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The Diffusion of IP Video Surveillance
1.
2. Christian Sandström holds a PhD from Chalmers
University of Technology, Sweden. He writes and speaks
about disruptive innovation and technological change.
3. The performance
of Digital, IP-
based video
surveillance has
increased
significantly over
the last decade...
14. In 1962, Everett M. Rogers wrote a book called
’Diffusion of Innovations’ which dealt with
these kind of issues…
15. Rogers had performed an extensive amount of
research into how and why some innovations take
off and at what point it happens.
16. 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).
17. Please note that all these factors concern how
potential users perceive the innovation.
18. 1.
1. Trialability – to what
extent it is possible to
experiment with it on
a limited basis or not.
19. 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.
21. The enhanced intelligence, and better image quality
should be quite visible to users. Hence, IP cameras
would get a high score along this dimension.
22. 3. Relative
advantage – the
degree to which
an innovation is
perceived as
better than its
predecessor.
23. 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.
24. 4. Compatibility
– to what extent
it is consistent
with current
values, past
experiences
and needs of
adopters.
25. 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.
26. 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?
28. 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.
38. Education
Make Installation even simpler
Reduce the amount of IT knowledge that is
needed to install and use the camera
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?
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)
41. 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)
42. IP video will not really take off and dominate the
market until the compatibility and complexity issues
have been taken care of.