In 2020, ARH took the plunge and changed its name to Adaptive Recognition. A name change is not something to be taken lightly for a well-known company. CMO GÃ¡bor JÃ³zsa highlights the considerations and business dynamics that led to the decision and challenges to rename an established international brand.
ARH means Adaptive recognition Hungary. The company was founded 30 years ago in Budapest by three university students who were passionate about computer vision and OCR (optical character recognition). They are still on the board today, and the software they developed (CarmenÂ®) is still at the heart of many of our products.
In three decades, the organization has grown from a student research project to a globally recognized and appreciated company. Today we have offices in North America, Denmark, Singapore and a new point of sale in the United Arab Emirates is now imminent. In addition, we are present on all continents through a network of representatives.
Our software and hardware solutions are highly adaptable to local needs around the world, in every sense of the word, from weather conditions to special alphabets. There was also the intention to express this with more emphasis.
But in short, the company has gone beyond its name. AR Hungary no longer accurately represents our overall quality. This is why ARH has become Adaptive recognition.
Our old logo dates back to the 2000s, the old site design to the 2010s. At that time, most of our marketing efforts were focused on functional needs such as printed material for trade shows and other corporate events. industry. From the start, we have been creating detailed and highly informative videos about our products, including installation and maintenance tutorials. We have kept this tradition – they are very popular with integrators and end usersbecause they make their life so much easier.
Since then our entire life seems to have moved to the online space, so we have focused on online marketing activities. We quickly realized that even a B2B company with a niche market like ours needs a top notch online marketing and sales strategy.
However, we have not forgotten that online communication will never entirely replace real-time speech and community building. With this in mind, we launched the LIVE! initiative, a series of fully interactive one-off events where industry professionals can meet and discuss a given issue or topic.
We have website redesign and our product user interfaces for a cleaner, lighter and generally more enjoyable user experience. This reflects another larger trend that we have embraced as a company: to make our sophisticated solutions as easy to use as possible. To do this, we constantly rely on feedback from our users.
The simple answer to this is to get the point across.
ARH was a well-known market leader in several market segments, such as ANPR software. We always receive clients who ask us if we are the same company. Our online research data suggests that many customers still find us by searching for ARH on their search engine.
Apart from that, practical details like changing all materials like product manuals, technical documentation etc. come to mind.
Overall, the long-term benefits far outweigh these challenges, and we are confident that our new brand accurately represents what we have become over the past three decades: global players with industry-leading solutions. the market.
About adaptive recognition
Adaptive Recognition is a group of creative minds who develop and manufacture AI-based image processing technologies for the traffic, security and identity industries.
The first great successes of Adaptive Recognition came with our product CarmenÂ® ANPR (Automatic Number Plate Recognition), a world market leader, capable of automatically recognizing and reading the images of car license plates. This was followed by the introduction of various standardized codes, which are used, among other things, in shipping or printed on identity documents such as passports.
The small startup has grown into a professional international company with locations in Denmark, the United States, Asia-Pacific, Central Europe and Singapore, with over 300 employees and over 30 representative partners worldwide. .