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Axis’ network products on the market
Growth potential for network video
In 1996, Axis was the first company in the world to launch the network camera. Ten years later, the company remains a clear global market and technology leader in the area of network video, in a market which, at present, is growing at around 40 percent annually.
Axis is recognized as the largest player in the professional network video market, a market where Axis leads and drives the current shift in technology. Interest in and knowledge of network video is increasing. The shift is still in its early stages, but the market is expected to have significant potential in the future.
40 percent annual growth
According to a survey carried out by the market research institute IM Research, the shift from analog to digital technology involves a new approach to the installation of security systems. The closed circuit systems of the past will give way to open and fully integrated systems, something which is possible with Axis’ network video solutions. According to the same research institute, the total video surveillance market (CCTV) is expected to amount to USD 8.1 billion in 2010. A summary of several surveys carried out by various analysis institutions, including Frost & Sullivan, JP Freeman and IMS Research, indicate that the market for new installations of network video products makes up approximately 10–12 percent of the total video surveillance market (the CCTV market). This indicates that the market is still in the early stages of a transition from analog to network video installations.
Global market leader
The shift in technology, from analog to digital, is a strong contributory factor in the predicted growth. Other factors are the economic climate, new laws and regulations, and increasing security consciousness throughout the world. IMS predicts that the most rapidly growing market will be in Asia, a natural development since the Asian market is facing expansion in many different areas. The research institute Frost & Sullivan’s estimate is that the global market for network video cameras will reach USD 1.2 billion by 2010. Axis is the unchallenged leader in technology in IP-based network solutions, and benefits from a sound knowledge of products and solutions, well-established sales channels, excellent relationships with its partners and the broadest product portfolio on the market.
Convergence in the market
In the past, video surveillance was synonymous with security applications, but digital technology is opening the door to new business opportunities and markets. The digital technology offers the opportunity to provide customized solutions which can easily be integrated with, for example, people counters, checkout systems and entry systems. An understanding of the opportunities of network video solutions has resulted in convergence between the companies’ IT and security departments, aiming to integrate both physical and network-based security. This has benefited Axis, since the IT departments understand networks and often have past knowledge of Axis’ products and solutions.
Competitors
Over the year, interest in network video products has increased, and this has resulted in a gradual rise in competition. The main competitors are still the analog products which represent around 90 percent of new installations. Competitors who offer network video solutions include Sony and Panasonic. The dominant manufacturers of traditional, analog cameras are global players, such as Panasonic, Pelco, Bosch and Sony.
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