Integrators Evolve. Alongside Industry

Size: px
Start display at page:

Download "Integrators Evolve. Alongside Industry"

Transcription

1 Systems Tips for Integrators Evolve to Alongside Industry The face of the security industry continues to grow and evolve into one that resembles a service industry. Systems integrators need to be vigilant about keeping up with the new trends as well as listen closely to the needs and requirements of both sides of the market not only end users, but manufacturers as well. It is only then that they can create the right solutions that will benefit all parties involved. In the following articles, we approached several manufacturers to get their thoughts on the matter. BY Prasanth Aby Thomas, Freelancer FEB What Mistakes do Systems Integrators Often Make? Systems integrators (SIs), by the very nature of their business, are representatives that manufacturers rely on to reach the end users. Depending on how the SI chooses to present a principal s products, end users will have an impression on the manufacturer and their products. As such, this means the SI s business is a balancing act, between understanding the offerings of the manufacturer and satisfying the requirements of the customer. This is not easy, given that the former keeps innovating with new products almost every other day and the latter demands lower cost and higher value. With such pressure over them, it is inevitable that SIs make some mistakes in their approaches towards fulfilling projects. These can either be technical or in terms of their business strategies, 44

2 but what is important is that at times such mistakes can prove to be crucial in a work environment. Fortunately, manufacturers themselves are willing to provide certain guidelines pointing out where the usual mistakes are and how they can be corrected. For this article, we asked several manufacturers what they would like to see SIs do less and why. The answers were interesting and here we present them to you. Training Too Few The training that manufacturers offer is quite important for the SI. For this reason, most SIs send their employees to the solution providers to be up to date with the latest in technology and business. However, some SIs tend to limit the training to a few technicians according to Tyco Security Products. This can prove costly in the short and long term as it is critical that all the technicians at an SI s business receive ample training to stay on top of the latest technology. Integrators sometimes feel that having a few technicians in their organization trained is sufficient, as it is often a decision to sacrifice time spent in the field in favor of time in the classroom for training, Perry Levine, Senior Product Manager, Software House at Tyco Security Products. It is crucial that ALL technicians are properly trained and certified, for both installations and future service calls. It can be assumed that, if they are trained on one product, they are knowledgeable on all products, and if they were trained on an older version, no additional training is required. As security solutions become more IT-centric, it is necessary to stay current with the latest upgrades and new technology. To continue to serve customers well and to grow their business, it is important that integrators continue to invest in ongoing training for all technicians. give importance To STandardS over value In today s security industry, there is a lot of stress on standards-based solutions. Although this is key to taking the industry forward, such debates often overshadow the importance of providing value to the customer. Marwan Khoury, Regional Marketing Manager at Axis Communications, pointed this out as he explained his perspectives on what SIs should be doing less of. To focus less on standards and data sheets when offering customers options and instead focus more on the value of quality that is placed during all phases of design to production and delivery of the technology, said Khoury. This focus better positions SIs in ensuring customers receive products that enjoy expanded lifetimes with a lower total cost of ownership with minimized business disruptions. delay in contacting manufacturers It is natural for SIs run into difficulties in their line of work, especially in terms of the technical aspects at hand. Ideally, when hitting a roadblock SIs should contact the manufacturer as early as possible so that issues can be resolved efficiently. However, Mitchell Kane, President of Vanderbilt Industries, pointed out that this is not always the case. At 45

3 times, SIs bring up the issues too late and this causes unnecessary complications. Kane added that this becomes even more catastrophic if the technicians that the SI sends are not well-educated on the topic. In some instances, it may take too long to escalate issues, Kane said. Often, manufacturers are not contacted for assistance until the end user has reached a boiling point. Most issues can be resolved in short order if the manufacturer is engaged right away. Additionally, SIs may not consult the manufacturer during the scoping phase of a custom interface or third-party integration, which may have an effect on delivery. Underestimated efforts serve no one s best interest. Finally, at times SIs dispatch untrained technicians to a client s site, which can be a recipe for disaster. Kane added that many manufacturers have both online and in-person training programs in place to help avoid potential problems, and SIs should take full advantage of these opportunities. This supplements the first point from Tyco that all technicians in an SI business should receive training. Sell Technology over SoluTionS Security is no longer about a bunch of cameras placed around a site connected to a recorder. The industry has moved much beyond that, to the extent that security solutions are now the answers to several non-security challenges. In many cases, security installations are key to a business performance and hence the priority is high. SIs should understand these while providing service and focus What do Manufacturers Want Systems Integrators The systems integration business is getting increasingly complex with new technologies arriving almost every other day and customer requirements changing as end users look for more value for their investments. Systems integrators (SIs), today, have to remain flexible enough to accommodate a variety of demands while staying on top of technological advancements and ensuring their bottom lines are strong enough. Manufacturers have some advice for SIs in this regard. The former are in a strong position to provide a number of services to the latter, especially considering their experience and customer base. We asked several manufacturers what they would like SIs to do more and have come up with the following answers. FEB understand SecuriTy is a BuSineSS challenge Today, security risks are not just about protection, they are intricately linked to the business prospects of a company. For instance, a security breach at a bank has serious implications on their customers confidence in them. There can be regulatory issues as well, as many a times a security risk is seen by authorities as a serious issue. Integrators need to understand the specific business and security challenges 46

4 on solutions, according to Verint Systems. Often times, integrators are still too focused on selling technology (the speeds and feeds) rather than selling solutions, Kevin Wine, VP of Marketing at Verint Systems. In today s market, the word security no longer means installing cameras on the perimeter of a building. Rather, it involves securing corporate networks, personnel, and sensitive data. Therefore, it is imperative that systems integrators invest in IT expertise and continuing education across their business lines so they can specify comprehensive solutions that can help solve customer challenges today and into the future. ensuring right SoluTionS under challenging conditions These, by no means, are easy times for systems integrators. Technological advancements are moving at a fast pace and customers are increasingly being exposed to them, creating ever-complex demands from the market. Unfortunately there is an ambiguity with regards to how the SIs should function. This means that it is ever-more easy for the SI to make mistakes. Manufacturers, however, are ready to help SIs in this regard as helping the latter helps their businesses too. As more technological developments like IoT and deep learning strengthen their hold over the security industry, it would be interesting to see how SIs deal with the challenges and difficulties. to Do More? that their customers face, said Kevin Wine, VP of Marketing at Verint Systems. In today s market, security and risk are significant business issues. Executive leaders recognize the potential of costly and damaging disruptions if risk is not appropriately controlled. As a result, IT, physical, and cybersecurity teams must collaborate to best manage and address risk. It is obvious the lines are blurring between various once-siloed departments and there is a significant opportunity for advanced systems integration firms to drive this conversation, Wine added. As a trusted partner, integrators can help propel the dialogue between IT and physical security leaders to help these teams learn how to collaborate to ensure physical security, network, and data protection. But to accomplish this, integrators must take a more consultative role, rather than focusing on the sale and deployment of technologies, Wine continued. Also, integrators must invest in increasing their knowledge base to understand how security devices can affect the integrity of the network. Being able to communicate these issues with IT and security leaders will help customers more proactively identify vulnerabilities. This approach positions integrators as a trusted partner and ensures a long-term relationship with customers. constant Training programs Manufacturers continue to be one of the best sources for training for SIs and most of them encourage the latter to attend more of the same. These training programs are not just a source to gain knowledge on the field, but also helps in maintaining robust relationships between them. According to Marwan Khoury, Regional Marketing Manager at Axis Communications, We recommend systems integrators invest in fully developing their teams by constantly engaging with vendors via training programs and independent certification programs and to focus on full solution sales that provide a higher level of value and support to the wide variety of customers we work with. Others stress on the partnership aspect and how much manufacturers value a strong connection with SIs. HID Global sees SIs as our key partners to drive communication with our end users and assure that they bring the best and right solutions to our end users, said Alex Tan who leads and oversees the strategic development and organizational growth of the Physical Access Control business within the ASEAN region at HID Global. We hope that our SIs will align with the market trend and business model of HID 47

5 Global in providing our product portfolio and our latest technology to them, i.e., HID Global Mobile Access empowered by our SEOS solution. This is to help them be prepared for their go-to-market strategy, Tan continued. We also encourage them to participate trainings from HID Global s partner program so that they are familiar with our latest products and solutions. Of course, SIs are not limited to manufacturers in this regard. There are other independent agencies that provide training as well, but these may not necessarily be cost-efficient from the SI s perspective and hence manufacturer s training would come in as essential. Keep The communication channels open One of the key advantages that SIs have is that they are in direct touch with the end users. This means that they can help manufacturers have a better understanding of consumer requirements and provide solutions accordingly. Security systems integrators are in a unique position to drive the conversation between what the end user s needs are and how manufacturers can deliver products that meet these needs, said Mitchell Kane, President of Vanderbilt Industries. As such, security systems integrators must keep the lines of communication open as they witness key trends in the industry from video surveillance to video data storage to emergency management systems, alarms, access control and beyond. open SySTemS as much as possible Kane further advises SIs to provide solutions with an open platform that would help end users achieve maximum returns on their investments. Whenever practical, security systems integrators should make it a point to use and sell products that provide seamless integration and open-platform functionality in an effort to provide clients with the maximum return on investment for their business, Kane said. Listening to the client s needs and delivering solutions that allow existing investments to be used with new innovations demonstrates a security systems integrator s focus on providing the best possible client service. When end users realize a security systems integrator has their best interests in mind, they become a trusted partner. Integrators know that there are significant opportunities to provide clients with exceptional service while also engaging in recurring monthly revenue for their business. For example, maintenance agreements, or hosted access control solutions, allow security systems integrators the ability to provide fully managed security to clients. In short, it can be seen that manufacturers are encouraging SIs to have a better understanding of the end users businesses, for which their training programs will help. It is also important to act as a link between the end user and the manufacturer, which will help the latter improve their service and help the industry as a whole. Tips for Systems Integrators to Improve Their Business When it comes to providing tips for systems integrators (SIs), different manufacturers have different ideas. Some point out that the training programs are critical while others suggest that SIs should seek to understand the business needs of the customer beyond security. Here we talk to some solution providers to understand their perspectives on best practices for SIs to improve their business. FEB

6 don T overlook The opportunities Beyond SecuriTy Several pure security systems integrators tend to overlook the opportunities that lie beyond the security aspect of solutions, according to IDIS. Speaking on tips for SIs to improve their business in the current market environment, Keith Drummond, Senior Director of Sales at IDIS America, indicated that such an approach limits the opportunities and possibilities that SIs have in maximizing their revenue. I think the biggest mistake is that the SI, their business is to go out and drive more business, more revenue, more opportunities, more sales, Drummond said. And I think SIs often leave a lot of opportunities on the table, they don t win them or they win them and do not expand them as much as they could. The end user in most businesses if it s a residential customer, it s a different equation but if it s a business, a business has an end result of being more profitable or an objective of being more profitable. Being a better business, operating more efficiently and effectively, he said. Video surveillance has so often been viewed as a security tool but if that side would accept the fact that it can be much more than just a security application, it can be a business intelligence application, it can be a marketing tool. In other words, it can bring all kinds of additional benefits to end users depending on their business, added Drummond. If the SI approaches the solutions in this way, they could turn a 10 camera system into a 15 camera system, or a 50 camera system into a 100 camera system. If they can help the end user understand all the benefits they can gain from security particularly HD, megapixel and from the use of applying analytics the SIs will be able to boost their business tremendously. For example in the case of retail, you can fix five cameras on each door or 15 cameras all around the store, apply retail analytics and now start to use it as a marketing tool or a business intelligence tool, Drummond continued. And I think SIs, particularly, the pure security systems integrators, they tend to look at just as a security application. When the IT integrators get into the project, they often look at it at a much bigger scale, as they have experience applying other applications besides security, and they will do that frequently, but systems integrators on the pure security side often overlook the opportunities to grow their business, he added. David Ella, VP of Product Marketing at AMAG Technology, suggested that SIs need to listen and understand their customer s complete business, and then articulate and demonstrate integrated security technologies which will add value for the customer and simultaneously separate themselves as a systems integrator from purely price-driven purchasing decisions. That is easier said than done, but investment in time to understand the integration options of the major security management platforms and the opportunities they represent up-front will pay off longer term. TaKe advantage of Training opportunities Speaking of mistakes that SIs often make, Ella added that manufacturers are in no position to preach to SIs. But understanding and education of how to move forward from a basic video or access control system to a powerful integrated platform which will make security proactive can extend the value of the relationship with the customer over the longer term, Ella said. Too many video systems today are in place to tell people what just happened rather than working together with other technologies to deter, prevent and diminish the effect of security incidents. Drummond added that the first step that SIs should take is to be educated. When they are hired by the end user, they are hired because of their expertise, he said. So the end user does not want to have to spend their time, going out and getting educated on the subject matter. They just want a system that works, they have a general idea of what they need to accomplish but they are really looking to the SI to be the brains to have the information, have the knowledge to be up to date on the latest technology. So I think that s the first thing that they need to do. We see so many SIs in the industry these days who do something one way and they never do it a different way. They just stay with what they know and they get comfortable with a certain technology or a certain product or a certain manufacturer and then they never look their customer's needs through any other different set of eyes than just what they have always done, continued Drummond. And that s not a good fit for the end user. So that s the first thing, stay up to date on the latest technology, stay educated and then apply that to the needs of the end user. Facing The challenges However, the solution providers acknowledged that SIs today face quite a few challenges and this has an impact on their business. SIs can no longer install an access control and/or video system without understanding the customer s security AND business needs, Ella said. Security integrators must stay up to date on all technologies and understand how they can help their customers improve processes, streamline operations and mitigate risk. He added, Understanding a customer s business takes time, and learning new technologies and how they integrate takes time. However, it s time well spent as it will help position the SI as a technology expert where the customer will come to rely upon them for suggestions, improvements and upgrades. 49