Info4Security (I4S): Why do you choose to attend IFSEC International, and what are the main goals/achievements you hope to realise from doing so?
Barry Shakespeare (BS): IFSEC represents the single largest concentration of our target audience so it’s a very effective platform to make both current and potential customers fully aware of our latest product and service offerings.
I4S: When does your preparation for the show begin, what does that preparation entail and what’s the company’s commitment to the event in terms of manpower/logistics?
BS: The preparation for IFSEC begins the week after the previous show finishes. We invest a great deal of energy in gathering feedback from all stakeholders involved with our presence at the show, including customers, staff, suppliers and members of the press with a view to improving our presence the next time around.
In terms of manpower, IFSEC requires focus from our marketing, product management, technical support and sales teams. Many hundreds of man hours are invested even before the show starts.
I4S: In years gone by it has been themes such as IP, hybrid solutions, the emergence of networks or video analytics that have characterised the show. Is there a key theme you can see on the horizon that might well frame the 2012 event?
BS: I think we’ll see further emphasis on IP-based technology as convergence with the analogue world quickens pace and, in tandem with this, a greater emphasis on training and support.
I4S: What’s the key focus for the company at this year’s show?
BS: Since IFSEC 2011, Norbain’s IP portfolio has grown by almost 50%, including the recent addition of our own Vista IP range of products. To support such growth we’ll launch our new training and professional service initiatives at IFSEC International 2012, namely the Norbain Academy and Norbain Service Plus.
The aim of the Norbain Academy is to provide customers with a range of courses to enhance their knowledge of IP technology, CCTV, access control and intruder detection. We’re offering a flexible, modular approach so that customers will be able to book off-the-shelf courses or choose from a range of individual modules to best suit their knowledge requirements. Courses can run at any of the Norbain Innovation Centres or, depending on requirements, at the customer’s premises.
We’re uniquely positioned to understand the challenges our customers face on a daily basis. For example, we know that the transition to IP is an area that many of our customers would like more information on. Our aim is to transfer our knowledge to our customers, empowering them to win new business and confidently handle new technologies.
I4S: Can you expand a little on what Norbain Service Plus is all about?
BS: Norbain Service Plus offers our customers a range of resources designed to complement their own skills sets. This additional support can be used to reduce the risk of installations, minimise time spent on site by engineers and make new technologies, such as IP surveillance, more accessible.
There’s no doubt that the industry is changing. Norbain has invested considerable resources to ensure we stay abreast of technological changes, and we’re equally dedicated to ensuring that our customers benefit from this. We believe that this new service offering will help our customers tackle new technologies and break into profitable emerging markets.
At IFSEC International 2012 we’ll be talking with visitors about system design for IP and integrated network security systems. The focus will be on how to design a complete system across multiple brands and solutions rather than on individual pieces of kit. There will be an emphasis on wireless, remote and mobile connectivity to clearly demonstrate what’s possible with IP and the opportunities that network video affords installers. True integration across CCTV, access control and intruder solutions will be demonstrated.
In addition to IP surveillance, visitors will be able to discuss facial recognition and biometrics along with issues such as graffiti detection. New PD6662:2010 intruder legislation and audio/visual verification of intruder alarms will be another focus.
Also on show will be our new and innovative VSaaS (Video Surveillance as a Service) offering. Since it’s a web-based system, the service offers users connection from anywhere at any time and is accessible via PC and mobile devices. It records your IP camera streams in a professional, secure data centre so the threat of your recorder failing or being stolen is completely removed. It’s also a very affordable and scalable service, with no high initial investments and no hidden costs.
The security industry is changing at a rapid rate thanks to the continuing development and acceptance of IP technology. Norbain has embraced this change and we want to ensure that our customers are given the opportunity to do the same.
To this end, part of our focus at the show will be educational. We’ll be running a series of seminars from the dedicated Seminar Theatre on the stand across all four days of the show. Each seminar will last about 20 minutes and include the opportunity to ask questions and speak with our experts in detail. Visitors can register online for the seminars
I4S: Are you targeting end users, installers/integrators or perhaps consultants this year, and what’s influencing your decision here
BS: All of the above plus we are placing more emphasis on engaging with visitors from the IT and telecoms space.
I4S: And are you targeting any particular vertical sector at present? If so, why? What opportunities do you see emerging?
BS: We’re not looking to target new verticals but we will be using IFSEC as a platform to touch our traditional verticals who attend the show – for example transport, retail and education – with an emphasis on how we can support them.
For example, how can retailers achieve IP with legacy cable infrastructure, or use video analytics for marketing purposes?
I4S: Generally speaking, what are your immediate priorities in the post-IFSEC period?
BS: We always challenge ourselves to measure effective return on investment for shows that we attend. Post-IFSEC 2012 we’ll be conducting extensive research to gather feedback on our performance at the show and investing a lot of sales energy in lead follow-up (in terms of product, training and professional services).
I4S: What’s the focus for the company likely to be in the six months from June to December?
BS: Further bolstering our IP portfolio in pursuit of becoming Europe’s primary destination for IP-based security solutions in unison with enhancing our existing training and professional service support structure.
I4S: Can you offer your views on the subject of convergence in the security space, wherein information security and physical security are being brought closer together?
BS: Up until now, traditional security and the IT channels have operated in very different markets. Although partly due to the rather traditional applications of security equipment, it’s mainly the technology that’s divided the markets.
The story of CCTV mirrors that of VoIP some years ago, which was subject to a number of years of debate before winning full market acceptance. Although IP video convergence began a number of years ago, it’s only recently that the technology has begun to live up to expectations.
The UK has been slow to adopt ‘network’ video, as highlighted by the current UK CCTV market size. Sales estimates indicate that between 20% and 25% of the UK surveillance market is now IP-based.
However, research carried out by Norbain suggests that, by late 2013 or early 2014, IP technology will be outselling that of its analogue counterparts. This clearly represents a significant growth market of circa 30% compound annual growth rate.
Moreover, given the shift in technology, this creates compelling opportunities for the traditional ICT channel.
There are wider opportunities. CCTV is a well-known, well-established market for the use of video technology. The market will clearly gain from the benefits that network video presents, with anytime, anywhere access being just one example. Network video has potential across a number of applications, including Health and Safety or monitoring activities to improve efficiency of process.
With the development of open, interoperable solutions and analytical applications, the uses of network video will continue to grow. Beyond the margin-rich solutions this opportunity represents, network video creates enhanced pull-through sales opportunities for the network and storage solutions.
I4S: Are there any enhancements/improvements you’d like to see introduced at IFSEC International by show organiser UBM?
BS: Yes. Intelligent lead recording via a smart phone app!
I4S: On the macro level, what are your views on the current business landscape and the economic conditions prevailing in the UK?
BS: Trading conditions still remain challenging, Brian. There are signs of a slow exit from economic recession, though this will take years rather than months.
I4S: In addition, can you tell us your opinions on the present state of the UK and international security markets?
BS: All market sources that we consult with indicate very low to zero growth in the UK. Any market changes are primarily the substitution of existing analogue estates for IP wherever use and application demands. Internationally, the Middle East and West Africa continue to show promising signs of growth.
I4S: Are knowledge levels among your key customer audiences showing a continual elevation in focus and breadth?
BS: Yes indeed, and in tandem with IP adoption. It’s for this very reason we’ve launched the dedicated Norbain Training Academy.
I4S: What’s the company doing to promote the Corporate Social Responsibility/’green’ agenda?
BS: Norbain has long complied with the WEEE and RoHS regulations. In addition, we’re a founding sponsor of Camerawatch which, as you know, is a not-for-profit organisation promoting the responsible use of CCTV in compliance with the Data Protection Act.
In addition, we’re constantly evaluating how our business interacts with the environment to see if we can do things differently. For example, we’re evaluating whether or not to replace our traditional paper-based catalogue with a tablet app.
Norbain at IFSEC International 2012
Hall 5 Stand D20
