Our newest entry in the 2025 Security Industry Predictions series comes from Adam Lowenstein, Americas product director at i-PRO.
Security Sales & Integration: Without getting into any specific vendors or branded solutions, what technology category or solution area do you see as 2025’s ripest, most profitable growth opportunity for security dealers, installers and integrators? Explain your reasoning.
Adam Lowenstein: The most promising growth opportunity lies in offering solutions that extend beyond traditional security. Organizations are becoming increasingly data-driven, seeking actionable insights supported by robust metrics and KPIs.
Advances in edge processing have transformed security cameras into sophisticated IoT devices, capable of much more than just safeguarding assets and people. This evolution allows integrators to upsell solutions, enabling them to secure contracts in innovative ways by appealing to budgets across multiple departments.
Moreover, the growing demand for automation provides an additional avenue for integrators to demonstrate value and win business.
SSI: These days, we’re all hearing a lot about the cloud migration, AI/machine learning, crime deterrence vs. crime reactiveness, etc. Which of these “hot topics” do you think is overplayed? Which ones do you think will truly transform the practice of security integration in the coming years?
Lowenstein: Artificial intelligence risks being overhyped because it has become a buzzword in the technology industry. Overuse often leads to vague definitions and unrealistic expectations, which can cause end-users to misunderstand its benefits or develop unnecessary concerns.
However, AI’s potential to reshape the security industry is undeniable. The real transformation lies in how AI-based analytics are deployed, particularly through edge-processing cameras. These innovations promise efficient, scalable solutions that work seamlessly with cloud platforms, fundamentally altering how security solutions are designed, deployed and valued.
SSI: On the business and operations side, which single factor (e.g., interest rates, talent-related issues, geopolitical stressors) poses the biggest challenge for the security industry right now? How can business owners mitigate their downside risk?
Lowenstein: Rapid advancements in technology have made education a critical issue for dealers and integrators. The challenge lies in finding and training professionals who are adept in IT, cybersecurity, AI, and video installation.
Business owners must prioritize ongoing education to keep their teams competitive and informed. Resources such as training programs from organizations like SIA and manufacturer-led initiatives can provide essential support, enabling teams to stay ahead of technological advancements while mitigating operational risks.
SSI: What’s getting better about the security industry these days? What seems to be getting worse and worse?
Lowenstein: Security solutions are becoming more sophisticated, and the days of plug-and-play are mostly gone. This is a net positive for the integrator because customers need a trusted advisor to consult with them on their installations, maintenance, and upgrades. Enhanced analytics, higher resolution cameras and the demand for comprehensive data are also driving upgrades to network infrastructure.
On the downside, the industry faces challenges from rising customer expectations and the complexities introduced by IT integration, which can be difficult to navigate without specialized expertise.
SSI: What’s liable to catch some security dealers, installers and integrators off guard in the coming year?
Lowenstein: Winning bids is becoming increasingly complex due to the growing involvement of IT professionals, who bring a more informed and discerning perspective to the procurement process. Customers are prioritizing future-proof, cybersecure solutions and any proposal lacking a comprehensive cybersecurity plan is unlikely to succeed.
Additionally, selling closed systems or one-size-fits-all packages may seem appealing but can backfire when customers realize these solutions lack the flexibility to adapt or integrate with broader systems.
Furthermore, as AI continues to fuel high expectations, demand for bespoke solutions that extend beyond traditional security into operational and business intelligence will grow, potentially catching unprepared integrators off guard.
SSI: What’s the single most pressing issue that professionals in the security industry should look to tackle right now?
Lowenstein: Cybersecurity is crucial. Integrators must demonstrate comprehensive expertise in this area to gain credibility with IT professionals and decision-makers. Frameworks such as Zero Trust are gaining momentum, and integrators need to be prepared with actionable solutions.
Choosing the right technology partners is also critical, as not all security devices are created equal, and compatibility with cybersecurity protocols can vary significantly.
SSI: Finish this sentence: 2025 will be remembered as the year in the security industry…
Lowenstein: … when the focus shifted decisively from reactive to proactive prevention with the help of AI-powered analytics on the edge.
