ** see **** ********* ** going ****** **** *** European ****** ******* **’* not ** *******. **’* easier ** ******* **** because **’* ************. ***** aren’t ** **** ********** products.

Other ******** '********'

***** **** *** **** range, ******** ****** ******* other ******** *** ********* with **** ***** ******** intrusion ******* ** *** US.

******, ******** ****** **-*********** supervised *** '*** *********' communication. ***** ****** *** system ************* ** **** complex **** *******, ** mitigates ********* *********** ******* risks ***** ** *** ** **** ** ADT ***** ******.

** ***** ** ***********, Jeweller ******* **** *** main *** ***** ** seconds, *** ****** ******* life ****** *** '** to * *****' ** normal **** *****.

Monitoring *******

**** **** *** ****** can ** ********* ** basically *** ********** ******, once *** ********** ******* has ********* * ****** process **** ****. *** company **** *** *** involved ** *** ********** relationship ** ***, ****** all ** *** ***** on *** ******** ****. They *** **** ********* report ** *** ******* ** and *** *******:

*** ******** ** ****** can ** ******** **** want *** **********. ** the *******, *** *** choose **** *** ********** stations. ** *****, **’* 50, ** *** *********** and *******, **’* **. But *** ****** ** integrated **** *** *** needed *** ********. ** support ***, *** **’** SIA, ** ****.

***** *** ******** **** are ************** ******* ** monitoring ******* ********* ** with ****** **** *** the ******.

Product *********

**** ******* *** * clean *********, ******** ** anyone *** *** **** Apple's ****** ********.

** ****, **** **** it ** *** "****** of *** ******** ********." Evidence ** *****-********* ********* is ***** ** *** marketing ********** *** ******* sends ** *******. ***** guidelines *******, *** *******, that **** ******* **** ever ** ******** ** plain, ***** *********** ** white, ***** ** ****:

***, *** *******, *****'* marketing ** ***** ****** phone **** **** ********* of ***** *******:

Multi-channel ************

********* **** **** *** a ****** ******** ** coming ** ******:

******* *** ****** *******. Though ** ******* ** the ******. *** ******* is ********* ** *** professional ******, ******, ****** it ******* ** *** market. ** ** **** available ** **** ******. In ******, **’* **** mostly ******* *** ************ dealer *******, *** ***** are **** ******** ****** shops **** **** *** product.

Where **** *** ****

********* ** *** **** website, *** ****** ** available ** ** ********* ********** *** EMEAA ******, ********* *****, and ******* *** ***** America. ** ********* ******* out, *** ******** *** a *** ** ************ and ****** ******. ******* is *** **** ********** market, ********** **% ** the *******'* ****** ******. The ************ ******* ** Ukraine ******** ** "******** of ***** *** ******** companies **** ** ** 1000 ********** *** **** the *******," ********* ** *********. Spain, *******, *** *********** ****** in ***** ** ********. ****** follows **** **** ***** available ** ** ********* outlets, ********* * ***** branches. ***** ** * *********** **** also ******* *********, *****, Atis, *** ***********, *** HiWatch. ** **** *******, Ajax ** ********* ** one ** *** *******. There *** * ********* in *******, *** * each ** ******* *** the ***********. **** ** available ** ******* ** ******. *** **** ***** to *** *** ****** in ******* ** ** ****-**** ****** ***** ***** * ******* ****** kit ******* *** *** Rubles. ********* **** **** ****** with well-known ******** ************ **** *************, *** *** **** ********* in ******* ******* ** multi-national ************ **** ***** **********, *** *********.

******* 

********* **** *** **** depended ** * ****** on *** ****** ** was ***** **** **, but **** *** ******* was ***** ****** $***:

*** ***** ******* ** the ******, *** ******* priced ** **** ** up ** $*** *** the ******* ***, ***** has * ****** ********, door ******* ******** *** key ***.

*** ***** **** ** atypical ** **** **** gives *** ******** **** for **** *** ***** their ***** *** ** selling *** ******** ** front:

*** ******** ** *** free. ** **** *** money ** *** ******** sale.

Large ********** ******** ******

*********, **** ** ********* the *********** *** ***** business *******, *** ********* said ***** *** * large ********** ******** ******:

*** ***** ********** ** would **** ** *** several **** ******** *** that **** ** **** in *** **** ****.

*******

* *** ******** ****** is **** ***** **** integrated ******* ** **** only. ******* ****** *** the **, ** *****, is *** ******* *********. If *** ******* ***** to *** **, ** will ** ** * more ******** ********* ***** will ******** *** ****-***** communication **************. 

Competitive **********

*** *********** ********* **** has **** ******* ********* ** an *********** ********* *** EU ***** ****-****** ** startups *** ****. ******* advantage ** *** **** battery **** **** ****** and **** *** **** range ** ***** *********** communications **********. **** **** it ********* *** ******* competitors ** ** ************************, *** *****.

Comments (26)

 no plans in 2018 for entering the US market

I can guarantee they will not enter the US market in 2018.

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Thanks, I fixed this.  Ajax made it clear to us that entering the US market is not imminent.

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Some remarks: Ajax is suffering from a luxury problem from the very beginning: they cannot make enough products to satisfy market demand. At the same time many webshops are already discounting products in Europe in a way that reminds us of Hikvision's "race-to-the-bottom". This is a major concern to certified installation companies, who like the product because of it's Grade 2 certification. Time will tell wether installers keep using this product, although you are able to build a very large certified installation (up to 100 or 150 devices depending on wich Hub is used) installers usually cannot compete with web shops.

Ajax does have a strict price policy to their official distributors, but partners are already offering (far) below MSRP. At best they get a warning from the official distri or Ajax themselves "to behave responsibly". 

It's a fantastic system with a great multi-lingual app at a competitive price. The design is indeed Apple style and so is the packing material and the ease of use.

The choice of monitoring stations seems exaggerated in the interview in comparison to what is visible in the app itself. Monitoring stations pop up in the app, once they have registered at Ajax. A direct IP connection is possible, backed up by GPRS or Ajax Cloud. This offers an enduser a direct choice from within the app itself. At this moment protocol is CID, SIA is a forthcoming attraction. New Home Automation and intrusion products are promised for Q1-2019.

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This is great feedback, thanks.

The choice of monitoring stations seems exaggerated in the interview in comparison to what is visible in the app itself. Monitoring stations pop up in the app, once they have registered at Ajax.

Ajax made it clear that central station support varies based on geographic region, so your statement makes sense, and we'll clarify this in the post.

Central Station Options may number only a few in some countries.  Ajax told us the process to be listed as an option does not require new equipment to be purchased and amounts to an interview application.

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No new equipment indeed. It is just a free application that translates the events into CID through virtual In/Out COM ports. 

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I'm kind of curious. It seems like everybody is trying to be Apple these days. Ajax does it. Ubiquiti does it.

Is elegant design really one of the core features that people want?

Or is this a cargo cult situation where companies would be better off focusing on actual functionality instead?

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what a doozy that it cant enter into the USA. Too many tree huggin hippies not allowing more powerful frequencies, but we allow recreational marijuana. Lets push for frequency reform.

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It's a licensing issue, not prohibition.

868 MHz is available for use in the US, it just isn't available for public/unregulated use like it is in Europe and elsewhere.

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Image result for reefer madness meme

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I dug a little on how 868 MHz bands are used in the US, just to better understand what would be interfered with should an Ajax system be used there.

I found this:

The early cellular networks used an analog transmission protocol (called frequency-division multiple access –FDMA), in which speech frequency modulates a continuous wave carrier. In the USA these cellular systems operate in the 824 – 894 MHz frequency range (824-849 MHz for the mobile/hand-helds and 869-894 MHz for the base stations), which was formerly allocated to UHF television channels 69-84.

Given that FDMA is obsolete, I wonder if it is a candidate to be reallocated (as it apparently was after UHF Channels 69 - 84 were issued to stopped broadcasting)?

The broadcast power of Jeweller is quite low (Ajax says 25 mW), so systems won't jam high powered signals, but might create problems with FDMA reception strength in the areas where they are used.

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who was the creative agency that talked them into this photo?

A  vigilante mob in the shadows with makeshift weapons dressed like the Pittsburgh Pirates is fighting evil?  

What the hell does the evil team look like?

swing and a miss.

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I lol'd at this and think it's a good point.

However, I think there are some cultural differences at play.  A Ukrainian alarm company doesn't want to appear so domestic that street thugs appear to be stronger. 

The 'tough' image is consistent, too. The company sponsors a boxer prize fighter instead of racecars, for example:

But your point stands. 

Ajax recently published this poll on which alarm stickers they should use. This is the concept that won with 60% of the votes, with their door contacts arraigned in such a way to appear to be flipping people off:

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This is the concept that won with 60% of the votes, with their door contacts arraigned in such a way to appear to be flipping people off

 a concept first seen on IPVM ;)

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Great to see IPVM covering manufacturers that do not necessarily cover the US

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We are happy to do so, any requests or recommendations on others, please share.

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Well, one interesting company to cover for PSIM is French company Prysm with their Appvision software (www.prysm.eu). They have a good presence in the Middle East region, and have a few interesting differentiators Vs. bigger names such as CNL.

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Thanks, Abdelhamid, we will do a post on them.

CNL may be a 'bigger name' (profile here CNL PSIM Profile) but CNL is not that big itself (according to their 2018 filing, they have 34 employees down slightly from 36 the year prior). PSIM, in general, well...

In North America, we rarely hear about CNL and can't recall ever about Prysm. Vidsys, though based here, comes often infrequently as well.

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PSIM is still not a big category, but it seems to be increasing in the Middle East as many PSIM vendors (Vidsys and Prysm) seem to be positioning themselves as "integration" platforms between different systems and not just for security.

I think Prysm's Appvision is particularly interesting because it allows credential information sharing between different access control systems as well (I think Vidsys has this feature as well but I am not sure). 

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Abdelhamid, just a quick update. Dan has reached out to Prysm a few times over the past few weeks trying to coordinate a call to do an interview. Still waiting for them to agree to a time.

 

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I just want correct the facts. CNL Software are now more than sixty people, and have significant presence in the USA, Europe and Middle East. Each office has a full service capability with sales, support and maintenance. Whilst we may not publicize it a lot, we actually have multiple large systems in the US Government, they are large complex life safety solutions.

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Adlan,

I am citing your company's own government filing:

I assume the difference is total vs UK employees but either way, CNL remains small relative to industry manufacturers. CNL might be significant compared to PSIM total revenue but because the PSIM market is so small.

CNL is 20 years old this year, so congrats!

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Hi John, 

Thanks, I just wanted to set the record regarding our size. Our growth has focused outside of the UK, which is the difference you have correctly identified.

20 years old this year, where does time go? Thanks again! 

Adlan 

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Yes, as John said, we're always interested to cover new/innovative companies regardless of whether they're in the US market. Please feel free to comment here or email me at dan@ipvm.com.

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vert good review and refreshing to see new companies being mentioned here

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The following updates/corrections are included in the story above:

Where they are sold

According to the Ajax website, the system is available in 53 countries throughout the EMEAA region, including India, and Central and South America. As Hrytsenko pointed out, the channels are a mix of distribution and online retail. Ukraine is the most penetrated market, comprising 30% of the company's annual income. The distribution channel in Ukraine consists of "hundreds of shops and security companies with up to 1000 installers all over the country," according to the Hrytsenko. Spain, Benelux, and Scandinavia follow in terms of revenues. Russia follows with Ajax being available at 13 different outlets, including 7 Torus branches. Torus is a distributor that also carries Hikvision, Dahua, Atis, YLI Electronics, and HiWatch. In most markets, Ajax is available at one or two outlets. There are 8 locations in Ukraine, and 4 each in Belgium and the Netherlands. Ajax is available at Alarmax in Latvia. The only place to buy the system in Belarus is an Ajax-only online store where a starter system kit retails for 562 Rubles. Hrytsenko said Ajax worked with well-known European distributors like DiasSolarAras, and was also available in certain markets at multi-national distributors like Alarm Automatika, and Visiotech.

 

 

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