Home Surveillance Comes of Age

June 13, 2016
How HD video is driving the adoption of smart home security

The use of HD video has become a key driver and differentiator of smart home security and automation. According to a survey from the Essence Group and Strategy Analytics, consumers in the U.S. and Europe look at the smart home as “the secure home.” According to the research, security and intrusion protection — including access control and outside video surveillance — remain the single most important aspect of the smart home. 

How can security dealers tap into this growing trend? One way is through promoting various use-cases for HD/immersive video in the home environment.

Home security is a clear opportunity for HD/immersive video, as alarm and home security solutions now come hand-in-hand with most video surveillance systems. Video surveillance is a must as consumers continue to expect technology updates that meet their hands-on, always-on mentality. To support this, there are multiple consumer requirements to consider, such as 24/7 video notification, motion and scheduled alerts, and video archiving.

Dealers can help consumers monitor their homes more closely and receive notifications and specific insights in real time when they take the security service a level deeper and incorporate HD/immersive video.


Video as a Tool

Beyond real-time benefits, a security system has many other valuable use cases beyond basic security that customers may not have thought about, including pet care, childcare and eldercare. Although a security system may not be the first thought when looking to assist with these functions, it is a beneficial service and an easy sell or add-on for any security dealer. These opportunities also are in high-demand and may be more top of mind to consumers than standard home security.

For example, pet location awareness and live video monitoring can help ensure the family dog is safe and staying out of trouble. Parents can have the option to be alerted or check in on kids as they arrive home from school and feel at ease knowing their child made it through the door safely. HD/immersive video can not only help caregivers check up on seniors, but real-time video notification can help family members know if there is an emergency that requires immediate attention.

Beyond these added benefits, the ability to archive video footage for up to 30 days can prove extremely helpful for police and legal professionals if a homeowner is the victim of a break-in.

As consumers continue to look for add-ons that give them peace of mind, highlighting how smart home security and automation can not only protect their homes but also their loved ones is a go-to selling point for any dealer and will help drive adoption of this technology.

Icontrol Networks’ 2015 State of the Smart Home Report found 65 percent of consumers ranked a home monitoring camera as their most desired smart home device. A connected home camera also ranked highest (37 percent) in terms of what devices consumers plan to buy over the next year.

Thanks to the rising availability and affordability of cloud-based storage solutions, home surveillance has become much easier for the consumer. Gone are the days when recorded activity had to be viewed on a tape or even an NVR. The cloud now enables consumers to store massive amounts of video, never record over events and simply go online to see the recorded activity. High-speed Internet is also playing a significant role, helping homeowners send and retrieve video to and from the cloud more easily.


Benefits of Smart Home Adoption

Dealers have a tremendous opportunity to benefit from smart home technology as consumers have started to take an interest in it — with more than half of the population excited about the technology, according to Icontrol’s report.

Some dealers have already started leveraging this technology, with 70 percent of dealers recently surveyed by Parks Associates indicating that they are currently installing or are planning to install interactive smart home devices or systems.

Nearly 40 percent of installs in 2015 had both system interactivity and enhanced smart home features, an increase from 31 percent in 2014; and 65 percent of U.S. broadband households with a security system plan to buy a smart home device in the next 12 months. This continues to show the interest around home security with automation, and being able to leverage the use of HD/immersive video will only help up sell security services.

Parks Associates also reports that smart home devices with security and safety benefits have a higher purchase rate, with nearly 20 percent of U.S. broadband households planning to acquire a networked security camera in the next 12 months. Driving this adoption is a homeowner’s ability to: 1) protect the residence while traveling, according to those who have purchased a home security system in the past 12 months; and 2) the ability to remotely access systems in the home.

We are always told to think outside the box, and that is still true when it comes to leveraging video in the home. While the core selling point for HD/immersive video for security dealers will always lie within surveillance capabilities, it is important to consider other use-cases the technology presents for added selling points and to further prove how useful the solutions can be.


David Box is director of marketing for Icontrol One. Request more info about the company at www.securityinfowatch.com/12174838.