Genetec and HID Global on the Mideast Market

The two leaders in their respective fields share with a&s their take on developing business and sustaining growth in this exciting market.

Genetec
The Middle East is a fertile and growing market for Genetec, and we are happy to be providing our unified security software services to a number of airports in this region. A good example is the Genetec deployment at the Dubai Airport. We had an on-site engineer that stayed on the project for 18 months to work with integrators, helping them with technical information and tasks, and to transfer knowledge about our products to the support teams that would be permanently on-site. Our dedicated support person was also crucial in helping the integration team address and solve specific requirements and challenges that came up, which are inherent in the Middle East market. We have built Genetec to be much more than a software development company — not simply focused on designing software — but also on anticipating challenges and finding solutions that offer the best unified security, access, and license plate recognition (LPR) systems and services to the Middle East, and all throughout the world.

In the Middle East initially, our biggest customers were large public infrastructures and government properties, such as airports, seaports and police facilities. We have recently begun to aggressively expand into banking and transportation markets. With our LPR offering, we are also making headway into security for highways, law enforcement, and traffic & parking management as well.

A crucial goal of Genetec is to select and certify its integrators so that we can develop close working relationships with them, and help them cultivate a specialization in our tools. Genetec integration partners can work as security experts and quickly adjust to any project, independent of the size of the customer or project. Very similar to general contractors, our local integrators maintain many partnerships with skilled teams that can run cabling or perform many of the manual, physical tasks related with installing cameras, for example. It is very important for Genetec to maintain a comprehensive roster of integrators, skilled to address the unique needs of the different vertical industries we serve. This focus ensures we limit conflicts within our integrator channels, and avoid wasted time.

HID Global (Assa Abloy)
HID Global's go-to-market strategy is via channel partners, and as a result, we have successfully built a comprehensive ecosystem of channel partners in the region. HID's solution portfolio is structured across four main business units: access control including network access solutions; secure card issuance that includes Fargo card personalization solutions; identity assurance, which comprises of credential management and strong authentication products and services; and the government sector that includes highly secure ID cards and passport inlays.

HID's key vertical focus in the Middle East is within the government, oil and gas, aviation, enterprise and commerce sectors, with increasing importance in the health care sector within this region.

Typically, HID has different types of channel partners that include system integrators, OEMs and distributors/resellers. For example, system integrators are companies who buy products from HID and integrate them in end-user solutions. This could be for access control or IT security, or a combination of both. Distributors/resellers tend to work with smaller integrators or installers, predominantly in the physical access control area and for secure card issuance distribution.

Our Advantage HID Channel Partner Program is designed to develop and maintain a long-term value proposition with channel partners. We provide a comprehensive set of benefits to enable our partners to extract significant value from these long-term customer relationships. From industry leading margin on product resale, deal registration benefits, training, market development funds (MDFs) and leads, through to joint marketing activities, HID has a deep understanding of how to build mutually beneficial partner relationships. For example, MDFs support channel partners' sales and marketing initiatives.

Lead generation is vital to any successful program. We find that the most effective lead generation activities are achieved from an integrated marketing approach constituting online and offline, outbound and inbound activities across multiple media. Through our partner program, we are committed to helping our partners develop revenue opportunities and secure new business.

We have a strong and growing team in the region, tasked with supporting our partners and helping drive joint business with end users. Adding in the investment we make in events, such as Gitex and Intersec, as well as private events, such as our soon-to-be announced online banking seminars, we have a comprehensive approach to the sales channel strategy in the Middle East.