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What Industry Leaders are
Why I Wrote This Confidential Report Six months ago I would have written that the security industry is about to undergo radical transformation, and that many industry companies would not react in time and would suffer. And I would have been wrong. The industry is not "about to" undergo radical transformation. It's already happening, and we're just not seeing it. It is no longer a matter of "reacting" to change. That won't work. Proactive and preemptive moves are needed, and we don't have a minute to spare. I'll give you two examples of changes right under our noses. The Largest Convergence Project To Date In a several-year project, a large national retailer (over 300,000 employees) is deploying 150,000 IP cameras globally, as an incremental addition to their global deployment of IP Telephony. IP Telephony builds on Voice Over IP (VOIP) technology to replace analog phones with "IP Phones" that connect directly to a network. The telephone system provider also performs the camera system installation. Both telephones and cameras use Power over Ethernet (PoE), so plugging in the network cables powers up both phones and cameras. For installation the system provider packages the cameras identically to the telephones. They use similar boxes, with the same information bar-codes on the boxes but with network cable location numbers. A swipe of the computerized barcode scanner displays exactly where a phone or camera is to go, along with other basic information. Using software tools designed for managing enterprise telephone system deployment, they roll out the cameras in parallel with the telephone deployment. The IT integrator's expertise enabled them to reduce the typical per-camera installation time from 3 hours down to 30 minutes. Keven Marier, a former IT consultant and now Editor-in-Chief of IPVS Magazine, developed this approach working with the customer. Many IT companies just like the one who did this project are out there talking to your customers. These companies have high technical expertise and high enterprise/global deployment expertise. IP video for security is a snap for them; many are already doing corporate video. Why is it that you don't hear about these extremely significant projects? Large corporations consider their successful business technology strategies and deployments to be a confidential competitive advantage. You won't see case studies presented at security or other events. Only they and their IT integrator partners know about them. And the IT integrator partners are not about to tell you, their new competitor. Customer Capture Joel Rakow is an IT consultant colleague and business friend of mine, whom I met while he was working for a national IT consulting company. This company consults only to CEOs, CIOs, CTOs and CFOs. He and I have been collaborating about physical security and IT convergence for about 4 years. A few months ago he bought a local physical security systems integrator, Ollivier Corporation (pronounced "Oliver"), with customers throughout the southern California area. His approach to expanding business is simple: he calls on CEOs and CIOs just like he has always done, but this time he talks about leveraging their IT initiatives for physical security. He speaks their lingo, and his projects become a part of their strategic planning. His current competitors don't stand a chance. Our Future Some people have told me that the takeover of the security industry by IT industry companies is inevitable. That is not true. If it does happen, it will be our own arrogance and complacency that do us in. I know that industry has weathered change before, but we are not in the same situation this time. If IT companies edge out traditional security companies, it will happen practically overnight. If you are a major manufacturer, even you have a true cause for concern. IT industry companies have existing distribution channels and customer relationships which they can leverage in an instant. All of your customers have IT departments. IT companies can reach all of your customers with new product and service offerings in a flash. Blind Spot The drivers of previous changes were visible (such as proximity access control, the arrival of the PC, arrival of Windows networking, proliferation of corporate networks, and wireless communications) to those inside the security industry. The drivers at work today are not visible to industry insiders. Changes occuring within IT industry companies are outside the view of the security industry. Their strategies will not be visible until executed, at which time it will be too late for most companies to prevent a significant loss of market share (i.e. key customers) and key personnel (who will "jump ship"). It's not just the threat from IT. The corporate landscape is also changing. Traditional customer purchasing authority is eroding, at the same time that the gap between customer needs and security industry offerings is larger than ever before. Again, these changes are not visible to traditional security industry companies. These forces are hidden from our view, but are clear as day to outsiders, who will move to take advantage of them. Those outsiders also include stockholders and private investors who just won't understand why the leaders of traditional security industry companies were not aware of these things. (Think: stewards of the corporation, fiduciary duty, etc.) Evidence As you read this 55-page industry analysis and connect the dots for you and your company, you will see how and why the crippling of industry sales to corporate customers has already begun. Smart companies will make smart moves during this time of change, and will be able to come out ahead and with greater market share. It's not about weathering the change, but about leveraging the change ... and this confidential report provides several key strategies for expanding the security industry's marketplace through strong long-term relationships with corporate customers, and partnering within the industry. Get this candid report to learn:
Three Most Critical Problems This report explains the three most critical problems for the security industry, and what you and your company can do about them. IT Industry's Achilles Heel This report also reveals the fundamental flaw in the plans of IT industry companies, and how security industry companies, including yours, can take advantage of it. The trick is to move fast while there is still time! Four Vital Strategies After you read the evidence, you will understand how and why four vital strategies—if actually carried out—will allow security industry companies to re-stake their claim on the industry's ground. The objective is a thriving corporate customer marketplace with plenty of continuing business opportunity. Valuable Research Results Through a special arrangement with the CSO Executive Council, this report contains the results of two Council research initiatives, which you can use to align your company's products and services with the needs of corporate customers. Get This Info and Go Into Action! Purchase this report (a license for up to 5 individuals in your organization) for $2,964.00. Order by check, credit card or purchasing card and have this report delivered electronically to you today! Click below to get your copy of this confidential report now!
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