IP network camera market conditions and marketing strategies

IP network camera market conditions and marketing strategies
Security monitoring system has not only complex wiring analog control system, but rely more on network video surveillance system. Through years of market cultivation, the network concept has been many system integrators and end-user acceptance and recognition. Network video surveillance market combined analog-based, most of the projects or the use of traditional analog cameras with digital encoder, pure IP product promotion is still facing all kinds of obstacles and difficulties.
IP Camera marketing differ from analog cameras, analog cameras networking is simple, many system integrators and engineering companies have sophisticated system solutions. IP network camera system solutions related to the forward network transmission, network planning, video storage, image, the image is displayed on the wall and many other issues, at the same time each network camera manufacturer-chip solution, the underlying control protocol, to the system interconnection caused great difficulties, IP network camera sales often need to provide customers with a complete system solution, so that a higher technical requirements for the manufacturers / system integrators.
The problems faced and the gradual maturity of the network market demand for IP product promotion, I combined with years of experience in marketing, to discuss the marketing strategy insights.
IP Camera industry customer base
The IP monitoring the advantage of the interconnection, remote monitoring, and flexible networking. Prescribe the right medicine, you need to identify the user groups. At present, the main network video surveillance market is concentrated in several major sectors of the government public security, telecom operators, financial, transportation, prisons, power, industrial enterprises, education. "Green City" project led by government agencies and public security, the majority expressly To select network monitoring. Financial and transportation industries in recent years showing a clear demand for networking, networking has undoubtedly become the first choice. The education sector due to the improvement of network infrastructure tend to network monitoring. The transportation industry is mainly concentrated in the port security card systems and electronic police system, this system is often a standard definition network camera or analog cameras in each lane are required to configure a video camera, license plate recognition is low, the number of cameras installed, the system cost is high . The introduction of high-definition network camera, a HD IP Camera can monitor multiple lanes, saving a number of cameras installed to improve the license plate recognition rate. Industrial enterprises and residential districts scattered, independent, less obvious characteristics of the industry, the product itself is weak, so the tendency is not so significantly above industry.
Different industries, the performance requirements of IP products. For telecom operators, IP network camera performance requirements are higher, related to more stringent conditions, such as Telecom Global Eye project is generally cheaper chain stores, shops, businesses, product prices, stable performance, simple device configuration, the general requirements to zero configuration, plug and play, with a private network traversal technology automatically registered in the telecommunications server, the telecom server to assign permissions to users to view real-time image and video information through the telecommunications network.
IP Camera marketing strategy
Needle sales for IP cameras, I think there are several points to note.
First, do a good job in key industries / brand finalists, particularly safe city, finance, telecommunications, mobile finalists, brand finalists to enter the industry threshold. Brand shortlisted projects are generally large-scale projects with high impact and visibility in the industry, IP network cameras point more, the amount is relatively large, good brand finalists work can be a breakthrough on a major project to enhance the brand awareness. Brand finalists just to enter the threshold for the industry, follow-up, there is much work to be done, the successful conclusion of the final signing of procurement contracts be considered brand finalists.
Second, the construction of a strategic partner. To form a broad strategic cooperation with many platform software vendors to form a strategic alliance to create a good ecological environment. Strategic cooperation in the platform software is mainly concentrated in carrier-class operating platform, the industry-level platform software vendors (financial, transportation, etc.) cooperation. IP network cameras provide total system solutions, system software functions to control in front of the camera selection is determined by the platform software is able to access the HD IP Camera, IP camera manufacturers to communicate well and domestic well-known platform software vendors, platform software docking work, to establish a close strategic partnership, to achieve win-win cooperation, to create a good ecological environment. Leveraging the platform software marketing network, IP network camera sales. Domestic carrier-class platform for software vendors ZTE, Huawei, China Star Electronics, mutual trust and exchange, Zhejiang letter production, ZTE peacekeeping force, LONDON force, Suzhou Keda, industry-level platform software vendors Sheng Yihua, Chongqing News United States, Xinyi Technology, Star Valley Technology, Hangzhou days as Guangzhou Jinpeng, Blue Star.
Third, market segments, develop key industries, focusing on public security, transportation, finance, telecommunications, prisons, oil, electricity, education. For these high-end industrial users, industry conference, the promotion will be targeted for technical exchanges, understanding of customer needs on the ground, providing system solutions that meet customer needs.
Fourth, the channel construction (agents and dealers), through the project agent, agent, customer resources through distribution market development and product sales. Channel agent can be combined with many partners to quickly dominate the market through the marketing network of strategic partners, and win market share. Of particular importance is that this is a win-win strategy, manufacturers with integrators, agents work closely together, sharing of customer resources, customer-facing common problems, discuss and handle customer needs. Channel construction, the choice of partners is particularly important, the partners must be a good match, the IP technical background, ability to provide system solutions, this will be long-term cooperation, the two sides can work closely to gain market share quickly.
Fifth, OEM / ODM construction. There are some companies may focus on system integration, will be relatively weak in terms of products, also want to be able to have their own brand, by the way of OEM / ODM cooperation.
Noteworthy part of
Traditional analog camera manufacturers to sell products without considering the basic multi-system integration, analog products can easily seamless docking and other products; different IP products, if there is no supporting management software, customers are often unable to achieve the management of the camera. Therefore, manufacturers need to consider how this product management, system management software for IP manufacturers need to pay attention to the following questions.
The complete product line. Domestic programs generally require the following products: SD / megapixels network camera (typically includes bolt, hemisphere, infrared, high-speed ball, etc.), network video servers, network video decoder, special features camera (such as HD-SDI HD camera) the number of special function camera in a project may be small, but critical to the overall operation of a project often can be controlled throughout the tenders.
Supporting management software. System platform management software for small projects, the need to provide the relevant agreement or in accordance with the docking platform to achieve docking.
Strong technical support. IP product sales is different from analog video surveillance to strong technical team to provide the appropriate technical testing and demonstration work.
R & D team to support major projects. For major projects such as safe city, telecom operators finalists, may according to customer needs, product features custom or system docking, the R & D team docking site or support work.
Effective market strategy to focus the eyes of the beholder, the wise see wisdom, each company has a set for the development of the company IP surveillance vendor should always adhere to the marketing strategy, in close collaboration with channel partners to establish a mutually beneficial relationship, and joint system integrators, distributors, and regional agents of the network video surveillance market is bigger and do a good job, so that together the best network video solutions to market.
From:http://www.vstarcam.com/channel/IP-network-camera-market-conditions-and-marketing-strategies-127.html