What is the need for CCTV
CCTV: Companies are investing more money in security technology. 64% of European companies already use CCTV systems to increase security, surveillance or access control. There is no need to explain this again at this point in this magazine - it should be done again anyway: CCTV stands for Closed Circuit TV and is a collective term for surveillance cameras, monitors, recording devices. When buying CCTV systems, the product lifespan, robustness and the integration of the overall system count. In order to be successful in the long term, the manufacturer has to push its products into the market.
In the course of a representative survey of 3,500 companies in the top 5 countries in Europe, the company Interconnection new knowledge too Security systems brought to light. Safety officers and purchasing decision-makers in companies from the following sectors were interviewed: industry, trade, transport, the service sector and the public sector. Interconnection answers this with the research results, such as manufacturers, dealers and system houses Complete CCTV system can adapt to customer needs.
Demand for CCTV systems remains strong
64.2% of European companies already use CCTV systems. 62% of the end users have more than 10 cameras in use. With the cameras they are Color cameras Clearly ahead with 66.9%. Digital is also the buzzword in CCTV systems: At 55.4%, the majority of the Digital cameras. Digital recording devices even make up 70%. Flat screens are also finding their way into the security sector, classic tube monitors are still holding a share of 49%, but the trend is clearly falling.
The growth potential in the next few years is still good: the companies surveyed alone are planning one Increase in surveillance cameras and monitors by 16% to 18% per year. The transport sector in particular wants to increase security with above-average growth rates.
Product life and robustness count
The end users have high product requirements, particularly in terms of service life, robustness and user-friendliness. On the other hand, chic design, wireless transmission or an innovative product are far behind. The CCTV end-users obtain the purchase-relevant information from the retailer. Almost half (47.1%) still use the Internet.
As the main motive for buying Security systems the increase in security applies. Monitoring and access control follow in second and third place. Italians in particular place a high value on surveillance. In eight out of ten cases this motif comes into play in the public sector.
When purchasing, it is not the price but the overall package that is decisive
Almost 2/3 of the CCTV systems are procured through tenders, with every second soliciting three offers. As a result, 72% of end users choose the best overall package. With 10.5% decision-making relevance, the price plays a subordinate role.
The final purchase decision is made in four out of 10 companies Security officer. An interesting detail on the side. While only 34.6% of annual spending is spent on purchasing new CCTV systems, maintenance accounts for 41.4% of the spending pie.
General satisfaction with security systems is very high
More than half (55.1%) of the users of CCTV systems are very satisfied with their solution. Ease of use and product quality were the factors that end users were most satisfied with.
The Product quality is also the most critical factor for users. The acquisition costs as well as the price / performance ratio received the lowest satisfaction ratings. This is not surprising as many people experience the subjective feeling of high prices for many product categories.
Necessity of a "push" strategy for the end customer
Due to the generally high level of user satisfaction with the current CCTV systems, service and installation, there is little opportunity for manufacturers to differentiate themselves from their competitors by offering a more competitive product or service.
As a marketing strategy for manufacturers, there is a need for a push strategy in order to be successful in the long term. Market success requires strong distribution channels, good and proactive sales people, a systematic one Key account management as well as a strong market presence. With two manufacturers with comparably good products, the best seller - or the best marketing - wins.
InterConnection Consulting Group,
Tel .: +43 1 5854623-58
Fax: +43 1 5854623-30
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