The future of security is local and subscription-free: interview with Fabrice Klohoun of Reolink

Fabrice Klohoun, Marketing Communications Director di Reolink

The OMVI series introduces a revolutionary concept thanks to its triple lens system and SyncTrack technology, but such advanced hardware may appear complex to the average user. What will be your main communication strategies to explain the tangible benefits of this technology in a simple and accessible way to both retail (private) customers and companies?

“At Reolink, we always focus on communicating concrete benefits for users, rather than technical complexity. Although the OMVI series introduces advanced technologies such as triple-lens imaging and SyncTrack, the main value is actually very simple: users no longer have to choose between wide coverage and detailed up-close monitoring.

For consumers, we describe OMVI as the ability to “see the whole picture without losing the details.” The panoramic lens continuously monitors the entire area, while the PT lens automatically follows important activities and captures close-up details simultaneously. This means fewer blind spots, fewer cameras to install and greater peace of mind.

For business users, the message focuses on operational efficiency and smarter surveillance. OMVI combines the functionality of multiple traditional cameras into a single device, helping to reduce installation complexity and infrastructure costs, while improving situational awareness.”

The top of the range OMVI X16 PoE model has already received prestigious international awards such as the CES Innovation Awards and the iF DESIGN AWARD. How do you plan to leverage these awards within your marketing narrative to strengthen the perception of Reolink as a leader in technological innovation and design?

“The CES Innovation Award highlights the strength of the product from a technological point of view, while the iF DESIGN AWARD recognizes that innovation must also offer a premium and intuitive user experience.

From a communications perspective, these recognitions help strengthen Reolink’s evolution from a security hardware manufacturer to a global innovator in smart security. Furthermore, they strengthen consumer confidence, as these awards are internationally recognized benchmarks and evaluated by independent experts.

In our global marketing campaigns, we will integrate these findings into product packaging, retail channels, digital campaigns, media activities and experiential demonstrations. More importantly, we want these awards to support a larger narrative: Reolink continues to push the boundaries of smart, privacy-focused, easy-to-use security technology.”

The OMVI series offers advanced local AI capabilities, such as ReoNeura, as well as subscription-free storage. In a market where many competitors are heavily dependent on paid cloud services, how does this position you from both a marketing and customer loyalty perspective?

“We believe that users should have full ownership and control of their security experience. This philosophy is at the heart of the OMVI series and Reolink’s broader product strategy.

Today, many consumers are increasingly concerned about recurring subscription costs, data privacy and reliance on cloud connectivity. Offering advanced local AI capabilities and flexible local storage options without mandatory subscriptions, Reolink offers a more transparent and user-focused alternative.

From a marketing point of view, this represents a very strong distinctive element. Users can access smart features like Local AI Video Search directly on the device, without being locked into monthly payments. This reduces barriers to adoption and creates a stronger value proposition in the long run.

From a loyalty point of view, however, trust is extremely important in the security sector. When users know that their footage remains under their control and that key features remain accessible without ongoing costs, long-term trust and brand loyalty is strengthened. We see this approach not only as a product advantage, but also as part of our commitment to privacy-first innovation.”

Speaking of the Power-Efficient series, the collaboration with Qualcomm is an extraordinary asset. From a communications perspective, how important is it for Reolink to associate its name with Qualcomm to strengthen consumer confidence in wireless technology and battery life?

“Our collaboration with Qualcomm represents a very important strategic move, because it combines Reolink’s expertise in smart security with Qualcomm’s leadership in wireless technologies and low energy solutions.

Battery life has long been a major challenge and concern in the wireless security camera market. By partnering with Qualcomm and integrating its Micro-Power WiFi chipset, we are able to deliver significant improvements in power efficiency while maintaining reliable performance and advanced smart features.

From a communications perspective, association with a globally recognized technology leader like Qualcomm helps build trust and credibility with consumers, especially in aspects such as connectivity stability, battery optimization and wireless innovation.

At the same time, this partnership demonstrates Reolink’s commitment to continuous innovation and collaboration with industry-leading technology companies. For consumers, the message is very clear: these products are not just designed for convenience, but are based on next-generation wireless technologies designed to ensure a smarter and more reliable user experience.”

The Power-Efficient Series devices promise up to 96% longer battery life than industry standards – a truly remarkable achievement. Which marketing channels and formats do you consider most effective for demonstrating and communicating this extraordinary result in terms of energy efficiency to consumers?

“Battery performance is one of those features that consumers immediately understand when it is clearly demonstrated. For this reason, our strategy is strongly focused on practical demonstrations and real-life usage scenarios.

Video content will play a key role on social media, YouTube, retail displays and digital campaigns. We also believe that experiential marketing is particularly effective for this product category. Live demonstrations at events, activities with retail partners and media briefings allow people to directly experience the practicality and flexibility of these products.

Furthermore, the comparison with traditional battery-powered safety devices helps to communicate the practical advantages very effectively. Rather than focusing solely on technical specifications, we highlight the day-to-day benefits: fewer downtimes, easier maintenance, greater installation freedom and more reliable security coverage.”

The Power-Efficient series includes very specific products, such as the E1 Swift camera designed for child and pet care, and the Argus MagiCam for maximum portability. How did you plan to segment your marketing campaigns to reach such diverse consumer niches?

“Different users have very different security needs, which is why segmentation is key. For E1 Swift, our communication focuses heavily on family-oriented use cases, such as child monitoring, pet care and indoor home security. The message emphasizes convenience, flexibility and peace of mind, particularly with features like pan-and-tilt coverage, AI tracking and battery backup during power outages. Channels such as parent communities, lifestyle creators and audiences interested in the smart home are particularly relevant for this product.

For Argus MagiCam, however, the central themes are portability and ease of installation. This product is aimed at tenants, travelers, apartment users and consumers looking for a temporary and flexible surveillance solution. Here, we focus more on mobility, wireless convenience, magnetic mounting and compact design.

On a broader level, we’re tailoring content and partnerships to users’ lifestyles, rather than promoting all products with a single, universal message. This allows us to communicate more authentically and show how each product naturally integrates into specific everyday life scenarios.”

The official presentation took place in Munich in mid-May, while you officially launched marketing from Milan. What strategic role do the Italian market and, more generally, the European market play within your global expansion plans for 2026?

“Europe is one of the most important strategic markets for Reolink, and Italy plays a particularly valuable role within our regional growth strategy.

As our study shows, European consumers place great importance on privacy protection, product quality, reliability and long-term value – all aspects that align perfectly with Reolink’s product philosophy. Furthermore, we are seeing a growing demand across Europe for smarter, privacy-focused security solutions that are not heavily dependent on subscriptions or the cloud.

Italy is particularly significant because it combines strong consumer interest in smart home technology with a growing focus on residential and small business security. Partnerships with local partners such as MediaWorld, Unieuro and Euronics Italia reflect our confidence in the Italian market and our commitment to strengthening our local presence in Southern Europe.

More broadly, Europe continues to be a key driver for innovation and premium product adoption as part of our global expansion plans for 2026. We will continue to invest in localized marketing, regional partnerships, customer support and regulatory compliance, to ensure European users have products and experiences tailored to their expectations and needs.”