Managing Editor, IFSEC Insider

Author Bio ▼

James Moore is the Managing Editor of IFSEC Insider, the leading online publication for security and fire news in the industry.James writes, commissions, edits and produces content for IFSEC Insider, including articles, breaking news stories and exclusive industry reports. He liaises and speaks with leading industry figures, vendors and associations to ensure security and fire professionals remain abreast of all the latest developments in the sector.
March 22, 2023


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Distributor news

Distributor spotlight with ADI Global: “Pro AV is a great opportunity for security installers to expand into”

In the next of our series of distributor spotlights, we hear from ADI Global Distribution’s Regional General Manager for Northern Europe, Anthony Carter. Anthony tells us about the opportunities open to security installers by expanding into Pro AV, and how the distributor can support customers with its expertise – both in-person and online.

The new Distributor Network programme at IFSEC and FIREX 2023 will see major security and fire distributors host their installer customers and manufacturing partners on the show floor at the event in May.

Meet distributor partners and get your free ticket for the show, here >>

IFSEC Global (IG): Hi Anthony, can you just give us a brief introduction to ADI and the solutions you provide to security and fire professionals?

Anthony Carter (AC): ADI Global Distribution is the UK’s leading Security, Fire and Pro AV distributor. We provide not only the broadest product assortment, with over 260 leading brands alongside industry leading distribution services for installers, but also extensive project support services. These support our customer and their end-users to increase their competitiveness and deliver the largest of projects on time and within budget.


Anthony Carter, Regional General Manager, ADI Northern Europe

Our business serves over 7,800 customers a year with 28 branches across the UK and Ireland, supported by experienced sales and technical support representatives based across the country.

We also operate online via our digital branch and our recently released app, as well as through updating our customer with regular marketing communications to our customers about the latest products, services and promotions available.

IG: And what’s new with ADI?

AC: We’re always looking to go above and beyond for our customers and suppliers, so investment in our team, the product assortment and the services we provide is key. Over the last six months ADI refreshed its Digital Branch, enhancing the customer journey and ensuring our product assortment has all the information our customers need to make a purchasing decision.

We also launched the ADI app, providing a similar experience directly from your mobile device, so even if you are on the go, you can check stock, build quotes and place and track orders all on your mobile device.

Our team has grown with investment in key areas like Pro AV and technical support, on the Pro AV side we have taken on experts in the AV field so we can support both security installers who are looking to move into AV and AV dedicated installers.

We’ve expanded our product portfolio in the UK with new suppliers including Risco, Aritech, Veracity and Hall Technologies. Our branches continue to be enhanced, whether moving into new upgraded facilities like Crawley and Newcastle, or installing digital signage in branch operating on the Now Signage platform.

Everything we do here at ADI drives our commitment to being our customers indispensable partner of choice.

“We are witnessing a rise in wireless and cloud-based technologies, whether in the intruder market with wireless, remotely monitored alarm systems, new cloud-based technology in CCTV, wireless detectors across fire and touchless entry in access products.”

IG: You’re part of this year’s IFSEC & FIREX Distributor Network – what are you most looking forward to at the show in May?

AC: Meeting our customers and showcasing the latest ways in which we are enhancing the customer experience is what trade shows like IFSEC and FIREX are all about.

With it being IFSEC’s 50th year celebrations this year, ADI is proud to part of the distributor network, and we are also looking forward to the networking and hospitality events that are taking place as part of the event. Customer engagement and the relationships we build with our customers are the key to any great business and IFSEC provides a great platform to do this.


IG: And what can visitors expect from ADI at the show?

AC: Our sales team will be on hand engaging with current and potential new customers and seeing how we can help the installers and integrators find the right products and support they need for their customers.

Whether its browsing and purchasing through our digital branch or via the ADI app, or showcasing how our project support team can help take on some of the tasks within customers projects, face-to-face events are a great place to have the customer conversations and build relationships.

IG: From what you’re seeing, are there any key trends that installers, integrators or specifiers should be aware of?

AC: The industry is ever-changing, for ADI’s broad product range supports installers across Video, Fire, Intrusion, Smart Home, Access Control and Pro AV.

Pro AV is a big growth area for the industry with great opportunities for installers that focus on security to move into AV solutions in areas such as retail, hospitality, education and commercial buildings.

We are witnessing a rise in wireless and cloud-based technologies, whether in the intruder market with wireless, remotely monitored alarm systems, new cloud-based technology in CCTV, wireless detectors across fire and touchless entry in access products.

IFSECFIREX-DistributorNetworkLogo-22We are also seeing a rise in the adoption of smart home technologies. These products can be added to projects on the residential side – if you are installing an intruder system, add a video doorbell with remote monitoring, or indoor and outdoor cameras and lighting with 2-way talk. And, for money saving against the cost-of-living crisis, smart thermostats and smart plugs are a great addition in helping the end-user save money over time.

IG: With the opportunities you’re seeing in Pro AV for security installers, do you think this is part of a wider trend of consolidation? And what advice would you have for those who would like to make this move?

AC: There are opportunities that we see in the market for both security installers to add Pro AV to projects and AV installers to expand into security. For end-users, via our customer base we see more cross category projects with an understanding of how security and AV align across verticals including retail, hospitality, the public sector and corporate installations. On the residential side we see security projects that are also including home office communication systems and smart speakers, as installers widen the offer they present to the end-user.

ADI as part of our value-added service is supporting AV in several ways, firstly by investing in our team of AV experts and technical support, alongside ensuring we have an extensive product assortment from leading brands. Secondly, we are supporting installers with helpful articles and webinars around expanding into AV, including the types of certifications available, how to win AV projects as a non-AV installer and AV streamlining the control room.

ADI Global Distribution will be on stand IF3035 at IFSEC between 16-18 May at London’s ExCeL.

Meet the team to find out more by registering for your free ticket, here.

Register today for IFSEC 2023

16-18 May 2023, ExCeL London | IFSEC 2023: Recognising the past, embracing the future

Join thousands of likeminded security and risk professionals at IFSEC 2023 in May, as the UK's largest and longest running security event looks ahead to what's next in the sector as it celebrates its 50th birthday. This year will see the launch of the IFSEC distributor network, while London's new Elizabeth Line makes travel to the venue easier than ever!

You’ll find hundreds of leading exhibitors from the physical and integrated security sector, showcasing all the latest in video surveillance, access control, intruder detection, perimeter protection and software solutions. Join the community and secure your ticket today!


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