Who the Hell is Killing the Pelco Brand???

Author: John Honovich, Published on Sep 18, 2011

What a colossal marketing mistake - It looks like Schneider Electric is phasing out the Pelco brand in favor of its own [UPDATE: Schneider denies this, details below]. Perhaps this makes sense in a barbarian sense (to the victor goes the spoils) but this is foolish and damaging for a company struggling to transition to surveillance's new world.

Earlier this week, we noticed how a marketing newsletter promoting ASIS 2011 shifted the focus and branding of Pelco products to Scheineder Electric. Today, we saw the Pelco booth which is basically now the Schneider Electric booth. It features a large display for Schneider with a much smaller placard below saying Pelco.

This defies common sense. What does Pelco get from branding itself as Scheneider?

  • Loses a brand that people in the industry know and generally respect: This is a company (Pelco) that built trust with a generation of security professionals based on strong customer service and free training classes.
  • Gains a brand that hardly anyone in the industry knows. Ask 100 security managers or installers who Schneider Electric is. I'd be surprised if 20 know the Pelco relationship.
  • Gains a brand with a foreign sounding name - which seems especially counterproductive in Pelco's home market of the US.
  • Gains a brand associated with electronics which is downright bizarre given the fact that _everyone_ is now focusing on IT and networking. Why associate yourself with a previous generation of technology that is now seen as dated and needing to be replaced?

Ultimately, people should decide on products based on their quality and performance. To that end, Pelco clearly needs more development of its IP surveillance product portfolio. Nonetheless, why create new barriers and problems for yourself by abandonding one of your most powerful assets - a respected industry brand.

Update 9/20/2011: See comment from Schneider below. Also, Scheinder mentioned to us that Pelco was one of the few of more than 100 brands previously existing within the Schenieder product portfolio that was selected as 'assoiated brands' that Schneider wants to retain and use. A common example of this is the awkward 'Pelco by Scheider Electric' phrase used in many Pelco materials. This noted, the clear acceleration of the Schneider brand at the expense of the Pelco brand is unnecessary and unhelpful.

3 reports cite this report:

From the Pelco Jet to the Ex-Pelco Yacht on Mar 24, 2012
The Pelco jet was a symbol of the old Pelco. Long gone, the new Pelco is a far less powerful and ostentatious force. Since the $1.5 Billion...
Winners and Losers Fall 2011 on Sep 25, 2011
Now that the dust has settled from the new announcements of the last month, we can better understand the impact on the overall video surveillance...
New Surveillance Products Directory Fall 2011 on Sep 21, 2011
This report provides a summary of key announcements and news being made related to or around the ASIS 2011 show.For each product or change, where...
Comments : PRO Members only. Login. or Join.

Related Reports

Solink Raises $16 Million - Company Profile on Feb 12, 2019
Most industry professionals have never heard of Solink, a company whose tagline is: It's time to revolutionize the way business uses...
Milestone Drops Hikvision From Elite Partners on Feb 11, 2019
Milestone has quietly dropped Hikvision from their 'Elite Partners', less than 3 years after adding the Chinese government-owned...
ADT And SimpliSafe Super Bowl LIII Ads Criticized on Feb 04, 2019
Super Bowl ads are incredibly expensive, running $5+ million this year, but two of the security industry's most controversial companies ran ads...
Surging Wyze Raises $20 Million, Threat To Chinese Brands on Feb 01, 2019
The Seattle Startup that is disrupting consumer IP cameras with $20 pricing has just raised $20 million dollars (SEC Filing and company press...
PlateSmart LPR Profile on Jan 31, 2019
PlateSmart Technologies claims to "turn any conventional surveillance camera into a license plate recognition camera" We spoke with PlateSmart to...
Vivotek Favorability Report 2019 on Jan 29, 2019
Taiwanese video surveillance manufacturers, even relatively large ones like Vivotek, have lost ground in the PRC-China-driven race to the bottom....
Avigilon Hires Hikvision NA Head of Marketing As VP of Global Marketing on Jan 25, 2019
Avigilon has hired Alex Asnovich, who left Hikvision as Head of Marketing North America, to becomes Avigilon's Vice President of Global Marketing...
Turnover at Arcules on Jan 24, 2019
Canon / Milestone are putting tens of millions into Arcules - their bet on the future of the VMS market (see IPVM's Arcules test report). But over...
Intersec 2019 Show Report on Jan 23, 2019
The 2019 Intersec show, held annually in Dubai, is now complete. IPVM attended for 3 days, interviewing numerous Chinese and Western video...
UK Fines Security Firms For Illegal Direct Marketing on Jan 16, 2019
Two UK security firms have paid over $200,000 in fines for illegally making hundreds of thousands of calls to people registered on a government...

Most Recent Industry Reports

Casino Surveillance Pro Interview: James Lathrop on Feb 15, 2019
James Lathrop has been working in casinos for almost 25 years. During that time, he says he has held "just about every job you can do in the...
Hikvision 2018 Revenue Tops $7 Billion USD But Growth Slows To Low on Feb 15, 2019
Hikvision's annual revenue topped $7 billion for the first time in 2018, although growth slowed sharply. In this post, we analyze the latest...
Hanwha Smaller Multi Imager Tested (PNM-9000VQ) on Feb 14, 2019
Hanwha's first repositionable multi imager PNM-9081VQ tested well, but was huge, over 12" wide and weighing in at over 10 pounds. Now, they have...
ADT And 'The Defenders' Silent About Massive Complaints on Feb 14, 2019
ADT's largest dealer, "The Defenders" has been the subject of a massive number of complaints over many years and many forums, most recently a CBS...
Hikvision Chairman Praises United Front on Feb 14, 2019
Hikvision’s controlling shareholder held a meeting last month praising the United Front, a Communist Party organization known for its secretive...
Sales Turnover At Anyvision on Feb 13, 2019
Anyvision raised a $43 million Series A and according to their newest investor: what you need to do is push the gas pedal and build an...
Cisco Meraki Cloud VMS/Cameras Tested on Feb 13, 2019
Cisco Meraki says their cameras "bring Meraki magic to the enterprise video security world". According to Meraki, their magic is their management...
Uniview / UNV Favorability Results 2019 on Feb 12, 2019
Uniview / UNV, the self-proclaimed #3 China manufacturer, while starting late, has been working to make inroads internationally. In IPVM's 2019...
Nortek Mobile Access Reader BluePass Examined on Feb 12, 2019
Nortek's Linear access control division claims to make mobile credentials "more secure and easier to use than ever before" with their BluePass...
Solink Raises $12 Million - Company Profile on Feb 12, 2019
Most industry professionals have never heard of Solink, a company whose tagline is: It's time to revolutionize the way business uses...

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