BUSINESS POTENTIAL
In physical security, many solutions have "tried" and failed or gone quiet (in the case of video analytics). What is to say MVaaS will not suffer the same fate?
"Telco efforts have been half-hearted and underfunded," Lohse analyzed. "Telcos don't understand the security industry, how to market and sell solutions effectively. Customers know the likes of ADT, Protection One and Stanley as security companies and that their respective success is based on core competency in security, whereas it seems telcos are doing this ‘on the side,' which isn't as comforting to customers."
Roberts agreed. "Consumer research directed us to integrate home management services with home security, enabling broadband service providers to offer a new, next-generation interactive home security solution and helping existing security companies upgrade their existing offerings. There is tremendous potential for add-ons
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| ▲ Stanley Mill, Technical Director of Virtual Eye |
like energy management solutions as well." To accommodate different wireless technologies such as
Wi-Fi, ZigBee, Z-Wave and cellular, solution providers also need to have the ability to adapt to the needs of their deployment partners.
By contrast, telco offerings are normally video-centric, and other systems, such as access control, are very difficult, if not impossible, to integrate, Edulbehram said. "Another difference is that telcos sell directly to end customers, bypassing the traditional security channel. Security integrators have the market knowledge and expertise to deliver proven solutions to customers; today's integrators provide a high level of service and support that telcos can't match."
Clearly, alarm-monitoring companies play an important role in managed video services, "because we are in the data and analytics business to observe behavior that requires actions," said Jamie Rosand Haenggi, CMO for Protection One. "We see more applications of video being used for ‘guard replacement.' The ability to offer visual and personalized verifications, guard tours or video escorts enables companies to leverage this kind of technology as a way to be all places ‘on demand' without the costs associated with manning multiple stations or locations."
In Edulbehram's view, the industry can provide and develop stronger revenue-sharing models with the security channel and help system integrators further build recurring monthly revenue (RMR) models. "Also, we can increase integration with traditional central stations or monitoring centers to help build business efficiencies and customer security."