In 2006 I was leading the sales efforts of video, graphics, and embedded hardware and analytic / intelligent control software for General Electric's Intelligent Platform Group. In order to gain access to additional types of security and surveillance specifiers, consultants and systems integrators I developed an alliance with the GE Security Group that focused on access control,IP enabled CCTV, and video storage. Through my coordination efforts our Intelligent Platform Group had developed a layered approach to channel development by identifying systems integrators who addressed the vertical applications of law enforcement, tactical military, and border security. We now wanted to address the applications that revolved around critical infrastructure protection, event security/entertainment and government assets. I developed an article on utilizing FPGA processed video to view change detection via management by an intelligent software package with an open approach that focused on biometrics, graphical map integration, DVR storage and playback. In addition to becoming a paper we also packaged it as an application note and a slide presentation I used to train GE Security engineering, building and architectural consultants such as Kroll Security, CH2M, Accenture, and various Native American IT groups looking to start their separate architectural practices first leveraging the concept of Data Center Security. I followed up with each group and started to detect an interesting trend. With the fluid nature of the security and surveillance market and the many application niches it seemed that every organization I was cultivating as a specifying channel was seeking to get into someone else's business. IT specifiers and channels want to do security projects for data centers. Oil &Energy services companies want to expand from providing basic traditional "patch" services to doing specifications on pipeline and refinery protection. When I concluded by sessions with the GE partner architectural and engineering consultants and specifiers I started looking to develop a variety of channels that service and sell into all aspects of the surveillance and security market. Because this market segment is composed of so many specific applications it is quite diverse and no one channel can address all the applications and projects that exist. The below input is from an 8A (small disadvantaged business) that specializes in video and sensor integration of critical infrastructure. I have been assisting them for several years in proposal preparation and providing product guidance.
Hello Jim-
It is great to hear from you my friend. I was thinking of you last week and would love to re-engage with you. The area is moving ahead with UAV and all types of sensor activity; as such I would value your thoughts on the UGS. Is it dead? Is there a way forward teaming with you? Guided by you? Is it worth it anymore? I also have a proposed project that we wish to submit for possible grant funding. It is an exciting project we call U-VOE (Unattended Ground Sensor-Visual Optical Electromagnetic) detection. Let’s talk.
Mark
The references to UAV (unmanned Air Vehicle) and UGS (unmanned ground sensor) show how this market has become a combination of technologies that have come along way from card readers , low resolution cameras and pop up barriers.
My objective in channel development that addresses the security and surveillance market is to reach out to all levels of groups and individuals that can act as force multipliers to the technology I represent. The key goal I am seeking to gain is exposure to a project. Without a security project it is very hard to have more then a philosophical discussion about any product technology beyond its core features and benefits. The existence of the project allows the discussion to become framed and the presenter to demonstrate their grasp of a solution by being able to relate the technology to the application the client has.
In pursuing a strategy that includes an ecosystem that is populated by architectural and engineering specifiers and consultants, defense oriented channels who understand sensors, law enforcement resources who relate to how "cops" think and IT integrators that look at connecting all the data collection to the cloud I have focused on building relationships where I am viewed as brining the channel an opportunity to leverage what I offer via a product.
The proof that this approach pays off is demonstrated by the above request from the partner referenced to assist with his proposal. These types of relationships take years to develop and I have numerous ones that I can reach out to with anyone's product portfolio and develop sales strategies around. The efforts could come from research funding, product sales or service approaches.
One of the better sub channels I have developed stems from creating relationships with Cisco Partners that are focusing on the security market from the perspective of hardware resell coupled with various types of added value. These Channel VAR's are either A&E or IT subject matter experts who provide a variety of service and value add product into the security and surveillance sector. Currently I have established a personal relationship with three such groups. Each has unique subsets of capabilities & all represent great connectivity to projects that can pull in a variety of software and hardware products. Red River, (www.redriver.com) is a systems integrator that has as its core value the ability to place products onto a government buying contract that allows any government group to purchase quickly off of a catalog of products. I facilitated several sales in this fashion and cut the purchasing time from months to weeks. Red River also is involved with a number of projects such as the protection of the Port of Charleston, South Carolina and the U.S. Oil reserves, where security products are always being added on. Augusta Systems, (http://www.augustasystems.com), is the developer of scalable middleware that controls any sensor or camera from a remote operating environment. As a Cisco VAR they back ended their software environment with Cisco hardware that stored and managed the data collected. I sold them several sensor packages they integrated into a bigger system that managed various unmanned and manned assets as well as cameras to provide perimeter security for a variety of critical infrastructure. I utilized this group to target various border security and infrastructure protection projects. Prosis Network Systems, (http://prosishawaii.com), specializes in the video aspect of Cisco’s hardware portfolio. They used storage , routing and video hardware content from Cisco and integrate it with a variety of other technology. From the A&E side they focus on preparing site surveys and providing consulting services to groups looking to establish a security plan for their project. I developed them as a channel partner to pursue opportunities in data center protection, water treatment plant surveillance, military base protection, VIP security and other projects involving various high value infrastructures.
Other channel partners I have developed include a combination of manufacturers of cameras, UAV’s, UGV’s, biometric software and situational awareness software packages. The main theme in developing relationships is to gain access to projects and programs that could utilize my technology.
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