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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BOSCH SECURITY RETOOLS accident they're called Radion as it is a play on the Radionics name. We recognize the strength of our history there. Tat same story I think applies to Philips CSI, which really enabled us to enter the video market and get a strong, loyal customer base there. Te acquisition of VCS [Video Communication Systems] we did after that really brought the IP expertise that is really the core of our IP capability spread throughout all of our products. Extreme helped to expand the adjacent spaces where we as Bosch weren't active, particularly into the infrastructure sectors that are key verticals for us today. If you look back over a relatively short period of time, we've seamlessly combined all those things together and hopefully leveraged the strengths and loyalties of our customer base to build a much more joined-up ofering to the marketplace A few years back, and I don't think I'm alone in this perception, Bosch Security pulled back on its marketing push and profle to take a more measured approach to the marketplace. What happened? What transpired within the organization? Hockham: It wasn't a perception, it was a reality. It wasn't BOSCH SECURITY SYSTEMS FAST FACTS • Bosch Security Systems is a division of The Bosch Group, a global supplier of technology and services with roughly 306,000 associates and sales of 52.5 billion euros in fscal 2012. • Since the beginning of 2013, The Bosch Group's operations have been divided into four business sectors: Automotive Technology, Industrial Technology, Consumer Goods, and Energy and Building Technology. • The Bosch Group comprises Robert Bosch GmbH and its roughly 360 subsidiaries and regional companies in some 50 countries. If its sales and service partners are included, then Bosch is represented in roughly 150 countries. • Bosch invests 10% of sales in research and development, and applied for more than 4,800 patents worldwide in 2012. • Bosch Security Systems employs 12,100+ associates globally and generated sales of 1.5 billion euros in fscal 2012. • Acquisitions folded into Bosch Security Systems include: Extreme CCTV (2008); Telex Communications (2006); ADC Technologies Int'l (2005); VCS and MICOS (2004); Philips Communications, Security & Imaging (2002); and Detection Systems and Radionics (2001) • Bosch Security Systems' product portfolio includes video surveillance, intrusion detection, fre detection and voice evacuation systems, as well as access control and management systems. Professional audio and conference systems for communication of voice, sound and music complete the range. • The North American headquarters of Bosch Security Systems Inc. is located in Fairport, N.Y. Bosch Security Systems reinvests 10% of its revenues each year in research and development (R&D;) for new product innovations. At the same time, much of the efforts of its engineers are directed toward enhancing the company's wealth of legacy products in the feld. that we cut back our marketing spend; we redirected and shifted it. What became obvious to us when talking to our dealers was that we very much needed to shift where we were concentrating our spend and how we were focusing our activities. While tradeshows like ISC West were clearly very important, we also realized we needed to take much more of our ofer, what our products have to ofer and what our solutions have to ofer, directly to our customers. So we invested heavily in the Bosch big-rig demo truck many have seen around the country and at various events. It looks impressive and it cost us about $2 million to build, and half-a-million a year to run. We fnd this a much more efective vehicle, if you excuse the pun, of getting out in front of our customers. When we've got that parked in front of consultants or major customers, we get far more people who are able to spend a certain amount of time going through the truck and getting exposed to our products than would ever possibly go to a tradeshow. Alongside that we've also done some higher prof le channel partner events, customer events. We did a large event at the Dallas Cowboys' stadium recently. We've done a number of events to launch our new B Series products, where we fnd those efective forums to get more personal and captive time with our customers. We haven't reduced spending; we've just shifted and reallocated it. From what we see that's really been appreciated and had the desired efect on our business. In any case, Bosch Security returned with a vengeance this year with more than 100 product introductions at ISC West. What was the ramp-up process like for that? Hockham:As you can imagine a lot of things came together all at the same time, hence the big impact there. Obviously you don't develop new products overnight, so many of these things have been in the works for a long time but actually came together at the same time to enable us to make this big bang at ISC West. With the market changing as well, there's increased urgency and pressure to speed up the development activities. Tere wasn't suddenly some massive change, more the things came together rather successfully, we hope, with a large number of new launches. Is there concern if you launch too many at once some might 58 / SECURITYSALES.COM / SEPTEMBER 2013

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