Live from Miami at the Americas' Fire and Security Expo 2006: Day 2

Security Dealer’s Peter Harlick reports in live from day two of the AFSE show


Buenos Dias, Miami Beach and SecurityInfoWatch.com readers! Day two at the Americas' Fire and Security Expo was a day that emphasized the global, cross-boundaries nature of the security industry.

This morning's show began with the Security Dealer staff attending 10 a.m. press conference hosted by HID Global, which was proudly announcing the expansion of their Latin American sales, marketing and support operations. The new team is led by Humberto De la Vega, director of sales for Latin America and the Caribbean. HID's expansion signifies a notable growth trend in the Latin American contactless smart card market, plus growth in Latin America for integrated access control systems solutions. HID is committing to to increase its dedicated Latin American sales team to 10 focused sales personnel.

In addition to expanding the sales personnel, HID Global has appointed Ligia Apparicio as marketing manager for Latin America. Apparicio brings a unique skillset for this job; she speaks four languages and has an extensive background in marketing communications. Apparicio said one of her main goals will be to strengthen the company's promotional efforts in the region by offering full marketing support in local languages. The company also reported that regional sales manager coverage assignments will include Alejandro Espinosa Figueroa for Mexico and Central America, Manuel Escobar Rodriguez for Colombia, Venezuela, Ecuador, Peru and Bolivia, Gustavo Gassmann in Brazil, and Sergio Mazzoni for Argentina, Chile, Uruguay and Paraguay. On the customer support side HID now has Leticia Gosserez based in Mexico and Patricia Rizzi in Brazil. Jorge Villicana will be supporting the region's technical sales through telephone-based and on-site technical sales support.

During the early afternoon on Wednesday, Susan Brady, editor-in-chief of Security Dealer magazine moderated a panel discussion with two leaders in security distribution. Joining her on the dais were John Sullivan, the vice president of sales for ADI, and James Rothstein, senior vice president for Tri-Ed.

According to John Sullivan, wireless is the product category of the day.

"Wireless intrusion is the best performing category for ADI through 2006," said Sullivan. "Historic buildings call for wireless solutions." Sullivan also added that aside from the explosion in wireless technologies, the company is also readying itself for the "huge growth in IP on the horizon." We've included a short list of some of the ideas that ADI's John Sullivan shared during the distribution panel:

On bringing aboard new product lines...
"In our minds we ask what value is this going to bring to our dealers -- how good is it and what areas. We don't take on every technology; it has to fit into the space. We need to service our current dealers before we take on new ones. As a distributor you can grow your product lines to hundreds of thousands of SKUs. You have to be careful as to what you bring in. It's more than another product or by saving a dollar. Inventors come to ADI; we need to know what you're bringing as far as value. We don't want to put products on our shelves that don't move.

On creating solutions, not solely selling products...
"There's no one manufacturer that can put it all together, they have to pull from several companies. You ask, what is the environment and what is the issue you're up against? Then lets put a package together that answers those problems. Manufacturers need to do focus groups on their own and all the time."

On the factors that affect sales and install volumes...
"Pricing is not the decision maker. What's the quality? What's the distribution of the unit? What's the support of the product, i.e. the feet on the street? Now does it make sense to bring it on?"

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