As Security as a Service (SaaS) becomes more and more popular, companies that offer the service are increasingly subjected to stiff competition. Hence it has become inevitable for systems integrators (SI) and resellers of SaaS to focus on certain unique selling points to differentiate themselves from the rest.
As Security as a Service (SaaS) becomes more and more popular, companies that offer the service are increasingly subjected to stiff competition. Hence it has become inevitable for systems integrators (SI) and resellers of SaaS to focus on certain unique selling points to differentiate themselves from the rest.
The overall attraction of SaaS is the lower initial costs, but according to Aaron Dale, Analyst for Video Surveillance at IHS, other advantages include simplicity of the solution, the access to ongoing support and the scalability.
Pat Camman, Director of Business Development at Acme Security Center, a reseller of Eagle Eye Networks, said that his company’s unique selling factors stem from an emphasis on service over product.
“We market our company as selling ‘service’ instead of ‘products’. Products can be purchased online (i.e. Amazon, eBay, etc.) but ‘Service’ is something that can only be purchased from a specific vendor,” Camman said. “Our retention rate on clients is in the 95 percent range due to our ‘service’ and not our ‘products’.
“I pull out my cell phone click the Eagle Eye mobile app, shake the demo, and show my customers just how awesome and easy Eagle Eye functions. I also explain the relationship with Brivo and use the Brivo’s app to open my office door. At this point I don’t really need to say anything else I just hand them my phone and the apps doing the selling more me!”
Chiaw Sin Lim, GM for China Security and Contracting & Operations Leader for Asia at Tyco, said that apart from the their technical skills, a strong service level agreement (SLA) is a critical differentiating factor.
But despite such specific focus points, resellers and SIs may not see growth without strong support from their partners. Nicky Stokes, MD of ISD Tech pointed this out as he stressed on the fact that teaming up with a trusted brand increases credibility.
“We’re accredited to the highest levels with our partners, which is a big selling point, when end users are looking for a trusted systems integrator,” Stokes said. “ISD Tech is one of the pioneering systems integrators to deploy cloud-based access control in Europe, the Middle East and Africa (EMEA).”
Some companies are also looking to differentiate themselves with additional services. Roshan Punnilath, Head of Operations at Mega Security Services, said that his company owns a sister concern that provides security manpower services. This gives them an opportunity to integrate two distinct services and remain above the rest in the market.
Competition in the SaaS sector is only set to increase in the future, as more end users acknowledge its advantages. This is indeed good news for SIs and resellers, but it would also increase the need to be competitive. Eventually as the market matures we might witness signs of consolidation. All this strengthens the case for SIs and resellers to come up with robust business strategies.