Leading business consultancy in the machine vision market strengthens its marketing consulting division with a dedicated legal entity. Jean-Philippe Roman becomes managing director and partner.
Vision Markets, the leading consulting company for the machine vision industry, announces the foundation of a new subsidiary, Vision Markets Marketing Consulting GmbH, registered in Munich, Germany. The new entity takes over the marketing and communications consulting activities of Vision Markets GmbH and will be headed by Jean-Philippe Roman.
Growing business unit
The move acknowledges the recent growth of the marketing and
communications division of Vision Markets and paves the way for future growth. As
managing director, Jean-Philippe Roman has formally taken on the leadership of
this business unit.
Jean-Philippe Roman has been part of the Vision Markets network since 2021. Vision Markets customers have taken advantage of his international track record in marketing and communications paired with more than 15 years of experience in the machine vision industry. This agreement with Vision Markets is a long-term commitment of both parties to join forces at the service of the vision community.
More capacity for Marketing and beyond
With the newly founded Vision Markets Marketing Consulting
GmbH, clients will benefit from a dedicated contact person and team focused on continuously
improving the company’s marketing consulting services.
The new organization also benefits clients of Vision
Markets’ other business units – Corporate strategy, Mergers and Acquisitions
and Recruitment – as it frees up capacity from CEO and founder Dr. Ronald
Müller.
“I am delighted to welcome JP on board as the head of our
Marketing business unit”, said Ronald Müller. “This is the result of a fruitful
and trustful collaboration over the last three years. We look forward to
growing Vision Markets Marketing Consulting further as a vital service to the
vision industry”.
“I am excited by this new challenge. With the surge of AI and new applications areas such as smart farming or other sustainable technologies, machine vision still has so much to contribute to the world! We at Vision Markets Marketing Consulting want to be the voice of all the innovators out there solving problems with computer vision”, said Jean-Philippe Roman.
Smooth transition
The new legal entity will progressively take over the marketing business of Vision Markets in the coming weeks. Apart from legal changes, the transition will not affect the operative business with clients: The new company is fully integrated in the Vision Markets group and operates under its brand to preserve synergies with other activities such as strategy consulting or recruitment.
The Q4/2023 update of our Search Engine Ranking Position Report for CoaXPress frame grabbers shows a relatively stable ranking of all top players, but also one drop-off and one interesting newcomer.
At Vision Markets, we monitor the performance of our clients
in organic searches for their target keywords and compare them with their
competitors. The search engine ranking position (SERP) is a good indicator of
the strength of a brand in a specific market segment.
For frame grabbers, we found that the keyword “frame grabber”
alone is not specific enough for relevant results in the camera interface cards
market, because it this phrase is also used to refer to other products such as software
tools or mobile apps capturing single frames in a video stream.
Therefore, in this report, we selected the keyword “CoaXPress frame grabber” to identify top frame grabber brands but the results may be different with other interfaces.
Disclaimer:
The chart above shows the organic search results for the keyword “CoaXPress frame grabber” in Google.com in the US. They may not reflect results in other countries or Google’s personalized search results based on individual user behavior. This reports only gives a general indication of the search engine power of websites and brands for this specific keyword.
Top 5 players remain stable
In Q4/2023, the five top-ranking domains remain the same as in the previous quarter with slight fluctuations: Euresys is a steady #1 and even succeeded to rank two pages on top of the chart in November. Kaya Instruments loses a bit of ground vs. Bitflow, Active Silicon, and Zebra in Q4, but these small fluctuations should probably not be overinterpreted. In December, Kaya even ranked two pages in the top 10 on ranks 5 and 7.
Gidel replaces Teledyne Dalsa
In the second half of the chart, the players remain more or less the same, with distributors like Graftek, RMA Electronics or Pyramid Imaging. Adimec entered the top 10 in October, but did not confirm this performance in November and December.
One notable trend is the replacement of Teledyne Dalsa with newcomer Gidel. Dalsa left the chart in November while Gidel entered at rank 10, but unlike Adimec, the Israeli frame grabber specialist was able to confirm in December, gaining one step at rank 9.
Will the trend carry on in 2024?
Will Gidel be able to maintain or even improve its position in the top 10? Will Teledyne Dalsa celebrate a come-back? Stay tuned and register to our newsletterfor our quarterly updates of this and other SEO reports!
In Q4/2023, the five top-ranking domains for machine vision software remain pretty stable, while we see much more volatility in the lower end of the chart. One top player disappears from the top 10 altogether.
The search engine ranking position (SERP) is a good
indicator of the strength of a brand for a specific keyword. Our SERP report for
the search “machine vision software” shows significant changes in Q4/2023 vs. Q3/2023.
The chart above shows the organic search results for the keyword “machine vision software” in Google.com in the US. They may not reflect results in other countries or Google’s personalized search results based on individual user behavior. This reports only gives a general indication of the search engine power of websites and brands for this specific keyword.
One notable change, however, is that adaptive-vision.com not only dropped off the top 5 in December, it disappeared from the top 10 altogether. This is probably due to the integration of Adaptive Vision into the Zebragroup, which also impacts the website. Most likely, adaptive-vision.com will end up simply redirecting to zebra.com, which means it will no longer have its own content for the “machine vision software” or any other keyword. Zebra.com is not yet in the chart, though. In the months to come, it will be interesting to see if zebra.com catches up on the “machine vision software” keyword and how long it takes for that domain to reach the top 10 or even the top 5.
High volatility in the lower rankings
In the second half of the chart, we see much more variations. NI came in at the end of Q3 but leaves the top 10 again in December. Teledyne Dalsa follows a downward trend, while Euresys seems to be gaining ground in Q4/2023. RoboRealm and Mech-Mind popped up in October and November but still struggle to establish a solid presence in the top 10.
Vision Market’s Search Engine Ranking Position report for machine vision light shows a relative stability among the top players between Q3 and Q4/2023.
The variations observed from month to month have little significance and the overall trends on six months is a relative stability.
Disclaimer:
The chart above shows the organic search results for the keyword “machine vision light” in Google.com in the US. They may not reflect results in other countries or Google’s personalized search results based on individual user behavior. This reports only gives a general indication of the search engine power of websites and brands for this specific keyword.
No more surprises in Q4
The two main surprises of Q3/2024 have disappeared in the Q4: Edmund Opticsno longer ranks two domains in the top 10 (edmundoptics.com and edmundoptics.in). Instead, edmundoptics.com has gained in popularity and now ranks two different pages in the top 10 in November and December. This is exactly the pattern we had observed in the “machine vision camera” report. The surprisingly good results of Vital Vision in Q3/2023 were not confirmed in Q4.
The disappointing results of CCS is confirmed in Q4/2024: the domain ccs-grp.com doesn’t make it into the top 10 at all.
It will be interesting to monitor if this stable trend remains in 2024 or if new entrants can challenge the domination of the top players. Be sure to subscribe to our marketing newsletter for regular updates per e-mail!
Our SERP reports are generated out of the intelligence we gain from the monitoring we perform for our clients. Have you optimized your website for more specific, long-tail keywords? Do you want to compare your ranking with your individual competitors list? Contact usfor a custom report tailored to your needs!
“Vision Markets did a fantastic job understanding our objectives and helping us strategize how to achieve them”
Erin Barrett, CEO of Eigen Innovations
Machine learning is the next big thing in industrial machine vision. Eigen Innovations, a Canada-based company, has been developing machine vision solutions for manufacturers for a decade. Over the years, Eigen created advanced software tools to make machine learning models easier to train, deploy and scale across multiple machines and factories. The company also developed powerful analytics software that aggregates machine vision data with other process-related data to identify the root cause of defects and anticipate them rather than just detecting them.
Having developed all
these tools for their own projects as a system integrator, Eigen Innovations
realized the value they could have for manufacturers and vision systems
designers seeking to scale their vision systems and gain process intelligence
across factories.
The company decided to expand its business model beyond vision system development and to market its proprietary software.
New business model
“Becoming a software
company was a huge transformation for the whole organization,” explains Erin
Barrett, CEO of Eigen Innovations. “We needed to make our tools easily
accessible and usable for others, understand their needs and explain their
benefits to this new type of customers. At the same time, we wanted to keep up
with our vision solution business that roots our expertise in the factory floor
and drives innovation.”
The company needed
help with market research, customer targeting, product portfolio definition and
marketing communications. Eigen Innovations approached Vision Markets in the
Spring of 2022 and the first contacts quickly led to an on-site three-day
workshop with the leadership team at the company’s headquarters in New
Brunswick, Canada. The workshop was moderated by Vision Markets’ founder and
CEO Ronald Müller and Senior Marketing Consultant Jean-Philippe Roman.
The outcome was a
clear definition of the target customers, their pain points, how the product
portfolio could address these and how to reach that new audience. “Onboarding
Vision Markets was an easy decision,” remembers Barrett. “We had approached
many consulting and marketing companies before, but never found someone who
really understood our business. With Vision Markets, we finally found people
who had the consulting and marketing expertise and understood vision technology,
factory automation, and the market dynamics. Nobody understands us like Vision
Markets does.”
Vision Markets is a consulting company specializing in machine vision. Ronald Müller and Jean-Philippe Roman have a long track record in the vision industry. This in-depth knowledge of automated vision inspection on the factory floor allowed the team to ask the right questions and quickly dive into the business challenges facing Eigen.
New brand identity
Following the strategic workshop, an action plan was defined to reposition Eigen Innovations as a software provider for scalable, AI-based machine vision delivering value beyond defect detection. The first step was to sharpen the company’s brand positioning. Vision Market formalized the brand identity of the company – its mission statement, brand promise, values and tone of voice – and encapsulated them into a new brand claim: “Smart vision for the smart factory”. Vision Markets also produced a new corporate video conveying this new identity in an inspiring, emotional way and ran targeted LinkedIn campaigns to build brand awareness and introduce Eigen’s new value proposition to the right audience.
“Smart vision for the smart factory”: Eigen Innovation’s corporate video
Structured product portfolio
Becoming a software company also meant having a clearly defined product portfolio. The various tools that had been used internally now needed to be clustered as software products addressing specific use cases. Building on the portfolio defined during the workshop, Vision Markets designed an infographic and a flyer encompassing the different software modules and their use cases in a simplified, easy-to-understand way. Time was running out as Eigen Innovations needed to introduce its new software portfolio at the VISION show held in Stuttgart, Germany, in October 2022, so the definition of the brand platform, the claim, and the delivery of the first collaterals were completed within three months.
Educating the market
Eigen’s products open a new era in machine vision and manufacturing by making vision systems easily scalable and delivering process insights beyond inspection. This required evangelization of the market, so Vision Markets created a series of short tutorial clips and more extensive educational videos explaining the benefits of Eigen Innovations’ technology for the smart factory. The educational campaign included LinkedIn-sponsored posts, articles in machine vision publications and presentations at industry events and webinars.
Tutorial videos: Explaining each product and service
Measurable results
The effort paid off: one year after the first workshop, the number of new visitors visiting the eigen.io website had grown by 160% and the number of followers of the company’s LinkedIn page by 65% with a surge of LinkedIn page views by a factor 5 between June 2022 and June 2023.
Strategy and tactics
Eigen Innovation
released beta versions of its software in the Summer of 2023. “We still have a
long way to go, but Vision Markets definitely helped us get up to speed,” says
Erin Barrett. “Besides the fact that they speak our language, one key benefit
of working with Vision Markets is that they didn’t only help us with strategic
consulting and leave us alone with implementation. From content creation to
campaign planning and execution, they took care of execution as a full-service.”
“We are very proud of
our collaboration with Eigen Innovations, a game-changer in the vision industry,”
said Ronald Müller. “This is a perfect example of the range of services Vision
Markets can deliver – from strategic consulting to marketing communications
strategy and campaign management.”
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