13 minute read
FEATURE: SMART SECURITY
SMART SECURITY
Security cameras top of mind in smart home ecosystem
-BY EMILY BENCIC
The pace of annual growth for security cameras has exceeded that of the prior year with units up 26% and value up 13%, GfK data for the year to September 2022 has shown. In particular, cameras equipped with voice-control functionality are driving the market forward, increasing 59% in unit terms.
Research from Arlo has revealed that penetration of security cameras is sitting at approximately 14% in Australia. More importantly is desire from consumers with intent to purchase in the next six months at a high of 37%.
More than two-thirds (69%) of Australian households have at least one IoT@Home product in 2022, according to new research from emerging technology analyst firm, Telsyte
Now in its 10th year, the Telsyte Australian IoT@Home Market Study 2022 found that around half a million consumers started their smart home journey during the past 12 months.
Telsyte expects the smart home market will grow by 20% from 2021 to 2022 to reach $2.1 billion by the end of 2022, partially driven by a need for energy efficiency due to the rising cost of products and services. The smart energy, smart lifestyle and installation services categories are expected to see the largest growth in 2022 (up 22%, 31% and 57% respectively).
The overall interest in smart security products remains high as more home workers return to the office. Telsyte expects the segment to grow steadily in 2022 (up 9% year-on-year). Security cameras and smart doorbells and locks are expected to make up the bulk of the segment’s total revenue.
As Australians become increasingly connected, over half (53%) are also concerned that smart home products are becoming targets of cyber-attacks and while almost all (97%) have taken steps to protect their online security with selected personal devices, only around two-thirds (64%) have taken measures at the home network level.
According to Telsyte’s research, about one-quarter (26%) of households already have more than five different types of smart home devices installed. The top benefits consumers imagine a smart home should provide remain being more energy-efficient; making the home more secure; and cost savings in the long term. Sustainability has also become an important part of the smart home conversation and is now ranked fourth.
ANKER INNOVATIONS
Gaspar Xie, Head of Sales & Operations – ANZ
Consumers continue to aspire to keep their homes, investments, and personal assets safe which has driven sales growth for eufy well above 50% over the last 12 months.
“More consumers that have chosen eufy’s ecosystem in the past are coming back to buy additional devices to expand their home security networks,” Gaspar Xie said.
eufyCam 3 Security Camera
RRP: From $1,199
“The most notable behavioural shift is around the extension of devices from cameras and doorbells to smart locks, floodlights and spotlights, all accessible within the single eufy app.”
Security encryption that ensures networks and data are protected is of critical importance to consumers. “eufy natively uses military grade encryption across its latest ecosystem. Customers also want long battery life in their wireless cameras and eufy leads the way in this area.”
Consumers are also becoming more aligned to local storage without the need to pay monthly cloud storage subscriptions. “The eufy brand is synonymous with local storage and the scalability of the eufy network has also been a key growth driver.”
However, Xie expects general economic conditions to challenge the market moving into 2023, but one of the greatest challenges is educating consumers around the choice of ecosystem and alignment to their longer-term objectives.
“We want consumers to understand that most brands are not compatible within a single app. Choosing the brand that is right for the consumer is about knowledge transfer and appropriate training.”
eufy’s approach to marketing has moved more towards educating consumers and key channel partners with a focus on the pillars of innovation and technology. “eufy has an unparalleled breadth of devices and the innovation we deliver, such as the new eufyCam 3 range is ground-breaking and speaks volumes for the brand,” Xie said.
As for retail sales training, eufy participates in training and expo forums and is always eager to invest in these events. “To this end, we are currently in the process of building an online training portal for all partners to utilise. We expect this initiative to roll out around mid-2023.”
- 4K Ultra HD resolution and night vision
- Comes bundled with the HomeBase 3 Two-way audio and 16GB local storage (expandable to up to 16TB)
- Built-in spotlight and battery with an integrated solar panel for non-stop power
ARLO TECHNOLOGIES
Brad Little, Vice President of Sales – APAC
The smart security category continues to grow year-on-year and Arlo believes the category has a bright future over the next 12 months.
“We know our customers seek hardware quality when purchasing smart security products. Our products such as the Arlo Ultra 2 Security Camera remain the gold standard in the market, offering 4K resolution, ultra-high definition and 180-degree field of view. Arlo remains dedicated to delivering meaningful innovation in the smart security category and that’s what keeps it at the forefront of the industry,” Brad Little said.
Cost-of-living pressures are having an impact across a number of categories including smart security, which means customers are shopping smarter and seeking affordable and smart solutions for their home.
“Outside of macroeconomic pressures, the main challenge for both suppliers and retailers is the maturity of the market. We are now moving from catering for early adopters willing to pay premium prices to now growing sales by catering for the mass market that will look for value buys,” Little said.
Arlo Go 2 Mobile Security Camera
RRP: $429
Arlo’s marketing strategy aims to deliver something for everyone with a wide range of products across three sub brands — Essential, Pro and Ultra. “These sub brands stem from our good, better and best hardware structure, which vary in price points to cater for different consumers with different needs.”
Operating within a fast-paced sector such as smart security, Arlo understands the importance of keeping staff and retail partners up to date on the latest product innovations. “Our approach to training is based on the needs of each retailer as we understand customer demographics vary.”
- Night Vision
- Two-way Audio
- Rechargeable battery
- 4G and Wi-Fi connectivity operations and local storage via SIM card (sold separately)
UNIDEN
Brad Hales, National Marketing & Communications Manager
Uniden has seen an appetite for higher specifications, features, and upgrades in the last 12 months as consumers invest more in additional smart security devices to expand their network.
“As technology evolves, Uniden continues to innovate and release new 2K resolution Super HD devices. The superior clarity is paired with smarter features, including artificial intelligence (AI) capability that lets cameras differentiate between car, people, and pet detection, and sends relevant notifications to the user,” Brad Hales said.
Uniden’s customers see ease of use and wire-free self-installation as a big drawcard as they demand plug and play devices, starting with just one or two cameras and then expanding systems as needed.
“Uniden prioritises making accessible technologies for most households, many of which can be controlled via the dedicated Uniden app. There are no hidden costs, as footage can be backed up on an internal SD card or through a rolling cloud backup for up to seven days for the life of the product.
Uniden App Cam Pano Security Camera
RRP: $399.95
“Users can also upgrade to a higher plan with any product in the App Cam Solo range. This ensures low cost of ownership and on-demand scalability for consumers, which helps make home security accessible at a variety of price points to meet household budgets.”
With new home security offerings constantly hitting the market, it can be difficult for consumers to differentiate between features and quality to identify the solution and product that best suits their needs. “At Uniden, we ensure that we clearly communicate the benefits of our products to prospective shoppers, with hero features including resolution and smart technology highlighted on packaging as well as online and via in-store displays,” Hales said.
The Uniden App Cam Solo Pro 2K and Uniden App Cam Solo Pro PT 2K models now offer 2K Super HD resolution and AI notifications. In addition, the Uniden App Cam Pano offers an innovative 4K dual lens and is Wi-Fi enabled to a router with a new spotlight. “Each of these products is aimed at identifying and meeting specific needs for any security conscious household, while delivering high-quality features that provide peace of mind.”
Uniden invests heavily in marketing to strengthen brand awareness and visibility in the market by engaging with leading technology experts and influencers to provide product reviews, often complemented by real-life demonstrations, and supporting video content.
“Uniden also has a long-standing nationwide radio campaign that supports our range of security cameras. Uniden’s marketing strategy has also evolved to include comprehensive social and digital campaigns that run in tandem with public relations campaigns and engagement with local social media influencers.”
- 4K (8MP) resolution
- Spotlight and camera in one
- AI-enabled alerts and customised voicerecorded alerts
- Dual lenses combine video into a single 170-degree view
SWANN
Jeremy Stewart, Vice President – Global Marketing
As many Australians return to normal working models and reignite travel plans, Swann has seen continued investment in a smart home setup that provides reliable monitoring, security and peace of mind.
“We have also seen more consumers choosing wireless security devices as opposed to a traditional wired setup. These devices present a unique set of advantages to everyday home consumers, especially those that are renting and looking for a more flexible and portable solution,” Jeremy Stewart said.
There has been steady growth in demand for 100% wireless security or hybrid (wireless and wired) camera systems due to convenience and ease of setup.
“Hybrid systems offer the easy setup of wireless with the local recording of a wired system and longer clips that capture more activity, where wireless cameras can only produce clips that are short 15 to 60 seconds.
Swann CoreCam Wireless Security Camera
RRP: $179.95
“We forecast that the smart home security camera market is set to soar with exponential sales growth in the wireless and hybrid offerings. Our newest additions to the product line-up reflect this with features that are best-in-class and combine the ease of use of wireless cameras with the powerful features and high reliability of wired cameras,” Stewart said.
Consumers are expecting more from their smart home devices. As technology evolves and advances, they want solutions that integrate with other devices in the home for ease and convenience.
“Our users can connect multiple Swann devices via the Swann Security app for ease of access at a touch of a button. As part of this ecosystem, we offer voice command integrations with Hey Google and Alexa to interconnect with a wide range of products from wired and wireless cameras to doorbells and window sensors to provide real time alerts, hands-free access and optimal convenience.”
Over the past 12 months, Swann has continued to expand its reach across multiple platforms including a renewed focus on traditional media such as radio and TV with added paid search, paid social and organic social campaigns to promote new product launches and innovations. “In addition, we have seen a greater push and growth in premium services available to Swann members, including additional features only available with a Secure+ subscription plan.”
When it comes to sales training, Swann continues to provide more online and virtual training sessions, on top of returning to in-store training and visits to elevate new product launches. “We work closely with our merchandising representative network to ensure we deliver the best experience we can to consumers and retailers across Australia.” AR
- 100% wire-free
- 32GB Micro SD card included
- Rolling 24-hour cloud backup
- Up to 90 days battery life on a single charge
LASER
Chris Lau, Managing Director
Laser has seen a significant increase in smart security sales over the last 12 months – more than 40% year-on-year – led by security cameras.
“This can be attributed to several factors, including the cost of high quality, reliable smart cameras coming down. We also believe that as many families return to some normalcy outside of their home, they are looking to place smart cameras in many and varied parts of their home given the low cost and it also delivers strong peace of mind for customers while they are not at home,” Chris Lau said.
In the next 12 months, Laser expects a significant shift from wired to wireless smart devices controlled over the cloud. “Moving to wireless products reduces any remaining concerns about DIY smart security or needing to find a technical solution for a wired product. It means consumers will be able to put them wherever they want and have them easily installed.”
Laser Smart Home Deadbolt with Bio-Metric Scan LSH-SLBIO-01
RRP: $179.95
While there has already been a noticeable sales increase in the last 12 months, Lau believes the general shift in the market to wireless will mean the category will continue to increase moving forward. “Having these products become more affordable has opened up a great opportunity for retailers and the broader industry to provide the complete smart ecosystem to consumers.”
While its overall marketing strategy has remained consistent, Laser has further invested in assets to help educate consumers at both store level to assist retail partners, and when undertaking research more broadly. “This includes more in-store displays and point-of-sale material, coupled with more merchandisers and sales reps visiting stores. It also means more video content to educate consumers about product benefits.”
Laser also continues to invest in retail sales training and will be stepping up its work in the space moving forward. “We have doubled our retail field team over the last few months to enable us to spend time in as many stores as possible. We are undertaking roadshow training, and specifically training up smart home ambassadors who will be easily identifiable in-store to assist consumers with product information and education.”
- Easy to install with no extra drilling or wiring required
- Temporary Access grants visitor access with temporary passcode to open the door
- Multiple ways to access including via fingerprint, E-Key, passcode, mechanical key
- Accompanied by Laser SmartHome app
