What Should Installers Be Selling In 2024

What Should Installers Be Selling Their Customers In 2024?

What should installers be selling in 2024 – What technologies should installers and integrators be selling their customers in 2024?

Should they focus on traditional operational requirements, should they offer the latest AI management solutions, the latest generation AI devices, automation upgrades, cloud services, upgrades that enhance cyber security, enhanced remote systems supported by 4G routers, other peripherals like managed servers and UPS, or something else?

According to Dicker DAS national sales manager Gary Meyers, installers and integrators have plenty to think about when it comes to the latest technologies.

“Recommended technologies vary across market sectors; nonetheless, we identify wireless devices, specialised control devices, and seamless integration for alarm systems as pivotal drivers of new business in 2024,” Meyers says.

“Another notable mention is artificial intelligence, which has transitioned from futuristic aspirations to an integral part of everyday reality. Our customers are actively incorporating AI into a diverse range of installations, signalling a shift from mere conceptualisation to practical implementation in their projects.”

Given the rapid evolution of consumer and security technology, Meyers says good product choice is paramount.

“The significance of making informed product choices at the outset cannot be overstated,” Meyers says. “The total cost of ownership frequently surpasses the initial purchase cost, making the initial decision paramount. An essential aspect of effective product selection lies in the continuous support provided by a reliable and robust distribution company.”

When it comes to the product lines in the DAS range that are doing best through the end of 2023 and into 2024, Meyers explains that the distribution of key products across diverse sectors has proven highly successful.

“In the CCTV category, Axis, iPro, IDIS, Hilook, and Hikvision collectively offer a comprehensive range of products,” he says. “In the access and alarm sectors, Tecom and Reliance continue to be reliable performers. Additionally, products such as Ajax, tailored for the emerging wireless market, have gained traction.

“We see innovative offerings like Halo vape sensors effectively meeting market demands and to further enhance our portfolio, we have significantly expanded our branch stock of peripherals, encompassing switches, cables, and electronic locks in recent months.

Is performance, price or innovation driving current sales, in Meyers’ opinion? Or is this customer/application dependent?

“The dynamics of current sales are nuanced and largely influenced by the diverse preferences of our customers,” he explains. “Some prioritise cost-effectiveness, seeking economical solutions to meet fundamental security requirements. Others are driven by a desire to adopt cutting-edge technologies, incorporating features like customer activity heatmaps and people counting with facial recognition to enhance their security installations.”

Over at Inner Range, Mark Edwards, senior director – global channel management, says data security is a critical issue for organisations today, with numerous instances of breaches affecting retailers, communication providers, and financial institutions.

“The risk extends to manufacturers in the security industry, where hacking cloud-based data storage solutions is a significant concern,” he says.

“At Inner Range, we prioritise cyber and data security by managing all system, user, and credential data securely on-site through our controllers, unlike cloud-based solutions that pose a risk to all customer data if breached.

“This approach ensures that, in the worst case, only one site could be compromised, offering superior data security, and reducing the risk of widespread data exposure. Inner Range’s strategy not only enhances data protection but also provides seamless system integrations and a highly reliable and available solution.”

When it comes the customer business models Edwards believes will be most resilient over the next 18 months, Edwards sees unification as key.

“Security Integration companies need to embrace the power of selling unified solutions that meet the demands of the end users, while understanding the importance of after sales maintenance a support contracts that provide recurring revenue for their organisations,” he explains.

Edwards also points to the importance of product choice for integrators and installers looking for long term security solutions.

“Product choice is paramount when designing a solution that not only meets the end users’ unique requirements, but also provides the SI with the opportunity to not only design, supply and install a quality unified solution, but provides them with the ability to offer a range of ongoing services,” Edwards says.

“Inner Range listened to customers to determine the requirements of the products and services which will drive our company roadmap in coming years – we are gearing up to revolutionise the way the industry thinks about unified video, access and security systems and are extremely excited about our product releases planned for 2024.

“These new innovations which will increase time efficiencies for consultants, specifiers, system designers, installers, and commissioning technicians, while providing a simplified and complete end user experience through a single pane of glass.”

The product lines in the range doing best through the end of 2023 and into 2024 cover professional and enterprise solutions, according to Edwards.

“In our local market, supported by Wesco Anixter Security Branches, we are still seeing positive growth across our Professional and Enterprise range of products due to our very strong legacy in the ANZ region for these systems,” he says. “However, we see significant growth in our international markets based on our professional unified video, access and security solution – Inception.

“The ease of installation, programming and commissioning has made this our shining star of 2023 and moving into 2024 we expect even greater success. This is the least tech support intensive product in our lineup due to its simplicity in setup, through our commissioning checklist, that acts as a programming wizard ensuring the technician configures all the options.

“International markets are taking to this solution like a fish to water and all feedback is extremely positive around our cyber security position and our seamless connectivity process, which in turn, provides a very simple and easy to use range of end user interfaces.”

Is performance, price or innovation driving current sales, in Edwards’ opinion?

“To be honest, it is all three – performance, price and innovation are all primary drivers of security solutions today but then those who are successful are utilising these core drivers to meet the demands of the end user, which can be very wide and diverse,” he explains.

LSC’s head of growth, Peter Mellino, holds an operational focus when it comes to products installers and integrators should be bringing to customers.

“Technology in electronic security is changing rapidly and it is important to select products that provide end users ease of functionality and deliver a sustainable, futureproof and upgradable application,” Mellino says.

“We are finding access control which can be designed for remote configuration and access functionality is performing well in the new year, alongside all the supporting peripherals.”

“Taking this into account, I’d argue technicians should be upskilling themselves in cloud platform software configuration tools for remote access to client sites for premium customer service.”

Mellino argues that market drivers vary depending on segment.

“I’d say that residential is driven by price, innovation, then performance, while SMB is price, performance, then innovation. Finally, commercial applications are driven by innovation, performance, then price.”

Gallagher Security’s customer research manager, Pascale Howell says the sorts of technologies installers and integrators should be offering customers in 2024 include those with strong cyber security and data protection capabilities.

“As identified in Gallagher’s 2024 Security Industry Trends Report, participants recognised the need to strengthen and diversify their cyber security implementation,” Howell says. “In 2023, 62 per cent of respondents said they had implemented new cyber security and/or data protection capabilities and this focus is expected to remain a priority in 2024.

“Adoption of AI was a major area of interest within the industry, with participants recognising the great potential for AI to improve data management processes, like the consolidation, collation and evaluation of data. Both these areas should be of consideration to installers and integrators heading into 2024.

How important is good product choice when it comes to what end users need most in 2024?

“Recognising and meeting the demands of the industry as the security landscape continues to evolve is critically important,” Howell says. “Solutions that offer multiple integration capabilities continue to sit near the top of end user priorities.

“The Gallagher Security Industry Trends Report showed system integrations ranked among participants as the most important security system feature/technology. We are seeing the need to provide extensive integration offerings with key categories being video surveillance, identity management, incident management and data analysis. Providing end users with an extensive range of integrations is of huge importance going into 2024.  

According to Howell, with many organisations still feeling the impact of the current economic situation, it is important that when investing in security equipment and software, they are assured of the right decision from a security and financial perspective.

“Some key areas that provide users with the assurance they are purchasing good products include proven track record, the longevity of solutions and hardware, quality, cyber security, and future focus,” she says.

When it comes to performance, price or innovation driving current sales, Howell says they are hard to separate.

“I believe it is all three, they are mutually exclusive,” she explains. “While some customers may place more importance on performance, price and innovation are still going to be major contributing factors behind the decision to purchase a solution in the year ahead.”

What should installers be selling in 2024? SEN would argue for affordable, clever, cybersecure solutions, with solid operational performance, alongside AI capabilities and cloud management functionalities. We’d agree with thoughtful installers and integrators that this pronouncement contains internal contradictions.

You can find out more about DAS here, about Inner Range here, about LSC here, about Gallagher here, or read more SEN news here.

“What Should Installers Be Selling Their Customers In 2024?”

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