Security Sales & Integration

September2013

SSI serves security installing contractors providing systems and services; surveillance, access control, biometrics, fire alarm and home control/automation. Coverage in commercial and residential product applications, designs, techniques, operations.

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be overlooked? Hockham: Tat's always the case. Our goal with what we did at ISC West, and with the feedback we've had I think we've achieved that, is previously Bosch was viewed as higher end, if you will, in the best category. If you visualize good, better, or best. We're very much at the high end of the marketplace. Our goal was to illustrate we have a very broad ofering and that we have cost and technically efective solutions in the good, better or best categories. In many ways, part of the message was to show the breadth of the ofering and that we're a relevant player. It is more important than ever to operate effectively in all the new spaces, not only with a diverse range of technologies but also diverse form factors. Tat in itself was what we were daring to achieve, but your point is exactly right. Te challenge now is to make sure everybody understands what's in the ofer, what's important to them, and also making sure everybody within our organization is fully up to speed on it. Tat requires lots training for our own people as well as for key customers, to make sure they understand the products, and within that broad range of offering the things that are relevant to them and important for their business. We need to follow that up and make sure they understand the details and things that can be special for them. If you had to pick three to fve of the most signifcant of those recent product introductions, which ones would they be and why? Hockham: Tat's a difcult question because it depends on who you are and what part of the marketplace you sit in. As I see it, the power of the ofering is its breadth in terms of price point, functionality and form factor. But if I was forced, one I think would shift the needle a bit is our new IP 2000 range of cameras. Tey're targeted at bringing in quality IP cameras at analog prices, and really shift the perception in terms of what's available there for small to medium-sized businesses. Tat's particularly relevant to both our existing distribution partners at Tri-Ed, ADI, Anixter and our new IT distribution partners as well. Te IP 5000 family also brings better quality HD and megapixel imaging. Tat's a robust mid-priced portfolio. And of course we've got our higher end products with our Starlight cameras, for instance. Also there's the expansion of our intelligent video analysis and smart deployment of that technology into content-based imaging, which enables us to give superior imaging while being very economical with bandwidth. Tese are very impressive, specifc products. Finally, our new DIVAR IP appliances, which are all-in-one video management solutions, are really changing the recording world. Tey enable us to bring some really powerful and easy-to-use solutions that are very scalable for small to medium-sized systems. Tere's a lot of exciting things, but those might be the ones I'd hone in on. Tere are so many exciting things happening in security technology. What is a couple you are especially keen on and why? Hockham: As we demonstrated at ISC West when we gave One of Bosch Security Systems' objectives is to offer good, better, best solutions. Its recently introduced IP 2000 cameras fulfll the more economical side of that equation with prices similar to those for analog technology. people a sneak peak on 4K video, it is a very exciting innovation that will come to our market soon. Te solutions are expensive but enable us to start doing things the industry until now has not been able to. Tere are a lot of high-resolution and high megapixel cameras around but there are no standards. 4K imaging is an 8-megapixel resolution that conforms to the SMPTE HD standard. It brings best of both worlds; increased resolution and frames per second in the HD standard everyone knows and uses. Expect more news from us around this topic as I think we'll look back on it fve or 10 years from now and see it's made some quite signifcant changes in our business. As well, cloud security services is still a very interesting area. If we look at the intrusion business, it very successfully operates powerful recurring revenue models that are useful both for the dealers and all players involved. Tat's yet to really materialize in the video space. Cloud security is clearly a way in which we may be able to bring additional and new solutions to the marketplace. We're currently running through and trialing some solutions in Germany that we'll bring to the U.S. shortly to see how we can exploit the marketplace there for the beneft of our partners and ourselves. Tose are the two technology areas I am most honed in on right now. What do you see as some of the top drivers to get end users to invest in today's security solutions? How do they afect what Bosch does strategically, and how does that translate to the integrator channel? Hockham: Historically, end users may have recognized that FIND IT ON THE WEB Hockham Has Much More to Say For much more from this conversation check out the online version at securitysales.com/bosch2013. SEPTEMBER 2013 / SECURITYSALES.COM / 59

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