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The Diffusion of IP Video Surveillance
The Diffusion of IP Video Surveillance
The Diffusion of IP Video Surveillance
The Diffusion of IP Video Surveillance
The Diffusion of IP Video Surveillance
The Diffusion of IP Video Surveillance
The Diffusion of IP Video Surveillance
The Diffusion of IP Video Surveillance
The Diffusion of IP Video Surveillance
The Diffusion of IP Video Surveillance
The Diffusion of IP Video Surveillance
The Diffusion of IP Video Surveillance
The Diffusion of IP Video Surveillance
The Diffusion of IP Video Surveillance
The Diffusion of IP Video Surveillance
The Diffusion of IP Video Surveillance
The Diffusion of IP Video Surveillance
The Diffusion of IP Video Surveillance
The Diffusion of IP Video Surveillance
The Diffusion of IP Video Surveillance
The Diffusion of IP Video Surveillance
The Diffusion of IP Video Surveillance
The Diffusion of IP Video Surveillance
The Diffusion of IP Video Surveillance
The Diffusion of IP Video Surveillance
The Diffusion of IP Video Surveillance
The Diffusion of IP Video Surveillance
The Diffusion of IP Video Surveillance
The Diffusion of IP Video Surveillance
The Diffusion of IP Video Surveillance
The Diffusion of IP Video Surveillance
The Diffusion of IP Video Surveillance
The Diffusion of IP Video Surveillance
The Diffusion of IP Video Surveillance
The Diffusion of IP Video Surveillance
The Diffusion of IP Video Surveillance
The Diffusion of IP Video Surveillance
The Diffusion of IP Video Surveillance
The Diffusion of IP Video Surveillance
The Diffusion of IP Video Surveillance
The Diffusion of IP Video Surveillance
The Diffusion of IP Video Surveillance
The Diffusion of IP Video Surveillance
The Diffusion of IP Video Surveillance
The Diffusion of IP Video Surveillance
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The Diffusion of IP Video Surveillance

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Why hasn't digital, IP-based surveillance really taken off yet, despite its many advantages?

Why hasn't digital, IP-based surveillance really taken off yet, despite its many advantages?

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  • 1. Christian Sandström holds a PhD from ChalmersUniversity of Technology, Sweden. He writes and speaks about disruptive innovation and technological change.
  • 2. The performance of Digital, IP- based videosurveillance has increasedsignificantly overthe last decade...
  • 3. … And consequently, the use of such products has grown a lot in this time.
  • 4. Along virtually every performance dimension(except for unit cost), IP cameras have now outperformedanalogue CCTV.
  • 5. The technology offers many benefits today:
  • 6. The technology offers many benefits today: Cheaper installation
  • 7. The technology offers many benefits today: Cheaper installation Easier maintenance
  • 8. The technology offers many benefits today: Cheaper installation Easier maintenance Better image quality
  • 9. The technology offers many benefits today: Cheaper installation Easier maintenance Better image quality Intelligent video
  • 10. Yet still, it has up until now only captured 15-20 percent of the entire CCTV market.
  • 11. Given all the advantages with the newtechnology, it is somewhat surprisingthat it has nottaken a bigger share of the market.
  • 12. Why?
  • 13. In 1962, Everett M. Rogers wrote a book called ’Diffusion of Innovations’ which dealt with these kind of issues…
  • 14. Rogers had performed an extensive amount ofresearch into how and why some innovations take off and at what point it happens.
  • 15. He identified five factors that influence the adoptionof an innovation. Let’s take a look at those factors, maybe they’ll help us to understand why IP surveillance hasn’t really taken off (yet).
  • 16. Please note that all these factors concern how potential users perceive the innovation.
  • 17. 1.1. Trialability – to whatextent it is possible to experiment with it ona limited basis or not.
  • 18. IP surveillance performs quite well along thisdimension. One camera can be connected to an existing network in order to try it out.Moreover, analogue CCTV can be made digital by using video encoders.
  • 19. 2. Observability– the degree thatthe effects of the innovation are visible or not.
  • 20. The enhanced intelligence, and better image qualityshould be quite visible to users. Hence, IP cameras would get a high score along this dimension.
  • 21. 3. Relativeadvantage – thedegree to whichan innovation is perceived as better than its predecessor.
  • 22. While IP cameras are often thought of as better and the cost of owning an IP system is lower, the individual camera is more expensive. IPmanufacturers have a communication problem here, but an IP system would still be considered as superior to analogue systems.
  • 23. 4. Compatibility– to what extentit is consistent with current values, past experiences and needs of adopters.
  • 24. This is maybe the weakest point for IP cameras. Thetechnology is obviously compatible with the needs of adopters, but they are not compatible with thecurrent values and past experiences of most of the security industry.
  • 25. Security people have historically had littleknowledge about IT issues and network technology.And analogue cameras have served their customers well in the past, so why change?
  • 26. 3. Complextiy– whether it is thought of as difficult to understandand use or not.
  • 27. It is easier and cheaper to install a network camera, and such a system offers an enhanced scalability. But that’s not the way that most people in the security industry perceive the technology.
  • 28. Summing up:
  • 29. Summing up:1. Trialability +
  • 30. Summing up:1. Trialability +2. Observability +
  • 31. Summing up:1. Trialability +2. Observability +3. Relative Advantage +
  • 32. Summing up:1. Trialability +2. Observability +3. Relative Advantage +4. Compatibility -
  • 33. Summing up:1. Trialability +2. Observability +3. Relative Advantage +4. Compatibility -5. Complexity -
  • 34. How then, can IP companies overcome the abovementioned hurdles related to compatibility and complexity?
  • 35. Education
  • 36. EducationMake Installation even simpler
  • 37. Education Make Installation even simplerReduce the amount of IT knowledge that is needed to install and use the camera
  • 38. Education Make Installation even simplerReduce the amount of IT knowledge that is needed to install and use the camera Provide free online training sessions on Youtube?
  • 39. Education Make Installation even simpler Reduce the amount of IT knowledge that is needed to install and use the camera Provide free online training sessions on Youtube?Communicate the relative advantage (what can an IP camera do that an analogue can’t)
  • 40. Education Make Installation even simpler Reduce the amount of IT knowledge that is needed to install and use the camera Provide free online training sessions on Youtube?Communicate the relative advantage (what can an IP camera do that an analogue can’t) Launch incredibly cheap cameras that are good enough (everyone understands the price parameter)
  • 41. IP video will not really take off and dominate themarket until the compatibility and complexity issues have been taken care of.
  • 42. SourcesRogers, E.M. Diffusion of Innovations, The Free Press, 1962
  • 43. Image attributions
  • 44. Find out more:www.christiansandstrom.org

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