Manufacturer 1-on-1: Bosch Targeting SMBs

New products designed to hit smaller-market customers


How should security integrators be marketing these new products to customers?

The products offer a number of features that end-users are beginning to expect from their technology systems — like the clarity of HD imaging and remote viewing and operation from smart phones or tablets. These are important features for integrators to communicate to their customers.

In addition, as with the rest of our portfolio, Bosch’s reputation for high quality and reliability and our three-year warranty are great selling points. This ensures end-users can focus on their main priorities, knowing our systems will work when they need them. With our long history and unique ownership structure, which ensures financial independence, end-customers can also trust that we will be around for a long time—throughout the working life of their system.


Is there a clear RMR opportunity tied to any of these products?

Bosch offers a free app for our intrusion systems, which integrators can use to create RMR opportunities. The Remote Security Control app ( for our intrusion panels allows system arming and disarming as well as controlling any connected outputs with an iPhone, iPad or iPod touch. It enables the user to connect to their system without a third-party server. This is different than many other offerings on the market today and helps to reduce monthly cost for the dealer.


Industry-wide, are manufacturers like Bosch still devoting R&D to analog surveillance products?

Manufacturers need to have a strong foundation for innovation within the company to be able to balance the need for R&D in both analog and IP video. We have this foundation at Bosch, with more than 9 percent of sales of the Bosch Group spent on R&D — that translated to $6.1 billion in 2012. So, while we are clearly focused on IP video — as evidenced by the large number of product introductions we’ve made in the past few years — we also want to ensure our analog customers have the technology they need to get the most usable images from their systems.


Will there come a time when the vast majority of new installations are IP-based, or is the perception of the IP transition greater than the reality?

Our industry is undergoing a tremendous amount of change, and included in this, is the more rapid adoption of IP-based systems. This is reflected in our sales, where we’re seeing strong growth in our IP video business, which is offsetting declines in our analog portfolio.

As mentioned, the 16-camera-and-under market has traditionally been dominated by analog technology, but new IP options for these customers will help to increase the adoption rate in this segment. For example, a small retail shop could combine IP cameras with local SD card storage and free viewing software for a very cost-effective IP system. As awareness grows, we expect to see higher growth in IP-based video for small systems.


How large has the Bosch integration partner network grown, and what are the benefits of joining for prospective dealers and integrators?

Bosch Certified Security Dealers (BCSDs) benefit from co-marketing materials and opportunities, special promotions, education and training, discounts on Bosch power tools, and more. We closely manage the amount of BCSD partners to ensure that the number in any given region is appropriate to meet, and not exceed, the needs of the local market.