State of the Industry - Outlook: Strong & Healthy in 2014

As our industry continues to outperform the economy, here’s what to expect from the ever-growing security market in the coming year

“The retail market is leading the way by using video analytics to create the metadata that tells them things like how many people were in the store and which path they took to get there — and then the ROI changes,” Hauhn continues. “I think retail will help us refine the software and these processes, and it will eventually move into other markets.”

“Business intelligence software will give end-users valuable, profit-improving data,” adds PSA’s Bozeman.  “This will, consequently, increase the use of physical security devices for data gathering, such as card readers, video surveillance and alarm point monitoring.”

New ASIS president Richard E. Widup Jr., CPP, the Senior Director of Corporate Security for Purdue Pharma LP, agrees: “As integration improves, so will the quality of data. This will lead to data analytics for analysis of the security function; creation and development of KPIs and metrics; and cross functional use of security devices for other aspects of the business such as HR, Finance and Operations.”

IP systems creating Big Data is just the tip of a much larger iceberg rooted in IP. The increased functionality of these systems is enabling end-users and integrators alike to mobilize and streamline their business operations. Functions such as improved remote diagnostic capabilities — only achievable with IP-based systems — will have a huge impact on limiting truck rolls for security dealers and integrators in 2014.

Then there’s mobility and the cloud — both major spawns of the IP migrations. “From a traditional security perspective, the most significant advances (in 2014) will be those that feature mobility across all devices and systems,” Widup says. “Consider for a moment the capabilities that cloud computing has brought to the security industry. The ability to place and retrieve security information in a cloud exists, but there is a need for the provider offering a scalable pay-as-you-go product while still providing for protection and resiliency of the data to mature,” Widup says.

“More importantly, the pay-as-you-go model allows a constant stream of RMR for integrators and product providers. Anything connected to a network can be tracked — and making this a product-rich market without being ‘Big Brother’ is a gold mine,” he adds.

The base of this huge IP iceberg is the end-user’s IT department — after all, IP-based systems reside on their networks. This is a continuing trend — back in 2009, 75 percent of integrators and installers surveyed by IMS said three of every five IT managers are involved in physical security purchase decisions. That means that today’s security dealers and integrators need to be able to “talk the talk” with their customers’ IT departments.

Still, despite all the technological advances and increased functionality, the baseline of customer service is just as important as ever. “Customer service is at the top of the list," ASIS' Widup says. “Security practitioners are looking for a new level of service — specifically, heightened communication, timely and topical information, and reduction of revisits for corrective action. Additionally, strong, sustained relationships between security manufacturers and systems integrators would greatly benefit end-users by reducing response time and increasing the accuracy of product and service information provided for building of a solid, strategic business case for procurement.”

Specific Verticals

According to the National Systems Contractors Association (NSCA) Financial Analysis of the Industry Report — a survey of its membership — the corporate, healthcare and education markets capture the top spots when the respondents were asked to indicate the primary vertical market that accounted for the largest share of their revenue in their last fiscal year. The government and houses of worship markets followed.

“Whether you are speaking about issues associated with Clery Act implementation facing college campuses, additional oversight of petrochemical facilities, or the requirements imposed on hospitals by the Joint Commission, regulatory compliance will continue to drive market opportunities,” SIA’s Erickson says.

“With advancements in the quality of physical security device integration, the protection of critical infrastructure and the enterprise will continue to be a strong market — especially oil and gas, energy, and chemicals,” adds ASIS’ Widup.