One reality that integrators new to the market must fully appreciate is how much coordination even routine work requires. "I recall projects where something as simple as drilling a hole could only happen during designated maintenance windows," Marcos says.

Approach your first data center RFP by mentally framing it as a super-secure office building, and you're setting yourself up for failure.

Focus on Identity

One of the biggest differences between a traditional commercial building and a data center is the foundational role identity plays in security. "Access control is just one component," Marcos told me. "Everything revolves around identity."

This is especially true in colocation facilities, where multiple customers share the same physical space, each operating their own infrastructure and protecting their own business-critical assets. When tenants are that close to one another, the cost of an access control failure extends well beyond an internal incident. It becomes a breach of trust that can damage customer relationships and, in some cases, violate contractual obligations. Strong identity controls are not just a best practice here – they're a business imperative.

Data centers require systems that establish, verify, and document the identity of every person who enters the facility – repeatedly, each time someone unlocks a door, enters an elevator, accesses a server rack, or opens a key cabinet. "We're not just talking about employees," Marcos stresses. Contractors, customers, delivery personnel, and visitors each must be verified and authenticated as they move through the building.

That need for continuous identity assurance drives many technology decisions. Surveillance video must be mapped to access events. Visitor management systems must integrate tightly with access control platforms. And operators frequently turn to biometric authentication because a biometric credential carries exponentially higher certainty that it belongs to the person presenting it.

Many of AVS's clients deploy biometric readers throughout their facilities, most often opting for face-based solutions. "Lots of people forget or lose their badge," Marcos says. "Then you have to create a new one and deactivate the old one. That doesn't happen when you use your face. Plus, your face is much easier to present than a fingerprint, which requires having a hand free and touching the reader."

Marcos also notes a meaningful shift in how clients receive facial biometrics. "We all experience it at the airport and see how convenient it is. When it gets installed in a data center, people are much less skeptical than they used to be. They're focused on the user experience." Not long ago, the first question operators asked about facial authentication was almost always about privacy. Today, it's about integration – how quickly it connects to existing platforms and what operational efficiencies it unlocks. Facial biometrics has moved from a technology to evaluate to a standard to implement.

Forensics Matter

All data centers must maintain detailed access records – and not only because of industry regulations. Detailed audit trails are essential for investigations and for maintaining customer trust. When something happens, operators must be able to answer quickly: Who accessed this room? Who opened the rack? Who else was present? Did anyone tailgate through an entry point?

Tailgating is one of the most common security challenges in any facility, and data centers are no exception. Turnstiles and man traps handle main entry points, but once inside, the problem is difficult to eliminate. "That's the number one rule – no tailgating or piggybacking," Marcos says. "But it's human nature. If I'm walking through a door, I want to be a gentleman and hold it for the person behind me. As humans, we're programmed to be polite. It's very hard to break that habit."

No single solution fully addresses this challenge. Identity assurance, access control, visitor management, and video surveillance must function as a unified ecosystem – linking identity data, access events, and video evidence so that when an incident occurs, security teams can establish a clear chain of activity. Once a rack was unlocked, did any additional technicians touch the servers? Recorded video can show the event and be cross-referenced with other systems to identify everyone present. Marcos describes a strong customer preference for solutions with sophisticated reporting and analytics capabilities.

The demand for integrated intelligence is also influencing hardware decisions. Cameras built into modern facial authentication readers automatically capture images tied to access events, meaning a single device can support identity verification, visual documentation, and intercom functionality. "Instead of having multiple devices at the door, you're putting in one device with multiple functions," Marcos says. "There's less cost on installation, less management, and it incorporates naturally into people's day-to-day operations." Single devices that combine identity verification, video capture, and access event logging are becoming the standard specification in new data center builds.

Standards and Consultants

Many security integrators are accustomed to working directly with building owners or end users. Data centers follow a different model. "These projects typically rely on consultants who do a lot of the research and system design work," Marcos explains. "With their help, data center operators establish their own internal standards and approved technology stacks that they continue to use, portfolio-wide, for many years."

That creates a challenge for integrators trying to introduce new technologies. "They take time to gain traction because operators must be extremely methodical about how upgrades will affect costs, existing workflows, and business operations." Even so, Marcos sees a meaningful role for integrators beyond simply installing what's specified – strengthening system designs, closing operational gaps, and building on what the consultant left behind. "Data center customers are likely to be receptive to adding facial or mobile credentials to streamline identity management and reduce administrative burden," he says. "It's about enhancing usability without disrupting proven, trusted systems."

Think Like an Operator

Throughout our conversation, Marcos returned to a consistent theme: success in the data center market isn't about selling technology. It's about solving operational problems.

Having worked on both sides – as a data center security manager and now as an integrator – he understands what operators value. "Being on the customer side, sometimes I would come to a dead end. On the integrator side, I feel that I can help find solutions for whatever the customer is struggling with. It's not always about the money – it's about helping them be more efficient."

He adds a final note that every integrator entering this market should carry: "It takes a long time to earn customer trust – and once earned, it can disappear very quickly. Data center operators are responsible for protecting critical infrastructure, maintaining uptime, and meeting demanding customer commitments. They need partners who take those responsibilities as seriously as they do."

As facilities become more identity-aware, more traceable, and more operationally integrated, the expectations placed on integrators will only increase. The path forward is clear: build the operational fluency, technical depth, and long-term reliability this market demands – and the opportunities will follow.