Pyramid Casebook # 3 Sex exempel på b2b-företag som utnyttjar ...

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”Vi ska sätta en trist produkt i strålkastarljuset” Hur Axis vände dalande intresse till engagemang och entusiasm. Axis är världsledande inom nätverksbaserade kameror för videoövervakning, med en marknadsandel på strax över 30 %. Huvudkontoret finns i Lund och kunderna nås dels genom egen representation i mer än 20 länder, dels i samarbete med drygt 27 000 partners över hela världen. Utmaningen Trots att Axis har en hög marknadsandel och att marknaden för digitala, nätverksbaserade kameror och utrustning stadigt ökar, är den analoga tekniken dominerande i övervakningssegmentet. För att överbrygga de två teknologierna finns det utrustning som konverterar analoga signaler till digitala, Video Encoders. Utmaningarna var flera för Axis: • Axis är kända för kameror, inte Video Encoders. • Internt hade produkterna ett lågt intresse både i säljorganisationen och hos Axis partners. • Produkten är en nyckelprodukt för att få analoga kunder att konvertera till digitala applikationer. Produkten Axis lanserade under vintern 2008/09 en rad nya produkter inom kategorin Video Encoders. En Video Encoder konverterar på ett intelligent sätt signalen från en analog videokamera till ett användbart digitalt format. Den behandlar dessutom videoströmmen så att den kan användas ännu bättre i ett digitalt system. Principen Eftersom produkten är en lågintresseprodukt, externt och internt, måste den sättas in i ett mer spännande sammanhang för att väcka uppmärksamhet. Målgruppen hade dålig kunskap om tekniken och dess möjligheter och behövde därför utbildas. Lösningen för Axis Eftersom Axis är kompetensledaren i branschen var det naturligt för oss berätta att det finns ett sätt överbrygga steget in i den digitala världen. Vi lyfte fram att man inte behöver slänga ut den gamla analoga utrustningen för att få nyttan av den nya digitala tekniken. Dessutom lyfte vi fram nyttan med att på ett kostnadseffektivt sätt stegvis gå från analog till digital teknik. 12 Resultatet ”Sedan kampanjen startade har vi fått en otroligt stor intern mobilisering för våra video encoders. Det har varit spännande att se hur organisationerna i USA, Europa och Asien integrerade den globala marknadsföringskampanjen i sina säljinsatser genom att exempelvis lansera olika ”sales task forces”, inbytesprogram, utbildningspaket, mässaktiviter mm. Det här är en av de mest lyckade kampanjer vi gjort på Axis de senaste åren.” Marcus Filipsson Produktmarknadschef, Axis
What’s wrong with this CCTV image? Actually nothing. Kampanj mot partners Axis säljer sina produkter via ett stort globalt partnernätverk. Existerande partners motiverades och nya tillkom genom bearbetning via ett DM som innehöll en vikt poster och ett brev. Extern annonskampanj Helsides-, halvsides- och pluggannonser presenterade Axis unika erbjudande inom konverteringsområdet. Kampanjsajt På en omfattande kampanjsajt presenterades Axis erbjudande och alla de fördelar det innebär att omvandla analoga bilder till digitala. Kunden involverades i en dialog om sina utmaningar och anpassade lösningar presenterades. Banners Lockade besökare till kampanjsajten. Kampanjsajt Banners CAMERA: #51 LOCATION: LOADING BAY TIME: 2009-01-16 11:55:57 COMPRESSION: H.264 MOTION DETECTION: ON ACTIVE TAMPERING ALARM: ON What does it take to have an automated tampering alarm on all your CCTV cameras? Actually, not very much. Axis video encoders come with Active Tampering Alarm, automatically notifying you of any attempts to disrupt the surveillance system. From Axis – the world leader in network video. www.axis.com/encoders FRAME RATE: 30 RESOLUTION: D1 Poster Go for the gold! Axis video encoders give you the fastest shortcut to 80% of the surveillance video market. Leverage Axis in your sales and marketing activities. CAMERA: #436 LOCATION: NEW BRIDGE TIME: 2009-01-16 11:55:57 COMPRESSION: H.264 What’s wrong with this CCTV image? MOTION DETECTION: ON ACTIVE TAMPERING ALARM: ON FRAME RATE: 30 RESOLUTION: D1 CAMERA: #51 TIME: 2009-01-16 11:55:57 LOCATION: LOADING BAY COMPRESSION: H.264 Actually, nothing. In fact, it may be the most usable CCTV image you’ve ever seen. Without losing image quality, you can now enjoy most of the benefits of network video with your existing CCTV system. The solution is so simple, and so cost-effective, we wonder why nobody else offers it. Maybe it is because it takes clever engineering to achieve this kind of performance in large-scale video encoder installations, and a deep understanding of what really matters in video surveillance: reliable products, crystal-clear images, and, not least, a future-proof system you can build on with network cameras. Clever engineering and deep understanding What are does two of our it core take assets. That’s to have why an Axis is the world leader in network video. automated tampering alarm It’s easy to get new IP functionality in your CCTV on system. all your CCTV cameras? Visit www.axis.com/encoders to learn how. Annonser MOTION DETECTION: ON ACTIVE TAMPERING ALARM: ON AXIS Q7900 Rack is the only video encoder solution on the market that offers multiple, full-performance video streams in H.264 from up to 84 CCTV cameras simultaneously. Actually, not very much. Axis offers a really simple and cost-effective way to get most of the benefits of network video in your existing CCTV system. Axis video encoders come with Active Tampering Alarm, automatically notifying you of any attempts to disrupt the surveillance system. And intelligence is distributed to each channel, so you can easily expand your system without losing performance. Such a simple solution to a typical challenge is what you should expect from Axis – the world leader in network video. We understand what matters in video surveillance: reliable products, crystal-clear images, and, not least, a future-proof system you can build on with network cameras. It’s easy to get new IP functionality in your CCTV system. Visit www.axis.com/encoders to learn how. Ads Eight reasons to enhance your CCTV system with Axis video encoders www.axis.com CAMERA: #436 TIME: 2009-01-16 11:55:57 MOTION DETECTION: ON FRAME RATE: 30 LOCATION: NEW BRIDGE COMPRESSION: H.264 ACTIVE TAMPERING ALARM: ON RESOLUTION: D1 What’s wrong with this CCTV image? Actually, nothing. In fact, it may be the most usable CCTV image you’ve ever seen. Without losing image quality, you can now enjoy most of the benefits of network video with your existing CCTV system. The solution is so simple, and so cost-effective, we wonder why nobody else AXIS Q7900 Rack is the only video offers it. encoder solution on the market that offers multiple, full-performance video streams in H.264 from up to 84 CCTV Maybe it is because it takes clever engineering to achieve this kind of performance in large-scale cameras simultaneously. video encoder installations, and a deep understanding of what really matters in video surveillance: reliable products, crystal-clear images, and, not least, a future-proof system you can build on with network cameras. Clever engineering and deep understanding are two of our core assets. That’s why Axis is the world leader in network video. It’s easy to get new IP functionality in your CCTV system. Visit www.axis.com/encoders to learn how. White paper the easy path to network video Video encoders bring immediate benefits of IP-Surveillance Presentation White paper FRAME RATE: 30 RESOLUTION: D1 Give yourself a head start in sales and marketing. You and we have benefited from a decade of tremendous growth in the network video market. We aim to make the next ten years just as successful. The only way to do that is by capturing the CCTV market that will inevitably migrate to network video. We are now focusing major energies on marketing the Axis video encoder offering, with advertising, direct mailings and interactive presentations, backed by press coverage in both electronic and print media. Give your customers a secure path to the future. Take the chance to leverage the new Axis video encoder campaign. I’m your shortcut to 80% of the total video surveillance market. Partnerbroschyr Join us. Visit your pages at www.axis.com/partner_pages to download sales and marketing material. Or visit www.axis.com/ encoders to learn more about Axis video encoders. You can also contact your Axis representative for more information. During 2009, Axis will focus major marketing efforts on our video encoder offering, with advertising, direct mailings and interactive web presentations, backed by press coverage in both electronic and print media. What does it take to have an automated tampering alarm on all your CCTV cameras? TIme: 2009-02-07 22:07:56 COmPReSSION: H.264 What does it take to get motion detection that won’t overload your CCTV system? TIme:2008-11-07 22:07:56 mOTION DeTeCTION:ON Actually, not very much. Actually, not very much. When you use Axis video encoders, motion detection is integrated as soon as you attach your CCTV cameras. It’s a simple and cost-effective solution, which ensures that no activity goes unnoticed by your CCTV system. And intelligence is distributed to each channel, so you can easily expand your system without losing performance. Learn how to enhance your CCTV system at www.axis.com/encoders Axis offers a really simple and cost-effective way to get most of the benefits of IP-Surveillance in your existing CCTV system. Axis video encoders come with Active Tampering Alarm, automatically notifying you of any attempts to disrupt the surveillance system. And intelligence is distributed to each channel, so you can easily expand your system without losing performance. Learn how to enhance your CCTV system at www.axis.com/encoders What does it take to get fast and flexible access to video from your CCTV system? TIme:2008-11-07 22:07:56 ACCeSS CODINg:ON Actually, not very much. Actually, not very much. When you use Axis video encoders in your CCTV system, it is easy to instantly retrieve exactly the high-quality video footage you’re looking for, and then view it – at your site or from a remote location. And the video is stored on standard computer hardware rather than proprietary DVRs, giving you a CCTV system that scales easily at radically reduced cost – particularly for large CCTV installations. Learn how to enhance your CCTV system at www.axis.com/encoders With Axis video encoders, your CCTV system is liberated from proprietary storage technologies such as DVRs. You can instead use standard computer hardware that is easy and cost-effective to maintain and upgrade. And as your needs evolve, Axis video encoders allow your CCTV system to expand effortlessly – at the pace you require. Learn how to enhance your CCTV system at www.axis.com/encoders What does it take to make your CCTV system cost-effective and easily scalable? TIme:2008-11-07 22:07:56 ACCeSS CODINg:ON CAMERA: #51 TIME: 2009-01-16 11:55:57 MOTION DETECTION: ON FRAME RATE: 30 LOCATION: LOADING BAY COMPRESSION: H.264 ACTIVE TAMPERING ALARM: ON RESOLUTION: D1 What does it take to have an automated tampering alarm on all your CCTV cameras? Actually, not very much. Axis offers a really simple and cost-effective way to get most of the benefits of network video in your existing CCTV system. Axis video encoders come with Active Tampering Alarm, automatically notifying you of any attempts to disrupt the surveillance system. And intelligence is distributed to each channel, so you can easily expand your system without losing performance. Such a simple solution to a typical challenge is what you should expect from Axis – the world leader in network video. We understand what matters in video surveillance: reliable products, crystalclear images, and, not least, a future-proof system you can build on with network cameras. It’s easy to get new IP functionality in your CCTV system. Visit www.axis.com/encoders to learn how. AXIS Q7900 Rack is the only video encoder solution on the market that offers multiple, full-performance video streams in H.264 from up to 84 CCTV cameras simultaneously. Banners AXIS Q7900 Rack is the only video encoder solution on the market that offers multiple, full-performance video streams in H.264 from up to 84 CCTV cameras simultaneously. Campaign site What does it take to make your CCTV system cost-effective and easily scalable? TIme:2008-11-07 22:07:56 ACCeSS CODINg:ON Actually, not very much. With Axis video encoders, your CCTV system is liberated from proprietary storage technologies such as DVRs. You can instead use standard computer hardware that is easy and cost-effective to maintain and upgrade. And as your needs evolve, Axis video encoders allow your CCTV system to expand effortlessly – at the pace you require. Learn how to enhance your CCTV system at www.axis.com/encoders
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