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

How To Become an 'Expert' In An Hour on Sep 02, 2016
If you want to be perceived as an expert in your market, speak at every event possible... the math is simple: when someone stands in front of an...
Axis Takes Over Canon Surveillance Sales and Marketing on Sep 01, 2016
The wasteful Axis / Canon conflict is ending. After more than a year of Canon's video surveillance group competing with Axis, Canon...
How Much Axis and Avigilon Pay For Sales And Marketing Per Camera on Sep 01, 2016
When you buy an Axis or Avigilon camera, how much of that goes to pay sales and marketing expenses? Is it trivial like $2 or $3? Or is it far...
Get End User Leads for Just $997 A Month on Aug 31, 2016
Scam or opportunity? As trade mags continue to suffer from the decline of print media, they are scrounging for new ways to make money. Rather than...
Integrators Vs Manufacturers Direct To End Users on Aug 31, 2016
Many manufacturers have increasingly large and hungry sales forces that call on more and more end users. One recent example is Axis ~$20 Billion...
Milestone Declares End-To-End Is A Dead-End on Aug 24, 2016
While Axis celebrates their end to end system win at top 50 global retailer H&M, their Canon sister company Milestone is proclaiming that...
Hikvision 20% Price Cut Twice In A Month on Aug 23, 2016
Days after celebrating the Chinese government's commitment of up to $3 billion USD more in funding, Hikvision USA is now launching up to 20% across...
Axis Lists Itself First Among VMSes on Aug 19, 2016
When you think of VMSes, who do you think of first? Well, Axis, the camera manufacturer, thinks of itself. Axis declared: There are a variety...
Dahua Fakes Being American on Aug 10, 2016
Robbed from the Hikvision playbook, now Dahua takes it turn. Dahua, China's second largest manufacturer, is ramping up its...
IPVM Site Goes All HTTPS, Largest 3 Manufacturers Do Not on Jul 12, 2016
IPVM.com now serves all pages over HTTPS to improve security and privacy. However, a number of video surveillance manufacturers do not, including...

Most Recent Industry Reports

Camera Calculator Class and IPVM Member Orientation October 2016 on Sep 28, 2016
Members, learn how to better design video surveillance systems and get the most out of your IPVM memberships with 2 upcoming live classes. Both...
Axis 4MP Camera Tested (M3046-V) on Sep 28, 2016
Axis has brought 4MP to its camera line in the new M3046-V, the highest resolution model in their revamped M30 series. We bought and tested this...
Hiring Spree At Aimetis 6 Months After Being Acquired on Sep 28, 2016
Aimetis was acquired in April 2016, and is now expanding almost all of their departments, hiring employees from Axis and other industry...
Camio Natural Language Processing Tested on Sep 27, 2016
The ex-Googler led team from Camio has advanced its video monitoring offering to include natural language processing. Camio ingests video,...
Access Door Controller Configuration Guide on Sep 27, 2016
Properly configuring access control door controllers is key to a professional system. These devices have fundamental settings that must be...
Hacked Dahua Cameras Drive Massive Cyber Attack on Sep 27, 2016
Cyber attacks are accelerating and IP cameras are behind many of them. Worse, last week, a 'massive' attack was carried out using numerous Dahua...
Axis Secretly Paid Anixter Sales People To Push Axis NVRs on Sep 26, 2016
Internal Axis communication shows how Axis paid Anixter and Tri-Ed sales people with secret bonuses to push Axis NVRs. In this report, we examine...
VLANs for Video Surveillance Tutorial on Sep 26, 2016
Many people confidently say to 'use VLANs' as an answer to IP video networking problems and as a way to signal expertise. But how should VLANs be...
Ambarella CEO Admits H.265 and 4K Not Popular on Sep 26, 2016
Ambarella is the main chip provider for high-end surveillance cameras driving higher resolution and new CODECs. While Ambarella has been pushing...

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