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video surveillance
market trends
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June 16 18, 2015
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Trend 7:
Why video surveillance
products can resist commoditisation
By Jon Cropley, Principal Analyst, IHS Technology
The market for video surveillance
equipment has been growing for
over a decade. IHS has re-
searched the market continuously
throughout this period, and found
revenues expanded by more than
10 percent per year.
Still, growth fell to less than
7 percent in 2013, and there are
signs that the market is starting to
become mature. This stage of a life
cycle is associated with product
standardisation, wide product
availability, well-established
distribution, increasing price
competition and production in
low-cost locations. Late-market
entrants also appear at this stage,
attempting to capture market
share through lower-priced of-
ferings. All these characteristics
are, to some extent, present in
the video surveillance equipment
market today.
Maturity of a market life cycle
often brings product commod-
itisation, and much debate has
swirled in recent times about
whether video surveillance
products are becoming commod-
ity items. Average prices have
certainly fallen quickly in the last
two years, as vendors from China
have undercut their Western com-
petitors and have increased their
market share. The global average
price of a network camera fell by
almost 30 percent from 2012 to
2013 alone.
IHS believes that, although
competition is fierce, video sur-
veillance products will not become
commodity items, and that a real
difference will remain between
products from different vendors,
and that the market will continue
to grow at a healthy rate, at least
during the remainder of this
decade. Five reasons support such
thinking.
· Each surveillance situation
is unique. One surveillance
solution will perform better
in a particular situation than
another. Many end users and
installers remain willing to pay
a premium for the best solution
for them.
· Equipment vendors continue to
innovate and to differentiate their
product offerings. In some cases,
this is through services to ac-
company their physical products.
However, product features, such
as novel uses of embedded analyt-
ics, also play an important role.
· Brand recognition continues to
be important to end users and
installers, who will often pay
a premium for a familiar and
trusted brand, particularly in
large installations. They want
peace of mind that if there is
a security incident, their video
surveillance equipment will do
its job properly.
· While standardisation of video
transmission has been success-
ful, much work is still required
to standardise other aspects
of network video surveillance,
such as full compatibility with
wide dynamic range and low-
light imaging technologies, im-
age stabilisation and bandwidth
optimisation.
· There remain many geographic
locations where relatively few
cameras are installed. The
United Kingdom is not one of
them. IHS estimates there is at
least one camera installed for
every 16 people in the country;
as a result, the U.K. is largely a
replacement market. In many
other countries, however, the
ratio of surveillance cameras to
people is currently much, much
lower. Demand for cameras
is forecast to grow quickly in
many of them.
To be sure, the initial phase
of rapid growth in the video
surveillance market may be over.
However, high growth is likely
for many years to come, as the
market is not yet fully mature.
IHS believes that,
although competi-
tion is fierce, video
surveillance prod-
ucts will not become
commodity items,
and that a real dif-
ference will remain
between products
from different ven-
dors, and that the
market will continue
to grow at a healthy
rate, at least during
the remainder of
this decade.
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Publisher´s Comment
The End o
f the Beg
inning
Technology in Application
Vivotek f
ortifies reno
wned
German h
ypermark
et
Security T
echnology Market
RSA VSaaS
market
to reach $
51.8M
Business News
ONSSI ac
quires Se
etec
Product News
Zipstream
lowers b
andwidth
and stor
age
requirem
ents by an
average
of 50 per
cent
Interview with Ian Cr
opley, IHS
"Chinese
supplier
s are tak
ing
a lot of c
ompanie
s by surp
rise"
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Top trends for the video
surveillance market 2015
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