The Education Excuse

Author: John Honovich, Published on Jan 15, 2012

The worst and most common excuse in video surveillance is that lack of education is holding back sales. This seemingly happens with every new technology - IP cameras, video analytics, now HDcctv, they all harp on how 'the market needs more education' and 'if only end users were educated about the benefits of our technology, we'd break through.'

Not only are manufacturers overwhelmingly wrong in such claims, believing this is dangerous and self destructive.

Education vs Development

Educating the market is easy. Building a product that is fully competitive in the market is incredibly hard. Not only do you need to achieve a high level of performance but you need to establish wide spread interoperability and hit attractive price points. This can take years to do and huge investments in R&D.

False Optimism

Manufacturers over and over again misgauge how mature their products are. At some level, it is to be expected as the manufacturers needs to build confidence in their investors and employees that victory is close at hand. However, the problem is this leads to overconfidence and failure to understand how far one is away from the finish line.

When a manufacturer struggles in the market, it is very easy to say, "Of course, it's because these idiots do not understand" or "They are just so stuck in their ways."

IP Cameras as a Case Study

In the middle of the 2000s, IP camera and VMS proponents droned on and on about how integrators lacked IT skills and end users did not understand the value of their technology, etc. However, it was not until 2009, that IP surged into the mainstream. Did integrators and end users suddenly become 'educated'? Of course not. The widespread introductionof H.264 Megapixel cameras provided a higher quality, fairly low cost option that offered a very strong value proposition against analog. It did not take a rocket scientist for users and integrators to understand the difference. Adoption surged.

Ubiquiti as a Case Study

On the other end, look at Ubiquiti. In any conventional sense, the company is terrible at marketing. It does little to nothing to educate the market. Its website is hard to understand and figuring out the right product among its dozens of similar offerings is challenging to say the least. Despite them failing at education, they are killing the wireless market with stupendous growth. Why? Because it has a simple and clear value proposition: Solid performance at much lower prices than its incumbent competitors. 

Takeaways

When your value proposition is strong, the market will basically educate itself with little help from the vendor. However, if a vendor is obstinant and keeps on blaming the market for not understanding their value, they can cripple themselves by failing to focus on the true barriers to success.

Comments : PRO Members only. Login. or Join.

Related Reports

Exacq Improving Technical Support, Responding To Integrator Complaints on May 21, 2018
Exacq had been a long-term favorite of integrators, but since their 2014 Tyco acquisition, Exacq has fallen in IPVM integrator studies (though...
Best Manufacturer Technical Support 2018 on May 21, 2018
While 5 manufacturers made the worst technical support 2018 list, only 3 stood out as providing the best technical support to 190+ integrators in...
Worst Manufacturer Technical Support 2018 on May 16, 2018
5 manufacturers stood out as providing the worst technical support to 190+ integrators in new IPVM results. These integrators answered: In the...
Top Benefits Of Attending Trade Shows (Statistics) on May 15, 2018
150 integrators told IPVM: What are the top benefits of going to trade shows? The clear top 2 responses in order: (1) Networking (2) New...
Hikvision Source Code Transparency Center Examined on May 14, 2018
Following criticism of Hikvision's Chinese government ownership and Hikvision's IP camera backdoor, the company has responded with a series of...
March Networks Targets Cannabis Market on May 10, 2018
Will the next March Networks customer appreciation event be held a steakhouse or at a Taco Bell at 2 am? Can March sell the types of systems to the...
Bad Research Plus Lazy Reporting - SSI And 'Global Market Insights' Examined on May 07, 2018
If you wonder why there is so much obviously wrong information online (factually, not simply disagreeing on opinions), this is a great example of...
Integrator Technician Field Software Usage (Statistics) on May 07, 2018
Maintaining accurate notes and documentation from field technicans is a difficult and important task for a security integrator operation. Keeping...
Integrators Divided On Website Importance to Business (Statistics) on May 04, 2018
Are websites important? Still quite a number of integrators have no websites.  New IPVM statistics show that nearly half of all integrators find a...
Genetec Wins Panama Canal With Direct Low-Bid on Apr 30, 2018
Genetec and low price are not two terms frequently found together. However, in a surprising and controversial move, Genetec has won a Panama Canal...

Most Recent Industry Reports

Software Only VMS vs NVR Appliances on May 23, 2018
Should you buy your own PC/server and load VMS software on it or get a turnkey appliance (both hardware and software, e.g., NVR, Hybrid DVR) from a...
Buy Arecont: Top Bid $10 Million Cash on May 22, 2018
Last year, Arecont had a deal for a purchase price of $170 million (see Failed Arecont China Acquisition). This year, Arecont has a deal for a...
Installing Box Cameras Indoors Tutorial on May 22, 2018
This tutorial starts our physical installation for video surveillance series, starting with Box Cameras, one of the oldest and most basic types....
The Hikvision Smart Classroom Behavior Management System on May 22, 2018
Hikvision's rapidly growing offering of analytics, which we most recently examined with Hikvision's ethnic minority analytics, is now going into...
Dahua Intrusion Analytics And VMD Tested on May 21, 2018
Dahua ships basic analytics on practically all their cameras, ranging from low cost to high end. To see how these analytics work in real world...
Exacq Improving Technical Support, Responding To Integrator Complaints on May 21, 2018
Exacq had been a long-term favorite of integrators, but since their 2014 Tyco acquisition, Exacq has fallen in IPVM integrator studies (though...
Best Manufacturer Technical Support 2018 on May 21, 2018
While 5 manufacturers made the worst technical support 2018 list, only 3 stood out as providing the best technical support to 190+ integrators in...
Stealth / UCIT - Remote Video Monitoring Provider Profile on May 18, 2018
Can 2 remote video monitoring companies, Stealth Monitoring from the US and UCIT from Canada combine to impact the market and compete in a changing...
Cybersecurity for IP Video Surveillance Guide on May 18, 2018
Keeping surveillance networks secure can be a daunting task, but there are several methods that can greatly reduce risk, especially when used in...
Forced Entry / Duress Access Tutorial on May 17, 2018
Even though access control normally keeps people safe, tragedies have revealed a significant issue. If users are forced to unlock doors for...

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