It seems like every week I see a new app launch from surveillance and security manufacturers. While many are simple, run-of-the-mill apps that help end users more easily connect to their systems, others are significantly more complex and feature rich.
There are two classes of apps for the security industry: those designed for end users, and those designed for integrators. Apps in the security industry still appear to be early in the adoption phase. While the creation of sophisticated apps is not a problem, the adoption rates are patchy at best.
Security apps today are much like websites in the late nineties. Businesses were beginning to invest in websites but were reluctant to jump in with both feet due to the high costs and low return on investment of the time. Today, it’s hard to imagine a business card without a website on it, especially in the technology sector.
Manufacturers in the security industry have by in large accepted the fact that they need to get into the app business. Many of them, however, do not understand how the app business operates, and because of this, are making one or more of these three critical mistakes.
Charging for apps
Whether the app is designed to assist integrators in specifying a product, or for end users to view their surveillance cameras remotely, manufacturers who charge for apps that are proprietary to their products are making a big mistake. They cannot view an app as a revenue-generating tool.
Instead, they must focus on the brand awareness created by the app. Manufacturers need to understand that their proprietary design apps for integrators are essentially digital brochures for their products. In the same way, end users who download their apps for viewing cameras or controlling their alarm systems become walking billboards, bragging to friends about what their app can do.
Apps with no pre-programmed demos
If smartphone compatibility is important to an end-user, they will research the different apps available before making a hardware purchase. There is a major marketing opportunity missed anytime a user downloads an app to test functionality and is blocked from doing so by a login screen. It is absolutely critical that manufacturers include a pre-programmed demo site with every app. It not only allows end-users to test the app with a live site, but also makes it easy for sales people to demo a system.
Relying on third party apps instead of creating their own
The biggest mistake manufacturers can make is to be lazy, and, instead of creating their own app, rely on an existing (compatible) app from a third party. This is a huge problem in the surveillance space as there are dozens of camera viewing apps designed by third party developers, but written to a specific manufacturer’s brand.
Nothing is more unprofessional than a manufacturer recommending an app that they did not create and have no control over in terms of quality or pricing. When users spend thousands of dollars on a surveillance system, the least they should expect is a genuine piece of software to operate it.
There are however, a handful of manufacturers in the security and surveillance industry that demonstrate a clear understanding of the app business and the value it brings to their product lines. They are quickly gaining a loyal user-base as other manufacturers fall behind. Like those businesses in the nineties that refused to invest in websites, those who neglect the app industry too long will find themselves left behind.
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