Security Sales Forecast 2015

By: John Honovich, Published on Jan 05, 2015

The biggest surveillance manufacturer marketing push in 2014 was 4K.

And the pundits continue to say how the cloud will be the next big thing.

But these two were easily beat out by three less hyped but more valuable offerings.

*** ******* ************ ************ marketing **** ** **** was **.

*** *** ******* ******** to *** *** *** cloud **** ** *** next *** *****.

*** ***** *** **** easily **** *** ** three **** ***** *** more ******** *********.

****** **** ******, ** examine **** ***** ** security *** ************ **** integrators **** ** **** more ** ** ****, based ** ********** ***** survey ******* *** *** analysis ** ****.

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

*******

**** *** *** *** findings ** *** ****** and *** ********:

  • ** *********** **** **********. ****** sales **** ** ****** by ************ ********* ****, customer ******** **** ** low.
  • ********** **** ****** ***************.
  • ****** ******* **** ** ******, despite *** **** ** support ** ***** *************.
  • '*******' ** ** ***** ****** **** **********, as ********** ********** / maturity *** ****** ** option ****** ******.
  • ****** ******* **** ******** ** decline, **** ******* **** previously ********, *** ** IP ****** ******* ****, analog **'* ********* *** more ****** ******* ******** end ** ****.
  • ***** ************* *** ******** *******, though *** ****** ** the ******** / ** deal ***** ** ** seen.
  • ****** ************ **** ** ****** than ********, **** ******* driven ** ******** *****.

4K **** **********

*** ******* *** ** *** brand ************* **** *** past **** *** **** 4K, *** ** ** going ** **** *********** buyer *********** ** ****. Not * ****** ********** surveyed ****** ** ** a ********** **** **** going ** **** **** of, * ********** ******* considering *** ***** ** marketing ******* ***** ********* 4K.

*** ******** **** ** that ***** ****** **** be ********* ****, ** percentage *****. **** ** a ******* ** ***** factors:

  • ** ** ****** ***** are ******** ** **** zero, ** *** ***** will ************* ** * big ****.
  • ************* *** ******** * lot ** ***** *** marketing ******* ****** ****.
  • *** **** ******* ******, who *** ******** ****** HD, ** **** ** their **** / **** new '**********'.

** ********** **** ** able ** ***** ******* as **** ****** ******* will ********** **** ***%, etc. ****** ** ** IP *******.

*** ******* **** ** that *** ***** ******, relative ** *** ************* dollars ******** **** ** poor. *****'* **** ** much ******* ************* *** do ** ****** *** not ****** *********.

**** ****, ****** **** (slowly) **** **** ****/***** HD ** ** *** the ****** ********* / impact **** ** *** more ***** **** **** of ** ** **.

Cloud ******* ***************

***** ***** ************ ***** will ****** *************** *** to * **** ** both ****** *** ******. Integrators ******** *** ** interest (**** * **** total) *** ************* / providers *** ***** ****** to ******* ** ******* their ********* (*.*., **** AVHS ***** **** *** gone?). *** ***** *** be *** ****** (** present) ** ***** ***** of ** / ********** but **** ****** * distinct ***** ** ***** surveillance.

More -> ****** **

****** ***** *** ** universal ********* ***** *********** in **** **** **** sell ****, ****** ** clearly *** *** **** votes. ********** ********** ********:

  • "***** *.* *** *** for ********* ****** ****** really. *** *.* **** be *** *** ****** upgrade **** ******* ****** while *** **** ** analog ******* ***** ** a ******."
  • "***** - ******* ** ticks *** *** ***** at *** ***** *****."
  • "*** ******* ****."
  • "****** ****-********** ****, *** cost *** **** ********."
  • "******* *****, ****** ******* at * **** **** price"
  • "***** *** **** **** reasonable *** *** ************ of *** ***** ** a ***** *********** ** upsell ******** ****** ****** base ******* ***** ************** changes."
  • "** ****** *** ********* with ******** ****** **************. HD ****** (*********) ** a ********** *********** *** we **** *** ** push **** ** ******** analog ********* ***** ** is ** **** ******* choice."
  • "*** ******* **** ** are ***** **** *** camera ****** ** *** the *** ******* ** HVI-TVI"
  • "****** **, ************ *****. Since ** ** * new *******, **** **** tend ** ******** ***** naturally, *** ** *** it ** * *********** for ** ****** ** our ******* *********."
  • "**-*** ******** *******. **** technology ***** ** ** a ***** **** ***** providing * **** ****** image. ** * *** provide * **** ******* at * **** **** value **** ******** **** IMHO."

**** ** ********** ***** the **** ** ************ marketing *****. *******, ****** HD ****** **** ********** be ********** ** ****. None ** *** *** Western ** ******** ****** are ********** ****** ** which ***** ****** **'* growth **** ************* ** *** *** *** / ******* ** *** market ** ****.

****** **** ** ***** support *** ****** **, the ************** / ****** ******* Dahua *** ************** ********* ****** ** well.

(Somewhat) **** - ** / **

* *** ***** ***, the **** ****** ****** driver *** ***** ************ was *** **** ** IP / **. **** is *** ******** ****, simply * ****** ** its *** *******, ** more *** **** ****** migrate ** ** / HD. * *** *********** still *** **** **** though: 

  • "** *******. ** *** close ** * **** transition **** ** ******* now."
  • "**-***** ******* *** ******** to **** ****** ***** camera ************* **** *** network."
  • "** ******* ******* *** growing ** ****** **** than *** ***** ****** that ** ****. *** sheer *********** ** ***** quality *** *********** ** IP ******* *** * huge ******* ***** **** the ******** *** *** over *** ******* *****"

***********, ** ** ******* a ************ ***** ****** driver.

Less -> ****** **

** *** ********, * strong ********* ****** *********** exists ** **** **** are ***** ** **** less ** ** **** - ****** **, **** far **** **** **** of *** *********** ********* it:

  • "****** ***** (******** ***/**** resolution). **'* ***** ************."
  • "****** **** *****'* *** it *******. ** **** still **** *** ******* in ************* ********* ********** no *******, *** **** that ** ******** ** will ********** *** ***."
  • "****** ******* *** ** less ******. ****** *** asking *** ****** ***** quality."
  • "****** **** - ******** in **** ** ** Based *******"
  • "****** *****. ***? ******* I *** **** ** entry ***** ** ****** for *** **** **** but **** **** **** double *** *******."
  • "* ***** *** ****** cameras *** **** ** not *** ******** *** together. **** *** ****."
  • "******** ********** ****** ************. Cost ****** *********** ****** surveillance *** ****** *********** for * ****** ****"
  • "****** ***** ** ** from ********* ** ******* than ****** **** *** brands."
  • "****** ******* (******** **********) Push ******* ** / HD ****** *** ****** picture ******* *** **** the ***** ************ ** not ** ****."
  • "** ****** **** ******** no ****** ** **** with *** ** ****** offerings ********* *****."
  • "****** ******** ******* ***** I ******* *** ************ inferior ** *****/***** **********."

**** ****** ** ********* should **** ** ** surprise ** ******** ******. However, *** ********* ***** that ** ***** ** occur ** * ***** drop ** ****** ** sales.

** *** *** ***, analog **, **** ****** pixel ***** *** ******* pricing, ***** ** **** to ******* ****** **. And ** *** ****** end, *** ********* ******** of ** ** ***** it ****** ** ******* switching ** **. *******, systems **** *** *** boom ** **** ** 2005 *** *** ** least ** ***** ***, making **** ************ **** to ******* ***********.

** ****** **** ** hit '*******' ****** ************* like *****, *********, ****/**, etc. *** **** ** analog ** ****** ** counter **** ****. ** contrast, ********* *** ***** should ** ****, ********* analog ** ** ****** HD ***** *** ****** some ** ***** ******* competitor ***** ** ****** HD.

More -> ***** *********

* **** ****** ** integrators ***** ***** ********* as * ***** ****** driver *** ****, **** only **** ******* ****** HD.

********** ******** ** ********* included:

  • "** ****** ******* **** VCA ** *** ***** market ********** *** ******** and ** **** **** a **** ***** ** video *********."
  • "** **** ** ******* more ******* **** ******** analytic ******** ** **** is * **** ******* of *** ******** *****."
  • "********* ****** **** **** IP ******* **** *********."
  • "** *****. *********** *******, video ********* ********** ******** systems."
  • "******** ***** ********'*, ** Cameras."
  • "** ***** ************ *******, due ** ****** ********** video *** **** ********* analytics."

**** ****** **** ***** days ****** *********** / ** ********* patent ****, ** ** **** not ******* ****.

*********, ** ****** **** to ** ** ********* year *** ********'* ***** analytic *****. *** *********** of ******** ***-**** ******** *******, ***** ********** ***** tactics *** *** ****** patents ****** ***** *********, sets **** ** *** tremendous ***** ******.

** *** *** **** of *** ********, **** will ****** ** **** approach ******** ***** ** enforcement **** ******.

More -> ****** *******

****** ******* *** * decent ******* ******* ***********, with **** ****** ** as * ***** ****** area: 

  • "****** ******* - ** want ** **** * bite *** ** *** competition. *********, ** ***** on ******* ******."
  • "****** ******* ***** ** TCP/IP, **** *************** **** from *****."
  • "******** ****** ******* *********. In *** *** ***** are ******** ******* **** free ********* *********, ******, iris, ****** ***."
  • "** **** ** ******** our **** *** ****** control ******* ** ****** projects ********* ****** ****** enhancements ** *******. ****, we **** ** **** IP ****** ******* ******* like *** **** *****."
  • "** ** *** **** access ******* *******, ** future-proofs *** ************* **** an ************** ***********."

** **********, * ****** called *** ******** ****** control:

  • "******** ******** **** ****** control. ** *** ****** more ******** *** ********** into ****** *********."
  • "******** ******** *********."
  • "******** ****** ******* ******* - ******* ******-**** ***** allows *** **** *********** to ****** ******* ****** up ** ** ******** locks *** * **** cable."

***********,******** ****** *******, ** our ***** ****, ** *** ** the *** ******* ********, not **** ** ****** but ** *** ** physical ********.

**** ****, ** ** not ****** * ***** in ******* ****** ******* spending / *****, *** with ********** ** ***** surveillance *******, **** ** a ***** **** ** access ******* ******* ** be * ******* **** for **** ***********.

Comments (6)

Hate to be the grammar police, but you have a duplicate paragraph starting with "On the low end..."

Otherwise, great info! Well, I guess I think it's great because it falls in line with my own thoughts.

Thanks, fixed and upvoted.

Definitely agree on the HD analog being the growth engine in 2015. Opens up some integration possibilities and drives total cost down for the customer. Especially like Milestone's pricing plan for one license per IP address. Opens up using the Dahua or Hikvision NVR as an encoder since the VMS included with them is incomprehensible. I do like the opportunity that 4K represents however and I disagree slightly that we'll see no real growth from that. I view it as adding another great tool to the toolbox. It all comes down to how the sales guy positions it with the client. If a 4K camera can provide the functionality the client needs, then its a win win. Alot of city surveillance jobs, utilities and higher end clients might want this level of definintion.

Dave Barnhart

Tronniks

Dave,

Thanks. To clarify, it is not our position that "we'll see no real growth from that [4K]." As we said above, there will certainly be growth, it will simply be disappointing relative to the marketing expenditures made given the lack of integrator demand and the limited gains the cameras offer.

Do you think we will see more kickstarter/indie campaigns in 2015? Will they be successful?

As long as the tech boom / bubble lasts, yes. But these will be very early stage and almost all consumer focused so they will have essentially no short term effect on the market.

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

Responsibility Split Selecting Locks - Statistics on Jul 22, 2019
A heated access debate surrounds who should pick and install the locks. While responsible for selecting the control systems, integrators often...
History of Video Surveillance on Jul 19, 2019
The video surveillance market has changed significantly since 2000, going from VCRs to emerging into an AI cloud era.  The goal of this history...
Mobile Access Usage Statistics 2019 on Jul 18, 2019
The ability to use mobile phones as access credentials is one of the biggest trends in a market that historically has been slow in adopting new...
Wyze AI Analytics Tested - Beats Axis and Hikvision on Jul 17, 2019
$20 camera disruptor Wyze has released free person detection deep learning analytics to all of their users, claiming users will "Only get notified...
Anyvision Aims For 2022 Revenue of $1 Billion on Jul 17, 2019
Only 3 video surveillance manufacturers do a billion dollars or more in annual revenue - Hikvision, Dahua, and Axis. Now, Anyvision plans to join...
HD Analog vs IP Guide on Jul 16, 2019
For years, HD resolution and single cable signal/power were IP camera advantages, with analog cameras limited to much lower resolution and...
How To Troubleshoot Wiegand Reader Problems - Inverted Wiring on Jul 16, 2019
Wiegand is the dominant method of connecting access readers, but problems can arise for installers. In fact, one of the most difficult reader...
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...
Nortek Blue Pass Mobile Access Reader Tested on Jul 11, 2019
Nortek claims BluePass mobile readers are a 'more secure and easy to use approach to access', but our testing uncovered security problems and...
Poor OSDP Usage Statistics 2019 on Jul 09, 2019
OSDP certainly offers advantages over decades-old Wiegand (see our OSDP Access Control Guide) but new IPVM statistics show that usage of OSDP, even...

Most Recent Industry Reports

Responsibility Split Selecting Locks - Statistics on Jul 22, 2019
A heated access debate surrounds who should pick and install the locks. While responsible for selecting the control systems, integrators often...
Vivotek Trend Micro Cyber Security Camera App Tested on Jul 22, 2019
Vivotek and Trend Micro are claiming five million blocked attacks on IP cameras, with their jointly developed app for Vivotek cameras. This new...
Avigilon ACC7 VMS Tested on Jul 22, 2019
Avigilon's Control Center 7 boldly claims it will "transform live video monitoring" with the new Focus of Attention "AI-enabled" interface. We...
History of Video Surveillance on Jul 19, 2019
The video surveillance market has changed significantly since 2000, going from VCRs to emerging into an AI cloud era.  The goal of this history...
Mobile Access Usage Statistics 2019 on Jul 18, 2019
The ability to use mobile phones as access credentials is one of the biggest trends in a market that historically has been slow in adopting new...
New GDPR Guidelines for Video Surveillance Examined on Jul 18, 2019
The highest-level EU data protection authority has issued a new series of provisional video surveillance guidelines. While GDPR has been in...
Wyze AI Analytics Tested - Beats Axis and Hikvision on Jul 17, 2019
$20 camera disruptor Wyze has released free person detection deep learning analytics to all of their users, claiming users will "Only get notified...
Anyvision Aims For 2022 Revenue of $1 Billion on Jul 17, 2019
Only 3 video surveillance manufacturers do a billion dollars or more in annual revenue - Hikvision, Dahua, and Axis. Now, Anyvision plans to join...
HD Analog vs IP Guide on Jul 16, 2019
For years, HD resolution and single cable signal/power were IP camera advantages, with analog cameras limited to much lower resolution and...
How To Troubleshoot Wiegand Reader Problems - Inverted Wiring on Jul 16, 2019
Wiegand is the dominant method of connecting access readers, but problems can arise for installers. In fact, one of the most difficult reader...

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