Security Technology Executive

JUL-AUG 2018

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S-16 ACCESS CONTROL TRENDS AND TECHNOLOGY 2018 JULY/AUGUST provide real-time lock-down capa- bilities depends on component circuitry (speed, size, reliability), power (replaceable vs rechargeable batteries, backup), and wireless communication (security, speed, reli- ability). Technology progress in each space takes time and, most impor- tantly, must be proven before used as a security system. Moreover, a change to the technical specifica- tions of one aspect can disrupt func- tionality across all components of the system. Tech gap questions to explore: – What systems can meet the customer's need? – How long have such sys- tems been in use in security applications? – Are these systems affordable, available, and reliable? – Is a small-medium size security provider able to offer and sup- port such a system? Business Gap: Where's the Money? Business gaps exist when profit can be made in places where providers haven't previously seen success. Identifying security and tech gaps can directly result in increased profit- ability if security providers provide a value-addition, connecting the need and solution. However, the cluttered security market with an overwhelm- ing selection of analogous products makes it increasingly difficult for security providers to identify and fill business gaps. Revenue streams from labor, pulling cables for card readers, initial points of sale on hardware, and recurring moni- toring/service contracts are also under pressure. This environment is causing small-medium companies to seek out manufacturers with innovative solu- tions to solve the tech gap. Along with important considerations like respect- able discounts, quality products and training, competition is a topic to con- sider when closing the business gap. It is essential to understand market, provider and manufacture satura- tion. How many customers will need this type of solution? How many security companies currently occupy this space? How many manufacturers make similar solutions? What direction is the market trending? Provider saturation depends on the manufacturers' go-to-market strategy. How a manufacturer determines its security system should be sold and supported may determine how distri- bution should be structured: multiple tiers (number of levels within a single channel), multi-pronged (number of channels: retail, wholesale, man rep, factory, etc), or a combination thereof. Close manufacturer proximity in the form of a single tier that ties together the relationships of the manufacturer, the security company and the end user, and single-channel (only security company!) is a strong advantage for end users, small-medium size secu- rity providers, and the manufacturer. Under this model, product support and training quality remain high, security provider's value-add is profitable, and end-customer feedback fuels new solution research and development. Business gap questions to explore: – How many manufacturers offer tech solutions that fill security gaps? – Which manufacturer offers the best product, training, sup- port, discounts, and channel construct? – What is the manufacturers' cost of business expectation? – Which manufacturer can small– medium security providers trust? Conclusion The lesson learned from Tim and Jeremy's story is that small security providers can succeed! The Second Law of Thermodynamics essentially states that without constant upkeep, all matter is subject to decay. In order for security companies to succeed, attention to customer care is an abso- lute must! Asking and listening to customer needs is the first step to overcome a cluttered security world. A carefully executed site survey will help define what existing tools will help and also reveal what tools are missing. All innovative security systems were at one time new and unproven. Mechanical locks and keys have existed for millennia and are widely accepted as proven security tools for the right application. Card reader secu- rity systems have been around close to half a century and are also proven for certain applications. Smart key, electronic locks have been around for two decades and are just now being accepted for a range of applications. Each could fill a tech gap provided they are used for the appropriate applications. Many customers will require proof of concept, references, and assurances of reliability before using something new or unfamiliar. A customer's security is not necessarily at risk provided new tools belong to a comprehensive system. Finally, business gaps can be filled and profitability can grow if the manu- facturer that closes the security gap is trustworthy, committed to the quality of its products, offers thorough train- ing, provides world-class support, and consistently focuses on future research and development. ¥ About the Author: John Moa is Director of Sales at CyberLock Inc. Moa has over 11 years of security industry experience and is responsible for global channel growth. CyberLock Inc., with corporate headquarters in Corvallis, Oregon, is a leading supplier of key-centric access control systems. CyberLock Inc. is part of the Videx family of companies with roots dating back to 2000 when the first CyberLock branded electronic locks and smart keys were introduced to the market. Technical gaps exist when current technology is not yet able to reliably fill an existing security gap.

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