Samsung Losing Its Name and Integrity

Author: 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.

Get Video Surveillance News In Your Inbox
Get Video Surveillance News In Your Inbox

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

"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 ShootoutSamsung 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?

3 reports cite this report:

Samsung Brand 'Phasing' Out For Hanhwa Techwin on Nov 14, 2016
The phasing out of the Samsung brand for video surveillance products continues. First, it was the corporate name changing from Samsung Techwin to...
New Products Directory - ISC West 2016 on Apr 01, 2016
It has been a busy few months in the industry, with new product announcements, many acquisitions and lots of moves. Here is a directory of them all...
Hanwha / Samsung Launches Analog HD+ on Mar 31, 2016
HD analog continues to gain stream. Hanwha (formerly Samsung) Techwin has launched their professional line of AHD products, which they are calling...
Comments (41): PRO Members only. Login. or Join.

Related Reports

Hikvision: IPVM Is "Destined To Fail" on Jun 14, 2017
Hikvision has accused IPVM of 'cyberbullying' them, declaring IPVM 'destined to fail.' This is the 3rd anti-IPVM Hikvision post in 2 weeks,...
NLSS / ATV Partnership Examined on Jun 13, 2017
NLSS has been one of the most ambitious security / surveillance startups. After selling his last startup, Sypixx, to Cisco, Pete...
Morten Tor Nielsen Defends Hikvision on Jun 12, 2017
Morten Tor Nielsen, veteran software developer for Prescienta working for OnSSI, has posted "In Defence of Hikvision". As Nielsen explains...
Avigilon New COO James Henderson Profile on May 23, 2017
It has been nearly 2 years since the infamous Bryan Schmode 'resigned' as Avigilon COO. Now, Avigilon once again has a COO, promoting James...
Hikvision Marketer Caught Spamming, Fails at Coverup, Fired on May 23, 2017
A Hikvision marketing employee was caught by IPCamTalk trying to surreptitiously disparage IPVM and IPCamTalk. This is an outgrowth of Hikvision's...
ShotSpotter To IPO, Facing Low Revenue and Losses on May 17, 2017
A rare event for North American security manufacturers is upcoming. ShotSpotter is planning to IPO on the NASDAQ, aiming to raise $34.5...
A Marketing Home Run For Knightscope - Man Attacks Robot on Apr 27, 2017
We criticize Knightscope regularly - their lack of revenue, their trying to fool mom 'n pop investors, their associating themselves with a clueless...
Hikvision EZVIZ Amazon Scam Revealed on Apr 26, 2017
Hikvision is violating US Federal Trade Commission guidelines and Amazon rules with a "Honest" Review Program scheme that provides gift cards to...
Beware The "Hit List" Ranking on Apr 21, 2017
The hit list. Kirschenbaum's recent newsletter complained about a 'hit list', bemoaning how a company took aim at ADT. Alas, that's the Google...
Failing at Marketing, "ALL HIKVISION PRODUCTS" On Sale on Apr 18, 2017
The ballerinas are out. The price cuts are back. Hikvision is struggling to build a premium brand (i.e., 'The Art of Video Surveillance') so...

Most Recent Industry Reports

Uniview Low-Cost Bullet PTZ Tested on Jun 21, 2017
Uniview is offering a HD zoom bullet camera, the IPC742SR9-PZ30-32G, with an integrated pan / tilt positioner, for the price of a low-cost...
QSR Video Surveillance Best Practices on Jun 21, 2017
Fast food restaurants or QSRs (quick service restaurants), are frequent victims of crime and fraud. Because they are open late, deal with cash, and...
45 Drives 'Lowest Cost' Enterprise Storage Company Profile on Jun 21, 2017
45 Drives claims the "lowest cost per Hard Drive Slot in the industry." But who or what is '45 Drives'? What started as a product design to...
No Hack, Still Liable, Court Finds ADT on Jun 20, 2017
Recently, ADT has been in the news for a $16 million settlement for a cyber security vulnerability class action suit. One of the most important...
Resolver / PPM 2000 Incident Management Platform Profile on Jun 20, 2017
You might have seen the company whose employees wear hockey jerseys at trade shows and wondered "what do they do?" PPM 2000 has been active in...
Axis P3225 Mk II Tested Vs. Original on Jun 20, 2017
Axis has released a number of 'Mk II' versions of their cameras, which are the same fundamental camera but with specific improvements. We tested...
Directory of 40 IP Camera Manufacturer Discovery Tools on Jun 19, 2017
Locating the IP address of a DHCP client or factory defaulted device on a network is often a difficult task.  In another report, we discussed...
Dahua Demotes USA CEO on Jun 19, 2017
Dahua has demoted their USA CEO Tim Wang. Inside this note, we examine the move, Dahua's challenges and what lies ahead for the...
Avigilon Increases Prices In Canada, Europe and UK on Jun 19, 2017
While many video surveillance companies are racing to see who can cut prices the fastest, Avigilon is taking a contrary approach, actually raising...
VMS UI - Light vs Dark Preferences on Jun 16, 2017
Several VMS manufacturers have the ability to choose a user interface with either a light or dark color theme. 150+ integrators told us which they...

The world's leading video surveillance information source, IPVM provides the best reporting, testing and training for 10,000+ members globally. Dedicated to independent and objective information, we uniquely refuse any and all advertisements, sponsorship and consulting from manufacturers.

About | FAQ | Contact