Bricomp Takes on Change With Added Value

With over 20 years in the security industry, Bricomp has established itself as a major distributor in Malaysia by providing total solutions of video surveillance, alarm systems, transmission solutions, and access control. In order to grow and change with the market, the company has put emphasis on providing not just products to their customers but added value. “In the market we are known as a distributor, but today we have evolved, most partners that see us view us as a value partner to all projects that they do. We use products of Synectics, Samsung Techwin, and AVTech for the projects ranging from large enterprises, critical infrastructure, to SMBs. We also have our own brand, EntryPass, to deal with card access business,” said Leonard Tye, Business Development Director at Bricomp. “So the way we want to differentiate ourselves with the main competition from other Asian companies is to add value in what we are trying to sell. We don’t just want to sell a camera, we want to sell a complete solution.”

Part of their mission to provide added value to partners includes working with customers before sales happen during the tender process. “Above and beyond just selling the product, we have a team of presales and marketing people who work directly with consultants to recommend the solutions to update them on technology, and eventually influencing them to recommend our solutions into the project. So once the tender specifications are written it is easier for our customers to then look for us, to provide the hardware,” Tye said.

In regard to Malaysian buying behavior, Tye pointed out that unlike more structured countries, such as Singapore where purchases are made based on the recommendations of consultants, in Malaysia, the relationship partners have with end users plays an important role in from who customers choose to purchase. While it is true that price is still always a concern, according to Tye, “Sometimes it’s not price, but the decision is made based on relationships.”