HID unveils new market strategy

HID Global, a provider of physical and logical access solutions, unveiled its new market strategy at a press conference on Monday.

Denis Hebert, who has been the company’s CEO since 2002, said that HID, like most companies, has felt the effects of the current recession, but he indicated that there have been several bright spots for the company. Among some of the positives that the company has seen recently include the rise in the instant bank card issuance market, a substantial increase among healthcare entities wanting to deploy HID on the Desktop, and a rise in the need for electronic passport technology.

“There is light at the end of the tunnel and it isn’t a train,” Hebert said.

Despite these few bright spots, Hebert indicated that they don’t expect a big turnaround anytime soon and added that they also don’t anticipate any significant market changes until mid-to-late 2010 when some moderate growth is expected to return.

The company, however, is continuing to invest in its innovations and services to be prepared for when market conditions return to normal.

During these lean times, HID has decided to focus on its customers by providing them with real world solutions.
One of the company’s current business initiatives which it just launched last week is Genuine HID. According to Tony Ball, senior vice president of identity and access management for HID Global, the goal of HID Genuine is to put in place a set of values associated with HID solutions.

“It’s very much geared toward enhancing the customer experience and enabling our loyal channel partners to benefit from that is the key goal of the program,” he said.

The key features of Genuine HID, include guaranteed card-to-reader compatibility, seamless prox to smart card migration, one of the broadest product lines in the industry, a lifetime product warranty and global certifications. Third party products utilizing HID technology will now carry the “Genuine HID Technology” trademark.

Another way the company is looking to create value for its customers is through its “I Want” campaign, a global advertising initiative that asks HID customers what they are looking for in access and secure identity solutions.

“We’re looking at creating real solutions for real customers,” Hebert concluded.