28 May 2015
There are many hugely powerful and feature-rich security systems out there. Often these systems are designed to fulfil the requirements of very large projects and enterprise-level installations. Even if the system didn’t start out that way, it often ends up becoming bloated with many specialised and project-oriented features. The allure of high value contracts is too strong to resist! Adam Stroud, CEO of Paxton looks at the impact of integrated technology in the mid-market.
Introduction
There are many hugely powerful
and feature-rich security systems out there. Often these systems are designed to fulfil the requirements of
very large projects and enterprise-level installations. Even if the
system didn’t start out that way, it often ends up becoming bloated with many
specialised and project-oriented features. The allure of high value
contracts is too strong to resist!
While many regard more and more
features as only being a good thing, the associated complexity can often lead
to unsuitability for the mid-market. The truth is that the vast majority
of non-residential buildings fit into the mid-market category, and are not
large projects. While the large projects dominate the industry news
columns, the greatest revenue potential lies within the unsung mid-market.
Making advanced security
systems practical and relevant to these types of buildings is essential to the
development of the security industry. Paxton has a track record in this
area. In fact, I would go so far as to say that doing this has been a
major part of Paxton's long term success, allowing us to more than double the
prevailing market growth every year for the last 20 years.
Success in the mid-market
Firstly, what is the
mid-market? Schools, gyms, shops, factories, offices, warehouses and much
more. In access control terms, anything from 1 door to 50 doors.
Some assume that the only requirements
for being successful in the mid-market are affordability and a reduced feature
set (masquerading as simplicity). This is not correct.
I would say the key to success
is accessibility to the customer. That means the local security installer, who
the customer is likely to already have a relationship with, must be primed to
recommend and install the system. To achieve this, installer training courses
must be readily available, the system must be simple to sell, install and use
(easy to say, difficult to achieve). The pre and post-sale support must be
first-class including telephone support, on-site support and returns
policies. All of these things are flags waved by many manufacturers as
'standard offerings', but to really do them properly requires massive
investment and commitment. The whole of Paxton is geared towards this and
that's what it takes.
Implications for the future
Customers are demanding ever
more from their security systems. Quite right too. In most other
areas of technology the pace of change is frenetic, with products evolving and
improving faster than ever before. In terms of buildings, it is no longer
satisfactory to have multiple systems being administered and managed
separately. Today's buildings must be more secure, convenient and energy
efficient.
The security industry currently
satisfies the customer's requirement for cross-functional systems by
facilitating integration. This 'pick and mix' approach, while very
suitable for large projects, is not right for the mid-market. The
hassle associated with selling, installing, using and maintaining separate
systems is enough of a turn-off on its own. Add to that the complexity of
getting systems
to talk to each other, and then
do something useful is the final nail in the coffin. As far as supporting
the integrated mega-system, good luck. We recently conducted a survey of
1,400 Net2 sites. Even though around half of all these sites had some
type of video surveillance in place, only 1.6% of all the Net2 systems were
integrated with video (despite supporting integration to all the market
leaders). This sobering statistic demonstrates the failure of the
integration approach to penetrate this part of the market.
I believe that the requirements
outlined above will give rise to a new breed of 'building intelligence' systems
offering cross-functionality in a single system. Why incur the cost and
effort of installing several systems when the technology available today
provides more than enough performance for a single system to achieve multiple
tasks? Why add the complication of multiple systems when a single
building intelligence system can satisfy your requirements? Why rely on
multiple manufacturers that provide a limited subset of integrated
functionality when you can get a truly cross-functional system from a single
supplier?
One thing is clear, there is
certainly a place for the existing 'integration approach' and in many
instances, it is the best solution. However, if integrated functionality
is going to penetrate the mid-market, then it needs to be provided in a single
package and work out of the box. That's building intelligence.
Paxton Access Ltd
Website
T: 01273 811011
Paxton House
Home Farm Road
BN1 9HU
Brighton, East Sussex
United Kingdom
Paxton, the
UK market leader of electronic IP access control and door entry equipment will
showcase the latest addition to its video door entry system, the Net2 Entry
Premium monitor at this year’s IFSEC International, taking place at ExCeL
London, 19-21 June.
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