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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EXCLUSIVE! EXECUTIVE INTERVIEW Retooled Bosch Security Blasts Back By Scott Goldfne A dozen years ago, Bosch leaped into the forefront of a wave made the biggest splash of all with an expanded show foor of diversifed, global corporations that decided electronic presence and an overwhelming 110 new product introducsecurity was an attractive industry with high growth poten- tions. Te frm, which annually reinvests 10% of revenues tial. Tus the century-old German conglomerate extended into R&D;, also unveiled its revamped roving exhibit truck the name it had made for itself in areas such as automotive, and gave the industry its frst glimpse of the new 4K Ultra HD appliances and tools, into security with the 2001 acquisi- 8-megapixel imaging that promises to be the next generation of video surveillance. tion of two of the industry's most To fnd out how this all came tostoried intrusion detection brands Bosch Security Systems and the gether, SSI pulled Hockham aside — Detection Systems and Radionfoundation of legacy brands it for an exclusive and extensive inics. For the next several years, the has been built upon have set the terview. Te Englishman also disnew Bosch Security then built out course for one of the industry's cusses the challenges of supporting its portfolio with other key acquisihighest pedigreed equipment legacy devices while continuing to tions (Philips CSI, Extreme CCTV) suppliers. In an exclusive develop advanced solutions; the and fexed major marketing muscle importance of ofering good, better, to build brand awareness. Ten interview, high-level executive best products; how Bosch Security things changed. Jeremy Hockham covers all provides superior technical supAfter seeing a number of leaderangles of the business and reveals port, training and customer service; ship and personnel changes, seemwhy the company became less why integrators must diferentiate ingly all of a sudden before the turn conspicuous prior to launching themselves by focusing on return of the past decade Bosch Security 100+ new products this year. on investment for their customers; Systems began making a lot less and transformative technologies. noise — both on the acquisitions front and in its high-profle marketing pursuits. Had security become less of a priority with the Bosch corporate hierarchy? Bosch is a really well-known brand, more recently so in seBeing that it coincided with the recession, was it attributable to curity than, say, automotive. Within such a big company, economics? Or maybe, like many larger companies challenged how high of a priority is security? Where does it ft into with to be as nimble as smaller competitors, Bosch Security was the corporate hierarchy? struggling to keep up with fast-paced technological advances Jeremy Hockham: Bosch is obviously a big organization. Last like network-based systems and mobile connectivity. year's sales reached 52.5 billion Euros [around $70 billion U.S.] According to Jeremy Hockham, who has served as presi- so it's a pretty big organization. Of course, the origins of the dent of sales for Bosch Security Systems Americas business company were in the automotive sector, which still makes up since 2007, none of those suppositions are entirely accurate. about 60% of gross revenues. However, since Bosch was found"It wasn't that we cut back our marketing spend; we redirect- ed more than 100 years ago the organization has always looked ed and shifted it," he says. "We're seeing very strong growth for diversity across business geographies. Te organization in our intrusion business, close to double digits. We're also fnds strength in that. It's not that the security business is a sort seeing strong growth in our IP video business, which is ofset- of accidental side business. It's a conscious decision to expand ting declines we're seeing in the analog space." the breadth of the business interests of Bosch. Anyone questioning the manufacturer's ongoing investTat very much has been done behind many of the acquisiment in and commitment to security need look no further tions that were made over the last decade or so, to really exthan the ISC West tradeshow earlier this year in Las Vegas. It pand the presence here. Bosch has a very conscious strategy was there in the midst of a record-setting event where Bosch of spreading its geographical reach and product reach, and 54 / SECURITYSALES.COM / SEPTEMBER 2013

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