VCA Executive VP of Global Sales Kevin Waterhouse Offers Insight into Company’s Next Step
Company explains decision to launch own brand of IP network devices and software.
Waterhouse says VCA is using analytics in its video monitoring solutions to "reduce false alarms and improve detection."
VCA has promoted its analytics as an OEM edge-based solution that can be incorporated into other manufacturers’ IP cameras and devices.
Yet despite that, VCA has launched its own brand of IP network devices and software. VCA spoke with Kevin Waterhouse, the company’s executive vice president of global sales, to offer his insight into this next step for the company.
Your business model until now has been based on offering the VCA analytics platform as an OEM solution. What has motivated you to change direction?
KW: We remain committed to offering our analytics technology as an OEM solution. Customers can be assured that our long-term strategy includes plans to work closely with an increasing number of manufacturers of surveillance cameras and other devices, as well as Video Management Software (VMS) providers to ensure this important part of our business will continue to grow. However, what we have embarked on is a twin track approach, whereby VCA will also directly support systems integrators to help them generate new revenue streams by supplying them with ‘out-of-the-box’ analytics built into the VCA brand of IP network devices.
What are these new revenue streams to which you refer?
KW: The new revenue streams relate to the opportunity to provide end-users with intelligent video surveillance solutions that can do so much more than just deter or detect criminal activity. The analytics incorporated into the new VCA range enhances our ability in the video monitoring sector to reduce false alarms and improve detection. It also opens up the opportunity to gather reliable and verifiable data to help a diverse range of businesses and organizations such as banks, casinos, hospitals, educational establishments, retailers and hospitality venues, to achieve a greater understanding of the behavior of people who work or visit their premises.
The technology is capable of capturing metadata that can be graphically displayed in customizable reports, to provide marketing, health and safety, human resources and other operational departments with the information they need to achieve their business objectives.
By dealing directly with systems integrators, we will be able to ensure that they benefit from the extensive knowledge and expertise of our pre- and post-sales support teams so that they are equipped with the tools and have the confidence to be able to offer the full benefits of VCA analytics to their clients.
Can you give some examples of how this will help your new customers generate new revenue streams?
KW: The analytics built into the VCA devices will enable them to offer their clients added value from their investment in video surveillance systems and if they wish, offer the cameras as part of a ‘security as a service’ business model. We intend to work closely with a handpicked network of customers to help them profit from this model and in the process, offer tangible benefits to their clients.
In the retail sector, for example, with training and support from VCA, systems integrators can offer their clients the opportunity to increase productivity with less staff, improve customer satisfaction by minimizing delays at check-outs or identify the best times and locations for product promotions. These are just a few goals that can be achieved with very little effort with the help of devices featuring VCA analytics. It also provides security personnel with a powerful tool to detect and combat theft and other criminal activity.
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