Security Systems News

APR 2017

Security Systems News is a monthly business newspaper that reaches 25,100 security installers, product distributors, central stations, engineers & architects, and security consultants. Our editorial coverage focuses on breaking news in all major se

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Page 34 of 54 April 2017 SECU ri TY SYSTEMS NEWS market trends 28 What else can you do besides provide security solutions? By Kenneth Z. Chutchian I ntegrators know they don't have a choice. The days of impress- ing end users with bells and whistles are gone. Now more than ever, installation and application of security technologies confront the big question that turns another page in the industry—and is still as old as business itself: "Can this help us make money?" The commoditization of secu- rity products (can you purchase what you really need at Wal- Mart?) has been developing for a long time. Security insiders, as they have done throughout the industry's evolution in this cen- tury, know they must adapt or perish. They are in the early years of approaching, framing and offer- ing security technologies as sound business investments that help the end users' bottom lines. "Instead of talking about secu- rity, we talk about business out- comes," said Tony Varco, vice president of security at Convergint Technologies, based in Schaum- burg, Ill. "That is what we sell. Not widgets. The 'so-what' is business outcomes. "So you can buy a camera for a hundred bucks," Varco continued. "I don't care if it's a niche market. What are you going to do, cry about it? Do something about it. Let's embrace it. The 'so-what' of business outcomes has to be a return on investment." The demand side of the open- market equation, as always, pres- ents needs and wants that suppli- ers cannot always predict. "People have their video installed for security reasons and sometimes may ask, 'What else can I do with this video?'" said Rei- nier Tuinzing, strategic alli- ance manager (Americas), at Milestone Sys- t e m s , b a s e d in Beaverton, Ore. "They've watched NCIS, where the guy gets a facial recognition with an image of an eyeball. It's a little far- fetched." Tuinzing offered several exam- ples of more practical non-security applications of security technolo- gies that meet bottom-line busi- ness objectives. At a grocery store, most cus- tomers shop in the frozen-food aisle for their final purchases. A security camera can alert the floor manager about the traffic flow on an up-to-the-minute basis, where- upon the manager can adjust the staffing of checkout registers for efficiency and customer service. At a large shopping mall, count- ing the number of people who enter and leave the complex at certain times of the day "is sort of interesting," Tuinzing said. It can go from interesting to business- relevant when you begin "corre- lating weather, time of day, day of week, female, male, turning left, turning right" with the same data, according to Tuinzing. "You can start optimizing traffic patterns" and re-create retail strategies around that information. Tuinzing also cited examples of farms and airports running their operations more efficiently with data gleaned from security technologies. J u m b i Edulbehram, regional presi- dent, Ameri- cas, at OnCam, based in Biller- ica, Mass., put the retail application in black-and- white terms. "If there is no store sales person in the shoe depart- ment able to help a customer in the shoe department, you lose a sale," he said. Security cameras have obvious benefits in that situ- ation. Given the buzz surrounding business applications for security technology and data, one might think that end users raise the issue in sales talks. But Edulbehram says "yes and no" when asked if that's a valid assumption. What Happens Next May Save Lives Two-Way, Mass-Communication System with Live Video Access Chicago Washington D.C. Detroit Los Angeles Milwaukee Multi-media technology improves communication and can make police response more effective during an active-shooter situation or other severe emergency. For more info about Incident Command and Control, visit EM24.US, contact our Sales Department at 1-800-800-3624 or email Continued on next page Tony Varco Reinier Tuinzing

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