SMB Market Video Surveillance Guide

Avatar
Brian Rhodes
•Published Aug 20, 2015 04:00 AM

This 13-page guide explains the key uses, design factors, and players in the small-medium business surveillance market.

A global group of 90 integrators responded, each offering insights in selling, implementing, and maintaining video surveillance systems in one of the most common, yet diverse market segments.

Note: this report is a companion to our Favorite SMB Video Surveillance Manufacturers report that details which camera types and recorders are commonly proposed to these customers. For more survey results, see our School Video Surveillance Guide, Hospital Video Surveillance Guide, and City Video Surveillance Guides for similar vertical reports.

Questions Answered

We share these core insights on SMB surveillance systems:

(1) What Is The Typical Customer Profile?

(2) What Percentage of All Projects are SMB?

(3) Who are Your Primary Competitors?

(4) What types of Niche Security Technologies are popular with SMB customers?

(5) How Crucial is Remote Viewing?

(6) How Often are Sales Closed on the Quotes You Give?

(7) How big is the Internet Price-Checking Threat?

*** **** ***** ********** *** *** finding *** ******** *****:

  • ******** ***** *******: *** *** ****** is *******, *** ***** ** ** 'typical ********'. *********** *** ********** ****** a ***** *** ** **********, **** many ** *** ******* ****** ** similarity ****** ***** ****** ***** **** others.
  • **** ****** ********: *** ******** *** the **** ****** ******** ** ********** for **** ********** *** *********** ********** of *********.
  • ******* ***********: ***** ************ ********* *** cited ** *** **** ****** ********** type ********** ** ******, ******* ***** common ********* ******* ************, ** *****, and ***** *********.
  • ******** ********* ********: *** ******** ** *********** **** hosted *****, *********, *** *********** **** ****** control, ******** ********* ******* *** * popular ********.
  • ****** ******* **** ****: *** ******** of ********* *** **** ** * 'must-have' ******* *** ******* *** *********.
  • ***** ******* ********** ****: ***** ******* close ***** *** ****, ********* ********* this ** ****** ****-**-***** ****** **** competitive *** ********, *** **** **** that *** ***** ** ********* *** in *******.
  • ******** *****-******** ***: *******, ********* ******** quotes ** *** ******** ****** *******, with **** **** ********* ******* *** vendor ***** ***** * *** ******.

*** ******** ****** ********* *** ******** in ***** *****:

******** *****

********: **** *** *** **** ****** ***** of ********** ** ************* **** *** install ** ******* ** **** ** a ****** ****?

*******: ******* ********, *** *** ******* is ***** ****** ******** ******** *** ********** including: ****** *********, *********, ****** *******, Manufacturing, ********, ***********, ********* *********, *** small ************** ************. 

** *** *** ******* *****, ******* groups *** ********* ** *** ******* below:

  • "** ** **** ** ***** ** all *****.  ****** **********, ***** ********** ******* (** not * ******** *******), ***/***** ****. Some, *** *** ****, ***********. *** there ** * ********** ******* *** 2-8 ****** ******** *** *** * - ** ****** ********. ***** * is ** ****** ****** ***** *** price. **** * ** **** ***** the ******* ****** ****** *** *******. Usually **** **** ** **** *** large **+ ****** ********."
  • "********** ********* **** * ****** ***** of ********, ** ***** ** ** need ** ******* ******** ********* **** a ****** ****** ******. ****, **** larger ********* **** ***** **** * smaller ****** ****** *** ** ***** of ********* ***** ***** ****** ** front. **** *********, ** ******* ***** another **** ** ** ****** **** find **** ***** *** ********** *******. Most ** ***** ************ *** *** exterior ******* *** ******** ********* ************. Not ***** *** **** ****** *** building ** *** ****** ****** ***** going *** **."
  • "***** ** *** ****(***** **,*** ****** feet ****) ** *** ******** ******* which ***** ** * ******, *************, warehouses, ********** ***** ***** ******** ************ for **** ****** & ******* *****."
  • "******* ********* ********* *** ****** *** would ******** **** ** * ***** to ****** ***** ********."
  • "***** *****, ***** ********* *********, ******, restaurants"
  • "*********** ****** *** ***** ***** ****** is ***"
  • "********, ********, *** ***** '**** ******' facilities **** ********* **********."
  • "*****-****** ****** ********, ****** ******, ****** tenant ****** *********, ******, *****"
  • "** ******* * ** ** ****** systems **** ******** ** ********* (**********) centers, ***** ************/********* **********, ******* **** & **** **********, ***** **********, *** power ******* *** ********/**-*** *****."
  • "** ******* * ** ** ****** systems **** ******** ** ********* (**********) centers, ***** ************/********* **********, ******* **** & **** **********, ***** **********, *** power ******* *** ********/**-*** *****."
  • "******* ******, *** ********, ***** *********/****, Restaurant, ******, **********"
  • "********** ******** (******* ********* ****** *****), High *******, ****** *******, ********** *******, Oil & *** *****, ******, *** highend *********** (*** ** *** ******** residential ******)."
  • "***** *******, **** **********, ******* ***** Hospital ********** *********"

*** ****** *** ***** ********?

********: ** *** **** ******** **** ********** are ***** ** *******, ****** **** ones? *** *** ***** ****, **** or *** **** ** ***** ***** of ******** **** * ***** ***?

*******:  ** *******, *** ***** ****** ** video ************ ******* **** ********* ***** use ** *** *** ******* ** systems *** **** ********** ** **** justifyable ***** ******** ** * ***** ago.  ***** **** ********* ********* * general ********, **** ********** ***** **** are ***** **** *** **** ** a ****** ** ***** *** ******** focuses ******** ** ****** ******* ** increased ********** ** *** ***-*** ******** jobs.

******* ******** ** ****

  • "**** **** **% ** *** ******** is ***** ** ****** ********. ** are ***** ****."
  • "** *** **** *** ***** ** have **** ********** ******* **** *****, before *** ***** *** ** **** installing * **** ****. **% ** projects *** **-** *******. ** **** done *** ** ***** **** **** over ** *******, **** *** **** 32 ***** ** **** **** ** business."
  • "**% ** *** ******* *** ***** 20 *******. ** ** **** ** this ******** **** * ***** ***. A ******* ******* ** *********** ** about ** *******.."
  • "***** **% *** ***** ** *******. I ** ***** **** ***** **** in *** **** * ***** ******* most ****** *** ********* ** ********** the ********** ** ************ ******."
  • "**% *** ** *** *****, *** we *** ***** **** **** * years *** *** ****. * ***** think **** **** ** ****** ***%"

***** ******* ******* *****

**** ****** *** ******* *** *****, the ******* ** *** ********* ******:

  • "**%. ** *** ***** * *** more ** *****, ******** ******* *** end-user ****** **** ******** ** **** in ****** *****."
  • "** *** ***** **** ******* ********. It ***** **** ***** ************ ** no ****** * **** ****, *** rather * ***********."
  • "* ***** *** ~**%. ** *** doing **** **** ** ***** **** 5 ***** ***."
  • "***** **% *** **** **** **. We ** **** *** *** ** have ********* *** ******* ** **** them *** ******* **** ***."
  • "* ***** *** **% ** *** installs *** ** ******* ** ****. We **** ** ** ***** **** of ***** **** ****"

*** *** **** *** ********

*******, ******* ********** ***** **** **** have ******* **** * ******* ** SMB ******** ***** ** ******* ****** margins *** ********* ***********.

  • "** *** ***** **** **** * years ***. ** *** ******* ** larger ********."
  • "******* ****, ******* ** **** *** pay *** **** ** ** **** to, ** ** ***** ** *** accounts."
  • "****. **** ****** ******* *******, *** pie ** ******* **** ** **** to **."
  • "**** ** ***** ******** ***** ** doing **** *-** ******** ***** **** 30~75 ******* ** * ****. ** were ***** * *** ** ***** jobs ****** *** ***** ********* *** it ***** **** ****** ******** *** the **** *** ***** ***."
  • "**'* * ********** **********, *** ** has ****** **** **** **** **% of *** ***** ********. *** ******** is ************ ** *** **** **** there *** ** **** ******* *** off *** ***** **** *** **** piece ** *** ******."

******* ***********

********: *** *** *** **** ****** ***** of *********** *** ***** ** ******, single **** ********? **** ** **** offer / **** ****?

*******:  ***** ******* ****** ** ******, the **** ****** *********** *** *** projects *** *****, *** ********, ****-******* installers ******** (************) ****** '*************'. ***** small *** ***** *** ********* *** newer ** *** ******* ****** *** are ***** ******* ** **** **** profits ** **** * ******** ** business:

*************

  • "***** ***** ********* (***** ** *********). usually **** ***** *********** ****** (*** to ***** *** ******** ****), *** more *********** **** *** ******."
  • "**** ** *** *********** *** ***** slammers. ** ******* *** *** ******** because **** ** *** ****** *** look ** ** *** ********* **** trusting * *** ** *** *** operation."
  • "****** *********** *** ***** ******** **********. They *** ******** ***** ******* *******."
  • "****** *** *** ****, ******* ******** but **** *** ****** ***** ** their ******."
  • "********* ****** ***** ******* *** *** band ***** ** *********** **** **** at ***** **** * ********* ***** (e.g. ***** ****** ****). ***** ******** used ** **** ***** ******** *** are *** ******* ** ***/*** ***. Still *****, **** ****** **********. ***** system **** ********* **** ** *** tey ** ****** ** ***** *** phone ****** ** ******* ****. * lot ** ***** ***** *** ****."

*******, ***** ****** *********** ******* ********** firms, ** *********, *** ********* ***** companies ********* ***** ********* *****:

************

  • "***** ***********, **** ***** **** ******. Only ****** *********** ******** ******* ** cameras. *** ******* **** *** ** the *******."
  • "** ******* **** ******* ********** *********** on *** ** ******* ********."
  • "********** ***********. ********* **** ***** ******* you **** ** *** *** ******."
  • "**** ** ***** ******** **** **** electricans *** **** ** ******** ***** analogue ****** **** ****."

** ******* *** *********

  • "******** ***** ** ******* ** ********* are ***** *********** ** **** *******."
  • "*** ***** ** *** **** **** around *** ******, *** ***** ** offer **** * ***/***."
  • "** ********* ******** ******** ** *** high *** *** ********** ******/***'* **** kits ** *** *** ***."
  • "***** ******* ********** ****** ** *** do **** ****, *** ** *** tons ** *** **** **** ***."
  • "******** ********* *** ***** ******** *** to **** **** *** **** **********."

***** *********

  • "** *** ***** ******* **** **** **** ****** analogue *******."
  • "*********, ****** ***** ***** ******* *** I'm ***** ** ******* *** ***'***."
  • "***** *********, *** **** **** **** cheap ****** ***/***. **** ******* *** to *** *** ********* ******* ***** having * **** **** ******* ** his/her ****."
  • "***** ***** ******* **** ********* ***** a *********, ******, ******** **** ** have **** ****** * *** **** with *** **** *******."
  • "****** - ********* **** **** **** much ***** ***** ************."

***** ******** **********

********: ** *** ************ ***** *** ******* technologies ** ********, **** ** ****** video, ***** *********, ********* *******, ****** control ***********, ***. ** ***** ** camera, ****** **** ********? *** ** why ***?

*******: *** **** ****** ****** ** '****', with ********* ********* ****** **** ** interest ** ** ******* ** *** reason. **** ******** *** ******** ******* to **** ***:

"* **** ******* *** *** ************ sold *** ******* ********. *** ******** is *** **** *** **** *** hosted *****. * **** **** * limited ******** ** ********* ******* *** access *******. ***** **** *** **** to ** * ****** *** **."

** ******* ***** *********, ********** *** strongest ***** ****** *****, ***** *********, and ****** ******* *********** ** ****.

****** '***** *******' ************ ****

  • "** ** ***** ******* ******* **** time ** **** *** **'* ********* meat *** ****** ****** **/* **** 5 ******* ** *******"
  • "**. ***** ** *** **** ******** at **** ******* *****."
  • "***** ********* **** ** ******** *** want ***** ** ***** ** ********."
  • "* **** ******* *** *** ************ sold *** ******* ********. *** ******** is *** **** *** **** *** hosted *****. * **** **** * limited ******** ** ********* ******* *** access *******. ***** **** *** **** to ** * ****** *** **."
  • "**** ** *** ********* ***'* ******* or **** *** **** *** * lot ** ******* ******** ******. * lot ** *** ******* ******** *** a ******** ** * ***** ** or ********* *** ********* **** ********* the **** *** * ************ ******, so * *** ** ***** ********* just **** * ****** ****** ****'* recording."
  • "**. **** **** ******* ** *** price ** * *** ********* ** this *****"
  • "*** *********. **** ** ***** ***-***** do *** **** **** ***** ** sophistication. ****, * ******* ** ***** projects **** ******* *** *** ****** where *** ***** ** ***** *** most ********* *******."
  • "*********, **. ***** **** **** ** be ******* ** ****** ** *********** extras ******** ***'* **** **** **."

********** ******

  • "** **** ***** *** ******* *** that's ***** **. "
  • "** **** *** ********* ********* ** a ******* *** **** **** **. It ** ****** ** ******** ** the ****** ***** *****. ** ************ with ****** **** ***** ******."
  • "** ** ***** ********* *** ****** them *****. ** **** ***** ** can *** ********* ********** ** ****** the ****** ** ******* ********."
  • "*** ********* ******* *** **********."
  • "**** ********* **** *** **** ***** and ***** ****** ****** **** ********** offer."

******/***** ***** ****

  • "*** ** **** ****** ***** *** some ********(******* ***** * *******)"
  • "** ***** ****** ***** *** *** small *****, **** ********** ***** ***** be * ******* *** **** *** sign **."
  • "***. ****** ***** ** ***** *** as ******** ** ** **** **."
  • "** ** ***** ****** *** ****** sell **. "
  • "** ****** **** ***** *** *** not ******** ** *** ********* ********* offered ** * *** ** *********."
  • "** *** ** ****** *****, ***** always ***** ** ** **** ******** until **** **** ***** *** ******* and ********* ************."
  • "** ***** ****** *** **** * hard **** ******* **. ***** ** often, * ******** ***** **, *** its ****."

****** ******* ****

  • "** ****** ******* ** ******* ** the **** ** ***** ** ** deployed ** ***** **** * **** to ********* *** *** ************"
  • "**, ****** ** ***** **** **** except *** ***** *** *** ******** there ** **** *********** ****** **** intrusion *** ****** ******* *******."
  • " * **** **** * ******* ******** of ********* ******* *** ****** *******. There **** *** **** ** ** a ****** *** **."
  • "****** **** * ***** ******* ******* ACS ** *** ***********."

****** *******

********: *** ********* ** ********* ********** or ****** ****** ****** *** ***** 20 ******, ****** **** ***** ************ systems? ***?

*******:  ** *******, ****** ********** ** systems ******* ***********, *******, ** *** browsers ** * ******** ******* *** SMB *********.  ******* ********** ******** **** visibility *** ** **** *********** ********* and ********** ******* ** **** ******** *****:

***** / ****-****

  • "**.**% ** ********* ******* ****** ****** via ********** ** ******. ******** ***** big ******* *** ***** ******** ***** wants ** ** *** *******. * would *** **% ** *** ******** say **** **** ***** *** **, when * ******** **** **** * few ***** ***** **** **** ** they're ** ***** ****** ****** ******** and **** **** **. **** ****** in **** ** *********."
  • "** ** ******* *** ****** ****** the ***** ***** **** ** *********. Everyone ****** ***** ** *** ***** site **** **** *** *** *****. At ***** * ***** *** **** novelty ** **** *** **** **** they ** ** **** *** **** people *** ****** ***** (** *** doing) **** *** **** ** ****."
  • "**** ********* ** ******** ***** ****** view ** ***** *****"
  • "**** ******* ****** **."
  • "*******, *** ********** *********"
  • "** ***** ** ** *** ** the **** ********* ******** *** *********. Owners **** ** ** **** ** see **** ** ***** ** ** their ******** (**** ** ********). **** also *** **** ******* ** * means ** ****** ***** ************. ** they *** ******* ******** ** ** alarm ** **** ** *****."
  • "**** ** ****** ****** *********, ********** for ******** ************* *** **** *** businesses **** ******** ******** ***** *** owner *** **** ** '***** **' at ******** **** ******** **** ****** to ** ** *** ****."
  • "****** ************ *** *** * **** HAVE *** **** *** ********, *** for ********** ** *** ** * valuable ********** ****. ********** ***** ** all ***** *** **** *** *********** of * ****** ******, ***** *** be ******** **** ********* *** ******** at *** ****."
  • "*******! ****** ****** ******* ********** *** love **/* **** ****** **** ********."
  • "**** *********. **** ** *** ******* are ****** ** ****** **** **** "skin ** *** ****". *** ******* to **** ****'* ***** ** ** their ******** ** *** **** ***** them * ***** ** *******."

* **** ******, *** *** ********

** ********, *** ******* ******* ****** viewing ** ************* *** *** *********, rather ********** **** *** ******* ********* the ********* ***** *** ****:

  • "*** **** *********, *** ***** ** sale *** **** ** *******."
  • "** ** * **** ** **** not * **** ****. **** ********* have ***** *** ********** ** ****** prior ** ** ****** ** ***** so ** ********* ** ** *** a ***********."
  • "**** ******** ***** ** ** **** to *** ***** ******* ********. *** the ***** *** ******, ** *****..."
  • "********* ** **** ********* **** **** larger *******. ******* ******* ***'* **** a ***** ****** ** *** ******* center *** *** *** ***** *** way *** ****** ******* **. *** business ***** ** *** ** ****** checks ** ****** *********."
  • "********* *********. ** *** ********** **** feature ** ********* *** *** ******* wears *** ****** * ****. ** periodically ***** *** ******* ** *** who ** ******* ** **** *** mobile ******. ****** ** ** *** anyone **** ****** ****** **."
  • "** ***** **** ********* ** *** customers *******, * ***** ** ** just *** "**** ******" **** ***** and *** ** ****** ****."

Sales ******* **********

********: **** ********** ** ********* **** ***** 20 ****** ** * ****** **** ** *** win / *****? ***?

*******: ******* ***** ***** *** ****, with ***** *** ***** ** ********** reporting * ******* **** ** **% or ******. **** ***** ****** ******* business ** *** *** ******* ** this *******. ****** ********* **** ********** percentages ******* ***** ********* *** ********* more *********, ******* ********* ******** ** the ***-*** **** **** ** ********** chosen.

**% - **%+ ****** 

  • "**** **% ******* ** **** *** right *********** ** ***** *** *********** for ****. ** ******* ***** ** beat ***********' ******* **** ***% ****** offerings."
  • "** *** ** ***** **%, ****** because ** *** ****** ** ** very ****** ** **** ** ***. Ones ** **** ****'* ****** ** a **********, ******. **** ***** *** customer **** ***** ******** *** *** reason ** *******."
  • "***** **%. *** **** **** ** success ** *** ** *** **** that *** ******** ** ****** ********* through **** ** *****. ****, ** rarely **** ****** ***********. "
  • "**** **%. **** ** ******* * work ** **** ** ***** ********* vs **** ****."
  • "**% ** *** **** **** ****. :) * ***** *** *** * camera *** ***** **** **** ******* much **** *** *** *** ******/******. But * *** ***** **** ******. There's **** * ******* ****** ***** the *** **** ***** ** ** help **** ***."
  • "**%. ******* *** **** **** **** their ****** *** *** ***** *************** are ********."
  • "**% *** **** **** *** ** 5% ** ***********. ** ****** ** provide * **** ****** ***** **** any ***** ***** *****."

***

  • "**%. ** ***'* ************ ***** **** work ** *** *******. ** ** are ***** ** *** **, ** will ** **** ** **** ****** money ** **."
  • "** *** ********** ***** **% ** the ****."
  • "**-**%. **** *********** ** **** *****."
  • "** ** **%. *** *********** ** this ****** ** **** ****, *** usually *** ***** ****** *********** ****** fit ** ******* **** *** ******* pricing ******."
  • "** *** **** **** **% ****** because ** ** **** ***** *** our *******."
  • "**%. ** ***'* ***** **** ***** equipment."

*** ***** ** ***

  • "** *** **** **** **% ****** because ** ** **** ***** *** our *******."
  • "****** **%. ******* ******* *** ********."
  • "**%. ** ***** *** ******** **********, we *** **%. ** ******* * GC, * ** ** *** ** only *** ** **** **** ** they **** * ******. *********, ** company ** *** ********* ** *** most ***-*** *************."

******** *****-********

********: *** ***** ** ********* **** ***** 20 ******* *** * ****** **** price ***** **** ***** ** *** Internet ** ******* **** ******** ** Big *** / ****** *********?

*******: ** ******** ** ***** ****** ********* (K-12, ****, *********), ******** ***** ******** in *** *** ****** ** ******** as **********, **** **** ********* ****** a ***** ** ******* ** **** of ************* ******* ** ******* ** barrier ****** ** ******* *** ********:

*** *****

  • "*** *****. *** ******* ********** **** our ******* ** *** *** ******** but ** ** *** *** **** expensive. **** **** ** ***** ** the ********* ******* ******* *** ******** costs ** "********" *******. ***** *** savings *** ********** **** * **** is *** ** ***** ****. ** they *** ********** **** **** **** responsibility *** ******** ******* & ******* etc. *** **** ******** *** **** they *** ******* ***** ********* ***** time ** ******** ******** ***** ******** rather **** ****** ** *** ****** than ** **** **."
  • "** ** ****!"
  • "*** *********** ** *****, *** **** do *** **** **** ** ********** things **** ****** ** **** ******."
  • "**% ** ****** * **** *** get ***** *******. **% ***'* *** because **** ***** **** *** ** it **********, *** ***** **% *** sold ** *** ************ ************ *** post ***** *******."
  • "* ** **** ** ******* *** we **** ***** *** ******** **** the ******** ********* ***** ********."
  • "******. **'* *** ***** ***** ** this *******. ***** *** **, **'** be ***** ** *** **** ** a ******** ******* ****'** **** ******* customers *******."
  • "**'** **** **** **** ***** ** it ****, **** *** ******** ***** buy *** **** ******* ****** *** not **** **** **** ** **** purchasing **** ******* ************."
  • "*** *** ********** **%, *** ***** to ** **********."
  • "*** *****, ** * **** **** up ***** * **** ** **** than **** *** **** ************ ********* you **** **-****. ** **** ** their ******, * **** ***** **** them *********** ** *** ***** ***** I'm ***** *** * ***'* ***** a ****** ** **** ** ** competition."

**** ********** 

*******, **** ********* ******* ********* ** reporting ***** ********* ****** ****** ***** prices ****** ****** ******:

  • "*'* ***** ****** ******. ******* *** most ** **** ***** ** ***** SD ******."
  • "****** **% ** *** ****."
  • "**% ** *** ****. *******, ** work ** ********* ******* **** *** highly ***** ********* **** *** ***** pipeline ** **** ** ********* *** a **** *** *** **."
  • "***** ***** ** ***** ****. *'* say ***% *** * ******* ** less."
  • "**** ***** ****** ***** ** ***** 70% ** *****."
Comments (4)
Avatar
Ari Erenthal
•Aug 20, 2015
Chesapeake & Midlantic

"However, we work to eliminate clients that are highly price sensitive from our sales pipeline as this is generally not a good fit for us."

How?

UI
Undisclosed Integrator #1
•Aug 22, 2015
In reply to Ari Erenthal

IMHO: By quoting an "artificial" higher price to the customer, you "naturally" eliminate said customer. If said customer still purchases from you, it will be your gain (a higher margin on this particular sale); as simple as that ; )

Avatar
Mark Jones
•Aug 23, 2015

Thanks to IPVM. It is an interesting read. I do wonder one thing I did not see covered. Do most installers have one preferred system for all of these markets? I realize you can't have a one size fits all for every job, but do most of you have one "go to" product that can allow you to be competitive in 70 - 80 percent of the circumstances, regardless of size or market, albeit different models?

Maybe this version of the question is better: Can you satisfy the majority of your customers with Milestone, ONSSI, Avigilon, etc? Some customes will have to purchase software to meet their expectation, some will be fine with a free version.

JH
John Honovich
•Aug 23, 2015
IPVM
In reply to Mark Jones

Mark, this is covered in our companion guide: Favorite SMB Video Surveillance Manufacturers

(1)