Samsung Losing Its Name and Integrity

By John Honovich, Published on Mar 04, 2016

Samsung's video surveillance division told everyone that nothing was going to change. They were wrong, if not lying.

They are losing the Samsung name and, in the process, their integrity.

Samsung False Assurances

When Samsung sold off Techwin 16 months ago, Tom Cook, their US VP, staked his reputation on this declaring:

“Samsung Techwin will continue to provide product under the Samsung branding. This is a key negotiation point with Hanwha and Samsung, so that won’t change at all as far as the industry sees it,” said Cook. “This is basically an umbrella changing stock transaction." (emphasis added)

Now, Samsung Techwin will no longer exist. Even at that time, IPVM correctly noted this was a sale of Techwin from Samsung to Hanwha, not simply a 'stock transaction'.

Then Cook, in June 2015, admitted that it was more than a 'stock transaction' and that they were becoming part of Hanwha but that the Samsung corporate name was being kept in the Americas and Europe:

"[The Hanwha name] will be applied only for HQ in Korea, overseas companies will remain intact, which means STA (Samsung Techwin America), STE (Europe) and SST (Shanghai Samsung Techwin, China) will keep their current corporate identities including company name and brand." (emphasis added)

Now, Hanwha has admitted that they are losing the Samsung 'corporate identities' around the world.

Cook also doubled down just 5 months ago, emailing us:

Get Notified of Video Surveillance Breaking News
Get Notified of Video Surveillance Breaking News

"Hanwha Techwin has unrestricted use of the Samsung brand beyond 2017 furthermore, it is our decision to keep the brand name for years to come."

Evidently not.

Name Gone - Brand Phasing Out

The company name is now gone. Samsung Techwin will be Hanwha Techwin, i.e., in the US, it will be Hanwha Techwin America and the Samsung brand on products will be phased out in some undisclosed time.

Of course, as an IPVM member has already shown, this was in progress even before Samsung Hanwha announced it:

The main global Samsung Security website has been switched over to Hanwha:

Competitive Impact Significant

In IPVM testing, Samsung Techwin cameras are generally above average competitively (e.g., see: Samsung Wisenet III Camera Shootout, Samsung Wisenet Lite Cameras Tested). However, Samsung Techwin had mixed integrator results (see Worst Camera Manufacturers 2016). Our surveys show that the main driver for choosing Samsung Techwin was a lower cost, stronger branded alternative to Axis (see: Top Manufacturers Gaining and Losing 2015).

Without the Samsung company name, Hanwha Techwin will become more like Hikvision or, worse, Dahua, even assuming pricing and product development is not adversely affected. For example, Hanwha does not have the breadth and sophistication of Axis' line nor the strong end to end offering of Avigilon, etc. to fall back on. The Samsung brand has been the key differentiator between the Chinese low cost manufacturers and Techwin.

Bad Branding Impact

Samsung is one of the most well-known brands in the world. Hanwha's brand is virtually nil in the West.

As one security end-user wisely opined:

"If I say to my boss, "We are going to go with Samsung." I will have no questions, issues or push back. If I tell him "We are going to go with Hanwha Techwin." I will have a fight on my hands before I can even explain anything.

Put another way, the spell check on here has no issue with Samsung but marks both Hanwha and Techwin as being spelled wrong. I think that says more about name recognition than anything else we can discuss."

Worse, since Samsung made such a big stand about business as usual and no changes, what else should people expect?

Hanwha says everything else is the same - people, products, etc. Probably today that is true. But in 16 months, they went from saying this was just a 'stock transaction' to now losing their company name and identity. What happens next and can Hanwha be trusted?

4 reports cite this report:

Where's Panasonic? Now Call It i-PRO on Jun 29, 2020
A year after Panasonic spun out its security systems business, the new...
Samsung Brand 'Phasing' Out For Hanwha Techwin on Nov 14, 2016
The phasing out of the Samsung brand for video surveillance products...
New Products Directory - ISC West 2016 on Apr 01, 2016
It has been a busy few months in the industry, with new product...
Hanwha / Samsung Launches Analog HD+ on Mar 31, 2016
HD analog continues to gain stream. Hanwha (formerly Samsung) Techwin has...
Comments (40) : Members only. Login. or Join.

Related Reports

Warning: Panasonic i-PRO Deceives About NDAA Compliance on Aug 18, 2020
IPVM has determined that Panasonic i-PRO has deceived about its NDAA...
School District Admits Not Following FDA Guidelines With 144, No Blackbody, Hikvision Fever Cameras on Aug 21, 2020
The Baldwin County School District has admitted it is not following FDA...
SimpliSafe Business Security Launched Examined on Sep 22, 2020
SimpliSafe has launched "SimpliSafe Business Security" that the company...
Axis Compares Fever Camera Sellers to 9/11 on Sep 18, 2020
Axis Communications, the West's largest surveillance camera manufacturer, has...
Dangerous Hikvision Fever Camera Showcased by Chilean City on Aug 07, 2020
Deploying a fever camera outdoors, in the rain, with no black body, is...
Huawei HiSilicon Production Shut Down on Sep 17, 2020
Huawei HiSilicon chips are no longer being manufactured or supplied to...
Fever Cameras Are Medical Devices, Per The FDA, Dahua, Feevr, Hikvision, InVid Contrary Claims Are False on May 28, 2020
Fever cameras are medical devices, despite what euphemisms various sellers...
IPVM Rejects Feevr's Improper Threats And Demands on May 04, 2020
IPVM categorically rejects Feevr's improper threats and demands submitted...
Deceptive Meridian Temperature Tablets Endanger Public Safety on Oct 21, 2020
IPVM's testing of and investigation into Meridian Kiosk's temperature...
Sunell Panda Cam Body Temperature Measurement Camera Tested on May 14, 2020
Sunell is far less well known than its gargantuan domestic competitors Dahua...
Temperature Screening From The Protection Bureau and ZKTeco Violate IEC Standards and FDA Correct Operation on Jun 22, 2020
ZKTeco and integrator The Protection Bureau are marketing an installation...
Dahua Taunts Australian Government, Continues To Sell Illegal Fever Cameras on Aug 10, 2020
Dahua is effectively taunting the Australian government by continuing to sell...
Worst Camera Manufacturers 2020 on May 06, 2020
Which camera manufacturer have integrators had the worst experience with in...
ADT: 'Fever' Cameras Are Medical Devices on Jun 15, 2020
While many manufacturers are avoiding admitting their 'fever' cameras are...
InVid Flaunts Violating FDA Guidelines on Aug 28, 2020
InVid Tech is showcasing an open violation of FDA fever screening guidelines...

Recent Reports

Consultants Online Show LIVE Today! on Oct 27, 2020
IPVM's 7th online show will feature 20+ consultants and recruiters presenting...
Eagle Eye Networks Raises $40 Million on Oct 27, 2020
Eagle Eye has raised $40 million aiming to "reinvent video...
Hikvision Q3 2020 Global Revenue Rises, US Revenue Falls on Oct 27, 2020
While Hikvision's global revenue rises driven by domestic recovery, its US...
VICE Investigates Verkada's Harassing "RawVerkadawgz" on Oct 26, 2020
This month, IPVM investigated Verkada's sexism, discrimination, and cultural...
Six Flags' FDA Violating Outdoor Dahua Fever Cameras on Oct 26, 2020
As Six Flags scrambled to reopen parks amid plummeting revenues caused by the...
ISC Brasil Digital Experience 2020 Report on Oct 23, 2020
ISC Brasil 2020 rebranded itself to ISC Digital Experience and, like its...
Top Video Surveillance Service Call Problems 2020 on Oct 23, 2020
3 primary and 4 secondary issues stood out as causing the most problems when...
GDPR Impact On Temperature / Fever Screening Explained on Oct 22, 2020
What impact does GDPR have on temperature screening? Do you risk a GDPR fine...
Security And Safety Things (S&ST) Tested on Oct 22, 2020
S&ST, a Bosch spinout, is spending tens of millions of dollars aiming to...
Nokia Fever Screening Claims To "Advance Fight Against COVID-19" on Oct 22, 2020
First IBM, then briefly Clorox, and now Nokia becomes the latest Fortune 500...
Deceptive Meridian Temperature Tablets Endanger Public Safety on Oct 21, 2020
IPVM's testing of and investigation into Meridian Kiosk's temperature...
Honeywell 30 Series and Vivotek NVRs Tested on Oct 21, 2020
The NDAA ban has driven many users to look for low-cost NVRs not made by...
Ubiquiti Access Control Tested on Oct 21, 2020
Ubiquiti has become one of the most widely used wireless and switch providers...
Avigilon Aggressive Trade-In Program Takes Aim At Competitors on Oct 20, 2020
Avigilon has launched one of the most aggressive trade-in programs the video...
Mexico Video Surveillance Market Overview 2020 on Oct 20, 2020
Despite being neighbors, there are key differences between the U.S. and...