Using Video for Marketing and Operations

Author: John Honovich, Published on Jun 02, 2008

What's really interesting about "convergence" is using video for marketing and operation purposes rather than security - IT integration. Today, I read a post from the CEO of Envysion that nicely made the point and voiced my own concerns with the concept of convergence.

Matt mentions the issue with convergence definitions being too security focused. I agree and think that it is simultaneously too IT focused. Convergence in the industry often degenerates into discussions of how IT is taking over, should take over, will take over, etc.

I don't find that type of convergence to be too significant because video still serves security goals. IT convergence may make video more efficient, solving problems at lower costs but it still fundamentally addresses the same set of problems security has been working on for years.

Matt points to an area where 'convergence' could have far greater consequences:

"Once other people in the organization start to leverage these tools, it adds an entirely new set of requirements on the people and processes involved. If the VP of Operations or VP of Marketing realizes that their team can benefit from video, then they will want it to be a tool that their teams can easily use."

The impact of this would and will have far greater changes on how we build, deploy and manage systems than any IT convergence is having.

Because of that, I am loathe to call this "convergence" because "convergence" is so overloaded with IT implications. Convergence might minimize the importance of this transformation.

Using Video for Operations and Marketing

While video surveillance has historically been a tool dedicated to security, the value of seeing and analyzing what is seen can have value to many organizations in a company. As such, expanding our mindsets to consider and plan for this much broader use is an important task for us.

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

This is a big topic and it requires a future, in-depth analysis but I will share one observation for now.

It is becoming clear that analytics are struggling in security tasks but showing good customer feedback in marketing and operation roles. This seems mostly a consequence of:

(1) security demands very high precision where operations and marketing are usually satisfied with trends

(2) the business value to be generated from operations and marketing improvements are generally higher than loss reduction

That being said, most video surveillance products have either limited or no support for marketing and operations tasks. So it is still early but the potential is definitely there and it appears to be much bigger than IT convergence.

Related Reports on Marketing

PR Firm Pleads Don't Scrap PR Spending on Jan 20, 2017
PR is not dying, warns pleads PR firm. Take 40+ year old industry PR firm LRG, who recently lamented the 'misconceptions' that: Traditional PR...
Dahua UnFavorability Results on Jan 19, 2017
Dahua, the mega-Chinese surveillance manufacturer not primarily owned by the Chinese government has been trying to break out of the shadow of...
ADI Battles Manufacturer Partners on Jan 11, 2017
ADI is battling their manufacturer partners, building up their own competitive house brand W-Box, while manufacturers still fund ADI's business...
Exacq 3 Co-Founders Exit on Jan 10, 2017
Exacq co-founders David Underwood and Daniel Rittman have exited the company. UPDATE: And a 3rd co-founder is now also leaving. In this note,...
How Axis Can Beat Hikvision on Jan 09, 2017
Hikvision has rocked the industry globally, bullying former video surveillance revenue leader Axis even in the Western world. What can Axis...
Dahua New Marketing Head Hired From Hanwha / Samsung on Jan 04, 2017
Dahua is bad at marketing. And they are finally taking a step to correct that, hiring Janet Fenner, who joins after 6+ years at Samsung / Hanwha...
Axis Launches A Blog on Dec 22, 2016
Is it 2007 or 2017? Because Axis Communications has just launched a blog. Are they 10 years too late or just right? In this post, we examine...
3VR Sales And Marketing Execs Out, Company Shifting on Nov 22, 2016
Two executives are out at 3VR, both after relatively short tenures at the company. 3VR's CEO says this is part of a shift to cover new markets....
Top Manufacturers Gaining and Losing 2016 on Nov 21, 2016
Hikvision has been the top gaining manufacturer in IPVM's annual integrator survey the past 2 years (see 2015 results and 2014 results). Can they...
Sony and Bosch Combine Forces on Nov 15, 2016
Two of the biggest brands in the video surveillance industry are joining forces. Following a wave of industry consolidation and the race to the...

Most Recent Industry Reports

Vivotek Favorability Results on Jan 20, 2017
Financially, Vivotek is doing relatively well. The company did ~$130 million in 2015 revenue and 2016 revenue (through Q3 reported) was up more...
PR Firm Pleads Don't Scrap PR Spending on Jan 20, 2017
PR is not dying, warns pleads PR firm. Take 40+ year old industry PR firm LRG, who recently lamented the 'misconceptions' that: Traditional PR...
Getting Started With Your IPVM Membership on Jan 20, 2017
Here's how to get started and get the most out of your IPVM membership. Books for Members All members can download the 3 member-only books below...
Jim Cramer Sucks Up To Knightscope on Jan 19, 2017
Credit must be given to Knightscope. They are raising money right now and despite their $80 million pre-money valuation against a lowly sub $1...
ADT Launches Canopy - Professional Monitoring For DIY Devices on Jan 19, 2017
The intrusion industry has criticized DIY security systems for years, claiming systems like Canary or Scout cannot match professionally installed...
Dahua UnFavorability Results on Jan 19, 2017
Dahua, the mega-Chinese surveillance manufacturer not primarily owned by the Chinese government has been trying to break out of the shadow of...
Paxton Hosted Access - Disruptive Low Dealer Pricing on Jan 19, 2017
Paxton is entering the hosted access game, with BLU, at a cost that is a fraction of key competitors. The different approach could be very...
Geovision Launches Direct Cloud Offering on Jan 18, 2017
Add cloud, subtract integrator. Geovision has launched myGVcloud, an offering that allows consumers to buy cameras and cloud services directly...
Anixter / Bosch Sells Direct to Amazon on Jan 18, 2017
Anixter regularly says they do not sell direct to end users or that they do not do it anymore. However, over the past year, Anixter has sold Bosch...
Smart Power Tools For Security Installs on Jan 18, 2017
Installing a smart camera? Perhaps you should use a 'smart' drill. The intelligent appliance / IoT trend has hit power tools. In this note, we...

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