Home Security On A Growth Curve As Arlo & Swann Go Head To Head
The global home security systems market size was valued at A$76 billion in 2020 and is expected to reach USD A$112 billion by 2025.
In Australia, the market is growing at over 10% per annum with brands such as Arlo Swann, Google Nest and Amazon Ring holding the lions share followed by the likes of D Link and
Consumers in several markets including the US are moving away from Chinese brands such as Eufy because of security concerns and their access to consumer data.
Unlike brands such as Arlo and Swann who go to great lengths to protect customer footage and information even to the point of refusing Government departments access to content unless they have a warrant, Eufy has been caught out for major privacy breaches that have resulted in both live and recorded camera feeds being shown to complete strangers.
The Chinese Company were also exposed back in 2021 as having complete access to a consumers account, including control of pan-and-tilt cameras where fitted.
When pushed on the issue Eufy management admitted that owners of their cameras were able to access video feeds from other users’ cameras.
Analysts Markets & Markets claims claim that growth in the consumer security market is being driven by factors such as growing awareness regarding home security systems, the emergence of the Internet of Things (IoT) and new wireless technologies and increasing adoption of IP cameras for video surveillance.
According to Arlo Regional Marketing Manager Lambro Skropidis the market for home security cameras has started to come back following a dip in Q4 2021.
Arlo who holds 15% of the Australian market behind Google and Amazon security offerings is in a close battle with Swann who own 14% of the market.
Unlike Arlo, Swann also has a strong presence in the wired B2b security market.
A recent survey of the market by Arlo revealed that 35% of participants could not recall any security brand.
During the peak Christmas New Year buying period Arlo mounted a major TV marketing campaign which according to Skropidis was “highly successful in lifting brand awareness of Arlo” in the Australian market.
The Company who earlier today launched their new Arlo Go 2 Security Camera which operates via SIM or wireless has been described as “ideal for remote locations and building sites” where security has to be monitored remotely.
Skropidis said that ownership of a home security camera is climbing along with “intent to purchase” a camera climbing from 34% in Q4 2021 to 37% in Q2 2022.
He said that “Over one fifth of households in Australia” now own a security camera or doorbell.
In the security doorbell market Arlo comes in at #2 behind the Amazon owned Ring.
According to several retailers that ChannelNews has spoken to security is seen as a “growth category” with growth set to continue for several years.
One JB Hi Fi store manager said that customers are also coming into stores to upgrade their existing security cameras to 4K after recently upgrading their Wi Fi router with new W6 models deliver better streaming of content.