Why Megapixel Mis-Marketing Works

By: John Honovich, Published on Jun 08, 2013

Both megapixel and video analytic manufacturers routinely mis-market their products, vastly overstating their capabilities. One market, analytics, has suffered greatly while the other one, megapixel, has thrived and, perhaps even, gained from the misleading marketing. Both can be outrageous. Indeed, megapixel can be even be worse, with claims of replacing dozens of cameras. Why has one created such ill will for vendors and the other has not?

The key difference is the frame of reference.

Analytics Reference

Users compare video analytic performance to their guards or their intrusion detection system. Because of this, they have pretty high standards for what is falsely detected. Neither tend to go bezerk with false alarms because of shadows, headlights, rain, etc. Unfortunately, most video analytics do. The user looks at the alarms and is stunned and horrified to see how 'stupid' the analytics are. They understandably ask themselves, "How can this 'intelligent' video' not realize that this shadow is not a person?"

Analytics frequently make things worse than what they had before buying them, which makes it incredibly difficult to justify.

Megapixel Reference

By contrast, users typically compare their megapixel cameras to what they currently have - analog - which is often recording at CIF with old, dirty, degraded, cameras. Even if the megapixel camera does not 'replace' or 'equal' a dozen of their existing cameras, they can easily see that the new cameras are significantly better than their old cameras.

While they may be somewhat disappointed that it does not deliver everything the vendor initially claimed, megapixel typically makes things better that when they had before, which makes it easy to justify / accept.

Winners and Losers of Megapixel Mis-Marketing

For megapixel manufacturers, then, it clearly pays to exaggerate the performance of their products. Though there is a risk to their reputation, the overall sales benefit is positive. Ultimately, who loses is the manufacturers who are too responsible or conservative to use these tactics.

This note is a follow up to an integrator's comment about false marketing and taking vendors seriously. Sometimes false marketing cripples but other times it empowers vendors.

Comments (13) : PRO Members only. Login. or Join.

Related Reports on Marketing

ADT Eliminating Acquired Brands, Unifying Under 'Commercial' Brand on Jun 14, 2019
ADT is eliminating the brands of the many integrators it has acquired over the past few years, including Red Hawk, Aronson Security Group (ASG),...
Nortek and SDS Fight Over Failed Settlement on Jun 05, 2019
Distributor SDS said they reached a deal with Nortek but Nortek says no settlement was reached and the suit is still on. In this post, based on...
Verkada Favorability Results 2019 on May 29, 2019
Verkada has taken the industry by storm with the fastest growing video surveillance sales organization ever and a half billion dollar valuation....
Security / Privacy Journalist Sam Pfeifle Interview on May 24, 2019
Sam Pfeifle is best known as the outspoken former Editor of Security Systems News. After that, he was publications director at the International...
Dahua USA Celebrates 5 Years of Errors on May 22, 2019
Dahua USA is, in their own words, 'celebrating' 5 years in North America or as trade magazine SSN declared: Dahua Technology finds success in...
Amazon Ring Public Subsidy Program Aims To Dominate Residential Security on May 20, 2019
Amazon dominates market after market. Quitely, but increasingly, they are doing so in residential security, through a combination of significant...
Inside Look Into Scam Market Research on May 17, 2019
Scam market research has exploded over the last few years becoming the most commonly cited 'statistics' for most industries, despite there clearly...
Vivotek Talks About Taiwan, China, Bans, AI And Business Development on May 10, 2019
Vivotek, Taiwan's biggest manufacturer by revenue, did not have a booth at Taiwan's Secutech 2019 (which we are covering). However,...
Verkada False Allegations Against Avigilon Exposed on May 08, 2019
Verkada has leveled false allegations against Avigilon, as part of their aggressive marketing tactics against the 'dinosaurs' in the 'ancient'...
Knightscope Adds Just 2 Total Customers In Past Year, Yet Raising Money at $300 Million Valuation on May 02, 2019
This is no longer funny. While Knightscope has laughed it up promoting robot selfies, joking about a 'suicidal robot', the man who attacked a...

Most Recent Industry Reports

Repositionable Multi-Imager Camera Shootout - Avigilon, Axis, Dahua, Hanwha, Hikvision, Panasonic, Vivotek on Jun 19, 2019
Repositionable multi-imager cameras are one of the fastest growing segments in video surveillance, with a slew of new offerings being recently...
Genetec Synergis Cloud Link - Complex, Costly and Confusing on Jun 18, 2019
Genetec's Synergis Cloud Link is complex, costly and confusing compared to competitor access control architectures. Inside this note, we examine...
Startup Vaion Launching End-to-End AI Solution Backed with $20 Million Funding on Jun 17, 2019
An EU / USA video surveillance startup, Vaion, founded by ex-Cisco Senior Directors is launching an end-to-end VSaaS platform with $20 million in...
Biometrics Usage Statistics 2019 on Jun 17, 2019
While face and fingerprint recognition are used regularly for smartphones, it is not as common in physical security. In this note, we examine...
The Scheme Hikvision and China Importers Use To Avoid Tariffs on Jun 17, 2019
Hikvision and numerous China importers are avoiding 25% tariffs by including an SD card slot in their IP cameras to claim they are 'digital still...
Sighthound Transforms Into Enterprise AI Provider Profile on Jun 14, 2019
Sighthound is now rapidly expanding its R&D team, building an enterprise AI service. This may come as a surprise given their origins 6 years...
ADT Eliminating Acquired Brands, Unifying Under 'Commercial' Brand on Jun 14, 2019
ADT is eliminating the brands of the many integrators it has acquired over the past few years, including Red Hawk, Aronson Security Group (ASG),...
NSA Director Keynoting Dahua and Hikvision Sponsored Cybersecurity Conference [Canceled] on Jun 13, 2019
The technical director for the NSA’s Cybersecurity Threat Operations Center will be keynoting a physical security cybersecurity conference that is...
Farpointe Data Conekt Mobile Access Reader Tested on Jun 13, 2019
California based Farpointe Data has been a significant OEM supplier of conventional access readers for years to companies including DMP, RS2, DSX,...
Embattled $400 Million China Funded Philippines Surveillance System Proceeds on Jun 13, 2019
An embattled 12,000 camera surveillance system project that will cost ~$400 million will proceed.  The project contract was awarded, had its...

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