Samsung Brand 'Phasing' Out For Hanwha Techwin

By: John Honovich, Published 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 Hanwha Techwin, with Samsung Techwin America and Europe remaining. Then came the switch from Samsung to Hanwha from the American and European divisions.

Now, starts the changeover for on-product branding.

*** ******* *** ** *** Samsung ***** *** ***** surveillance ******** *********.

*****, ** *** *** corporate **** ******** *********** ******* ** ****** Techwin, **** ******* ******* America *** ****** *********. Then **** *** ****** from ******* ** ****** from *** ******** *** European *********.

***, ****** *** ********** for **-******* ********.

[***************]

**** *** ***** ******** in * ***** **** "Introduce[s] ****** ******* ******** Security ******** ********", ***** centers ** *** '*******' brand, ********* *******:

** **********, **** *** the ***** ***** ******** with ******* ******** ****** than *******.

****** ********* ** **** that:

** ****** ** ********* Wisenet ** *** *** products ** **** *** the ******* ***** **** continue ** ****** ** existing ********, ********* (*** and *** ********) *** all ********* *********.

**** ** * ********* from ******'* ********* ** the **** **** ****:

****** ******* *** ************ use ** *** ******* brand ****** **** ***********, it ** *** ******** to **** *** ***** name *** ***** ** come.

***, ****** ** ************* that *** ******* ***** will ** '*****' *** but ***** *** ******* over **** ********.

*** ****** **** ** (1) **** ** ***** to *** **** ********* **** step **** **** ******* and (*) *** ********** or ******** ****** ** hang ** ** ******* should ***.

** *** **** ****,******* ***** *** ** 'on ****', ************* *********, ***** *** ******* a *********** ****** ** marketing ********. ** *** other, **** * ******* Samsung ***** ** ****** still ******** **** * relatively ******* '******'.

Comments (17)

I still believe that it doesn't matter what name it says on the box so the question is not relevant, cut it out completely (the name), take two years to slowly get the name off, it is all to me irrelevant.

Think about this, when they (Samsung/Hanwha) are competing against other similar sounding names such as Dahua and Hikvision, what is the difference? Name recognition, in what - consumer TVs, cell phones? "Oh yeah Samsung makes great security cameras cuz you know - they make great refrigerators...." Sorry I never used that sales pitch.

I get the impression that it is almost somehow implying that "Samsung" is an American company/Brand and now using Hanwha instead, it is a bad thing, because it is now more obviously a Korean company...

The big point to me is that they lied to their dealers. Told us they owned the Samsung brand and everything was good. This is the issue. To me there was no reason to stretch the truth or, - well lie.

The big point to me is that they lied to their dealers. Told us they owned the Samsung brand and everything was good. This is the issue.

And I won't forget how their sales people went out and attacked IPVM for being 'sensationalistic' about our questioning whether they would keep the Samsung brand.

That said, a lot of people do care about the Samsung brand, not because they believe it's American but because Samsung is consistently in the top 10 or so global brands, and that helps with many end users.

I had understood that they had an agreement to use the "Samsung" name for up to 3-years post buyout.

understood that they had an agreement to use the "Samsung" name for up to 3-years post buyout.

Hanwha Techwin has never given any official statement about the duration of the agreement. A few years sound reasonable to me but I do not have any evidence to confirm or deny that.

Hi Peter / John,

The 3 years was also confirmed to me whilst I was in the business.

The decision to move away from the Samsung name is to do with a desire from Hanwha, not any licencing or restriction from Samsung.

In western parts Hanwha is a very little known name, however in Korea it carries similar credibility and strength to the Samsung name, and as such I believe they are moving away from the name to show strength locally in Korea, as a lot of corporate pride is at stake, relying on the name of a rival (in many business categories), so close to home.

Whether the decision is right or wrong, it is very much taken from the other side of the world, influenced by local factors, through Kimchi tinted spectacles, and it was only a matter of time before the order was given for the remote sales offices (USA & Europe) to follow suit.

Its Amazing what the power of a big brand can do. We once sold branded Hikvision cameras, and now we sell OEM Unbranded Hikvision cameras. The SEO power of having a brand name was very valuable doing the branded version, much easier to obtain new customers.

Sean, very interesting!

Do you tell them that these are from Hikvision, just unbranded or? I am curious how they respond, how much more challenging it is?

we dont really mention it unless we are asked specifically. Its the people who notice the housings and stuff that ask. Its challenging for 2 reasons:

#1) you dont get the google juice that you used to when using Hikvision model numbers in your listing and google shopping feeds. This is the biggest bummer

#2) People are skeptical because they think it may be the Chinese version or European version or whatever. This can usually be overcome after a conversation with us.

I think all the issues Samsung is experiencing would provide a "reason" to abandon the name. Nobody wants a camera that catches fire ;)

I don't think our (consumer) memories are as good as they used to be... Samsung stuff blowing up will never be a Ford Pinto or a Suzuki Samurai.

Hanwha should milk the Samsung name for as long as possible. The first time I said Hanwha my boss said Say-Wha?

Just to note, these cameras are not branded as Hanwha. This is a way of keeping the Samsung name tacitly, as Wisenet was already associated with Samsung.

Clever.

#2, that's a good point and 'Wisenet' is more English sounding than 'Hanwha'

Delta includes this Samsung warning viral marketing in their reservation emails:

Yes, travel is restricted to using compatible equipment using genuine Samsung batteries:

Two months ago this would have been an unwise move. Now with Samsung's exploding washing machines and phones all over the news, this give Hanwha a free pass to shut the name down for good.

The average customer remember brands a different way we do sometimes. Had one walk in off the street, only to be scared off by all the Bosch posters we had on the wall. For whatever reason they associated Bosch with being expensive. They make quality equipment in all sectors over the world but it left a mark on this person.

We sell to small / large enterprise customers. We rely on a "brand name" to to justify the markup it takes to keep the machine running here. When Samsung went to Hanwha, we immediately received two calls from prospective customers that were evaluating our proposals. During their vetting process, they were doing their homework by searching cameras on the net. They saw that the website had changed over to Hanwha. We explained the situation. One of the projects nearly fell through because the "higher ups" were asking our contacts why they were paying so much for a "cheap" Chinese camera.

Executive managers and their directs, have better things to do than listen to us tell them that the camera is the same, or look, they both come from China. I think Hanwha puts out a great product, but people know the Samsung name.

This is horrible in regard to SEO as well.

Unfortunately, we decided to drop the Hanwha line, unless it is specified. In saying that, we do know that Hanwha builds an excellent, feature loaded product at an affordable price. The brand will likely suffer with engineers and consultants as well, but what is Hanwha to do. We are stuck looking for another value line product to supplement Axis and Arecont.

Best of luck to Hanwha.

Login to read this IPVM report.
Why do I need to log in?
IPVM conducts unique testing and research funded by member's payments enabling us to offer the most independent, accurate and in-depth information.

Related Reports on Marketing

Hikvision ColorVu is Smart Marketing on Oct 03, 2019
Hikvision ColorVu (see IPVM test results) is smart marketing, a lesson to be learned by competitors and a rising trend. Inside this note, we...
Directory of 70 Video Surveillance Startups on Sep 18, 2019
This directory provides a list of video surveillance startups to help you see and research what companies are new or not yet broadly known. 2019...
ASIS GSX 2019 Final Show Report on Sep 12, 2019
IPVM went to Chicago for ASIS GSX 2019, with many exhibitors disappointed about traffic and the exhibitor schedule changing next year. However,...
"Stats Don't Lie" Says Deceptive IFSEC on Jul 30, 2019
While IFSEC has declared #statsdontlie and trumpeted seemingly skyrocketing visitor numbers, they are decieving about their show's problems. On...
ZeroEyes Gun Detection Startup on Jul 16, 2019
A gun detection video analytics startup, ZeroEyes, is being led by a group of 6 former Navy SEALs, aiming to "save lives" by using AI to assist...
Bosch Integrating Sony Video Security Sales And Marketing Team on Jul 03, 2019
What is the future of Sony in video surveillance? In 2016, Bosch and Sony announced an atypical 'partnership'. Now, Bosch tells IPVM that they...
Ivideon Russian VSaaS Profile on Jun 27, 2019
Ivideon was an early VSaaS entrant, initially focusing on the consumer market, claiming massive growth to IPVM in 2014. We spoke to Ivideon, to...
IFSEC 2019 Show Report on Jun 19, 2019
The UK's largest trade show, IFSEC, is underway and IPVM has been examining what is new and happening at the show. Inside, we cover: Huawei...
ADT Eliminating Acquired Brands, Unifying Under 'Commercial' Brand on Jun 14, 2019
ADT is eliminating the brands of the many integrators it has acquired over the past few years, including Red Hawk, Aronson Security Group (ASG),...
Nortek and SDS Fight Over Failed Settlement on Jun 05, 2019
Distributor SDS said they reached a deal with Nortek but Nortek says no settlement was reached and the suit is still on. In this post, based on...

Most Recent Industry Reports

US DoD Comments on Huawei, Hikvision, Dahua Cyber Security Concerns on Oct 16, 2019
A senior DoD official said the US is "concerned" with the cybersecurity of Hikvision, Dahua, and Huawei due to "CCP" (China Communist Party)...
Pelco Sarix Pro3 Camera Tested on Oct 16, 2019
Pelco has released their Sarix Professional Series 3 cameras, claiming "more security detail in challenging scenes with excellent low light and...
IPVM Camera Calculator User Manual / Guide on Oct 16, 2019
Learn how to use the IPVM Camera Calculator. The guide below includes instructions, images, gifs, and videos demonstrating and explaining the...
Altronix Claims Tango 'Eliminates Electricians' on Oct 15, 2019
Power supply provider Altronix claims its new Tango power supply 'eliminates the need for an electrician, dedicated conduit and wire runs'. In...
Pelco CEO Out, Seeking New Industry CEO, New CEO Found on Oct 15, 2019
Just 2 months after Pelco was sold, Pelco's CEO is out, with Pelco bringing in an outside President and searching for a new CEO from the industry,...
Hikvision Dissolves North American Business Unit, Splits Canada and USA on Oct 15, 2019
Hikvision has dissolved its North American Business Unit, splitting up US and Canada operations as the PRC-government owned manufacturer faces...
Camera Focusing Tutorial on Oct 14, 2019
Camera focus is fundamental to quality imaging. Mistakes can significantly reduce details, making cameras less effective. In this guide, we...
"UL Has Blood On Their Hands" Alleges The Interceptor / Keith Jentoft on Oct 14, 2019
"UL has blood on their hands" alleges Keith Jentoft of "The Interceptor Project". We examined The Interceptor in-depth last year, see: The...
Access Control Course Fall 2019 - Last Chance on Oct 14, 2019
Register Now - Fall 2019 Access Control Course. Thursday, October 17th is the last day to register. IPVM offers the most comprehensive access...
Axis HD Analog Encoder Tested on Oct 11, 2019
Two years after declaring "Everything is IP", Axis has released their first HD analog encoder, the P7304, with support for AHD, CVI, TVI, and SD...