3 Trends All Security Integrators Must Know

• By Ginger Hill
• Apr 09, 2014

Within the security industry, there seems to be a huge focus on trends, from specific verticals to educational programs for integrators to the market in general. I’m always asked, “What’s currently trending in the security industry?” While I’m far from being an expert in the realm of security, I have great listening skills and from the knowledge that was shared at ISC West 2014 from executive security resources, I have developed three main trends currently taking place within the security industry in which integrators should focus upon within their business models.

Focus on time with people. March Networks is known within the industry for delivering IP video management solutions with a diverse portfolio of products ranging from HD, IP cameras and video analytics to VMS software. Having found success in the banking and retail markets, March Networks has recently expanded into the K-12 security vertical with their Command VMS software, enabling schools to use their Mac computer systems in a 100% browser-based application.

I asked Dan Cremins, director, product line management at March Networks, why a shift in verticals.

“Success in the security industry is all about time spent with people and the ability to listen and give them what they want and need,” explained Cremins. “Basically, I ask customers to tell me what problem they’re trying to solve, and I bring user’s ideas to life.”

By simply engaging with the K-12 market, March Networks is finding success in a security vertical that they didn’t even plan for.

So, integrators, what’s the formula for success?

Spend time with customers, actively listen and give customers what they want and need.

Education. With what seems like endless partner loyalty programs, webinars, workshops, seminars, informative videos, online learning and other media, it is easy to determine that education is a driving trend within the industry. Security manufacturers are recognizing the fact that integrators, such as you, are very open to learning and are dedicated to becoming experts in order to better serve your customers.

At ISC West, Speco Technologies, an innovator in residential and commercial CCTV and audio, demonstrated their commitment to education by taking a portion of their booth and setting up a classroom. Every 30 minutes, show attendees were able to participate in live training sessions complete with an instructor, their own computer station and products to interact with, producing an active, hands-on, learning environment right on the showroom floor.

Funding security projects. It seems that everything in life revolves around the “mighty dollar,” and the security industry is no different. It’s a simple economy, really: If customers don’t have security budgets or funding, security integrators’ profits don’t increase, and therefore, businesses fail.

ASSA ABLOY, a manufacturer of total door opening solutions, offered a unique breakfast opportunity at ISC West, complete with guest speakers who told about leveraging their security dollars. Mentioned was that the education market has access to security grants at the local and state level as well as with various other manufacturers, like Video Insight. I can imagine that in other verticals such as government, oil and gas, and possibly banking, grants are offered as well. It just takes a little time and some Google research.

As an integrator, it’s vitally important that you not only educate your customers on all security solutions at all price points, but consider recommending grants and other funding options, like a payout plan with low interest. By doing this, you become a “hero” in the eyes of your customer.