In the developed Japanese security market, users are less concerned with the latest specifications, preferring quality solutions tailored to their needs. I talks to major industry players about how they cater to local demands by delivering top-notch customer service.
BY Veronica Chen Arranged By
ASMAG.COM Editorial
When I visited a few prominent industry players earlier in the year, we compared notes on market and business development strategies in Japan. One observation from a local provider struck a cord with me on the market's direction. “With IP becoming mainstream and products beginning to function in similar ways, companies can now only compete on service,” he said. “It's getting tougher to market mass-produced products with similar specifications. The security industry is looking more and more like the service industry!”
A key ingredient to success in the service industry is knowing what your clients want and coming up with tailor-made solutions for them, he said. This is easier said than done, however. Finding out exactly what the client wants is an art in and of itself. As the security industry in Japan transforms into a service-driven one, foreign companies are advised to focus less on product specifications and more on real-life applications. While it is common to see vendors compete on how many cameras and DVRs are controlled by a single software platform, this is not what concerns Japanese users most.
They first look at how a system helps operators handle emergencies and how
well other subsystems are networked and interfaced. Having a functional system has become a practical concern, especially when some users cannot fathom the idea of controlling hundreds of cameras simultaneously. This mindset sets Japan apart from other markets and makes it more challenging.
This is also true for OEM/ODM partners of Japanese brands, who are being asked to be more diverse and flexible on smaller orders.
On the other hand, companies with specialized know-how and who can offer customized solutions will be greatly rewarded. Small to medium manufacturers
or software houses that are able to deliver value-added systems are usually
recognized in Japan. It may sound clichéd, but catering to user demands is exactly what a service-craved security market like Japan needs.
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