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VIDEO INNOVATIONS ROUNDTABLE 100% new, the faster they will be improving their investigations and facility protection. Video encoders, coax-to-IP converters and similar technologies ofer ways to "tighten up" solutions rather than proposing a completely clean, and often more costly, replacement. Along the same lines, be sure to leverage existing infrastructure where applicable. Ethernet over coaxial solutions are lower cost than ever and can get an HDTV camera in the hands of an end user. Tey will see immediate benefts not only to investigations but busiRyan: 4K Ultra HD technology is migrating into security sur- ness intelligence. Lastly, mobility is everywhere and, as long as the mobile veillance from the broadcast industry. As this technology perplatform and video source vades the consumer market, are secure, tablets and smartend users will begin to expect "Choose a market where you have phones are all potential secuthis level of quality from their strong contact with multiple end-user rity action points. It might be surveillance systems as well. departments and learn their processes. as simple as sending a specifc Te mobile phone will Become a business partner by packaging text message of a door forced likely become an integrated video solutions for a wide variety of uses alarm to a particular group or part of the security surveilwithin that one vertical market." a periodic "check-in" at entry lance infrastructure. As usSteve Surfaro, Axis Communications screening. With more personers take video using their nel carrying more powerful phones, they'll want to regplatforms in the palms of their ister and integrate that into their video management system to help complete the over- hands, the security information presentation opportunities are tremendous. all video story. Search engine technology will also begin to be incorporated into security systems to allow for smarter, more efcient Poulin: Tink outside the box. Surveillance technology can systems. We'll be able to use data out on the Web to fnd video be used for much more than just security. For example, it can we need. Find a picture of a backpack and ask your system to be used for employee training, or to provide valuable analytsearch for something that looks like the backpack in the video ics and business intelligence. Imagine being able to customyou've recorded. ize digital advertising depending on the prof le of the person walking by, so it is most relevant to each individual based on Mellos: One very interesting innovation is the recently intro- relative age and gender. Know and communicate the diference between price and duced wearable computer. I can see this technology possibly being embraced and implemented by frst responders to pro- cost. Customers want the cheapest solution that meets their vide them with video from a facility before and after they ar- needs. However, if that system has a high failure rate and will rive on the scene. Another innovation that holds potential is only last a short amount of time, it will end up costing the cuslarge-scale, gesture-based controls that will enable end users tomer much more in the long run — not just in replacement to more quickly, simply and intuitively manage their video costs but also labor, lost productivity and the cost of potensurveillance systems. Tese controls, using hand or other tial theft or other activity that may occur while the system is gestures, have the potential to make both a mouse and touch down. Tink in terms of total cost of ownership to help customers get the most for their money. screen redundant. Upselling really comes down to fulf lling the basic funcSURVEILLANCE SUCCESS STRATEGIES tion of any supplier — to serve the customer's needs. SuccessSurfaro: Instead of being reactionary and following what ful upselling is a function of a maximum understanding of other integrators do, choose a market where you have those needs combined with product and market knowledge strong contact with multiple end-user departments and that equips installing security contractors to guide the cuslearn their processes. Ten do your best to become a busi- tomer to meet them. Staying up with technologies is a challenge in the realm of ness partner by packaging video surveillance solutions for a wide variety of uses within that one vertical market. In video surveillance, but successfully answering that challenge other words, with IP video, you can look beyond typical also prepares you with an ever-expanding number of ways to security or surveillance and into operations, marketing, earn, and to retain, satisfed customers. For your business, the measure of success will be a healthier bottom line. distance learning, etc. Simple is better in many cases and end users need useful Editor-in-Chief Scott Goldfine has spent nearly 15 years with recommendations to legacy systems. Understand that the SECURITY SALES & INTEGRATION. He can be reached at (704) 663-7125 or scott.goldfine@securitysales.com. faster a user can acquire an upgraded system, even if not decreasing the barriers and cost of adoption. Vendors can also provide new functionality in on-premise systems by ofloading certain processing or storage activity to the cloud. Lastly is access control extensibility. Taking the current basic features of legacy door control and extending it to allow the pass-holders to do more with their cards, and security departments to manage access and integrate seamlessly with video ofers great value to the market. 76 / SECURITYSALES.COM / JULY 2013