Huddly CEO Says Price Cuts Aimed at Creating Greater Access to AI-Driven Cameras to All End Users

huddly ceo cameras

Huddly is known for its AI-driven camera solutions, all Microsoft Teams-certified devices. In a move to expand the use of intelligent AI cameras in more spaces in the hybrid workplace, Huddly has adjusted pricing downwards by up to 25% to allow use of more video in the workplace. I reported this story earlier this month on rAVe.

This week, I caught up with Huddly CEO Graham Williams and asked him to expand on the price cuts and the company’s philosophy. In addition to explaining that he wants to democratize AI-driven cameras for all spaces, beyond just meeting rooms, by making them more affordable, he also said that Huddly left the AV integrator margin the same. So Huddly itself is absorbing the price cut through its own margins, which is an aggressive statement of support for the AV channel.

“We want to move out of the top quadrant of price and performance,” Williams said. “Experience is important to us. So, performance will remain, but we aren’t sure why we ended up in that quadrant in the first place, as there was no reason for us to be among the most expensive camera systems, so now we aren’t.”

Williams explained that he sees this as disruptive to the market but promised me that dealer margins will not be affected, as I hedged in my original June 3, 2024, column.

“The new pricing more aligns with our value system. We didn’t reduce margins. We’re absorbing the price cuts ourselves in order to democratize AI cameras into every space,” he said.

I asked Williams if he saw new opportunities with the new pricing, and he explained he saw the growth of meeting spaces along with the potential for educational spaces and adding more cameras, both as opportunities for growth for not just Huddly but for the market.

“Our AI and software-centric solutions continue to allow Huddly to disrupt the traditional videoconferencing hardware providers in the marketplace, providing solutions which evolve and improve over their lifespan,” Willaims explained.

Huddly Chief Commercial Officer Fraser Park also responded to end users noticing Huddly’s new pricing.

“This is good news for end-users, as our solutions will be able to be deployed more widely in workplaces and educational institutions,” he said. “For our resellers, we are retaining margins but also growing the number of spaces they will be able to deploy our solutions. The move will also make it more cost-effective for UCC providers to include Huddly technology into their solutions.”

So it’s obvious to me that Huddly doesn’t want to exclusively be known as the high-end alternative to video. It wants to be in the discussion for all MS Teams, Zoom and Google Meet systems.

Honestly, I think this new strategy will work. It’s way more difficult to become the high-end alternative when you’ve always been known as an entry-level player (just ask the car company Kia) than it is to go the other way around. When a high-end company delivers something at a lower price, it’s almost always considered “good,” if not even “better” in the consumer’s mind. Case in point — the iPhone 15 and iPhone 15 Pro. The Pro is the preeminent smartphone, but most consumers still view the iPhone 15 as awesome.

Time will tell, but keeping margins the same will certainly draw praise from the channel, and reducing prices for the end user should drive awareness.