When most people think of CCTV, they think of businesses and organizations or stores and malls. After all, these are the entities who typically have the most to lose if something goes wrong – whether it’s a theft or a safety issue.
However, there are other applications for CCTV that are often overlooked. We’ll cover these in this article.
Also, the innovation in security cameras has brought new models into the market and people can choose between wired and wireless cameras, indoor and outdoor models, as well as cameras at a variety of price points. This innovation and lowering of price has opened new markets.
So let’s discuss the target market for CCTV and understand who needs security cameras and why.
Who is the Target Market for CCTV?
One of the best ways to understand the target market for CCTV cameras is to understand why someone would need a CCTV or security camera in the first place.
Once we understand this need and therefore the motivation behind the purchase and installation of a CCTV camera, we can divide this market into individual segments and study each segment on its own.
CCTV manufacturers, installers, operators, and businesses that provide security services can then market to each segment with offers and messages that will resonate with the customers in that segment.
Such an analysis gives us the following important segments of the target market for CCTV:
- Public Transport Hubs (Airports, Train Stations, etc)
- Events and Event Organizers
- Security Companies
- Home automation companies
Let’s look closely at each of these market segments.
Homeowners put CCTV cameras for security outside their homes to protect against burglars and trespassers. They also use indoor cameras to keep an eye on things when they are away from home, such as kids and pets.
Some homeowners install CCTV cameras as a part of their home automation system. These can be controlled remotely using a smartphone or tablet.
Offices use CCTV cameras for security against theft, vandalism, and trespassers. They also use them to monitor employee productivity and compliance with company policies.
Offices often have large premises and many employees. As a result, they need a CCTV system that can cover all these areas and provide them with the flexibility to view different parts of the office as and when required.
Many offices also use CCTV cameras for time-lapse recordings of events such as construction projects, product launches, and marketing campaigns.
Daycares are often a target market for CCTV. They install cameras to monitor the children and staff. This helps them to ensure the safety of the children as well as compliance with licensing requirements.
Daycares typically need a CCTV system that can cover all the indoor and outdoor areas where the children play. They also need to be able to view the footage from multiple cameras at the same time.
Some daycares also use CCTV cameras to live stream the activities in their facility to parents who can then watch their children from anywhere. This is often a major feature for parents when selecting a daycare for their kids.
Just like daycares, schools are a target market for CCTV. They install cameras to monitor the students and staff. This helps them to ensure the safety of the students as well as compliance with licensing requirements.
Security is a major concern for schools. They need a CCTV system that can cover all the indoor and outdoor areas of the school, including the classrooms, hallways, and grounds. They also need to be able to view the footage from multiple cameras at the same time.
One of the reasons parents choose a private school for their children is the feeling of safety and security that the school provides. As a result, some private schools use CCTV cameras to live stream the activities in their facility to parents. Of course, this raises privacy concerns but discussing those is out of the scope of this article.
Stores install CCTV cameras for security against shoplifting – by customers and unfortunately, sometimes by employees. They also use them to monitor customer behavior and compliance with store policies.
Shrinkage is a major concern for stores. They need a CCTV system that can cover all the indoor and outdoor areas of the store, including the entrances, exits, and cash registers.
Security is the main reason why malls install CCTV cameras. With the spate of recent shootings, security is a major concern for malls. CCTV cameras help to deter crime and also help with investigations in the event that a crime does occur.
Most malls limit CCTV cameras to common areas like hallways, escalators, elevators and foot courts. However, some malls are now starting to install cameras in stores as well. This is usually done at the request of the store owner.
#7. Public Transport Hubs (Airports, Train Stations, etc)
Airports and train stations have always been target markets for CCTV. The need for security is obvious in these high-traffic areas.
CCTV cameras are used to monitor the flow of people, as well as their behavior. This helps to ensure the safety of the passengers as well as compliance with security regulations.
In some cities in the world, CCTV cameras with facial recognition software are being used to look for known criminals and terrorists.
#8. Events and Event Organizers
Large events like conferences and trade shows have security requirements similar to those of public transport hubs. The organizers of these events install CCTV cameras to monitor the crowd and ensure the safety of the attendees.
The target market for CCTV systems in this case are either the event organizers or the venue owners.
#9. Security Companies
Security companies are an indirect target market for CCTV cameras. They don’t usually purchase CCTV cameras for their own use. Instead, they install them for their clients.
Clients of security companies include businesses, government agencies, and event organizers. They usually need CCTV systems that can cover a large area and that have features like remote viewing and night vision.
#10. Home automation companies
Home automation companies are also an indirect target market for CCTV cameras. Home automation companies will incorporate CCTV cameras into the home security systems that they install for their clients.
The market for home automation companies usually includes homeowners who want a comprehensive security system for their homes. They usually need CCTV cameras that can be integrated with other security devices like door locks and alarms.
As people get more and more concerned about their security, the target market for CCTV cameras, solutions and systems continues to grow.
In this article, we reviewed 10 segments of this interesting market. These include homeowners, offices, daycares, schools, stores, malls, public transport hubs, events and event organizers, security companies, and home automation companies.