The Diffusion of IP Video Surveillance

The performance of Digital, IP- based video surveillance has increased significantly over the last decade...

… And consequently, the use of such products has grown a lot in this time.

Along virtually every performance dimension (except for unit cost), IP cameras have now outperformed analogue CCTV.

The technology offers many benefits today:

The technology offers many benefits today: Cheaper installation

The technology offers many benefits today: Cheaper installation Easier maintenance

The technology offers many benefits today: Cheaper installation Easier maintenance Better image quality

The technology offers many benefits today: Cheaper installation Easier maintenance Better image quality Intelligent video

Yet still, it has up until now only captured 15-20 percent of the entire CCTV market.

Given all the advantages with the new technology, it is somewhat surprising that it has not taken a bigger share of the market.

In 1962, Everett M. Rogers wrote a book called ’Diffusion of Innovations’ which dealt with these kind of issues…

Rogers had performed an extensive amount of research into how and why some innovations take off and at what point it happens.

He identified five factors that influence the adoption of 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).

Please note that all these factors concern how potential users perceive the innovation.

1. 1. Trialability – to what extent it is possible to experiment with it on a limited basis or not.

IP surveillance performs quite well along this dimension. 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.

2. Observability – the degree that the effects of the innovation are visible or not.

The enhanced intelligence, and better image quality should be quite visible to users. Hence, IP cameras would get a high score along this dimension.

3. Relative advantage – the degree to which an innovation is perceived as better than its predecessor.

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. IP manufacturers have a communication problem here, but an IP system would still be considered as superior to analogue systems.

4. Compatibility – to what extent it is consistent with current values, past experiences and needs of adopters.

This is maybe the weakest point for IP cameras. The technology is obviously compatible with the needs of adopters, but they are not compatible with the current values and past experiences of most of the security industry.

Security people have historically had little knowledge about IT issues and network technology. And analogue cameras have served their customers well in the past, so why change?

3. Complextiy – whether it is thought of as difficult to understand and use or not.

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.

Summing up:

Summing up: 1. Trialability +

Summing up: 1. Trialability + 2. Observability +

Summing up: 1. Trialability + 2. Observability + 3. Relative Advantage +

Summing up: 1. Trialability + 2. Observability + 3. Relative Advantage + 4. Compatibility -

Summing up: 1. Trialability + 2. Observability + 3. Relative Advantage + 4. Compatibility - 5. Complexity -

How then, can IP companies overcome the abovementioned hurdles related to compatibility and complexity?

Education

Education Make Installation even simpler

Education Make Installation even simpler Reduce the amount of IT knowledge that is needed to install and use the camera

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?

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)

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)

IP video will not really take off and dominate the market until the compatibility and complexity issues have been taken care of.

Sources Rogers, E.M. Diffusion of Innovations, The Free Press, 1962

Image attributions

Christian Sandström is a PhD student at Chalmers University of Technology in Gothenburg, Sweden. He writes and speaks about disruptive innovation and technological change. www.christiansandstrom.org christian.sandstrom at chalmers.se

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The Diffusion of IP Video Surveillance

by Chris Sandström on Oct 03, 2009

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