Are you new to the physical security market? Did you know that every dollar in security sales will drive $3 more dollars in traditional IT products? A surveillance camera requires networking, storage, computing and software capabilities to build a full solution; all which can push more of your core products.
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
Increase Your IT Revenue with IP Surveillance
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Increase Your IT Revenue
with IP Surveillance
Shawn Enides
Business Development Manager
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Shawn Enides
Senior Business Development Manager – East
■ Over 10 years working in systems integration.
■ Trained in video, analytics, access control,
intrusion and wireless deployments.
Today’s Presenter
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■ State of the Security Market
■ IP Surveillance Solution Overview
■ Actionable Sales Strategies
■ How To Get Started
Today’s Topics
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State of the Market
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North American Surveillance Market
*Market estimates based on IMS Research data and proprietary analysis
Attractive and Fast-Growing
$3.5B
2 0 1 1
$6.2B
2 0 1 5 30%Growth
Half of enterprise surveillance solutions are IP based
TCP/IP is the platform for integrating IP Video with other
applications
Only 85% to 90% of installations are over 12 cameras
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Physical Security Fun Facts
Theft in US retail is > $45 Billion
40 Million cameras deployed in US …and growing!
25 Million cameras shipped worldwide in 2011
Expect 50 Million to ship in 2016
IP Video growth continues despite economy since 2000
Profitability for resellers in Physical Security remains
high …20% to 35%+
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IP VideoAnalog Video
IP Video
Source: IMS Research
IP Video will continue to expand
…a Small Portion of the
Market
IP
Analog
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0.00
1.00
2.00
3.00
4.00
5.00
2011
2012
2013
2014
2015
2.63 2.81
2.81
2.67
2.40
0.88
1.13 1.44 1.88 2.48
Network
Analog
…But Growing Faster Than Analog
■ In 2011, the North American
surveillance market was
approximately $3.5B
■ Network surveillance is predicted to
grow at a 30% CAGR from 2011 to
2015
■ Network surveillance today
represents 50% of enterprise
surveillance solutions – but only 10
to 15% of installations under 12
cameras
■ TCP/IP provides network
surveillance a common platform for
integrating with other applications
to create incremental value
$3.5B
$6.2B
Analog & Network Surveillance Market
*Market estimates based on IMS Research data and proprietary analysis
30% CAGR
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The Rise of IP
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IP Surveillance
Solution Overview
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Surveillance Common Infrastructure
Capture
Transmit
Record
Manage
Physical Surveillance Components – it’s
simple !
OR
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Wide Range of
Camera Types
The Fixed Interior Dome Style Cameras (high density)
The Interior PTZ Camera
The Fixed Interior / Exterior Dome Style Camera
The Exterior PTZ Camera
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Video Management Software
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■ Cost
– IP Infrastructure
– PoE
No AC outlet required
Allows centralized UPS
Remote Power Reset
– Scalability
Increments of 1 instead of 16
– Labor
– Recording & Storage
Hardware
■ Performance
• Video quality
• Resolution: Megapixel/HD
vs. NTSC
• Progressive scan
• Distributed intelligence
• VMD
• Analytics
• WDR
• Low Light Performance
• Edge storage
• Multiple video streams
• Audio, alarm integration
Why the Migration to IP Surveillance?
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1:3 Sales Ratio
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A Security Sale: More Than Cameras
The Anatomy of a Security Sale
Edge Devices
20%
10%
10%
15%
25%
20%
Video
Management
Networking
Compute / Storage
Physical
Infrastructure
Services
Every $1 spent in
security sales
…Drives $3 more
dollars in IT products
IP Surveillance
Sales Drives
More IT Sales!
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■ Founded 2008 by Axis, Bosch and Sony
■ Open industry forum for the development of a
global standard for the interface of physical IP-
based security products
■ More than 260 members
■ More than 630 conformant products on the market
released by
– Axis Communications
– Bosch
– Milestone
– Sony and 65 other companies
■ www.onvif.org
ONVIF – Driving IP-based physical security through global
standardization
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Actionable Sales Strategies
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■ Identifying business opportunities
■ Customizing vertical specific solutions
■ Choosing the right manufacturers partners
■ Partnering with other security integrators
Key Steps To Getting Started
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29% margin on complete solutions
Software offers highest component margin at 27%
Video recording & storage hardware averages 20% margin
Margin Analysis
Gross Margin for Security…
“Security is typically packaged in with servers, software, and everything else for the building or
data center – and highly profitable.” - Security focused IT VAR
“Video (surveillance) is where our growth is, and is also more profitable than our other
segments.” - President, Security Integration Company
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Decision Makers are Changing
Public Works Employee Chief Information Officer
Taken from City of Taylor Falls Website www.dilbert.com – Scott Adams
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PHYSICAL SECURITY VERTICALS
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Next Steps
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Ingram Micro Shows Up Differently
We don’t sell direct to end users
Facilitate reseller-to-reseller partnerships
Robust, scalable fulfillment capabilities
Pre-sales tech support
2 Solution Centers
Flexible financing programs + services
Enable our customers to grow into adjacencies
Everything
in 1 Place
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Dedicated Business Unit
INSIDE TEAM
VBM’s, Tech Support, Marketing, Inside
Sales, Tech Support, Vendor Market
Development Specialists
FIELD/FIELD
DEPLOYABLE
Business Development Managers,
Technical Solutions Engineer,
Systems Design Team
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Physical Security
An Extension on Your Company
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Ingram Micro Technical Support
230+ certified experts
5,000 calls daily
Specialized by technology
Dedicated Physical Security team
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Unparallele
d Value
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Gartner Study
75% of business clients surveyed stated their Solution
Provider could not quantify/qualify the value of the solution
to their business
However, 85% stated they were at least 2X more likely to
purchase when their Solution Provider could explain the
value of the solution to their business
This validates our approach to support: Provide not only full
solution, but explanation & education on every call to help
you position the value of the solution to the business problem
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■ Free web-based trainings
(live and on-demand)
■ Learn Networking
fundamentals
■ Get IP Surveillance
basics
■ Identify vertical market
specific challenges and
solutions
Physical Security University
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29
Ingram Micro Services
IM Link
John Redman
Operations Manager
Professional Services
john.redman@ingrammicro.com
(800) 456-8000, ext. 67014
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Expand Your Business
Non-member engagements
Partnering with category experts
Revenue and margin opportunities
Project Opportunity
Let us help you grow
Large to small jobs
Customizable
Extend Your Bench
Geographic reach: Nationwide and
International coverage
Technical skill set: Top in class certified
engineers
Ingram Micro Services
IM Link
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Key Takeaways on Physical Security
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Most of your customers buy security
You can be well-positioned to sell
IP surveillance
1:3 - IP surveillance will drive more
networking, storage and power sales
to your bottom line
Ingram Micro has all the support you
need to enable your success!
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Questions?
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Thank You!
Sponsored by:
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Notas del editor
Combine with previous
Surveillance system is pretty simple – capture object, transmit signal, record it and display – That’s it!Add schematics ?
Cost: Early adopters have known for years. Performance: Now obvious to end-users. Hi res, HD now commonplace in consumer world. Distributed intelligence and processing power resident in cameras is widening the gap.
A SECURITY SALE IS MORE THAN CAMERASEdge DevicesCameras Enclosures Mounts Lighting Low Voltage Power Video Management Software Software Bundles Licensing Support / Software Assurance Add-Ons (Analytics)NetworkingSwitches POE injectors Structured CablingCompute / StoragePhysical InfrastructureNote: Physical Infrastructure is concerned with the pathway from edge to networking gear (construction costs). This will often include WIRELESS BRIDGE technology.ServicesIP Video System We should always understand when building a quote for our customers that the largest amount of costs in a physical security project is always the physcial infrastructure. This includes structured cabling, racks, pathway issues such as conduit or emt, and power concerns. This also may include wireless networking to create the transport possible for camera equipment.Physical Infrastructure – 25 – 40% of the projectEdge Devices – 20% of the projectVMS – 10% of the projectNetworking Gear – 10% of the projectCompute / Storage – 15% of the projectPartner Delivered Services – 20%IP Video System We should always understand when building a quote for our customers that the largest amount of costs in a physical security project is always the physcial infrastructure. This includes structured cabling, racks, pathway issues such as conduit or emt, and power concerns. This also may include wireless networking to create the transport possible for camera equipment.Physical Infrastructure – 25 – 40% of the projectEdge Devices – 20% of the projectVMS – 10% of the projectNetworking Gear – 10% of the projectCompute / Storage – 15% of the projectPartner Delivered Services – 20%Combine with previousToday if you sellnw storage or power, what will drive that categorySurveillance is the next killer app
I will discuss the partnership programs in detail later in the presentation
In a separate study, Intel surveyed 232 IT integrator/dealers. Those we surveyed stated that, on average, delivering complete solutions in this market delivered 29% margins…in most cases well above the margins of their other lines of business.Software offered the highest component margin at 27%. And the video recording & storage hardware came in at an average of 20% margin. Clearly, there is profitability in this market…from equipment, to software, to whole range of services.
INGRAM MICRO SHOWS UP DIFFERENTLYWe don’t sell direct to end usersFacilitate reseller-to-reseller partnerships = IMSNRobust, scalable fulfillment capabilitiesPre-sales tech support2 Solution CentersFlexible financing programs + servicesEnable our customers to grow into adjacencies-Technology has changed >> - high resolution, IP video cameras - networked >> multi-site integration, mobile access & control - integration with access control, intrusion, fire, emergency response, automation, etc - efficiencies from IT management - We are at the Tipping Point for IP video >> 2013/2014 cross over-Lots of legacy infrastructure to deal with, preserve, and integrated-IT departments are increasingly taking over management, vs. Security/Facilities
Talk to existing adjacencies – AVAD, etc.Success in Digital Signage leading to broader Pro AV focusThe strength of what we’ve builtDedicated BU focused on this marketInside – VBM’s, Tech Support, Marketing, Inside Sales, Tech Support, Vendor Market Development SpecialistsField/Field Deployable – Business Development Managers, Technical Solutions Engineer, Systems Design Team
INGRAM MICRO TECHNICAL SUPPORT230 Associates with hundreds of certifications$12M to $15M Networking and storage BOMs 5,000 calls dailyDedicated Physical Security TeamSr. Tech Solutions Engineer: AndreyNeranets2 Tech Specialists: Bryan Shalke + ?8 Additional general support techniciansUnparalleled ValueGeneral technical questions to complex configurationsLeads passed to Ingram Micro’s sales teamEvery call tracked
Leverage the IMSNNon-member engagementsPartnering with category expertsrevenue and margin opportunitiesProject OpportunityLet us help you growLarge to small jobsCustomizable opportunitiesExtending your BenchGeographic reach: Nationwide and International coverageTechnical skill set: Top in class certified engineersSKU’d Services OfferingCitrix Websense VMware McAfee Virtualization Digital Signage
KEY TAKEAWAYS ABOUT PHYSICAL SECURITYYou are well positioned to sell IP surveillanceEvery one of your customers buys securityIP Surveillance will drive more networking, storage and power salesIngram Micro has all the support and training resources you need to enable your success!