By Ashley Willis
CARROLLTON, Texas — GVI Security Solutions has entered into a strategic partnership to market video surveillance products by LG Electronics for the first time in North America.
This deal is a first for GVI since ending its 11-year alliance with Samsung Techwin America.
"When our relationship ended in December, people were asked, 'How is GVI going to replace Samsung,'" GVI Security CEO Steve Walin tells SSI. "The answer is LG. GVI is alive and well, so now it's game on."
Walin notes the similarities between the two video surveillance providers and likens LG and Samsung to Pepsi and Coke for the Korea-based global businesses.
"Both companies operate most of the same business," he says. "They offer mobile phones, TVs, computer displays, appliances and security. The only difference is that LG, which is a $50 billion company, had never operated under its own brand name until now."
Although LG is now breaking into the North American security markets, Walin says the company has been operating a robust security business in other countries. LG decided it wanted to enter the North American market around the time Samsung and GVI cut its ties. "It just made sense that our two organizations connect up and build a strategic partnership," says Walin.
While GVI is initially introducing LG products into the education and retail markets, there will be plans to market to other niches as well, Walin says.
With many CCTV providers on the market, GVI is aware that LG-branded products will have a few challenges as it tries to make a name for itself in North America. However, LG will have an advantage because most customers want to buy from an established, well-known company as opposed to "no-name brands that offer CCTV," Walin says.
He also adds that GVI's customer service and support will help differentiate LG-branded products from others in the market. "There are only a handful of companies that really provide top-level service and support to customers," says Walin. "That limits the field greatly for our industry."
During GVI/Samsung partnership, there were a few issues that caused confusion in the market, Walin says. Initially, two Samsung divisions were competing against each other in the marketplace until they merged under the Samsung Techwin brand. Additionally, the video solutions provider wanted to sell its own products during the last year of the partnership.
So can customers expect the same confusion this time around?
"There will be no channel confusion," Walin says. "No LG division is competing against another nor does the company have its own people trying to sale in addition to us. It's LG provided by GVI."
GVI has launched www.lgcctv.com, which outlines the full set of products being offered. Products are now in stock, and deliveries begin immediately.
Ashley Willis is associate editor for SECURITY SALES & INTEGRATION. She can be reached at (310) 533-2419.