Systems integrators would want to know, how working with startups in the field of video analytics will help them boost their business.
Most of the video analytic startups that we spoke to for this article work with systems integrators. In fact, SIs are an integral part of their sales channel. This is especially because, at the end of the day, analytics need to work with other security solutions, and going through SIs allows these companies to enter an existing ecosystem.
Asaf Birenzvieg, CEO of Viisights, explained that they run most sales through system integrators (SI) and are actively looking to expand their reach.
"We have partnerships with big system integrators like Motorola Solutions and NEC, and we are also working with smaller ones," Birenzvieg said. "We are looking to expand our system integrators network mostly in the US and Europe. As for Viisights' true product, we currently sell directly to control monitoring stations and security guard companies, but we are looking to expand our marketing methods to local distributors."
Most companies suggest that working with them would add more value to the service they offer to the end customers. Scott Sieracki, Chief Sales and Marketing Officer at Davista, explained that fostering a partnership enables a channel partner to provide its customer base with one of the most valuable technologies available today.
"Every end user we have met with or spoken to is looking to extend artificial intelligence to their security programs," Sieracki said. "They don't always know precisely where AI will fit, but they understand the need to operationalize more of their security practice. Now, a physical security channel partner can offer that proactive/prescriptive technology solution to their customer base to extend the value of the other services and technologies they are already delivering."
Similar thoughts were shared by Garrett Larsson, CEO of Rhombus Systems, adding that the growth of an SI they partner with is important for them.
"We sell 100% through the channel and highly value all of our partner relationships," Larsson said. "We view them as critical to our business and want to make them as successful as possible with their customers because we know when that happens, everyone wins. Our partners know that when they work with Rhombus, they have a technology vendor standing behind them that is fully committed to their success, and that's why I think we have so much success selling through the channel."
How SIs can add value
Amit Phansalkar, CEO of Netra, said that three factors add value to an SI's offering as they partner with Netra. There is simplicity, sophistication, and price.
Simplicity from the perspective of what we offer," Phansalkar explained. "We have a single API through which we offer all features like object detection, activity detection, and even things like detecting a car's make and model. The sophistication factor refers to the ability to achieve seamless integration with other solutions. We get integrated extremely fast. An SI or a distributor can integrate our solution within a couple of hours. Finally, we are positioned in such a way that adding the price to an SI's core solution makes it easy for their end customers."