Security Experts Share Top 5 Predictions for 2015

Six electronic security industry experts share their 2015 predictions for the marketplace.

Sandy Jones

Sandy Jones, Sandra Jones and Co.


1. New technology and nontraditional market participants disrupted existing channel strategies and redefined how technology and services go to market.
2. Growing threats and chaos added complexity to the risks and responsibilities of the CSO who in turn moved their integrators to trusted advisors often displacing consulting firms
3. Monitoring firms demonstrated they can provide diversified services that allow dealers and integrators to offer unique service bundles that make customers “stickier.
4. The market continued to consolidate at every level and will continue to do so as competition increases and the market matures.
5. Distribution companies provided new services that translate to cost savings and efficiencies for dealers and integrators wise enough to leverage them.

Industry Challenges

1. Dealer and integrator reluctance to change or disrupt current business practices and expand beyond an owner’s comfort zone.
2. Making analytics more useful and affordable in order to convert the deluge of data to concise and actionable information in real time..
3. Providing consistent levels of quality and service.
4. Dealers and integrators have to manage by the numbers and find the discipline to work on their business as opposed to in their business.
5. Finding, training, motivating and keeping great employees

Jeff Kessler

Jeff Kessler, Imperial Capital


1. An expected high rate of adoption of basic wireless interactive systems by users of monitored residential systems did not transpire
2. Integrators that price for full-service value and foster long-term relationships differentiated from competitors that focus solely on installation and break-fix service margins.
3. Projected dramatic gains in development and acceptance of wireless, interactive, electronic lock and ID systems with multiple types of form factors as credentials did not transpire.
4. Improved analytics empowered new tools in compliance, anti-fraud, forensics and network status and security.
5. Initial rules to ensure specific types of “critical electronic parts” for military and commercial infrastructure are not counterfeited were finally implemented.

Industry Challenges

1. Getting end users of all sizes to finally recognize the password is dead, and that “next gen” analysis, authentication, quarantining and “sandboxing” is critically needed.
2. Many manufacturers continue to not work enough with the channel to partner and collaborate, thereby missing a chance to have more touch with the end user.
3.  VSaaS and other cloud-based solutions, particularly in video, still need to prove out security and ROI concerns to meet elevated expectations of value proposition.
. In residential security, making sure end-user touch is constant and close, emphasizing superior life-safety capabilities to combat the new entrants’ push into home services.
5. Adapting to an economy that may grow slowly for years, and the likelihood the sequestration will continue to keep government project work under pressure.

Electronic Security Association Marshall Marinace

Marshall Marinace, Electronic Security Association (ESA)


1. The security industry experienced strong growth in 2014; many ESA members reported a banner year as industry growth accelerated.
2. Increased demand and new technology drove new entrants into the market to seek their stake in our growing industry.
3. An upward trend in additional lifestyle benefits and feature sets added to overall security system offerings.
4. The transition from analog to IP cameras moved into the mainstream and firmly took hold.
5. Increased licensing and government relations activities drove ESA to form a Legislative Coalition to pursue common ground for the good of the industry and consumer protection.

Industry Challenges

1.  ESA has embarked on a workforce development project to meet the industry-wide challenge of hiring and retaining quality talent.
2. Some traditional security companies are considering adding DIY solutions to their portfolios as they struggle to structure a business model for future success.
3. It is vitally important that dealer contracts are updated continually to keep up with the changes in the industry.
4. Developing and executing a solid plan for transitioning installed base of customers from 2G to alternative alarm communications.
5. Monitoring of fire alarm systems continues to be challenged by the reduction in POTS lines and the lack of approved alternative communication methods for required systems.


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