Security Sales & Integration Magazine

securitysales.com June 2012 Vol. 34, No. 6

IP Video Is a Key Ingredient at New Facility

HAS SWEET SPOT FOR SURVEILLANCE

EXCLUSIVE!

SELLING NEW SOLUTIONS

Managed Access Experts Reveal Steps

BRANDING MORE EFFECTIVELY

Award-Winners Tell How to Get It Done

ESX NASHVILLE SHOW ISSUE

2012 Super Security Fleets Survey

How ADT Keeps Its 7,000 Trucks Rolling

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2 / SECURITYSALES.COM / JUNE 2012

CONTENTS June 2012 Vol. 34, No. 6

COLUMNS 8 BETWEEN US PROS WITH SCOTT GOLDFINE

Copper theft and an underserved market opportunity.

10 ADVISORY BOARD FORUM WITH JOE NUCCIOReaching for the cloud to create new RMR.

22 CONVERGENCE CHANNEL WITH PAUL BOUCHERLEHow a ‘converged’ sales process can set you apart from the fi eld.

26 TECH TALK WITH BOB DOLPHDialing in to wireless video.

28 FIRE SIDE CHAT WITH SHANE CLARYStay abreast of the latest code updates for CO detection.

32 MONITORING MATTERS WITH MARK MATLOCKIf upselling isn’t a part of your sales strategy, get onboard.

87 THE BIG IDEA WITH RON DAVISLook to RMR when defi ning your company’s worth.

88 LEGAL BRIEFING WITH KEN KIRSCHENBAUMAre your contracts keeping pace with your service off erings?

DEPARTMENTS 4 SECURITY EXCHANGE 13 INDUSTRY PULSE 78 THE ESSENTIALS: ISC WEST ROUNDUP80 BUILDING YOUR BUSINESS82 AD INDEX84 MARKETPLACE

61Aver

age

months

THE SALES & MARKETING ISSUE42 HOW YOUR FELLOW MARKETERS DO IT RIGHT

Winning sales & marketing best practices developed and deployed by installing security contractors across North America highlight the 17th Annual SAMMY Awards. Takeaway tips and advice abound. by RODNEY BOSCH and ASHLEY WILLIS

54 EXPERT PANEL EXPLAINS HOW TO MAKE MANAGED ACCESS PAY OFF

Four leading providers of managed access control services detail the challenges, opportunities, types of services and growth potential of one of the industry’s most promising new recurring revenue off erings. by SCOTT GOLDFINE

COVER STORY60 ‘CAKE BOSS’ SERVED SWEET SECURITY SOLUTION TV’s “Cake Boss,” Buddy Valastro, mixed the perfect

ingredients of integrator, supplier and products to cook up a delectable IP video and intrusion solution for his new 60,000-square-foot facility in New Jersey.by SCOTT GOLDFINE

SPECIAL VEHICLE MANAGEMENT SECTION66 SECURITY FLEET MANAGERS KEEP

ON TRUCKING SSI’s second Super Security Fleets study taps into

hundreds of fi rms nationwide to assess key factors vital to eff ective operations. by SCOTT GOLDFINE

72 ADT SECURES ITS FLEET FUTURE Th e industry’s largest installing security contractor

is saving millions of dollars each year and has signifi cantly reduced its environmental impact following a makeover of its vehicle fl eet. by LAUREN FLETCHER

42 66 72

Find out why these

installing security

contractors took home

top honors at the

17th Annual SAMMY

(Sales and Marketing)

Awards. Tips to lift

your company’s brand

messaging within.

— SEE PAGE 42

PULLOUT SECTIONA1 TROUBLESHOOTING HYBRID SURVEILLANCE

SYSTEMS FOR D.U.M.I.E.S., PART 2 OF 4 Uncovering Power Problems

by BOB WIMMER

ON THE COVERBuddy Valastro, left, and

Luis Fernandez Jr. Photography by

CRAIG SCHNEIDER, POWER CREATIVE INC.

securitysales.com June 2012 Vol. 34, No. 6

IP Video Is a Key Ingredient at New Facility

HAS SWEET SPOT FOR SURVEILLANCE

EXCLUSIVE!

SELLING NEW SOLUTIONS

Managed Access Experts Reveal Steps

BRANDING MORE EFFECTIVELY

Award-Winners Tell How to Get It Done

ESX NASHVILLE SHOW ISSUE

2012 Super Security Fleets Survey

How ADT Keeps Its 7,000 Trucks Rolling

TTTTTTHHHE SSSAAAAALES & MARRRRKKKKKEEEETIING ISSUE « «

SPECIAL VEHICLE MANAGEMENT

SECTION

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SURVEILLANCERT 2 OF 4

HOW LONG (IN MONTHS) DO YOU TYPICALLY KEEP

SERVICE/INSTALLATION VEHICLES IN YOUR

FLEET?

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Opinions, perspectives, tips, interviews, whimsy concerning security business, technology, news, trends, events and more are all fair game for SSI’s cast of industry insider bloggers. The lineup consists of Central Station

Corner with Peter Giacalone in which the “Monitoring Matters” columnist addresses management and revenue opportunities associated with security system monitoring; Enterprising Solutions with Bob Grossman offering insight and commentary on the issues integrators, consultants, manufacturers and end users face in the real enterprise security world; Value-Added Security with Paul Boucherle where the “Convergence Channel” columnist covers technologies and concepts used to merge

different systems together; Laying Down the Law with Ken Kirschenbaum in which the “Legal Briefing” columnist discuss various aspects related to alarm contracts, liability and recent court decisions; Tech Shack with Bob Dolph featuring the “Tech Talk” columnist exploring information and ideas on the industry’s many new and old technical challenges; and Under Surveillance with Scott Goldfine, Rodney Bosch and Ashley Willis where SSI’s editors address topics spanning the entire electronic security universe.

BLOGS / securitysales.com/blog

WEB-O-METER

SECURITY SCANNER® WEB POLL

BLOGS

5 most-viewed news stories during April

www.securitysales.com/blog

Log onto securitysales.com to view SSI’s Security Scanner archives as well as cast your vote for the June poll: Which sources do your greatest business or work-related ideas come from?

Some of the things we’re talking about … Back to the Basics of Camera Placement Layering Security Services Helps Meet Customer Needs Tips for Designing Value-Based Solutions Why the Most Successful Managers Support Mentoring Addressing an Alarm Company’s Name Change in Contracts

Engage in the conversation!

Get free info about companies and products featured in this issue of SECURITY SALES & INTEGRATION.

For the latest news as it happens, sign up for SSI’s eControl Panel at www.securitysales.com

Industry Vets Snyder, Seavers Spearheaded Deal for Red Hawk

Tri-Ed Northern Video Attracts Second Private Equity Buyer in as Many Years

Alarm Industry Partners With Texas-Based PD on Video Response Program

UTC Sells Fire & Security Branch to Private Equity Firm

Pinnacle Security Settles With Missouri Attorney General for $76K

Perhaps due to budgets, other time/resource demands, aptitude or interest level, marketing is a challenge for the majority of installing security contractors. Two-thirds (67%) of respondents to April’s Security Scanner Web say their company’s marketing is either nonexistent or severely lacking, while only 15% rate their business’ efforts to be good to outstanding. To get some marketing insights and tips from some of the leading companies in the industry, check out this issue’s coverage of the 2012 SAMMY (Sales & Marketing) award winners beginning on page 42.

Have You Checked Out …

2 43 5

FREE INFO

eCONTROL PANEL

www.securitysales.com/freeinfo

securitysales.com

Publisher Peggy Onstad: (949) 305-5541

Editor-in-Chief Scott Goldfine: (704) 663-7125114 Chatworth LaneMooresville, NC 28117Fax: (704) 663-7145

Managing Editor Rodney Bosch: (310) 533-2426

Associate Editor Ashley Willis: (310) 533-2419

Contributing Writers Paul Boucherle, Shane Clary, Ron Davis, Bob Dolph, Peter Giacalone, Jay Hauhn, Ken Kirschenbaum, Bob Wimmer, Jeffrey Zwirn

Art Director Ajay Peckham Sr. Production Manager Sarah Paredes: (310) 533-2497Administrative Assistant Abril Calderon: (310) 533-2413Audience Marketing Manager Katie Fillingame

Staff E-mail addresses are [email protected] (e.g. [email protected]) Contributors‘ E-mail addresses are [email protected].

HOW TO CONTACT ADVERTISING & MARKETING

Classified-MarketPlace AdsPeggy Onstad: (949) 305-5541

EDITORIAL ADVISORY BOARDEd Bonifas Alarm Detection Systems, Aurora, Ill.Bill Bozeman PSA Security Network, Westminster, Colo.Shandon Harbour SDA Security, San Diego Jim Henry Henry Bros. Electronics, Fair Lawn, N.J. Michael Jagger Provident Security, Vancouver, British Columbia, CanadaJohn Jennings Safeguard Security and Communications, Scottsdale, Ariz.Sandy Jones Sandra Jones and Co., Chardon, OhioJ. Matthew Ladd The Protection Bureau, Exton, Pa.Mike Miller Moon Security Service, Pasco, Wash.Joe Nuccio ASG Security, Beltsville, Md.Alan L. Pepper Mitchell, Silberberg & Knupp LLP, Los AngelesEric Yunag Dakota Security Systems, Sioux Falls, S.D.

HOW TO GET YOUR NEWS TO USE-mail: [email protected]: 3520 Challenger St., Torrance, CA 90503Fax: (310) 533-2502

FOR SUBSCRIPTION INQUIRIES(888) 239-2455

BOBIT BUSINESS MEDIAEdward J. Bobit, ChairmanTy F. Bobit, President & CEO

Printed in USA

ADVERTISING SALES TERRITORIES

WEST Dynise Plaisance

3520 Challenger St. Torrance, CA 90503(760) 519-5541Fax: (310) 533-2502

EAST Peggy Onstad

3520 Challenger St. Torrance, CA 90503(949) 305-5541Fax: (949) 305-5549

Winner • 2005Finalist • 2003, 2004, 2005, 2006, 2007, 2008, 2009, 2010

42%

Is severely lacking

4%

Is outstanding and effective

11%

Is actually pretty good

25%

Is nonexistent

18%

Could be better

SecurityExchangeWeb Watch

If I am being completely honest, our company’s marketing ...

ss0612exchange.indd 4ss0612exchange.indd 4 5/25/12 3:33 PM5/25/12 3:33 PM

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http://www.securitysales.com




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Door-to-Door Tactics Are Often Deceitful Responding to the news story, “Customer Complaints Force

Pinnacle to Reform Business Practices,” securitysales.com/

pinnacle_3152012] I have been in the alarm industry for over 26 years

now. I would never buy a system from a door-to-door salesman no

matter what the name of their company is. Th ere are far too many

scams out there involving door-to-door sales. Many of these types of

companies use high pressure tactics.

Recently, my sister, who lives in another city, had a company come

to her door to sell her a security system using high pressure and

dishonest tactics. After she signed the contract, they had an installer

around the corner who immediately installed the system without a

three-day cool-off period. It took a lot of work and a lawyer to get it

reversed. Th e system they installed was junk. Unfortunately, many

homeowners would not know the diff erence.

Kevin OxnerOnline comment

New Profits Can Flow From SprinklersVery interesting [see “2012 Fire Market Report: Making Homes

Safer Havens,” securitysales.com/2012fi remarket]. Diversifi cation

may be the way to weather the changes in the economy for

companies that traditionally have done only one service or another.

Sprinkler talent can be rare and expensive. But getting in with a

homebuilder or contractor who needs sprinkler work could put you

closer to selling the items you have traditionally carried like home

security or fi re alarm install/service.

Tom RomanVia LinkedIn

Police Should Share Responsibility[Responding to the feature article, “Monitoring Missteps Cost

Provider $8.6M,” securitysales.com/monitoringmissteps:] Sure, it

would have been nice if an operator was thinking by putting the facts

together and assuming there was a burglary taking place. But this is

something that I would expect from the police that are trained how to

respond to a burglary. Th ey were dispatched twice and they ignored

all the signals. Have they called the central station to investigate the

situation? Have they left a notice/report to the alarm owner about

their action? Th ey just failed.

Christopher WrobelOnline post

Video Helps Industry Keep Eye on BallRegarding April’s Hot Seat department featuring I-View Now’s

Larry Folsom [“Validating the Prospects of Video Verifi cation,”

securitysales.com/hotseat], while many manufacturers are moving to

sell “energy management” to increase their RMR, Larry describes the

future of “security” and is doing something about it. Security is our

core business — and better security means greater value.

Law enforcement budgets are shrinking. Cities are installing

thousands of cameras for greater protection/security. Video also

delivers greater security at a commercial and residential level. I

applaud Larry’s eff orts and success.

Keith JentoftVideofied


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of other landlords we knew,” he says. “Th e Whip monitors the

pressure inside the copper tubing of air conditioners and heat

pumps, even when power is out. It provides a simple contact

closure security dealers are very accustomed to working with.”

While Keith Jentoft is offi cially the president of Videofi ed, a

brand of motion-activated video security products, he is per-

haps even better known for his industry involvement. He is a

vocal proponent of combining video surveillance with intru-

sion detection to increase apprehensions. “Our technology

works outdoors and goes for years on a set of batteries. All that

is needed is a cell signal. We are eff ective enough to secure the

critical infrastructure of the nation and aff ordable enough for

residential homeowners to install,” he says. “We have estab-

lished dealers that are targeting copper theft applications that

are doing very well; more than doubling their business.”

Keith Harris, law enforcement technologist for Supercir-

cuits, whose off erings include DIGIOP’s video and data man-

agement solutions (VDMS), also advocates surveillance to

fi ght copper crime. “Th e No. 1 opportunity is leveraging VDMS

software that includes notifi cation capabilities, such as event-

based triggers,” he says. “I’ve heard of people alarming their AC

unit housing to their alarm system. You could easily duplicate

this alarm function in your camera recording system to capture

the video evidence and notify via E-mail or text message.”

Hopefully you fi nd this compelling enough to jump on the

opportunity. If not how about if for no other reason than to re-

duce your clients’ likelihood of having to suff er through the

sweltering summer months with no AC?

In these challenging times a new revenue-generating

idea can be like a breath of fresh air. Th is became quite

literal during an encounter I had with a Northern Cali-

fornia-based integrator who is carving out a niche with a

remedy to combat air conditioner theft. Th e AC units have be-

come easy pickings and are typically stripped for their copper,

which has become a hot commodity on the black market. While

copper theft has received some attention, I believe protecting it

remains an underserved yet viable opportunity.

Several events conspired to make this a topic I could not ig-

nore. I became acquainted with an ex-installer now market-

ing an AC antitheft device; I received copper crime-stopping

success stories from the head of a video product manufactur-

er; and a representative of a well-known surveillance solutions

provider sent me staggering statistics from the National Insur-

ance Crime Bureau. Th ose stats show 96% of 25,000+ metal

thefts from 2009-11 were copper; Ohio and Texas are the states

most heavily hit; the primary targets are infrastructure, farm

equipment, vacant buildings and construction sites; and the

top three stolen items are piping, air conditioners and wiring.

Let’s circle back to my new NorCal friend. Scott Colvin, who

founded Sacramento’s First Solutions in 1998, told me the

pressing need to safeguard AC units became apparent when

20 rooftop models atop a customer’s offi ce building were de-

stroyed. Shortly after, another customer had $80,000 worth of

damage to eight rooftop units. When the air conditioners were

replaced, Colvin secured them with plunger switches installed

on the tops and access panels of the appliances, programming

each with its own zone to identify which unit is in alarm.

“Within one week of the new units and security systems be-

ing installed, both buildings were hit again!” says Colvin. “How-

ever, due to the horn with strobe and plunger switches, the

thieves ran off before any damage was done and have not re-

turned. Light beams and horns with strobes are very successful

in deterring potential thieves. A ‘hot spot’ for activity seems to

be rooftops well hidden from the street view.” He charges $150

to $300 per unit, depending on the roof layout and how it im-

pacts running wire and conduit. On top of that, the ongoing AC

unit monitoring adds recurring monthly revenue.

Dan Dunson had amassed extensive experience selling and

installing electronic security systems, as well as managing rent-

al properties, by the time he launched Starlite Security Devices

out of Griffi n, Ga., and introduced Th e Whip product last year.

“We quickly became aware of the need for reliable and easy-to-

install HVAC theft detection product when our air conditioners

began to disappear from our rental properties as well as those

A COOL IDEA TO HEAT UP YOUR SUMMER SALES by Scott Goldfine

Editor-in-Chief Scott Goldfine has spent more than 13 years with SECURITY SALES & INTEGRATION. He can be reached at (704) 663-7125 or [email protected].

Between Us Pros

The pressing need to safeguard AC units became apparent when 20 rooftop models atop a customer’s office building were destroyed. Shortly after, another customer had $80,000 worth of damage to eight rooftop units.

[email protected]

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Defraying the upfront investment to create the customer re-

quired more capital outlay on our part, but it provided a very

sticky customer with a long shelf life in return.

Today, we are pretty much back in the same place but for

diff erent reasons. Th e principle barrier to the customer cre-

ation trajectory that we know is out there is less about cost

and more about the economy. Th e price of technology has

defi nitely come down during the past decade, unlocking

more potential buyers for the industry. Years ago, only a so-

phisticated commercial enterprise could aff ord to implement

video surveillance and access control. Th e landscape has

changed dramatically and, as a result, there are many more

prospective customers to sell to and a whole lot more compa-

nies to sell to them.

Th e opportunity for dealers to gain market share in this en-

vironment is all about leveraging technology to reduce the

cost of entry and gain increased RMR in the process. It’s time

for my fellow integrators, both small and large, to truly appre-

ciate today’s opportunity to turn what was previously a capi-

tal investment into a subscription-based recurring revenue

service. Th e convergence of cloud-based technology, along

with a prolonged rocky economy, has actually unlocked a

golden opportunity for our industry to grow the RMR pie

across multiple service categories.

Software as a service (SaaS), cloud services and enhanced

services was unfamiliar jargon for the security industry just

a few short years ago. Now, whether it is managed or host-

ed video or access control, there is a clear and present strat-

egy to deal with the economic conundrum we are faced with

and rapidly grow our businesses at the same time. Th e abil-

ity to design and deploy systems for our customers with less

hardware expense while providing more intelligence, mobil-

ity and control is the game-changer that will allow us to take

the security industry to the next level.

Th e opportunity to leverage IP and cloud technology to

create new RMR exists at every segment of the marketplace.

Th is year, my company will sell as many video surveillance

cameras in the residential sector as we did in the commer-

cial category — and with no costly DVRs. Everything is in the

cloud. Consumers love this new technology and are willing

to sacrifi ce more of their disposable income toward it, fi nal-

ly reversing the trend of decreasing RMR associated with the

commodity monitoring mentality of old.

As an industry, we are fi nally in a position to trade the DVR

for RMR. Yes, the time has come. Get on board, my friends, so

you don’t get left behind.

Back in the glory days, we’d sell leased systems whereby

the RMR included maintenance, monitoring and rental of the

system all bundled together in one monthly fee. It served as a

tool to move the capital outlay off the customer and onto the

dealer to create more accounts at a higher average RMR. Th is

was true even for very large commercial systems. Th e driver

back then was that systems were considerably more expen-

sive to purchase and install than current electronic solutions.

n today’s economy, the drive

to secure new customers is

becoming more competitive

and cost sensitive. We are all

experiencing it. Consumers

demand premier service at

a discount price. Th is is the environment we live in

today — it’s survival of the fi ttest. Many companies

are having diffi culty getting large capital expendi-

tures approved for security installations. However,

monthly operating budgets are much more tolerant

and are likely to get approved. So, as an industry,

how do we fi t in?

RMR ROCKET READY FOR TECHNOLOGY TAKEOFF by Joe Nuccio

Joe Nuccio is President and CEO of Beltsville, Md.-based ASG Security. He was elected into SSI’s Industry Hall of Fame earlier this year.

Advisory Board Forum

It’s time for my fellow integrators, both small and large, to truly appreciate today’s opportunity to turn what was previously a capital investment into a subscription-based recurring revenue service.

[email protected]

I

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JUNE 2012 / SECURITYSALES.COM / 13

other dealers. I said, ‘Guys,

your phones are going to

ring and you can thank [the

telecoms]. But what are you

doing to be prepared? Are you ready to

off er these services?”

To better position his own fi rm, Loud

just launched a new mail marketing

campaign to promote interactive services

to all those who have been customers

for three years or more. Plus, this year

the company ran its fi rst television

commercial.

Loud fully expects AT&T to be a viable

player in the home security market,

despite retreating from the space

previously. “Th ey have a very diff erent

formula and much better preparation

this time. Don’t trick yourself to believe

they are going to come out and fumble,”

he says. “It’s not something that scares

me, it just makes me be very aware.”

Russ Ackerman, district sales director

for Jacksonville, Fla.-based Certifi ed

Security, a Vector Security company,

also believes the large-scale marketing

eff orts by the telecoms can do nothing but

benefi t security dealers.

“Th e cable companies in several

Florida markets have already driven

consumer awareness. Th is is making it

much easier for us to introduce lifestyle

enhancement products such as remote

services, video and Z-Wave technology,”

he says.

Ackerman explains security dealers

need to contact their existing customers

and get the word out that they too

can provide interactive services at a

competitive price. Customer care will also

be key to holding onto early adopters.

“We need to step back and look

at things like, how do we answer the

telephone and E-mails? How do we

handle customer service issues? How

friendly are our install and service

technicians? All sales consultants must

be well trained and better prepared than

the utility company reps,” he says.

It will allow us to handle everything in

the background for the customer so all

they need to know is it will be installed

correctly, it will work and they will

understand the system by the time we are

fi nished,” he says.

AT&T, along with other telecom

providers such Comcast, Time Warner

and Verizon, are entering the home

security/automation market at a time

when it is soon projected to explode,

says Tom Kerber, director of research for

Dallas-based Parks Associates. Currently,

roughly 20% of U. S. homes are said to

have security systems, while 1% use some

form of automation.

“Th is will be a multibillion-dollar

space in fi ve years’ time,” he says. “From

a market-share perspective, I don’t know

that [the telecoms] are in any better

position than all the existing security

fi rms that are already there. Th ey just

have potentially a larger customer base.”

DEALERS CAN PROSPERWhile AT&T’s retail store footprint will

provide the opportunity to have face

time with a wide swath of consumers,

installing security contractors remain

well positioned to compete for early

adopters, Kerber says. “To sit across

the kitchen table from a consumer and

explain all the values that are possible

with the system will be an advantage for

the security dealer channel until this gets

to more broader-scale adoption.”

Despite the expected fi erce

competition, national marketing

campaigns by the telecoms are sure

to benefi t security dealers, says John

Loud, president of Atlanta-based Loud

Security, who also serves as president

of the Georgia Electronic Life Safety &

Systems Association (GELSSA). “At a

recent GELSSA meeting, I challenged

IN DEPTHIndustry Pulse

ATLANTA — AT&T is the latest

telecommunications company to launch

a portfolio of IP-based home security and

automation services, further ratcheting

up competition in what is projected to

be a multibillion-dollar market within a

few years.

AT&T will begin trials for its “Digital

Life” services in Atlanta and Dallas later

this summer along with opening an all-

digital monitoring center in each city.

Th e off ering features a suite of Z-Wave-

enabled devices that will be integrated

through a software platform by Xanboo,

which AT&T acquired in 2010.

A highly fragmented marketplace

and consumers’ increasing adoption

of mobile devices helped convince

the telecom giant the time was ripe

to introduce its new services, Kevin

Petersen, senior vice president, Digital

Life, AT&T Mobility, tells SSI.

“Given the many players that are

largely utilizing old technology, we think

there is a real opportunity for someone to

come in with a full suite of value-oriented

off erings that bring features, functionality

and a level of interactivity that isn’t there

today,” he says.

Th e Digital Life “ecosystem” will

include professionally installed and

monitored window and door sensors,

CCTV cameras, smoke alarms, carbon

monoxide (CO) detectors, motion and

glass-break sensors, thermostats, water

shut-off valves, door locks, plus the ability

to remotely turn off appliances.

Digital Life will eventually be marketed

nationally at AT&T’s 2,000+ retail stores

where consumers will be able to test and

experience the system’s user interface

as well as the various service off erings.

Th e services will also be available for

purchase on the company’s Web site.

Although Petersen would not provide

specifi c details, he says AT&T has

partnered with a number of contractors

that are licensed to install security

systems and automation devices.

“We have a set of dedicated partners

that will be nationwide and integrated

into our dispatch and scheduling system.

AT&T’s Digital Life interface will allow homeowners to wirelessly and remotely control an array of security and automation devices.

AT&T Will Use Licensed Contractors to Install Home Security Systems

ss0612pulseIndepth.indd 13ss0612pulseIndepth.indd 13 5/30/12 2:34 PM5/30/12 2:34 PM


NEWSIndustry Pulse

Stakeholders Form New Group to Advocate Priority Video Alarm ResponseST. PAUL, Minn. — Representatives from the electronic security industry, law

enforcement and the insurance industry have aligned to form the Partnership

for Priority Video Alarm Response (PPVAR), which aims to combat false

dispatches, property crime and increase arrest rates using video alarms.

PPVAR’s board of directors include: Steve Walker, vice president, customer

service centers, Stanley CSS; Donald Young, CIO, Protection 1; Fred Lohmann,

director of the National Insurance Crime Bureau (NICB); Yost Zakhary, chief

of police, Woodway, Texas; and Story County Iowa Sheriff Paul Fitzgerald.

Keith Jentoft, president of RSI Video Technologies, will serve as coordinator of

PPVAR.

According to Walker, two forces are at work in bringing public and private

sector stakeholders together to improve the eff ectiveness o f electronic security.

First, the economic realities of budget and spending constraints are driving

public safety offi cials to seek out ways of reducing agency responses to false

alarms. Second, the economic realities of rising insurance liabilities and rising

consumer premiums are driving the private sector to fi nd more eff ective ways

to reduce crime-related losses.

“Th e electronic security industry is in a strong position to partner with

law enforcement, the customer, insurance industry, and other stakeholders to address these concerns through the use of

verifi cation technologies such as video and audio,” Walker says. “Th ese technologies are helping law enforcement to prioritize

their responses while increasing apprehensions — an outcome that is valued by the insurance industry, consumers and law

enforcement alike.”

PPVAR works to collect video alarm-related data and statistics from alarm companies, law enforcement, call centers and

insurers. Joining with organizations such as the Central Station Alarm Association (CSAA), PPVAR aims to use the data to draft

best practices and standards in how the technology should be used.

Sales Practices Lead Pinnacle to Pay $76K in Mo.JEFFERSON CITY, Mo. — Pinnacle Security will pay $76,000 in a settlement with the Missouri Attorney General’s Offi ce over unethical door-to-door sales practices.

Missouri Attorney General Chris Koster fi led a lawsuit against the company last year, claiming that Pinnacle’s door-to-door sales team used scare tactics to sign up new clients.

Among terms of the settlement, Pinnacle will pay $46,000 to customers who were deceived about the fi rm’s relationship with other security companies, the cost of its services or for its cancellation policy. Missouri Merchandising Practices Revolving Fund will receive $12,500, plus Pinnacle will pay $17,500 in civil penalties to the state.

The company settled a similar claim with the Florida Attorney General’s Offi ce in March after hundreds of senior citizens complained that the door-to-door sales company misled them.

STANLEY CSS APPOINTS NEW PRESIDENTNAPERVILLE, Ill. — Marty Schurr has been appointed president of Stanley CSS North America. Schurr, who previously served as president of Stanley Hydraulic Tools, replaces Tony Byerly.

At press time, the company declined to provide details about Byerly’s departure. In a prepared statement, Brett Bontrager, senior

vice president & group executive, Stanley Security Solutions, referred to Byerly as “a consummate industry professional” who

was “instrumental in building CSS into what it is today, a North American leader in

commercial security systems integration and monitoring.” Byerly served as president of Stanley CSS since the company merged its U.S. and

Canadian operations in 2009.Schurr has served at Stanley for more than 16 years, including as a business

development and integration leader at Emhart, a provider of fastening technologies.

BRIVO DEALER PROGRAM EMPHASIZES WEB-BASED MARKETINGBETHESDA, Md. — Brivo Systems, a provider of software as a service (SaaS) security management systems, has launched a dealer program geared toward helping installing security contractors develop new streams of

recurring revenue.Divided into three participation

tiers, the program off ers incentives for new and existing dealers that want

to base their marketing approach around the company’s cloud-based access control solutions. Th e program includes specialized training, marketing materials, peer

networking, product beta testing, A&E specifi cation assistance and more.

“We understand that we need to

go out and help dealers as well as partner together and create market,” Brivo Director of Sales Lee Odess tells SSI. “It’s not just having our dealers take the product and sell it. It’s about

educating them and positioning their companies properly on the Web.”

A new organization is advocating priority response for video intrusion alarms to combat false dispatches and increase property crime apprehensions.

SCHURR

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or even national players?

Everybody knows I’m a small business

owner and they think I’m either going to

sell out to the nationwide companies or

I’m going to unfairly represent the small

guys and say heck with the big guys. My

answer to that is, if we sat down and

looked at what’s truly right for the end

user, the customer, for the people we’re

trying to protect, there’s no big or small

to that. We’re all in this together and

the consumer is the one that’s going to

lose if we don’t do it right. If we get out

of bed every morning and just focus on

protecting the people and property, then

we’re going to make the mark on bridg-

ing the association and bridging the gap

between big and little because we’re all

going after the same thing.

But as president of ESA, you can very

well expect to butt heads with stake-

holders that will be willing to fi ght turf

battles.

Yes and that’s why I always point back

to the consumer. We really should be

advocates for them, and everything else

will take care of itself. If I start looking at

big versus little and one-man companies

versus nationwide companies, I’m going

to fall fl at on my face and there won’t be

any right answers. But if I totally focus on

the consumer and how we can help them

as an industry, then I have a lot better

chance of being successful.

Part of your responsibility as president of

ESA will be to collaborate with other in-

dustry associations. Explain the work that

needs to be accomplished in that area.

We’re duplicating too many of our ef-

forts. To me the important thing is to

work together to focus on what we’re

each good at. I have no problem saying

that ESA is a leader in training on the

installation side of the business. CSAA

[Central Station Alarm Association] is a

leader on the monitoring side, and SIA

[Security Industry Association] is the

leader in the manufacturing and the

vendor part of the business.

All these groups are going to overlap

in some ways, and in a lot of ways we

overlap too much. We have to look at the

particular issues we deal with and let one

of the associations take a lead in it, even

though we stand arm-in-arm. We have

to look at more of who is going to take a

lead in what so we don’t have diff erent

people working on the same things at the

same time. Th at wastes resources and

time. Th ere is way too much duplication

in what the three organizations are doing,

and we need to agree to focus more on

what we’re about individually and use

that to work together as a group.

What do you see as one of the industry’s

most urgent challenges right now?

Not a day goes by at our company, and

I’m pretty sure it’s the same for every-

body else, that we don’t get a call from a

customer saying their system is not com-

municating. Th ere are so many various

reasons. Th ey switch providers, switched

technology, just got rid of the phone line

all together, and they didn’t even think

about it disabling their alarm. Th at to me

is our most urgent customer issue — not

only letting our customers know there

are radios and other means of transmis-

sion, but educating them on making sure

they let us know when they change or

drop their phone line.

Th ey contact us and the fi rst thing

they say is, “I set my alarm off and you

didn’t call us.” It’s usually the customer

changing the technology they have so we

have to stay on top of that. It’s not going

to change. Th e 20-year [technology]

cycle is gone. It’s not coming back. We

should start thinking more about two-

and three-year cycles. Where it could be

devastating is if a technology comes out

that makes us obsolete and all of a sud-

den the IT guys have an advantage over

the electronic security guys or low-volt-

age guys. Where once we tried to drive

people to technology, now it’s driving us.

When you draft industry policies, can it

be diffi cult to strike a balance between

what’s good for the small alarm compa-

ny versus what’s good for large regional

John Knox, proprietor of Knoxville, Tenn.-based Life & Property Security Systems, will be installed as president of the Electronic Security Association (ESA) during the Electronic Security Expo (ESX) in Nashville this month. SSI caught up with Knox to discuss his goals for ESA and other industry topics.

KNOX, KNOX KNOCKIN’ ON ESA’S DOORHOT SEAT

John KnoxPresident

Life & Property

Security Systems

Industry Pulse

FIND IT ON THE WEBFor more from our conversation, visit securitysales.com/hotseat.

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N.C. Integrator Earns BusinessGrowth Award 2 Years RunningIntelligent Access Systems (IAS) has re-

ceived a second consecutive Steady

Growth and Profi tability Award from the

Greater Raleigh Chamber of Commerce.

Concentrating on three vertical markets

in particular — critical infrastructure,

health care and higher education — has

helped the security integrator thrive in a

turbulent economy, IAS President Ron

Oetjen tells SSI.

“Our sales and marketing team works

hard to increase our brand awareness

and sales activities in those sectors,” he

says. “We’ve got a good story to tell in

each of those spaces, and we’re really ex-

cited about our future prospects.”

Members of New Dealer ProgramCan Sell Accounts on Weekly BasisSan Ramon, Calif .-based SAFE Security

has launched a dealer program that

will allow independent installing securi-

ty contractors to sell accounts on a week-

ly basis, Jason Grelle, SAFE vice president

of sales and marketing, tells SSI. Other of-

ferings include co-branded contracts and

marketing materials.

“Our multiples are extremely compet-

itive, paying in the mid-30s, while pro-

viding free credit scoring, contracts and

yard signs,” he says. “We have given deal-

ers diff erent recurring monthly revenue

[RMR] ranges that they can charge for

various monitoring services.”

Industry Pulse

COMPANY NEWS PEOPLE

SW24 Launches Enterprise LevelSystems DivisionSecureWatch24 (SW24), based in New

York City, has launched a new enterprise

level systems division devoted to growing

its regional and national footprints. Th e

new division is headed by industry vet-

eran Nino Zeccardo, who founded two

integration fi rms and most recently was

vice president of business development

for MSE Corporate Security.

“As we looked at our sales strategy over

the next fi ve years, it was clear that we

needed to build a chain account, govern-

ment sales entity that can concentrate on

high-end integrated, LAN-based, enter-

prise level applications,” says Des Smyth,

SW24 president and founder.

ASG Gets Increased Loan Facility to Fuel Growth for ‘Several Years’ASG Security has increased its revolving

credit facility to $250 million after receiv-

ing a $20 million extension from its lend-

er group, which is led by CapitalSource

and includes Bank of America, Citizens

Bank, Goldman Sachs, Madison Capital

and Th e PrivateBank. ASG, which

opened its 22nd branch offi ce in Decem-

ber, completed 10 acquisitions in 2011,

including Oklahoma City-based LV Sys-

tems and Texas-based Texana Security.

“Th e $20 million increase provides

us with the capital we need to continue

building our business over the next sever-

al years,” ASG CFO Ralph Masino tells SSI.

Siemens appoints Matthias Rebellius to lead the company’s Building Technologies (BT) Division of the Infrastructure & Cities Sector in the United

States. Rebellius will be responsible for the fi nancial, operational and competitive success of Siemens’ U.S.-based building automation, fi re safety, security and energy effi ciency systems and solutions.

Axis Communications appoints Vincent Ricco as North American business development manager for its Technology Partner Program. Ricco is a 23-

year network hardware and software industry veteran. He will work to bridge the gap between physical security, hardware and infrastructure providers to build partnerships and mutual interoperability testing procedures.

Honeywell appoints Eric McWhorter to distribution sales manager for Colorado, Utah, Idaho, Montana, Wyoming, Southern Nevada and New

Mexico. He is the primary sales contact for Honeywell’s video and access control product lines available via distribution channels. McWhorter was previously the branch manager for ADI in Denver. He is based in Arvada, Colo.

Graybar appoints Bob Siegel to vice president, investment and inventory management. Siegel has nearly 28 years of experience and previously held the position of vice

president, product management. He replaces Tom Van Ash, who is retiring from the company after more than 30 years of service.

JCI Central Station Now Monitors IP-Based Alarm TransmissionsJohnson Controls (JCI) announces its

Milwaukee-based alarm monitoring facility

can now monitor fi re and burglary panels

through IP-based alarm transmissions. Th e

digital signal over IP provides continuous

monitoring and assures that transmission

failures can be detected within seconds,

says Paul Pisarski, manager, remote

operations center, Building Effi ciency, JCI.

“When a security or fi re incident occurs,

every second matters. Th is new technology helps

ensure that we are the fastest, most reliable and

economic service available,” he says.

A technology upgrade at Johnson Control’s central station allows it to moni-tor fi re and burglary pan-els through IP-based alarm transmissions.

SIEGEL

REBELLIUS

RICCO

McWHORTER

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Ph. 949.305.5541 Email. [email protected]

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NASHVILLE, Tenn. — The Electronic Security Association (ESA) and Central Station Alarm Association (CSAA) will stage the 5th Annual Electronic Security Expo (ESX) June 25-29 at the Nashville Convention Center.

Each year the conference features a comprehensive offering of training curriculum for dealers and integrators, plus networking opportunities, and an exhibit fl oor with more than 200 participating manufacturers and service providers. Visit SSI at booth No. 236.

Among the roster of special events, the ESX Industry Icebreaker Luncheon on June 26 will comprise multiples parts. SSI, which sponsors the function, will announce this year’s Police Dispatch Quality (PDQ) Award recipient, honoring an installing security contractor for outstanding efforts in reducing false alarm dispatches. New for this year, CSAA and SSI will present the inaugural Five Diamond Marketing Marvel Awards program, recognizing central stations that creatively use their Five Diamond status to gain a competitive edge in the marketplace. Also, the Security Industry Alarm Coalition (SIAC) will bestow its William N. Moody Award.

Away from the convention center, the ESX Crawl will give attendees the chance to visit several of Nashville’s local pubs and restaurants. More than an excuse to go honky tonkin’, the Crawl provides a necessary respite from the daily grind, says John Knox, who is the incoming president of ESA (see “Hot Seat” on page 16).

“It sounds silly, but it’s so important to provide a way for people to connect on a personal level away from the booths and the product displays, away from the closed shirt collars and suit coats,” he says.

For more event information or to register, visit esxweb.com or call (877) 628-9558.

Industry Pulse

The exhibit fl oor at ESX will feature more than 200 participating manufactur-ers and service providers.

SHOW PREVIEW

ESX Ready to Rock America’s Country Music Capital

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Paul Boucherle, Certified Protection Professional (CPP) and Certified Sherpa Coach (CSC), is principal of Canfield, Ohio-based Matterhorn Consulting (matterhornconsulting.com). He has more than 30 years of diverse security and safety industry experience and can be contacted at [email protected].

Convergence Channel

When most in the security industry talk about converged solutions, they are typically referring to physical and IT technologies merging together. But the concept also applies to the sales process where a converged, company-wide effort promotes higher likelihood of success.

[email protected]

HOW TEAMWORK CAN PUSH YOUR SALES TO NEW HEIGHTSby Paul Boucherle

When the entire team can wrap their heads and hearts around new technology or service offerings, you create excitement and a “force multiplier” effect for your sales teams. You fi ght harder when you know you have a platoon of Marines to back you up!

• Selling more complex technology isn’t easy. It takes an

informed leader who can collectively gain commitment

from the installation, project management, operations,

service and sales teams to follow their vision.

• When the entire team can wrap their heads and hearts

around new technology or business service off erings, you

create excitement and a “force multiplier” eff ect for your

sales teams. You fi ght a little harder when you know you

have a platoon of Marines to back you up!

• Only a very small percentage of salespeople have the

heart, soul and guts to venture into the wilderness of new

product technology and sell new solutions for the fi rst

time to customers. Don’t expect results because you asked

them to sell it; it won’t happen most of the time.

To make a sustainable sales strategy work, everybody needs

to be onboard early in the process. Even more important is they

want to ask questions, have time to mull it over and provide

input to the strategy. Th eir input could be about training,

responsibilities, why are we doing this and what

happens if we don’t? Anticipate, listen carefully and be

prepared to learn rather than command.

WORKING MAGIC METHODICALLYTh e fi rst challenge will be your technical and

service teams, and for a darn good reason.

Th ey will have to make it work and keep it

working, which is always a challenge with

newer technology. Th ey have to pass the “red face”

test in front of customers, and by the way not just

any customer. We are talking IT customers that can be

Selling in a converged market for the past 13

years has taught me some valuable lessons

about technology, business strategies, building

communication bridges between disparate

departments and learning how diffi cult change can be for

everyone in the security gene pool. Th ere is one lesson that

stands out from all the rest.

Delivering “converged” value is a diff erentiator and yields

a company competitive advantage if everybody in your boat

is willing to row in one direction at the same time. If everyone

is not rowing in the same direction at the same time, your

company will end up going in circles instead of moving

toward increased market share.

In other words, siloed departments are a detriment and

teamwork throughout an organization is critical. I know, in

the Obvious Olympics, pure gold medal. While easier said

than done, there are some ways that work pretty well.

SETTING CONVERGED GROUND RULESFor starters, here are a few pointers that may help guide

your converged competitive advantage journey:

• Network-centric solutions and products are

not the sales force’s responsibility to sell by

themselves. Th ey can’t do this alone, trust me on

that one! When a sales team is not confi dent, the

technical team has got their back regarding network

solutions that will stay in their comfort zone. Th is

means you should rethink how your company

“defi nes” selling, who that involves and how that will

build your brand, which is your largest business asset.

input to the

respons

happen

prepared

WOTh

s

Th

w

newer tec

test in front

any custome

e

k

l

et.

PHOTOGRAPHY ©ISTOCKPHOTO.COM/ALUXUM

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For more information:

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BENEFITS OF BEING THERE AND AWAREWhile it is obviously the primary responsibility of your sales

team, your real competitive advantage will come from your

fi eld technicians. Say what? Heretic! Put down your torches

and let me explain why.

Woody Allen said it best, “80% of success is showing up.”

Your fi eld technician shows up a lot; in fact, every day at your

customers’ businesses. If your technical team knows what to

look for and wants to look for it, you can gain some serious

competitive advantage in a hurry. Your technicians are

undoubtedly known, liked and trusted, and will see things at

a customer location like:

• A change in your customer’s management

• Upgrades to customer’s networks (IP phones being

installed)

• Building expansion planning or construction

• Back-channel conversation about security or safety

incidents

Th e second sage quote I want to share is by Yogi Berra:

“You can observe a lot just by watching.”

Most technical teams are focused on “in ‘n’ out” effi ciency

and rightfully so. However, that may not deliver true

competitive advantage. Being trained and motivated to

observe, with a little coaching your technical teams can

off er suggestions or new trends in technology, and open

the door nice and wide for your sales team. Th ere is nothing

more powerful or true for a customer than words from a

technician.

Break down those barriers in communication and build a

real converged competitive advantage. It won’t necessarily

be easy, but it’s worth the eff ort and can be fun as well.

technically strong and perhaps a bit intimidating. Without

realizing the human nature issues to deal with, you are going

nowhere in the HOV lane on the technology turnpike.

Take a methodical, phased approach of talking,

educating, training and, most importantly, listening

to your team. In my experience and probably yours as

well, technical teams hate surprises, especially if they

are “sales” surprises. Given time to understand

the what, when, where, why and who over six to

eight weeks, you can build technical curiosity,

commitment, enthusiasm and momentum for

network solutions.

I just did this with a systems integration client

and here are the steps I used:

1. Security Business 101 — the very basics of running a

security business

2. Security Business 102 — the reasons and costs of

adding people to grow the business

3. Security Trends 101 — what is happening in the “big

picture” security industry around us

4. Security Trends 102 — what is happening in our

specifi c market with competitors and customers

5. IP Video 101 — the basics of this technology (1-16

cameras) vs. analog

OK, you get the idea. Take this approach to deliver ideas

in 20- to 30-minute bites. Invite sales and operations, but

start early in the day and bring coff ee and donuts because,

hey, you have got to get those crews out there installing,

selling, and servicing your customers. Th is is a diff erent,

more thoughtful and personal approach than having your

manufacturer rep come in for a two-hour training session.

Th e benefi ts you gain with this approach include the

following:

• You show respect for the intelligence and experience of

the entire company to let them in on industry trends,

educate them, share the nature of competition, and defi ne

what direction you need to consider moving for the entire

company to remain healthy.

• Th is works because in battle, contrary to popular belief,

you fi ght for the people in your foxhole. Just as with the

people in your company; it’s human nature.

• You gain early insights into the challenges you will face

as an owner or manager. Make the team part of the

evaluation and decision process of the product solution

sets you choose.

• Give them time to “play” with IP-based technologies away

from the pressures of making it work on a customer’s site

for the fi rst time.

• Use your own offi ces as their new playground by refi tting

your building with a new LAN. It’s really not that expensive

and a shrewd investment.

Once the technical and sales teams get familiar,

comfortable, intellectually engaged and excited with

network-based solutions, clear the decks and batten down

the hatches!

Convergence Channel

thout

re going

.

s

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ing a

of

Give your technical team time to “play” with IP-based technologies away from the pressures of making it work on a customer’s site for the fi rst time. Use your own offi ces as their new playground by refi tting your building with a new LAN. It’s really not that expensive and a shrewd investment.

PHOTOGRAPHY ©ISTOCKPHOTO.COM/ALEXSL


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ideas for life

We’ve got it all covered.

see morewith yourZTHY[WOVUL



level of 3dB down from maximum signal, there is not much

reason to add CP to a system that already has vertical,

horizontal or both polarizations.

Voltage standing wave ratio (VSWR) — Th is is the ratio of

the maximum/minimum values of a standing wave pattern

along a transmission line to which a load is connected.

VSWR values range from one (matched load) to infi nity

for a short or an open load. For most WLAN antennas the

maximum acceptable VSWR value is 2.0, and a VSWR of 1.5

or less is excellent.

Another important term used in antenna specifi cations

is dB isotropic (dBi). Th is is the gain an antenna has over a

theoretical isotropic (point source) antenna. Unfortunately,

an isotropic antenna cannot be made in the real world, but it

is useful for calculating theoretical fade and system operating

margins. Th e gain of microwave antennas (above 1GHz) is

Wireless video presents many

advantages compared to

projects that call for trenching

and cable runs to perimeter

locations. Th is month, we are going to look at some of the

latest wireless video technologies, plus review important

terms and commentary from experts in the fi eld.

Applying wireless video systems can involve a signifi cant

educational curve. Given the demand on today’s radio

spectrum we must have a better understanding of utilizing

this critical medium. We’ll cover some key bases to help

get you started or nudge you further along on your path

to delivering and profi ting from these technologies and

associated services.

PICKING UP ON ANTENNA SELECTIONLet’s get started with important info about wireless antenna

properties (courtesy WLAN Antennas; wlanantennas.com):

Front-to-back ratio (F/B) — Th is is the ratio (in dB)

between the forward gain to the gain off the rear of the

wireless antenna. Th e forward gain is the peak gain on the

main lobe of the wireless antenna.

Antenna polarization — Most point-to-multipoint (PtMP)

WLAN systems use V-Pol (vertical polarization). Th is

allows the use of inexpensive vertical, omnidirectional

wireless antennas. Higher density areas are beginning to

use more H-Pol (horizontal polarization) antennas for

PtMP.

Circular polarization — Normally, a wireless LAN or

wireless ISP has a set of channels, or frequency sets, that

are either vertically or horizontally polarized, or some of

each. Since the circular polarized (CP) wireless antenna

responds (theoretically) equally to either polarization at a

Bob Dolph has served in various technical management and advisory positions in the security industry for 30+ years. To share tips and installation questions, E-mail Bob at [email protected]. Check out his Tech Shack blog at securitysales.com/blog.

[email protected]

BEING RECEPTIVE TO WIRELESS VIDEO by Bob Dolph

TECH TALK

Wireless technology can be highly beneficial both in spanning hard-to-reach areas and realizing substantial cost savings as an alternative to trenching and long cable runs. Find out some of the basics you need to successfully deploy wireless video surveillance solutions.

The MeshCam from Qorvus Systems is an example of factory preconfi gured systems that help integrators more rapidly install high-performance wired, wireless mesh, 3G and portable solar-powered video surveillance solutions. Photo courtesy Qorvus

ss0612tech.indd 26ss0612tech.indd 26 5/25/12 3:52 PM5/25/12 3:52 PM




wired network.

Tom Sharples, president, Qorvus

Systems: — First would be system

design and/or layout by unqualifi ed

personnel. You have to know what you

are doing both with respect to wireless

and IP camera technology and how that

feeds into the choice of VMS and the

customer requirements. My company,

Qorvus, makes that much easier for

newbie integrators by designing and

preconfi guring the entire system up to

and including VMS if needed, prior to

shipment. It arrives as close to plug-

and-play as possible.

Second is incorrect antenna selection

and/or installation. Th is is caused by lack

of understanding of antenna patterns

and coverage optimization techniques.

Lastly would be incorrect installation

techniques. Poor or no waterproofi ng

of antenna cable ends/NEMA box feed-

throughs, missing lightning protection,

no or poor grounding, improper

Ethernet termination, inappropriate

use of unshielded Ethernet cables

outdoors, etc.

Kevin Busto, consulting electronics

engineer & sales agent, Vega Technology

Group LLC, off ers this advice: “Of the

systems we have designed and built, the

most reliable have been the 900MHz

direct connection systems. Using dipole

and yagi antennas, we have been able to

transmit/receive video and sound at up

to fi ve miles line of sight on the ground,

10 miles over water, 15 miles in fl ight.”

area and which open channels can

be used in a LOS [line-of-sight] or

NLOS [non-line-of-sight] situation.

A spectrum analysis is always highly

recommended.

Second is having the right amount

of bandwidth for the application. Since

gigabit wireless links are expensive,

many wireless video networks have to

settle for lower bandwidth solutions.

A few megapixel cameras can easily

choke a 200Mbps MIMO link if you

aren’t careful with your system design.

Be mindful of additional bandwidth

utilization from replicated video

streams and archiving services if the

NVR and client workstations are also

connecting to the network wirelessly.

Mitigating bandwidth consumption

is necessary to keep the system

functional/usable and can include

event/motion recording, reduced frame

rates and decreased resolution.

Th ird is having a predictable

impact of the wireless network when

connecting to a client network. Despite

the fact that many wireless and mesh

network manufacturers automate

network management and keep it

invisible from the camera network, an

integrator should do their homework

and verify that the wireless network

they implement will not confl ict with

any other network equipment it may

interface with. Bench testing prior to

the installation can identify issues if

the wireless routers have problems

propagating protocols or passing

certain types of traffi c to and from the

generally given in dBi. A dipole antenna

(rated as dBd) has 2.15dB gain over a

0dBi antenna. So if an antenna gain

is given in dBd, not dBi, add 2.15 to

it to get the dBi rating, For example,

if an omni antenna has 5dBd gain, it

would have 5 + 2.15 = 7.15dBi gain.

If an antenna gain is only specifi ed

in dB from a manufacturer, ask if it is

dBi or dBd. If they cannot tell you the

diff erence consider another vendor!

Tech Talk Tip: Every time you

double (or halve) the distance from the

transmitter to the receiver, the signal

level is lowered (or increased) by 6dB.

EXPERTS IMPART WIRELESS WISDOM Understanding that the nuances of

wireless video can be challenging, I

decided to query some experienced

experts for their comments. I posed this

question to them: To some integrators

the transition to wireless video can

have unforeseen pitfalls. From your

experience what would you say are

the three most common problem

areas with reference to specifying or

installing? Th eir responses follow:

Todd Flowers, president, Surveillance

Systems Integration (SSI): — First is

using the right frequency. Choosing the

right frequency for the environment

is critical but can be hindered by

limited channel availability and

bandwidth. Finding a good balance

requires knowing what other wireless

frequencies are being used in the

The Rugged-i is a fully self-contained, solar-powered wireless outdoor video camera that allows for placement practically anywhere because it is not constrained by

wires or cables. Photo courtesy MicroPower Technologies

Traditional video surveillance cameras have been limited in their range of installation by the infrastructure required to support operation. San Diego-based MicroPower Technologies’ patent‐pending, energy-cycling design solves these problems and more.

The Rugged-I wireless solar video surveillance cameras use 1/10 the power of standard IP video security

cameras, which means power sources such as solar or miniature batteries become a viable and attractive possibility. They do some fancy optimization using both 900MHz and 2.8GHz. Check out some valuable wireless and solar power camera information via the company’s whitepapers (micropowerapp.com/solutions/white-papers).

TECH TALK TOOLTIP

ss0612tech.indd 27ss0612tech.indd 27 5/25/12 3:52 PM5/25/12 3:52 PM


IRC R315.2

NFPA 720

5.8.5.3.1

5.8.5.3.5

5.8.5.3.6

9.4.1.1

IRC R315.1

MORE OF WHAT YOU NEED TO KNOW ABOUT CO by Shane Clary

monoxide alarms shall be provided in accordance with Section

R315.1.

While R315.2 is a retroactive requirement, there is a

construction threshold before CO alarms are required to be

installed. States such as California have, through legislative

action, passed laws that add a retroactive component

that mandates CO alarms be provided in all single-family

occupancies within a stated timeframe, regardless if permitted

work is being performed or not.

Th e system installer should be familiar with their state and

local requirements for CO alarms and detection systems. Not

all states have adopted the 2009 edition of the IRC; however, a

number of them still have laws in place that require CO alarms

and detection systems. One valuable source for information on

the requirements found within each state can be accessed on

System Sensor’s Web site (systemsensor.com).

Depending on the state and its requirements, there may

be specifi ed locations within an occupancy the CO alarm or

detector is to be mounted. Th e installer should be familiar as to

any codifi ed locations for CO detection for the region in which

the work is being performed.

NFPA 720 SPELLS OUT HOW TO INSTALLTh e IRC and the various adopted state codes, however,

are not an installation standard. Th e installation standard

for CO alarms and detectors is NFPA 720, Standard for the

Installation of Carbon Monoxide (CO) Detection and Warning

Fire Side Chat

The heightened attention given to CO detection in recent years is reflected in updates to the International Residential Code and NFPA 720. Learn what these changes are, their importance, and when and where not to apply them.

For a number of years, carbon monoxide (CO)

alarms and detectors have been required to be in-

stalled within various occupancy classifi cations by

a number of state laws and local ordinances. It was

not until publication of the 2009 edition of the International

Residential Code (IRC) by the International Code Council (ICC)

that CO alarms were required to be installed within all single-

family residential occupancies.

Th is month, we pick up where we left off last time when

we discussed the various methods that may be used for

monitoring CO detectors (see “CO: Stopping a Silent Killer” in

the May issue or at securitysales.com/fi reside0512). We’ll look

at the changes within the IRC and National Fire Protection

Association (NFPA) 720 detector siting requirements, among

other important CO considerations.

MIND IRC AS WELL AS STATE/LOCAL CODESTh e following CO requirement was added to the IRC:

R315.1 Carbon monoxide alarms — For new construction,

an approved carbon monoxide alarm shall be installed

outside of each separate sleeping area in the immediate

vicinity of the bedrooms in dwelling units within which fuel-

fi red appliances are installed and in dwelling units that have

attached garages.

Th e IRC also has a requirement for CO alarms to be installed

if work is performed that

has a value greater than

$1,000 and involves a

permit being issued:

R315.2 Where

required in existing

dwellings —Where work

requiring a permit occurs

in existing dwellings that

have attached garages

or in existing dwellings

within which fuel-fi red

appliances exist, carbon

Stoves

Water heaters

Furnaces

Wall heaters

Floor heaters

Motor vehicles

Charcoal grills

COMMON SOURCES OF CO DANGER

Shane Clary, Ph.D., has more than 37 years of security and fire alarm industry experience. He serves on a number of NFPA technical committees, and is Vice President of Codes and Standards Compliance for Pacheco, Calif.-headquartered Bay Alarm Co.

[email protected]

Take the Steps to Learn CO Codes

ss0612fire.indd 28ss0612fire.indd 28 5/29/12 8:55 AM5/29/12 8:55 AM


Our smoke detectors protect the employees.

Fire sprinkler systems are designed to minimize fi re damage and protect places

and people where they live and work. But if they don’t operate as expected, the

results can be costly and tragic.

With System Sensor waterfl ow detectors, if a sprinkler head is activated and

water begins to fl ow, a signal is sent to the fi re alarm control panel or notifi cation

device. This enables personnel to respond quickly, minimizing damage from fi re

or the water used to put it out.

For over 25 years, System Sensor has provided innovative

products that save lives and protect property. To learn more about

our waterfl ow detectors or our complete line of sprinkler monitoring

products, visit systemsensor.com/wf.

Fire or accidental sprinkler activation,

the building needs to be protected.

Our waterflow detectors protect their office.





(3) A performance-

based design in

accordance with

5.8.5.3.2.

5.8.5.3.5 —Th e

location of carbon

monoxide detectors

shall be based on an

evaluation of potential

ambient sources

and fl ows of carbon

monoxide, moisture,

temperature, dust, or

fumes and of electrical

or mechanical

infl uences to minimize

nuisance alarms.

5.8.5.3.6 —

Th e selection and

placement of [carbon

monoxide] detectors

shall take into account

both the performance

characteristics of the

detector and the areas

into which the detectors

are to be installed to prevent nuisance alarms or improper

operation after installation.

For residential occupancies, the Technical Committee added

the following to the standard:

9.4.1.1 —Carbon monoxide alarms or detectors shall be

installed as follows:

(1) Outside of each separate dwelling unit sleeping area in the

immediate vicinity of the bedrooms

(2) On every occupiable level of a dwelling unit, including

basements, excluding attics and crawl spaces

(3) Other locations where required by applicable laws, codes,

or standards

9.4.1.2 —Each alarm or detector shall be located on the wall,

ceiling, or other location as specifi ed in the manufacturer’s

published instructions that accompany the unit.

Th e committee also added an annex to 9.4.1.2 that explains

eff ective performance is generally not dependent on mounting

height. Th is is because the density of CO is similar to that of air

at room temperature, and unlike smoke CO generally mixes

readily with air.

IN SUM: 3 STEPS TO PROPER CO DETECTIONIn conclusion, the installer should be familiar with NFPA

720 and the manufacturer’s instructions for the device being

installed. Th e installer should also be familiar with the

occupancy and the location of any fuel-burning appliances.

Finally, the installer should be aware of the requirements for

CO detection contained within the IRC as well as any state or

local regulations.

Equipment. NFPA 720 is comprised of nine chapters and

three annexes (see sidebar); some of Chapter 7 was covered in

May’s Fire Side Chat.

Anyone who installs CO detection systems needs to be

familiar with the provisions contained within NFPA 720. A

number of the requirements mirror those found within NFPA

72, National Fire Alarm Code. One section that is diff erent

is in regard to the mounting requirements of CO detection

devices. Th is information is found in Chapter 5 for systems

other than single-family occupancies, with those being

detailed in Chapter 9.

As a number of states and local jurisdictions were calling

for CO detection, the NFPA 720 Technical Committee was

concerned there was no unifi ed requirement for the mounting

of devices. Previous editions of NFPA 720 referred to the

manufacturers’ installation instructions for siting requirements.

Th e Technical Committee wanted to avoid the various state

and local requirements for CO also having unique mounting

requirements. Th e committee was also concerned about the

number of detection devices required.

In 1996, the National Fire Protection Research Foundation

funded a paper, National Carbon Monoxide Detection Research

Project, Detector Location: Literature Review and Test Planning

(www.nfpa.org/assets/fi les/PDF/Research/CODetection.

pdf), which listed a number of sources of CO as well as how it is

dispersed through a space.

In 2007, a second commissioned report, Development

of a Technical Basis For Carbon Monoxide Detector

Siting (nfpa.org/assets/fi les/PDF/Research/Carbon_

MonoxideDetectorSpacing.pdf), identifi ed two uses for CO

detection: 1) detectors in rooms containing a combustion

source; 2) detectors located in occupied areas to provide

monitoring of the air. (See sidebar for other sources of potential

CO generation.)

Th e report concluded that CO detection devices installed

in rooms that have a combustion source should have the

detector sited proximate to the combustion device. Th e report

further concluded that detectors placed near the fl oor could

result in detection delays when prestratifi cation eff ects of heat

sources high in the space are considered. Detectors intended

to provide monitoring of the air in occupied areas may be

mounted throughout those sections of the building. Th ese

detectors should be installed in relatively open environments.

PAPERS PROVIDE PLACEMENT PRACTICESAs a result of these studies, the Technical Committee made the

following amendments to the 2012 edition of NFPA 720:

5.8.5.3 Requirements for Carbon Monoxide Detectors

5.8.5.3.1 —Carbon monoxide detectors shall be installed

as specifi ed in the manufacturer’s published instructions in

accordance with 5.8.5.3.1(1) and 5.8.5.3.1(2), or 5.8.5.3.1 (3):

(1) On the ceiling in the same room as permanently installed

fuel-burning appliances

(2) Centrally located on every habitable level and in every

HVAC zone of the building

Chapter 1, Administration

Chapter 2, Referenced Publications

Chapter 3, Defi nitions

Chapter 4, Fundamentals of Carbon

Monoxide Detection Systems

Chapter 5, Protected Premises Carbon


Chapter 6, Notifi cation Appliances for

Carbon Monoxide Detection Systems

Chapter 7, Off-Premises Signal

Transmission

Chapter 8, Inspection, Testing, and

Maintenance

Chapter 9, Single- and Multiple-

Station Alarms and Household Carbon


Annex A, Explanatory Material

Annex B, Dangers of Carbon

Monoxide

Annex C, Informational

ReferencesTransmission

NFPA 720 CHAPTERS AND ANNEXES

Fire Side Chat


http://www.nfpa.org/assets/files/PDF/Research/CODetection.pdf

http://www.nfpa.org/assets/files/PDF/Research/CODetection.pdf

1R�EXVLQHVV�FDQ�DIIRUG�WR�JR�ZLWKRXW�SURWHFWLRQ��(Q6SLUH�PHDQV�WKH\�GRQuW�KDYH�WR Business owners face tremendous liabilities in a power outage, both in terms of people and property. The incredible value of EnSpire UPSs

by Minuteman mean there is room in even the thinnest budget for reliable protection. With four sizes to choose from, and features including LCD

Status Display, USB Monitoring, and exceptional warranty coverage, your customers get everything they need, at a substantially lower

price than they might expect.

Next time a customer says they can’t afford to include a UPS, look to Minuteman, the leader in security power protection.

A Quality UPS like the EnSpire will ensure the system you sold will be there when power fails.

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UPS Status

Load CapacityVoltage/Freq./Runtime

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Power

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Up to 8 total outlets to ensure a reliable connection for every piece of the system

Phone / Fax / Network Surge ProtectionCoax protection on 750 & 900

USB Communications for Monitoring & Management via SentryPlus™

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SS0612webgoldfish.indd 1 4/30/12 2:54 PM

secret that software-based

services are going to the

cloud, which is simply

a huge array of off site

servers that run Internet-

based applications. With

the cloud, consumers

don’t need to own and

maintain servers or

expensive software.

Th ey can control certain

software-based services

from any Internet-enabled

device, which is usually

their smartphone or tablet.

Hosted access control fi ts into this mold. It basically allows

end users to control their access control systems with cloud-

based applications that can also be operated on mobile

devices. Because there is no need to have an expensive server

installed at the customer’s premise, the cost of installation

is reduced. Th e icing on the cake for alarm dealers and

integrators is this service generates a recurring monthly fee.

Th e same can be said of video. Th ere are several new

video services coming to market that employ IP cameras

or a “gateway” onsite, rather than an expensive DVR. Th e

IP cameras provide a conduit to stream the video to off site

servers that archive the video for prescribed increments

of time. Th e initial start-up cost is less expensive and the

customer pays a monthly hosting fee and any video alarm

verifi cation fee if it applies.

I encourage all dealers and integrators to jump on the

bandwagon and start reaping the benefi ts of upselling

interactive and hosted services. Th ird-party central stations

are quickly becoming the clearinghouses for these new

off erings. Installing contractors that use a third-party central

station should schedule time with their monitoring provider

to review its entire portfolio of services.

Every sales call, installation, service call and billing invoice

provides an opportunity to upsell more services. Th e cold reality

is for those security providers that don’t start off ering these

services to their customers, rest assured someone else will.

I n the realm of electronic security, upselling value-added services has become a critical component of success in today’s market. Interactive services and software as a

service (SaaS) has created a new paradigm that allows installing security contractors, as well as telephone and cable companies, a veritable buff et of new off erings to their customers.

I recently heard a statistic that approximately 30% of all

new security system sales include some sort of interactive

component. Th is statistic will likely increase to at least 50% by

this time next year.

In 2008 and 2009, low customer demand due to a struggling

economy changed the way the security industry viewed sales

& marketing and revenue opportunities. Up to that point,

revenue generation came primarily through new customer

creation. Since that time the industry has started focusing

more on increasing revenue through selling additional

services, especially to existing customers. Th is is a logical step

because so many new services have come to the market.

Many alarm dealers are approaching the customer with an

array of services designed to enhance their lifestyles and to

save them money on energy expenses.

EVER-EXPANDING PORTFOLIO Security and fi re alarm systems have for years been viewed

by consumers in the same vein as insurance: You know you

need it, but you don’t really want it. Because of this attitude

many alarm systems have been purchased with a sense

of reluctance, rather than enthusiasm. But the notion of

the grudge purchase is beginning to change. Increasingly,

consumers view the security system as an important piece to

an interactive services package that enhances their personal

safety as well as their lifestyle.

Th e high value targets these days are aff ordable interactive

cameras and Web-based automation to control lighting,

energy, appliances and thermostats. You can now include

identify theft protection as a viable value-add service in our

industry as well.

SaaS is currently gaining traction in the security industry,

especially in the access control and video markets. It is no

THE NEW NORM IN TODAY’S MARKET: UPSELLING by Mark Matlock

Mark Matlock is Senior Vice President at United Central Control Inc. (UCC), a wholesale monitoring station based in San Antonio.

Monitoring Matters

Every sales call, installation, service call and billing invoice provides an opportunity to upsell more services.

[email protected]

ss0612monitor.indd 32ss0612monitor.indd 32 5/29/12 8:56 AM5/29/12 8:56 AM


Presented byBrought to You by

DUMIESTROUBLESHOOTING HYBRID SURVEILLANCE SYSTEMS FOR

DEALERS / USERS / MANAGERS / INSTALLERS / ENGINEERS / SALESPEOPLE

Continuing EducationSponsored by PELCO

Part 2 of 4

Power, Termination &

System Interfaces

©2012 Video Security Consultants

JUNE 2012 / SECURITYSALES.COM / A1

ss0612dumies.indd A1 5/29/12 11:05 AM

SS0612_dumies_insert.indd 1SS0612_dumies_insert.indd 1 5/31/12 11:21 AM5/31/12 11:21 AM

A2 / SECURITYSALES.COM / JUNE 2012

TROUBLESHOOTING HYBRID SURVEILLANCE SYSTEMS FOR

DUMIES Part 2 of 4

Requirement variances

aside, analog and IP-based

surveillance systems alike

are doomed to failure

unless they are sufficiently

powered. Understanding the

way key factors like voltage,

current, resistance, power

over Ethernet, and other

standards affect transmission

and performance is vital for

optimizing video solutions.

by Bob Wimmer

Welcome to Part II of the lat-est in

SECURITY SALES & INTEGRATION’s acclaimed “D.U.M.I.E.S.” series: “Troubleshooting Hybrid Surveillance Systems for D.U.M.I.E.S.” Brought to you by Pelco by Schneider Electric, this four-part series has been designed to educate readers about recent ad-vances in technology and systems that are likely to shape this decade’s progression of the video surveillance industry. “D.U.M.I.E.S.” stands for dealers, users, managers, installers, engineers and salespeople.

Th e 2012 series explores the art and science of troubleshooting video surveillance equipment, systems and cabling infrastructures, with particular attention to the hybrid approaches being widely implemented to transition legacy systems from analog to IP-based digital solutions.

Part I laid the groundwork by detailing the proper methods, materials and procedures required to install a system. Th is chapter continues to dig into basic troubleshooting procedures

and methods of assessing power requirements, termination points and interference sources.

CONNECTORS’ ROLE IN WIRING WOESBefore moving forward, let’s tie up a loose end from our previous session. As mentioned in Part I, whether it is coaxial or networking cable, connectors play a very important role in the overall quality of system performance. Th erefore, only high quality connectors

UNCOVERING POWER PROBLEMS

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should be used. Following is a closer look at what these qualities consist of …

BNC Connectors for Coaxial Cable — BNC stands for inventors Bayonet Neill Concelman. However, other defi nitions of the acronym include: barrel nut connector, bayonet nipple connector, bayonet navy connector, baby N connector, British naval connector and British national connector. (See graphic for examples of diff erent types.)

Th e best overall BNC connector is the three-piece version, which, when installed correctly, is the most reliable. Th is connector had been recommended by all major equipment manufacturers. Th e reasoning was most pan/tilt/zoom (p/t/z) equipment used external cables that constantly moved. Th is movement would cause a solid center conductor to break over time, thus stranded center coax was instead installed with its required three-piece BNC.

Most p/t/z units (apart from a few exceptions) installed nowadays have changed to using slip rings for connectivity, and with that the change to a solid copper center conductor coax cable. Th e solid center connector of choice for both ease and reliability in today’s surveillance community is the two-piece, moisture-proof BNC connector.

Th e last type of BNC connector, and most potentially detrimental to the performance of any video

surveillance system, is the twist-on model. Although no major equipment manufacturers recommend this form of connector, they are nevertheless commonly installed. Th is is often due to the misperception that they are lower in cost. For the most part, twist-on connectors are actually moreexpensive and “iff y” at best in terms of performance. Studies have shown that the normal life of a twist-on is less than two years.

Crimped Versus Compression Connectors — Although both crimped and compression connectors are very popular, with their pros and cons, the type of BNC connectors you choose come down to personal choice! Although crimp-style BNC connectors are less expensive and simple to install, they are not as eff ective as compression-style BNC connectors.

A crimp-style BNC connector is terminated by crushing the metal of the connector around the cable to create a solid connection. A compression-style connector actually clamps to the cable via a 360° compression crimp. Th e compression-style BNC connectors are nicer looking, last longer, provide a stronger connection and off er the best protection against moisture, water, and dust elements that could damage the termination. Th e 360° compression crimp mechanism increases the pull-out rating of the connector and ensures the BNC connector will last longer.

RJ45: Th e Connector for Networks — T568A and T568B are the color code schemes used to correctly wire RJ45 eight-position modular plugs. Th ese two codes are approved by the American National Standard Institute/Telephone Industry Association/Electronics Industry Association (ANSI/TIA/EIA) wiring standards. Th ere is no diff erence whatsoever between the two wiring schemes in connectivity or performance when

connected from one device to another, so long as the devices are wired for the same scheme.

Th e cables are generally made up of eight wires twisted together in four pairs. Each pair is easily identifi ed by one of four primary colors and is intended to carry a signal and its return. Th e 568A wiring pattern is recognized as the preferred wiring scheme as a standard because it provides backward compatibility for both one pair and two pair Universal Service Ordering Codes (USOC), a classifi cation system created by AT&T. U.S. government regulations require the use of the preferred 568A standard for wiring installed under federal contracts.

RJ45 (registered jack), also known as an 8P8C (8 position, 8 contact), is the standard for most Ethernet connections. Security installers and technicians can chose either the standard RJ45 or the EZ RJ45 (see graphic). An advantage of the EZ connector is it allows verifying wires are in the correct pin location before crimping, and prevents any movement during crimping that could result in a lost connection (e.g. pins 1 and 8). Th is

crimp tool features a built-in cutter and stripper that crimps and cuts wires in one operation.

APPLYING POWER PRINCIPLES TO VIDEOWhether it is AC or DC, all equipment requires some form of power in order to operate. More than 27% of problems in surveillance systems are related to power and/or excessive heat generation.

Th e fi rst power source open for

Approved BNC Connectors for

Video Surveillance EZ RJ45 Connectors




provides a true 24VAC to cameras close to the power supply (usually less than 500 feet), while the second voltage tap (28VAC) allows for camera equipment located beyond 500 feet. (Note: these distances are based on standard cameras without heater and blower assemblies and incorporating 16- to 18-gauge wiring.)

VARIABLES OF AC VERSUS DCUse of either AC or DC does not aff ect video transmission, only the power. Many cameras can operate on 24VAC or 12VDC; the choice is yours.

Th ere are many reasons why AC-powered security cameras are popular. First, AC power is more abundant because it is the usual current found in the wall outlets of any facility. Th is makes it very easy to fi nd a source of power for your security cameras. Traditionally, CCTV cameras were 24VAC, but about 15 years ago 12VDC cameras started to become prevalent due to their low cost. Presently, dual-voltage cameras have replaced 24VAC-only cameras. Another factor that favored 24VAC cameras in the past was analog switching systems that required 24VAC with line lock to produce a roll-fee transition when changing which cameras were viewed or recording. Due to digital technology this is no longer an issue today.

DC-powered cameras require an actual power supply that rectifi es a normal AC voltage rather than just a step-down transformer. With DC, you need to be careful when connecting a security camera to the power source as there are two poles, positive and negative. So it is very important to be mindful of the polarity.

Another major concern when using 12VDC cameras is the length of operating distance between the power supply and the camera. Powering a camera with 12VDC over a long distance is not feasible as there will be too much total resistance in the cable

DUMIES Part 2 of 4

discussion is 24VAC. Th is voltage has been a standard for most analog composite video output cameras in the past as well as some network cameras. Many situations warrant the use of 24VAC for network cameras when they exceed normal 803.3af requirements.

AC power supplies rated at 24V are known as step-down transformers. Th ey reduce the AC input voltage from 120VAC or 220VAC (international) to 24VAC and should not be classifi ed as a regulated power supply. In a normal application these step-down transformers usually provide an output voltage greater than 24VAC. Th e output voltage usually varies between 24V to 30V. Th e reason is to compensate for the voltage drop generated by the DC-resistive loss of the connecting cable. Th e greater the distance between power source and the operating equipment the greater the voltage loss. In most cases the operating voltage tolerance of standard camera equipment is +/-10%. Failures


in this area are divided into to two groups.

First, if the voltage is too low the camera equipment just stops operating. Th is can be due to excessive cable distance, improper gauge of wire,

incorrect power supply parameters or connecting too many devices on a single power cable run. To correct for low AC input voltage, just increase the voltage to the equipment. Easier said than done! For most situations the answer is moving the power source closer to the equipment or changing out the power cable to one that has lower resistance — thus creating less voltage loss. Both methods are easily stated on paper, but in everyday situations will greatly increase an application’s time and money.

Th e second failure situation is when the input voltage to the camera exceeds the requirements of the equipment, causing it to overheat and eventually be destroyed. Th ere is a solution for this problem. Many manufacturers now off er multi-tap AC power sources (see photo). Th ese units allow the installer to provide enough voltage to ensure the camera has suffi cient voltage for proper operation. Th e two-tap system

Pelco offers an expanded course that focuses on the design, application and

installation of today’s advanced video systems, including IP and megapixel

technology. The course also provides an understanding of digital compression

technology used in DVR/NVRs and IP cameras. It is designed to enlighten and

educate all security personnel on the proper installation procedures and design

characteristics required to meet today’s ever-challenging security applications.

The troubleshooting section of the course features technical information on

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ADDITIONAL TRAINING AND TROUBLESHOOTING TIPS

The two-tap system provides a true 24VAC to cameras that are close to the power supply, usually less than 500 feet while the second voltage (28VAC) allows for cam-era equipment located greater than 500 feet from a power source.





run, adding up to a substantial voltage drop and causing camera failure.

A camera’s current draw is referred to in milliamps (mA). A camera’s consumption is generally around 180-400mA. Th ings like auto-iris lenses, infrared LEDs, and internal heaters and blowers will considerably increase this value. A common problem regarding new installation troubleshooting is improperly calculating the current consumption of a camera assembly due to failing to account for all the camera variables such as those just mentioned.

Case in point: the camera works fi ne, however, during times when options such as LEDs, heaters or blowers are activated the camera’s performance deteriorates or it stops working completely. Other symptoms can include hum bars, video distortion and other issues often mistakenly attributed to being a bad camera. Th e explanation is that as options are activated they draw more current from the power supply, thereby increasing voltage across the cable run that, in turn, decreases the available voltage at the camera site.

A quick test to see if your problem is due to insuffi cient voltage drops is to use a volt/ohm meter to measure the input voltage at the camera (see diagram). Th is test must be taken under loaded

conditions, which means with the camera connected to a power source and operating. Remember to check the camera datasheet to verify that the measuring voltage is within the required operating voltages of the camera.

The quick reme-dy is a 24VAC cam-era and 28VAC p o w e r s u p p l y, which minimiz-es the voltage drop problem by using higher AC voltage.

DEFINING PoE AND HOW IT WORKS Network cameras, as mentioned before, can use a standard 24VAC input from an external power source; however, power over Ethernet (PoE) has become very popular. PoE is a means by which power is injected onto the cable with a voltage of 48VDC. Th is relatively high DC voltage allows effi cient power transfer along the cable run, while still meeting Class 2 requirements.

Because electrical current fl ows in a loop, two conductors are required

to deliver power over a cable. PoE treats each pair as a single conductor, and can use either the two data pairs or the two spare pairs to carry electrical current.

Th ere are two locations that supply power to the powered device. Th ese modules are listed as end-span or mid-span.

End-span refers to an Ethernet switch with embedded PoE technology. Th ese new switches deliver data and power over the same wiring pairs — transmission pairs 1/2 and 3/6.

A mid-span module is a device that can be integrated into an existing network to provide energy on the data lines. Each of the mid-span ports has an RJ45 data input and data/power RJ45 output connector. Mid-span devices tap the unused wire pairs 4/5 and 7/8 to carry power, while data runs on the other wire pairs. Th is enables easy upgrading of existing networks.

Th e DC voltage supplied by either a mid-span or end-span can damage equipment that has not been designed to receive PoE. Th erefore, before a PoE switch or mid-span injector (also known as a PSE or power sourcing equipment) can enable power to a connected IP camera (also known as a PD or powered device) it must perform a detection process.

Th is process is called resistive power discovery. Th e detection circuitry simply uses a lower voltage to pick up a characteristic signature of IEEE-compatible powered devices, which is usually a 25k ohm resistance. Once a signature has been detected, the PSE knows that 48VDC voltage can be safely applied.

Detection of the power class of the device follows the signature detection stage, and is an optional process. If a PD displays a classifi cation signature, it lets the PSE know how much power

Basic AC Voltage CheckThe measured voltage must fall within the range specified by the manufacturer.

Network cameras can use a standard 24VAC input from an external power source; however, power over Ethernet (PoE) has become very popular. PoE is a means by which power is injected onto the cable with a voltage of 48VDC.



device as some power is dissipated in the cable. However, the IEEE 802.3af also off ers additional classifi cations of power in order to help power management of a system. IEEE 802.3af-2003 describes fi ve power classes to which a device may belong.

It is not mandatory a PSE vendor implement power classifi cation; these classifi cations are optional. An important consideration when deploying a PSE is how power is managed. If a vendor chooses not to implement power classifi cation, the default within IEEE 802.3af is 15.4W per power device (12.95W at the PD).

Due to the current draw required by camera assemblies that also require LED illuminators, and heater and blower options, an updated standard called IEEE 802.3at-2009, also known as PoE+ or PoE plus, provides up to 30W (PSE) with available device power at 25.5W. Some vendors have announced products that claim to be compatible

with the 802.3at standard and off er up to 51W of power over a single cable by using all four

pairs.

PROCESS OF POWER TRANSMISSION Power is carried over Category-5, -5e or -6 cabling using two methods: Alternative A and Alternative B.

Alternative A incorporates a simple method for delivering power to the end device (see diagram). Power is carried on the same conductors as data. Cabling for standard 10BaseT and 100Base-TX Ethernet uses two data/signal pairs connected to pins 1 and 2, and pins 3 and 6 on a RJ45 connector. Power sourcing equipment superimposes power onto these pins via the center tap of internal signal coupling transformers. In the

DUMIES Part 2 of 4


it requires to operate. If a PD does not display a signature, it will be classifi ed as Class 0 and will be allocated the maximum 12.95 watts.

Th e fi nal stage after detection and classifi cation of a newly connected camera is to enable power. Th e 48VDC supply voltage is then connected to the cable by the PSE so the PD can operate. Once enabled, the equipment continues to monitor how much current it is delivering to the device, and will remove the power to the device if too much, or not enough, power is drawn. Th is protects the PSE against overload, and ensures that PoE is disconnected if the PD is unplugged.

VALUE OF IEEE 802.3AF / AT STANDARDSTh e IEEE 802.3af standard was introduced to enable common transmission of data and energy over a network. It also specifi es four classes for powered devices based on their power usage (see table).

Th e original IEEE 802.3af-2003 PoE standard provides up to 15.4W of DC power (minimum 44VDC) and 350mA to each device. Only 12.95W is assured to be available at the powered


FIND IT ON THE WEBVisit the Educational Tools section at securitysales.com/dumies to access nine years’ of “D.U.M.I.E.S.” archives.

(numbers refer to pins)

Ethernet Alternative B

Ethernet Alternative A

(numbers refer to pins)

Class Usage Power Level at Power Device

0 Default 0.44 — 12.95W1 Optional 0.44 — 3.84W2 Optional 3.84 — 6.49W3 Optional 6.49 — 12.95W4 802.3at 25.5W

IEEE 802.3af / at Classifications




powered by that switch. Attaching too many devices with large power requirements to a switch can exceed its capacity. To determine the classifi cation of a particular powered device, check the manufacturer’s specifi cation sheet. Many PoE switches in today’s market off er a limited amount of power and, in most cases, the number of allowable PoE devices powered by the switch are far less than the total number of ports on the switch.

Before we wrap up this session, let’s examine one fi nal area of troubleshooting: hybrid surveillance systems. In the past, a standard 24VAC camera incorporating coaxial cable had a 60% chance of creating what is known as a ground fault or ground loop. In any electrical system, a ground loop usually refers to a current in a conductor, in this case coax, connecting two points that are supposed to be at the same ground potential, but are actually at diff erent. Th is caused two areas of distortion, or hum bars, to be present on the video monitor.

Fortunately, incorporating networked cameras has eliminated this problem. Since networks use data packets there is no reference to ground and, therefore, no more ground loops. Hooray!

could be a little troublesome without any form of test equipment designed for network cameras. Th ese testing procedures will require what is known as inline test equipment (see photo). Th is will allow the PoE voltage to be monitored at the PD without having to supply an external power source. Th is device off ers a convenient way to measure the current draw of the PD as well as the DC voltage applied to the camera. It also lists whether the power is coming from a mid-span or end-span device.

Here’s how to determine if the PSE capacity has been exceeded: If an Ethernet cable connects devices to a PoE switch, confi rm that the device being powered can accept and use power from that Ethernet cable for its operation. As a safety precaution, a PoE switch will perform a resistive power discovery test and will not supply power over an Ethernet cable if the test fails.

Next, check the wattage rating of the network switch and the power requirements of all the PoE devices being


Robert (Bob) Wimmer is president of Video Security Consultants (cctvbob.com) and has more than 38 years of experience in CCTV. His consulting firm provides technical training, system design, technical support and system troubleshooting. Originator of the D.U.M.I.E.S. series (dumies.us.com), Wimmer was inducted into SSI’s Industry Hall of Fame in 2006.

powered device the power is derived from these lines using the reverse technique.

Alternative B carries power over spare wire pairs in the cable (see diagram). Th e PSE applies positive voltage to pins 4 and 5. Negative voltage is applied to pins 7 and 8.

Powered devices are designed to accept PoE in either format (Alternative A or B) so that they can receive power regardless of which method is implemented in the power sourcing equipment. When operating in Alternative A mode, PDs automatically adjust for polarity of the power supply voltage. Th is ensures that the device will operate even if a crossover cable is being used.

KEEPING NETWORK ISSUES NOMINALMost issues for networked cameras are related to insuffi cient power, power loss or a change to the network structure that supports the camera.

Ask questions … Is there power? Is there suffi cient voltage from the end-span to mid-span devices? Let’s look at how to go about testing the voltage at the camera sight when using PoE, as well as the current draw of the powered device.

Obtaining this information

Inline test equipment can measure the current draw of a powered device as well as the DC voltage applied to the camera. It also lists if the power is coming from a mid-span or end-span device.

Network Test Layout

Be sure to check out the

August issue of SSI for Part III

of 2012’s “Troubleshooting

Hybrid Surveillance Systems

for D.U.M.I.E.S.” series. The

third installment will explore

the latest developments in

wireless communications

and signal transmission,

offering procedures and

methods of assessing

how they affect solutions

bridging the worlds of

legacy analog systems with

that of newer IP video.

NEXT UP FOR ‘D.U.M.I.E.S.’:

WIRELESS PROS & CONS



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HOW YOUR FELLOW MARKETERS

It does not take a leap of faith to suggest that a great

many businesses — large and small, and certainly not

excluding installing security contractors — struggle to

market their brands effi ciently and eff ectively. Note,

for example, the results on page four for SSI’s latest Web poll,

which asked readers to justly rate their fi rm’s marketing com-

petence. Th e marks were grimmer than you might otherwise

have predicted. Only 15% of respondents rate their compa-

ny’s marketing as good or outstanding, while 67% say it’s non-

existent to severely lacking.

Help is on the way in the form of SSI’s Sales & Marketing

(SAMMY) Awards. More than an occasion to honor sales and

marketing excellence, an underlying intent of the program is

to spotlight best practices so that other fi rms may learn and

benefi t from successful techniques used by industry peers.

Is your organization lacking promotional prowess and

needing to improve its marketing collateral? Well, then read

on! You could very well fi nd helpful nuggets in the following

mini profi les that highlight winners of the 10 marketing

categories from this year’s 17th Annual SAMMY awards.


SALES AND MARKETING

Program sponsors present SAMMY Awards to some of the industry’s top marketers.

Jamie HaenggiProtection 1

Mike JobreyTh e Protection Bureau

Beth TarnoffStanley CSS

James RothsteinTri-Ed/Northern Video

Bill BozemanPSA Security Network

Mark IngramVisonic

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Winning sales & marketing best practices developed and deployed by installing security contractors across North America highlight the 17th Annual SAMMY Awards. Which companies took home the trophy hardware and what set them apart is detailed here.

Takeaway tips and advice abound. by Rodney Bosch and Ashley Willis

What comprises a cost-eff ective integrated marketing

campaign? How can you craft a newsletter your customers

will actually look forward to reading? Which online features

do your customers want to see and use on your Web site?

Th ese answers and many more insights follow. We hope you’ll

be motivated to incorporate some of these ideas and concepts

into your own branding eff orts and enter the SAMMY

program next year to prove your marketing mettle.

SSI would like to thank program sponsors ADI, Fire-Lite,

Honeywell, Tri-Ed/Northern Video Distribution, Visonic, ISC

Expo, Electronic Security Association (ESA) and PSA Security

Network for helping make the 2012 SAMMYs program

possible.

FIND IT ON THE WEBMore photos from the 17th Annual SAMMY Awards, held March 27 on the eve of ISC West in Las Vegas, and the winners’ marketing collateral can be viewed with the online version of this story at securitysales.com/SAMMY2012.

Also, don’t miss the July issue, which will feature comprehensive coverage of Installer of the Year winners Per Mar Security Services and Bates Security, and Integrated Installation of the Year winner Electronic Security and Communications Corp. (ESCC). The runners-up in these categories will also be featured.


Dom D’AscoliESA

Tim SmithPer Mar Security

Brad DuffyPer Mar Security

Bill ThompsonSource Security

Eric ZeiHoneywell

Tom SzellADS Security

John SullivanADI

John MacconeFire-Lite

John CerasuoloADS Security



With numerous operations through-out North America, Stanley CSS relies on feedback from its branch offi ces to understand and meet the security needs of local cus-tomers. The company modifi es marketing materials, such as sales brochures, based on the respons-es it receives.

2012 SAMMY AWARD WINNERS

Creating an integrated marketing campaign often entails leveraging numerous online and traditional media, resources, and customer touch points to accomplish specifi c marketing objectives. Be it lead generation, building brand awareness or customer upselling, the intent of an integrated campaign is to create a whole that’s greater and more effective than the sum of its parts. It is in this regard, despite stiff competition from competing entries, Protection 1 earned the nod from SAMMY judges in this category.

Regardless of company size or budget, all security fi rms can create a successful integrated campaign to help achieve marketing objectives faster and more effi ciently, says Jamie Haenggi, chief marketing & customer experience offi cer, for Romeoville, Ill.-based P1.

“One of the things I look for when determining what will work is if it ‘has legs,’ meaning, can it be used in multiple vehicles, can it have multiple messages tied to an overarching theme?” she says. “Then, use that campaign throughout all of your marketing vehicles — your Web site, E-mails, advertising, collateral.”

Haenggi explains a valuable tip she learned early on her career was that as a marketer you will get tired of your message long before your targeted prospects will. Hence, don’t be too quick to change it out if it’s working.

“While you see your message day in and day out, your prospects have not. Marketing departments can often make this mistake of constantly changing their campaigns — which can be costly — before they have actually taken hold,” she says.

Featured on the cover of the Stanley Convergent Security Solutions (CSS) small business brochure, left, is a woman with a warm, friendly smile holding a sign that reads, “Open.” Directly below the image, is the tagline: “Security to help your small business GROW.”

“We created the brochure to support our newly launched small business initiative,” Director of Marketing Beth Tarnoff says. “The visuals and verbiage communicates up front that Stanley understands the needs of a small business to the customer.”

Each page of the tri-fold brochure features a topic that supports how Stanley services will help a small business grow. The page reading “Online eServices to help your business save TIME,” lists the company’s eServices offerings and briefs readers on online account management. Under the “Intrusion protection to keep your business SAFE” headline, Stanley encourages customers to contact a sales representative to learn more about intrusion packages. The last page states, “Video surveillance to keep your business in VIEW,” highlighting the camera system packages specifi cally designed for small businesses.

The marketing tool also provides customers with detailed pricing packages along with visual graphics of each item. In the fi eld, the brochure has proven benefi cial for the Stanley sales team.

“Our easy-to-follow format allow sales representatives to present information to small business customers and point out substantial benefi ts,” Tarnoff says. “It has been a key tool in helping us expand into the small business market and experience success in this initiative.”

BEST OVERALL INTEGRATED MARKETING CAMPAIGN

PROTECTION 1

BEST SALES BROCHURE

STANLEY CSS

SPONSORED BY

SPONSORED BY

Hitting All the Right Marks

With ‘Multiple Vehicles’

Brochure Serves as Eff ective

Tool for Sales Team

SAMMY judges lauded Protec-tion 1’s integrated marketing campaign entry for the use of a consistent brand image throughout its marketing collat-eral. The various materials, such as this sales brochure for the education market, incorporate customized messaging for the targeted audience.


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When selecting giveaway items, Per Mar Security Director of Corporate Support Tim Smith says companies should think outside the box and only offer gifts that will be benefi cial to customers.

When the marketing department of Irving, Texas-based Devcon Security began redesigning the company’s antiquated logo, it took on a huge undertaking. Because Devcon had originally started out in the construction business, the new logo needed to refl ect the security industry.

“We wanted our logo to exhibit the brand attributes that Devcon has in place,” says Devcon Vice President of Marketing Kristin Clark.

An outside graphics design agency helped Devcon produce a logo that not only appealed to customers, but also impressed SAMMY judges for its effective simplicity.

The logo, right, features the text “Devcon Security” in gray on the left side of the logo. The company chose to use gray instead of a classic black color to be more approachable to customers. On the right side of the design is a “D”-like image in blue to help distinguish the Devcon brand.

“Customers can view the emblem in many different ways,” Clark explains. “You can see that it’s a ‘D’ in the blank space. But it can also be many of the products that we sell. It can emulate video, smoke detectors or even GSM.”

Focused on direct response marketing, Devcon puts its logo on anything that has the potential of reaching the customers’ hands. An 800 number accompanies the logo to help the fi rm gauge which marketing initiatives are the most successful.

“Doing that gives us the ability to do a lot of testing to see what works best,” Clark says. “It might be that we need to change out the color of a button from blue to red on a direct-mail piece.”

Being in the business of providing safety and security, Davenport, Iowa-based Per Mar Security Services wanted to provide customers with something useful for their everyday lives.

“One thing I think a lot of people have forgotten about is cars,” Per Mar Security Director of Corporate Support Tim Smith says. “We don’t do car alarms, but we wanted to do something to give our customers a sense of security.”

To that end the company came up with a safety pack that customers can keep in their vehicles. It includes jumper cables, gloves, lighting, a tire gauge, ponchos, a fi rst aid kit, a call police fl ag, an accident guide and refl ective road pyramids. SAMMY judges appreciated the kit’s handiness and practicality.

Per Mar leveraged its membership as a Honeywell First Alert Professional dealer to provide the promotional gift. Each branded kit would have cost $21.95; however, by utilizing the First Alert Cooperative Advertising Program, the company was able to shave off 50% per unit.

Per Mar provided participants of its customer survey with the safety pack as a thank you for completing the evaluation. Additionally, Per Mar installers, technicians and sales representatives will carry the kits to hand out to consumers on each job. In time, Per Mar will collect the top three stories where the kit assisted customers in an emergency and post them on the company’s Facebook page as a topic of discussion.

The giveaway has garnered a wealth of excellent feedback, Smith says. “Customers are appreciative we’re giving them something practical.”

BEST COMPANY LOGO

DEVCON SECURITY

BEST PROMOTIONAL GIVEAWAY ITEM

PER MAR SECURITY SERVICES

SPONSORED BY

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Simple Design Evokes

Product Off erings

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Safety Initiative

After revamping its logo, Devcon Security hopes to boost its social media presence. “It’s a great opportunity to tell a sto-ry, especially for a new company,” says Devcon Vice President of Market-ing Kristin Clark.







ADS Security rejected the use of scare tactics in its radio broad-cast ad. “In this millennium, it’s all about helping the customer manage their daily lives bet-ter through security,” says Tom Szell, ADS senior vice president, sales & marketing, above.

J. Matthew Ladd, president of Exton, Pa.-based The Protection Bureau, sums up his company’s general marketing philosophy in two words: brand recognition. It’s a strategy that works well for the privately held company, which earns $15.5 million annually. In fact, brand recognition won The Protection Bureau the SAMMY for Best Vehicle Graphics Design.

The company recently added the Ford Transit Connect to its 67-vehicle fl eet. To maintain the fl eet’s uniformity, Ladd had the new vans painted with the same shade of blue as the other vehicles.

Ladd designed the graphics himself and worked with a local vendor to create the vinyl wrapping for the Transit Connects. The shape of the vans allowed for The Protection Bureau’s logo, which also garnered a SAMMY in 2007, to be prominently featured on virtually every part of the vehicle. Because most potential clients contact the company via the Internet, The Protection Bureau’s Web site address is located on the rear window and just above the front window.

To keep the design clean, the company opted not to cram all of its different services on the sides of the vehicles. Rather, a brief tagline reads, “Providing Security Solutions That Surpass All Others.” The Protection Bureau’s address and phone number are also listed on the vans.

For other companies seeking to add more vehicles to their fl eets, Ladd offers a few suggestions: “Make sure every vehicle looks as much the same as possible. Don’t change the design every time you get a new vehicle. If all the trucks are different, then they will be unrecognizable. Remember, your goal is for people to say, ‘I see your trucks everywhere.’”

The ringing siren of a home intrusion alarm immediately alerts listeners of the SAMMY Award-winning radio ad from Nashville, Tenn.-based ADS Security. A warm, friendly voice follows and says, “Did you hear that? Chances are so did your neighbors. It’s the sound of a burglary or a home invasion being stopped in its tracks. It’s the sound of a home security system doing its job.”

The one-minute spot also highlights the company’s Aniware remote security service, and concludes with ADS’ contact information. When developing the ad, the ADS marketing team decided to use sound effects, such as breaking glass and a barking dog, to dramatize the break-in at the beginning of the radio announcement. As the commercial moves along, the sounds effects are replaced with soothing music.

“If you listen to the ad, there is really nothing unique about it except for two things — it’s calming and reassuring. We don’t feel that security should be fear-based,” says Tom Szell, ADS senior vice president, sales & marketing.

ADS, which has 14 branch locations and more than 70,000 customers, created the ad to reach prospective clients in the Augusta, Ga., area. In an effort to stay within budget constraints, the marketing team needed to become more effi cient in its marketing endeavors. So, it contemplated heavily on what type of radio station would help the company get more bang for its buck.

“A lot of people use talk radio, but we chose to advertise on sports radio,” Szell says. “We feel that we get the best response on that.”

BEST VEHICLE GRAPHICS DESIGN

THE PROTECTION BUREAU

BEST BROADCAST ADVERTISEMENT

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SPONSORED BY

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Consistency Is Key to

Driving New Business

Easing Customer Woes

Th rough Broadcast Advertising

When considering a vehicle graphics design, J. Matthew Ladd, president of Exton, Pa.-based The Protection Bureau, says, “The goal is consistency. When your vehicles look the same, it seems like you have a bigger presence.”



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www.securitysales.com

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www.securitysales.com


www.securitysales.com/freeinfo/1617552 / SECURITYSALES.COM / JUNE 2012

An effective newsletter can produce many benefi ts, including building brand awareness, improving reputation and credibility, and keeping customers informed about your company.

By and large, the newsletters that clientele remember most are the ones that provide them with useful advice. For instance, installing security contractors may want to include an ongoing series of quick tips that help readers out at home. Perhaps include a basic guide to home safety when on vacation or even appliance energy usage. This type of informative content doesn’t necessarily have to relate to your business or service offerings. It simply and effi ciently serves to strengthen the company brand by garnering a loyal following of readers.

Another useful tool to build relationships with readers is by highlighting lots of photos. If your company participated in a community fundraiser, then share it with your customers in a photo essay. Other benefi cial features include an employee of the month program, and incorporating photos of your customers helps build loyalty too.

This personalized touch is what helped sway SAMMY judges to elevate Protection 1’s internal company 1VOICE newsletter above other entries. Jamie Haenggi, chief marketing & customer experience offi cer, for Romeoville, Ill.-based P1, notes a key aspect to the success of a newsletter is to keep it focused on the target audience. For 1VOICE that would be individual P1 employees and teams.

“Feedback has been that this helps keep people connected across the company and feeling like part of a team versus just their local offi ce team,” she says.

1VOICE is produced twice monthly and distributed via E-mail, printed form and linked to from P1’s internal Web site. “Much of the content is employee generated as it comes from people excited to share what they are doing,” Haenggi says.

BEST COMPANY NEWSLETTER

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Connecting Readers to the

Company Brand and Family

Photographs in company news-letters can be effective in cre-ating a personal connection with readers to the fi rm and its brand. P1’s 1VOICE succeeds in this way by informing and unit-ing employees dispersed across the country.




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www.securitysales.com/freeinfo/16216 JUNE 2012 / SECURITYSALES.COM / 53

Given the consistently impressive entries for the category each year, one of the toughest aspects of being a SAMMY judge is crowning a single winner for Community Outreach. In this year’s program, ADS Security is a worthy standout.

Engaging in charitable work throughout the year helps instill in the employees a sense of pride in the company, says Craig Leyers, an ADS regional vice president and general manager. “It brings a sense of realization that our company is part of the larger community,” he says. “Also, it is a great way for our team members to pull toward a common goal, which builds camaraderie and team spirit.”

The high degree of community participation at ADS stems from the fact the fi rm typically has its associates closely involved in selecting which causes to partner with.

“As an example, a couple of our associates, who happen to be veterans, were interested in our support of a [veterans initiatives] group called Operation Stand Down,” Leyers says. “As another example, each year our team pulls together to support a local Foster Care Association by hosting a holiday ‘Angel Tree.’”

Although ADS does not track business referrals that may come from its interaction at charitable events, there are tangible benefi ts that prove deeply important to the company.

“While it is diffi cult to gauge, my sense is that it positions the community at large to look at ADS Security in a more positive light, as a company that is truly involved in our community,” Leyers says. “At the very least, it can effectively differentiate us from a more transient sales organization that may be in our area on a seasonal basis.”

BEST COMMUNITY OUTREACH PROGRAM

ADS SECURITY

SPONSORED BY

Spirit of Corporate

Philanthropy Runs

Deep at ADS

ADS Security employees are closely in-volved in which community outreach efforts the fi rm partners with each year, including the Wounded Warriors Project to benefi t severely injured ser-vice members.


http://www.visonic.com


EXPERT PANEL EXPLAINSHOW TO MAKE

MANAGED ACCESS PAY OFF

Like the U.S. Calvary charging over the hill as a bugler

belts out “Charge!” to rescue an imperiled wagon

train, managed access control has arrived to save

installing security contractors under attack by

shrinking margins, fi erce competition and a savage economy.

But does this new service off ering really have the mettle to fend

off these threats? If so, what strategies do security company

owners or managers need to know to win this business battle? To

fi nd out, SSI enlisted its own brigade of experts in the fi eld for a

unique and special roundtable.

Th e discussion, held during this year’s ISC West in Las Vegas

in cooperation with Kantech (part of Tyco Security Products),

involved a wide range of North American providers spanning

from the West Coast to the Midwest, as well as Canada. Th e

participants were Randy Brown, president, Fahrenheit 451,

Calgary; Doug Penson, president, My Managed Security,

Toronto; Ken Robison, co-owner and VP of operations, California

Commercial Security, San Diego; and Steve Sharp, president,


EXECUTIVE ROUNDTABLE

SSI’s roundtable features four leading integrators who have deployed and found success delivering managed access control services. They detail the challenges, opportunities, types of services and growth potential of one of the industry’s most promising new recurring revenue offerings. by Scott Goldfine

(l-r) Doug Penson, Scott Goldfi ne, Steve Sharp, Randy Brown

and Ken Robison are all smiles when it comes to the tremendous

promise of managed access control.

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DigiCOM, Milford, Ohio.

As they explain, although it was not

without a fair share of trial and error,

these four progressive executives have

fully adapted to the bold new security

frontier by adopting hosted and

managed services using Kantech’s hattrix

platform. Step inside the war room to

fi nd out how they did it, what you can

expect in doing likewise, the recurring

revenue opportunities, and why doing

anything less could leave your business

pushing up cactus on a desolate prairie.

MANAGED ACCESS ROUNDTABLE

What have been

the top chal-

lenges for de-

livering man-

aged access

control servic-

es? In terms of

the product solu-

tions, manufactur-

er support, staff and

training, sales and marketing, pricing,

deployment, service, the whole gamut.

Ken Robison: Marketing has been one

of the largest challenges, mainly be-

cause of resources both on the fi nancial

side and time. I would say pricing has

also been something we’ve struggled

with, to try to fi nd that sweet spot that

would really prove to the customer what

their ROI would be by going to that. Th at

really took quite a bit of time. We’ve re-

ally got a high return on closing sales on

the managed access side of things. We’re

at about 70% versus 30% that want to

keep that in-house. Other than that, it’s

been training on the sales side. If there

was stronger marketing it would help

complement that as well.

Doug Penson: Th e software as a service

component is certainly new to my

ears. Understanding and wrapping

my head around the concept, and

how it functions, and what it does, and

the purposes it serves have probably

been the biggest challenge. When

you’re having these conversations with

people — we were the fi rst managed

hattrix dealer in Toronto — and you’re

leading that race and there’s no one else

there, like a competitor to draw some

strategies and ideas from, that was a little

challenging for me.

What kept me on track was the fact

that we’ve been dealing with Kantech

since I was 18 years old when I founded

the company. A company like Kantech

isn’t going to spend millions of dollars

with research, development, and im-

plementing the product in the market if

they haven’t crossed their t’s and dotted

their i’s. I knew I had an opportunity at

that stage of the game to be ahead of our

competitors in the industry.

Right now our biggest challenge is

changing the mindset of the client to

embrace this new path of how we do

business. In our industry when selling

access control traditionally, there’s a lot

of infrastructure expense and time that’s

never been really put on the table and

exposed to the client. Now we’re pulling

out and extracting those costs that were

really unknown to the client, and giving

that analysis and comparison to say this

does have a great return on investment.

It’s breaking down the nuts and bolts of it.

Steve Sharp: When we got involved

cloud-based computing was really a new

term that was just starting to be thrown

around. We found it diffi cult to fi gure out

what the story was going to be and how to

explain the value to the customer. As time

went on we kind of fi gured that out, with

the help of cloud computing; everyone

is using it now. People are grasping the

concept much easier.

Th e other point was the price point.

What do we sell it at? Th at was diffi cult

as well, a lot of trial and error. We started

taking it from the perspective that we’ve

got to lower the upfront cost to make it

more of a relationship with them. Th en

just believe if we do a great job they’re

going to keep the service, much like

someone keeps cable TV or satellite at

their house. Th ose providers can’t bring

cable TV to your house for $100, they’re

obviously banking that you’re going to

keep that service for 10, 12, 15 years.

Th at’s much the same approach we try to

take; building the long-term customer.

Randy Brown: Th e biggest challenge we

had was me. We started doing this a long

time ago because our clients were these

condo buildings where they just stick a

computer in the electrical room and they

call us one day and say, “Our computer’s

broken, can you fi x it?” We started hook-

ing up; we just put software in an offi ce,

connected to the sites by modem, and we

pull the data every day. We had a backup.

We knew what we were doing with the

safety of the data but we never charged

for that. We just did it because it was saf-

er. We were making our money by adding

the cards, key tags and all that with a big

markup, but we never charged for it.

When hattrix comes along and we

changed all our software, now I have to

justify in my own mind that this is actual-

ly value and I’ve got to bill for it. Th at was

the biggest challenge, getting me to turn

around. It was a good learning curve.

You hear about managed access and

the terms get thrown around pretty in-

terchangeably. Th ere’s “hosted,” “re-

mote,” “cloud,” “managed.” etc. What

are the diff erences and how do you

make it clear to the end user?

Robison: Managed access control is kind

of a hybrid between hosting where the

software resides on servers that are re-

mote. You can hear all these terms inter-

changeably, where it’s remote from the

customer’s location, but when they need

Wh

th

e

th

tion

er supp

“Verticals we’ve seen positive movement include churches, daycare centers and businesses with multiple facilities. They’ve found it very attractive to login through one Web portal and easily manage cards and doors, unlock times, and run reports.”

STEVE SHARP, PresidentDigiCOM, Milford, Ohio



that can be gained with the product.

Penson: Th ere’s growth and then there’s

attrition. Th ere’s continued growth,

which is fantastic. On the attrition side,

it’s zero. Th ose are amazing metrics. You

look at the burg side of things, there are a

lot of guys in our industry just sustaining

business because there’s so much

attrition in it. Th ose metrics to me are

important because now you’re providing

them with a tailored service they need. It’s

providing a solution for them and there’s a

relationship. Th ere’s continuity and we’re

there, we’re in touch with them. Th ere’s

going to be an abundance of growth.

Robison: As far as growth, I can’t put

a doubling or any type of phraseology

to that. Because of the amount of time

we’ve been doing this, which is since

2000, we’ve got approximately 138 com-

mercial clients right now that we man-

age and/or host. I would say our growth

over the past year has been about 20%. I

can’t say there hasn’t been any attrition

because companies sometimes go out

of business. But the attrition rate is ex-

tremely low in this business, particularly

if you off er good aftercare, ongoing sup-

port and excellent service.

Let’s talk markets. What are some of

the strongest verticals and prospects for

managed services?

Robison: We’re seeing a real good

opportunity in multitenant commercial

facilities, property management

particularly. Th e biomed industry is big

in San Diego. Th ere is an organization we

do about 10 accounts for that manages

huge biomed facilities. I see more and

more growth there, particularly because

when you get into a building like that and

you’re able to manage the perimeter of

the building, these property management

Let’s talk about growth. What level are

you seeing? What is realistic?

Brown: We’ve doubled in the past year

the number of readers we have on

the system. Projecting forward, I have

a really tough time saying double in

another year. But the growth is there;

it’s probably going to be 50%. We’re at

the point now where we need almost a

full-time person just to administer our

managed access clients.

Sharp: We’ve probably seen about 20-

25% growth a year. I don’t think we’ve

seen as much as we should have, and a

lot of that’s been our own defi ciencies as

far as how we’re trying to market it. We’ve

realized that and I think the future’s

bright for the product. We’re focusing

more and more of our eff orts, as far as

shifting our business in that direction.

We’ve also used it as an opportunity to

bundle services and maintenance and

service contracts. We’ve been proactive.

When a battery runs low on a panel, we’ll

call the customer and say, “We’re going

to have a tech stop by there and replace

that battery. We’re going to replace it be-

fore it is a problem for you.” I think that’s

part of adding value and trust. Th ere’s a

lot of positive energy and momentum

changes made they’re requesting they be

made by the managed service provider,

us. Hosted, in my mind, means we sim-

ply have the software on our servers and

our customer, the end user, has a Web in-

terface to logon to our servers to manage

their own system. Cloud simply means

data is being held on remote servers, for

whatever purpose it may be. It may be for

backup, could be to easily access data re-

motely or it could be for data retrieval.

What we’re calling hybrid simply

means a crossover between a fully man-

aged system and a hosted system to

where there are certain services that we

will do for them. In my mind, it’s more

high level stuff . Some customers, I be-

lieve, should not be doing the heavy

lifting in their system, meaning they

shouldn’t be creating access levels and

schedules and so forth. If you read your

clients well you can tell that’s not the

right thing for them. With a hybrid sys-

tem they can just request the changes,

and their day-to-day is adding and delet-

ing cards, that sort of thing.

Penson: Th ere is a lot of confusion

surrounding the terminology. A lot of

people say they are providing cloud-

based, access control management

when they’re really faking it by having a

computer onsite with some type of VPN

or remote client connecting to it. Th e

reality is that if that onsite PC goes down,

they’re down. Our services are up, they’re

remote, they’re outside that facility. With

the outsourcing world we live in now —

outsourcing HR, IT, payroll — outsourcing

security is not a lot to ask when you’re

protecting people and business.


“Marketing has been one of the top challenges, mainly because of resources on the financial side and time. Pricing has also been something we’ve struggled with, to try to find that sweet spot to show the customer the ROI. That took quite a bit of time.”KEN ROBISON, Co-owner & VP of Operations,

California Commercial Security, San Diego

“If you don’t get with this you’re going to be left in the dust. People are holding on. There is some hesitation because they haven’t been threatened enough yet. They will be. This is the future.”

DOUG PENSON, PresidentMy Managed Security, Toronto



MANAGED ACCESS ROUNDTABLE

organizations can actually resell the card

access to the tenants within the building.

Th ere is also a huge military presence

here in San Diego and we have systems on

several bases. Th e new level of encryption

capabilities will allow us to better meet

military specs, which should give us a

better chance to win more jobs.

Penson: We have multiple facilities of

multidoors, but our main success has

been that small to medium business with

two or four exterior doors leading into the

facility. Th at’s where we really tailored our

clientele. Controlling a keyless environ-

ment and managing their staff , typically

somewhere between 25-50 employees —

it’s a great market for us. Additionally, one

of our focus areas is going to be property

management, anyone who wants to man-

age multiple facilities from one location.

Your client can sit at home or at a restau-

rant with their family, have a call that a

door needs to be locked or unlocked or

get an E-mail that an employee just quit

and needs to invalidate a card quickly,

and then hop on the app on his iPhone,

iPad or Android and simply login and do

what needs to be done on the fl y.

Sharp: Verticals we’ve seen positive

movement include churches, daycare

centers and businesses with multiple

facilities. Th ey’ve found it very attrac-

tive as they can basically login through

one Web portal and easily manage

cards and doors, unlock times and run

reports. An important thing is for the

user interface to be really simple, so the

training curve is 10-15 minutes. Th at’s

really important because these people

have other jobs to do and the last thing

they want to do is worry about master-

ing the access control software.

Brown: Our market is condominiums,

which are a lot of fun because there are

so many parts of the building to secure.

Th ey have move-ins and move-outs

every month. Somebody’s got to update

that panel with the new phone numbers

and directories. We can do that remotely.

We’ve actually seen some of our

largest sales in the lowest-quality built

buildings in Calgary. Th ey’re building

what we call new slums. Half the people

in there are destroying the place and

the other half who care have to live in

that stuff . We did a $160,000 installation

in these two buildings with cameras

and card access. Every door and

every stairwell is locked, so if you hit a

stairwell you have no choice; you have

to go through the building. Th e parking

garage is completely secure. You can’t

get down there unless you belong there.

If you do, there are cameras everywhere.

Th e lower these places are built, the

more investors are buying and renting

to people who just destroy the buildings.

It’s an awesome

little market.

What is the best

way for an in-

tegrator to get

started, to get

their feet wet and

get in the man-

aged access con-

trol game?

Robison:

For an integrator

to get started,

there’s

infrastructure involved in terms of

servers that are required, software, and

then they would have to ramp up their

marketing. Any dealers wanting to get

into this had better get moving now. As

mentioned, it’s taken a lot of trial and

error to get where we’re at.

Brown: For small dealers, I recommend

taking some technical training, taking

a course. Th en buy a small system and

jump into it. Th at’s the only way they’re

ever going to learn how it all works. Plug

it in and it will work. It’s not that diffi cult.

Sharp: Th at’s if they build on their own

managed access system. Most of us have

brought on other dealers underneath

us where we set up their own partition,

they’re connected to our server and

they sell to their own clients. We have no

interaction whatsoever with it. Th ey take

the software interface, program the system

and hang the panel on the wall. It’s very

simple on their end, very low investment.

And we can brand it to their company.

Penson: You’re going to see change

in this industry in that if you’re not on-

board you’re suddenly going to be be-

hind the eight ball. Clients are going to

ask, “Do you sell cloud-based services?”

“No, we still put PCs on site and off er soft-

ware with updates, and we can charge

for every visit to come out and maintain

your system.” With others off ering lead-

ing-edge technology and service, if you

don’t get with this you’re going to be left

in the dust. People are holding on. Th ere

is some hesitation because they haven’t

been threatened enough yet. Th ey will be.

When you’re looking for a TV you don’t

say, “Excuse me, do you sell one of those

old box-style round things that weights

like 150 pounds?” Th is is the future.

FIND IT ON THE WEBThere’s a lot more conversation and photos from this roundtable online at securitysales.com/managedaccess_612.

“We’ve doubled in the past year the number of readers on the system. Projecting forward, the growth is probably going to be 50%. We’re at the point now where we almost need a full-time person to administer our managed access clients.”

RANDY BROWN, President Fahrenheit 451, Calgary, Canada


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500 customers and 100+ accounts

monitored by All-American Monitoring.

Fernandez estimates his sales to be

about 70% video surveillance, 20%

intrusion and 10% access, with a 60%-

40% residential/commercial mix.

“My company is small in size and at

times I feel like the small fi sh in a big

pond,” says Fernandez, who fi rst began

doing business with Carlo’s Bakery in

early 2010. “But we have a great customer

base and I am proud to say that at least

90% of our business comes from referrals

from former clients.”

connected wherever I am.”

Valastro enlisted a local integrator

to deliver the level of service and

attention to detail for which he has

grown accustomed. Working closely

with Valastro’s technology director,

Leo Minervini, Security Cam Depot

teamed up with Interlogix to meet

both security and facility/employee

management needs on a 100-camera,

15-DVR IP video solution. Intrusion

detection and environmental controls

were also installed in a unique project

that presented cabling and lighting

challenges.

INTEGRATOR SUITS CLIENT’S TASTESHaving learned about low-voltage

electronics with the National Guard in

the 1980s, Luis Fernandez Jr. founded

Security Cam Depot in Neptune, N.J.,

TV’s “Cake Boss,” Buddy Valastro, wasn’t about to settle for half-baked security when it came to safeguarding his new 60,000-square-foot, multipurpose warehouse in New Jersey. As is his way, the celebrity mixed the perfect ingredients of integrator, supplier and products to cook up a delectable IP video and intrusion solution. by Scott Goldfine

Bartolo “Buddy” Valastro

expects nothing less

than exceptional

results when it comes

to the spectacular cakes for which

he and Carlo’s Bakery have become

famous. And when it came time to

outfi t his new 60,000-square-foot,

multipurpose facility in Jersey City, N.J.,

the star of TLC’s “Cake Boss” reality TV

series was just as particular about video

surveillance.

“Before it was just the famiglia and

me. Now, Carlo’s Bakery is expanding.

Outside of the bakery, I’ve got a

50,000-square-foot location of offi ces,

kitchens and classrooms. I can’t be

everywhere at once, so I knew I had to

bring in some help,” says Valastro. “With

over 170 employees, I have to be the eye

in the sky. I’m also on the go all the time

and I needed a system that lets me stay

INSTALLATION CASE STUDY

ss0612cake.indd 60ss0612cake.indd 60 5/29/12 9:04 AM5/29/12 9:04 AM


the project in March 2011. He went

onsite the following month to begin

running the mammoth cabling

infrastructure before installing system

components near the end of the year

and completing the job in early 2012.

Contracting with such a high profi le

personality was an exciting proposition

for Fernandez, but one that he did not

fi nd intimidating.

“My philosophy is to treat every client

like a celebrity. I viewed this job as I

do all my jobs and delivered what the

customer expected,” says Fernandez.

“Carlo’s Bakery had high expectations

but not unreasonable. Th ey wanted the

best and expected nothing less. I believe

we delivered.”

complex that would include Valastro’s

offi ces, consultation room, multiple

baking rooms, decorating room,

freezers, walk-ins, shipping/receiving,

cooking classes, wood shop, gym, locker

rooms, break rooms and TV production

offi ces, stepping up security became a

high priority.

“You can’t manage every single

employee at the same time in a location

this large,” says Valastro. “Also, we’ve got

any number of things happening in all

of the rooms here; classes, decorating,

meetings, baking, packing, etc. We’ve

got people coming in and out of here all

the time.”

Fernandez, an Interlogix Security

Pro Dealer, was contacted about

Valastro, the only son and youngest

child of Bartolo “Buddy” Sr. and Mary

Valastro, began working in the family

bakery when he was 17 years old. He

fi rst appeared on television screens

when “Cake Boss,” which will surpass

100 episodes this year, debuted in 2009.

Th e popularity of the show, which

follows Valastro’s family, their shop

and making unique cakes, has not only

increased business for Carlo’s Bakery

but also tourism to the Hoboken area.

In 2010, the city renamed the corner

of Washington and Newark streets

“Carlo’s Bakery Way” to recognize the

landmark’s centennial.

Having decided to convert a

warehouse into a state-of-the-art



Now they opened windows. Maybe we

need to use diff erent cameras, diff erent

technology,” says Mellos.

Among the products selected for the

warehouse were TruVision IP video, IFS

transmission and NetworX intrusion

detection. Over several phases of the

project, more than 100 TruVision

1.3-megapixel cameras, 15 TruVision

DVR 60 hybrid recorders, several IFS

24-port PoE switches, three NX8 Series

intrusion panels and a multitude of

sensors were installed at the facility.

“We chose to go with the TruVision IP

solution because we believe they were a

great fi t for this project in terms of clarity,

cost, functionality and scalability. Th ey

had everything Buddy was looking for

from the remote access to the scalability

of the system,” says Fernandez.

“Th e support across the board was

tremendous. With the help of Leo

Minervini guiding us, we stayed on track

with Buddy’s vision. To have a company

in your corner such as Interlogix on a

project this big was exceptional.”

Each DVR features 12TB of storage,

and the entire surveillance system

is centrally managed by TruVision

Navigator video management software.

Ultimately, the design of the surveillance

system struck a balance between image

defi nition and bandwidth.

“You want to have signifi cant

resolution on the cameras,

without going overboard,”

says Mellos. “So we chose a

megapixel technology that could

be transmitted without bringing

plans were because the

technology had to withstand a

signifi cant amount of time. You don’t

want to be obsolete in six months or a

year; you want to grow because they

will grow,” says Kostas Mellos, video

sales leader for Interlogix, part of UTC

Climate, Controls & Security. “So our

approach was very consultative.”

Determining the most eff ective

security for the site proved a bit

daunting from the standpoint of its

size, along with the large volume

of employees and visitors coming

and going throughout the course of

operations. “With the show and now our

baking classes, we have people coming

in here all the time,” says Valastro. “So

we had to keep that in mind when

choosing where to install the cameras.”

Indeed, with so many openings to

contend with, the constant activity and a

great deal of supplies and stock going in

and out on a routine basis, logistics and

fl exibility weighed heavily in developing

the best solution.

“Th e original idea was to install

certain cameras in certain locations,

then as you go through the process you

realize that wasn’t necessarily the right

spot for the camera; the wall just moved;

the bakery just got bigger; now there’s

a wall in front. We have a wall that’s

made out of glass, so move the cameras.

VIDEO RECIPE INCLUDES MEGAPIXELAs mentioned, the objective to achieve

a high level of security while also

enhancing the ability to manage the

facility was tightly intertwined. Among

many key capabilities was video being

accessible remotely from PCs, laptops

and mobile devices, as well as scalability

so the solution could grow with Valastro’s

burgeoning empire. Th is entailed a

strong vision not only to be leading edge

today but also allow an easy migration

for further expansion and technological

advancements. Th us, the design phase

was critical, requiring an intensively

collaborative eff ort among end user,

integrator and manufacturer.

“We found out very fast that

technology drove Buddy, and we

needed to fi nd out what their expansion

‘CAKE BOSS’ SURVEILLANCE PROJECT

Thanks to thorough planning, precision coordination and meticulous execution, any problems encountered during the project were minimal. Still, there were a couple of challenges in particular that stood out: cabling and lighting. The scale of the job called for in excess of fi ve miles of Category-6e cable.

More than 100 Interlogix TruVision 1.3-megapixel cameras, 15 TruVision DVR 60 hybrid recorders, several IFS 24-port PoE switches, three NX8 Series intrusion panels and a multitude of sensors were installed at the facility.






we can have a user/client relationship

created to control access for each user.

And they can be grouped by department

so we can determine the level of control

needed by each group,” he says. “Th e

mobile app was huge because our

directors are constantly traveling and

needed to monitor the feeds from where

they were. Th e other big benefi t is picture

capture and video export. Being able

to crop extended lengths of video and

create a separate video fi le, compress

it and send it out over E-mail has been

extremely helpful.”

Th ankfully, as of this writing, there

have been no major criminal or other

dangerous or undesirable events at

the warehouse. However, Fernandez

recalls an incident that nevertheless

demonstrates the solution’s value.

“We were in Buddy’s offi ce going over

some details about the functionality

of the system when he turned to Leo

[Minervini] and said, ‘Who are those

guys taking pictures of the cakes with

their cell phones?’ It turned out to be

only a couple of fans who just strolled

through the back door and walked in like

it was nothing. Th ey quickly handled the

situation and asked them to leave. Th e

system had only been up a day or so.”

Valastro is also keen on the system’s

ease of use. Besides he himself being

able to easily operate it, often watching

camera views from his offi ce, the team

Valastro has monitoring the system was

also able to hit the ground running.

Valastro sums up his experience with

this project thusly: “Th e great part was the

personal factor involved. Th e integrator

was here throughout the process. My top

priorities are being met, so I’m happy.

I feel my business is secure even when

I’m not there. I think that’s attractive to

any business owner. I’ve got everything I

need. I’m the eye in the sky!”

with 360 Media Innovations; the A/V

contractor ran its own cabling to ensure

the lines were not placed in proximity

such that interference would later

become an issue.

“I must say it was a pivotal moment

for us to have fi nally fi nished that phase

and have the cable there ready to punch

down on our patch panels, and then

watch everything else fall into place,” says

Fernandez. All told, Security Cam Depot

would log more than 160 man-hours’

worth of labor. “Th is is one of those

projects that you become married to

because of the fi ne-tuning after the fact

along with regular service maintenance

and expansions.”

Th e lighting issue surfaced in the

rear of the warehouse where, instead of

typical lights installed in drop ceilings,

there were enormous industrial-style

fi xtures encased in clear dome housings.

It was not immediately apparent that

those lights were the source of a prism

eff ect that resulted in pulsing on several

of the cameras.

“Th e biggest surprise was the way

the IP cameras interacted with the

bell lighting we had in the back of the

factory,” says Valastro. “Th e images were

picking up frequency interference. Th e

image looked wavy, rippled by the light.

We had to exchange all of those cameras

for ones that would interpret the light

frequency more appropriately.”

Ironically, it became moot a few weeks

later when it was decided to remove the

light fi xtures and put in a drop ceiling

after all. One further surprise Valastro

notes was discovering the pillars of the

building were completely impenetrable.

“Th ere were a lot of bolts lost attempting

to mount cameras to the pillars,” he says.

COMPLIMENTS TO THE CHEFSTh e capabilities the system provided

to Valastro once it was up and running

has enhanced and enriched his

operations beyond his imagination.

Th e demonstrative entertainer is quite

enthusiastic about the power an IP-

based platform brings.

“We love that the application that

controls the units is network-based so

the network down or aff ecting other

things. We used the IFS switching gear

and subnetted the systems across the

environment to avoid a massive amount

of data traveling back and forth. We tried

to be smart about it.”

One of the more unique functions

of the surveillance system is using

cameras in the refrigeration units where

they house the cakes. Valastro and his

associates can actually look in on these

specialty cakes, some of which fetch

thousands of dollars, to make sure no

harm comes to them.

PREPARATION PAYS OFF Th anks to all the thorough planning,

precision coordination and meticulous

execution, any problems encountered

during the project were minimal. Still,

there were a couple of challenges in

particular that stood out: cabling and

lighting. Th e scale of the job called for in

excess of fi ve miles of Category-6e cable.

“We had to route over 80 runs for

the cameras and future drops of Cat-6e

from various locations throughout the

facility, and then merge them together

back to the head-end,” says Fernandez.

“By the time we had everything back

to the head-end, the diameter of all

the cabling was slightly smaller than

a soccer ball. It looked like a giant

Anaconda, and boy was it heavy!”

To help ease the pain, Fernandez and

his team relegated much of the cable

laying to the evening hours when there

were few to no other people onsite and

they could have run of the entire building

to themselves. Th ey also worked closely

Editor-in-Chief Scott Goldfine has spent more than 13 years with SECURITY SALES & INTEGRATION. He can be reached at (704) 663-7125 or [email protected].

‘CAKE BOSS’ SURVEILLANCE PROJECT “This is one of those projects that you become married to because of the fi ne-tuning after the fact along with

regular service maintenance and expansions,” says Security Cam Depot‘s Luis Fernandez.

(l to r:) Jawaid Chotani, district manager, Interlogix; Buddy Valastro; Luis Fernandez, owner, Security Cam Depot; Kostas Mellos, video sales leader, Interlogix; Juan Cancel and Antonio Ortiz, both of Security Cam Depot.



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Fuel costs, insurance expenses, driver training and other challenges are keeping some installing security company owners and vehicle fleet managers awake at night. SSI’s second Super Security Fleets study taps into hundreds of firms nationwide to assess key factors vital to effective operations. by Scott Goldfine

This year’s soaring gas prices have induced many cases of

indigestion for security vehicle fl eet managers, but that’s

not the only stressor causing them to chug as much Maalox as

their service and installation trucks guzzle fuel. In addition to

the ever-increasing pain at the pump, rises in liability insurance

costs, greater investments in new vehicles and more stringent

driver training practices are among the many pressing issues.

Th ese fi ndings are among the mother lode of precious data

provided by SSI’s 2012 Super Security Fleets study — the

industry’s only comprehensive project of its kind.

Th e research features the responses of more

than 300 North American company fl eet

managers and other supervisors or owners

involved in making vehicle purchase decisions.

Th e statistics encompass a profusion of

considerations and challenges, including fl eet

sizes, vehicle brands and types, fuel usage and

alternatives, GPS and other technologies,

insurance, leasing vs. purchasing, and more.

Regarding alternative-fuel vehicles in

particular, it is interesting to note that their

percentage, within fl eets that use them at all

(9%), more than doubled from a year ago.


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SECURITY FLEET

MANAGERS

ORIGINAL RESEARCH

ss0612fleet.indd 66ss0612fleet.indd 66 5/29/12 9:07 AM5/29/12 9:07 AM

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Far from a simple door-to-video screen entry system, the VMC1 seamlessly

combines security video, lighting control, e-mail notification and active camera

viewing– all with hands-free response capability – to offer exceptional whole-house

communication and entryway security.

With optional accessories, the VMC1 delivers even greater, integrated convenience:

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GENERAL SECURITY

FLEET FACTS

FIND IT ON THE WEBSee the industry’s vehicle fleets on display with exclusive photo galleries at securitysales.com/photogallery.

2012 SUPER SECURITY FLEETS SURVEY

HOW MANY VEHICLES ARE IN YOUR FLEET?

Aver

age

#

Service/

installation

vehicles 14Company/

staff passenger

cars4

WHAT PERCENTAGE OF YOUR VEHICLE FLEET IS MADE UP

OF THE FOLLOWING MAKES?

HOW LONG (IN MONTHS) DO YOU TYPICALLY KEEP SERVICE/INSTALLATION

VEHICLES IN YOUR FLEET?HOW MANY MILES PER YEAR DO YOU PLACE ON YOUR FLEET VEHICLES?

HOW LONG (IN MILES) DO

YOU TYPICALLY KEEP SERVICE/INSTALLATION VEHICLES IN YOUR FLEET?

Months in Service % Respondents

Less than 1 year 1%

12-24 months 1%

25-36 months 5%

37-48 months 16%

49-60 months 26%

61-72 months 14%

More than 6 years 37%

61Aver

age

months

117,000Aver

age

miles

GM

Ford

Niss

an

Toyo

ta

Chr

ysle

r

Oth

er

% R

esp

onde

nts

% R

esp

onde

nts

Make

Annual Miles

28% 28%

12%8%

11% 13%

Yet they still only comprise 5% of that 9% universe. However, nearly a third of all

respondents said they plan to purchase alternative-fuel vehicles within the next

three years. So security fl eet managers may begin to experience some gas relief in

the very near future. Proceed on to peruse all of this year’s facts and fi gures, as well

as the ensuing feature on page 72 detailing how ADT Security Services manages

the industry’s largest fl eet.

20

40

60

80

180

160

140

120100

25,000

Average

2%

4%

6%

8%

10%

12%

10,000 or fewer m

iles

10,001-13,00013,001-15,00015,001-17,00017,001-19,000 19,001-21,00021,001-23,00023,001-25,00025,001-27,00027,001-29,00029,001-31,00031,001-33,00033,001-35,00035,001-37,00037,001-39,00039,001-41,000M

ore than

41,000 miles

Months in Service % Respondents

20,000 or fewer miles ................... 1%20,001-55,000 ............................. 1%55,001-60,000 ............................. 4%60,001-75,000 ............................. 2%75,001-80,000 ............................. 3%80,001-85,000 ............................. 3%85,001-90,000 ............................. 1%90,001-95,000 ............................. 2%95,001-100,000 ........................... 9%More than 100,000 miles ......74%



GPSSYSTEMS

DOES YOUR GPS SYSTEM TRACK SPEED AND DO YOU HAVE A POLICY FOR

RESPONSE IF A VEHICLE EXCEEDS IT?

DO YOU HAVE INTEGRATION BETWEEN YOUR GPS DATA AND SERVICE DISPATCH (e.g. GPS tied

into Sedona management system)?

QUICK TAKE SECURITY VEHICLE FLEET STATISTICS

WHAT PERCENTAGE

OF YOUR INSTALLATION/

SERVICE VEHICLES ARE

EQUIPPED WITH GPS DEVICES?

DO YOU USE YOUR GPS DATA TO VERIFY TECH

TIME CARDS?

Average number of new

vehicles put in service during

2011: 2.51

Average total dollar value

of rolling vehicle stock:

$170,370

Percentage of service/

installation vehicles

modifi ed with hooks, racks,

drawers, etc.: 89%


installation vehicles

adorned with company logo,

graphics, contact info: 82%

Percentage of fl eets using

alternative fuel vehicles: 9%

Percentage of alternative fuel

vehicles within fl eets using

such vehicles: 5%

Percentage planning to

purchase/lease alternative-

fuel vehicles within next

three years: 27%


installation techs fi eld tools

supplied by company: 78%

Rank

ing

scor

e

Feature Fueling cost (cost of

fuel & fuel economy)

Long-term,

lifetime durability

Appear-ance/style

Exhaust emissions/

green image

Mainte-nance cost/downtime/ reliability

Range without refueling

Purchase/ lease cost of vehicle

Power/ torque/ payload

6.1

3.6

5.9

3.6 3.45.15.8

2.3

RANK THE FOLLOWING IN ORDER OF IMPORTANCE TO YOUR FLEET (with 1 being least important and 8 being most important)

Average gallons

of fuel (gasoline

and diesel)

purchased

annually: 35,238

44%

Yes 25%

No 75%

YES 8% NO92%

We do not use a GPS system

Yes, we track speed and do not have a policy for response if a vehicle exceeds it

No, our GPS system does not track speed

Yes, we track speed and have a policy for response if a vehicle exceeds it

45%25%

21%9%

2012 SUPER SECURITY FLEETS TOP 10See the list at securitysales.com/fleet2012.



2012 SUPER SECURITY FLEETS SURVEY

PURCHASED/LEASED VEHICLES AND ALLOWANCES

SERVICE / MAINTENANCE AND INSURANCE

DO YOU PURCHASE EXTENDED SERVICE/

MAINTENANCE PLANS FOR YOUR FLEET VEHICLES?

WHAT IS YOUR ANNUAL INSURANCE COVERAGE

COST PER VEHICLE? DO YOUR FLEET

DRIVERS PAY A PORTION OF THEIR VEHICLE’S

INSURANCE COST?N

o

Yes

19%

81%

WHAT PERCENTAGE OF YOUR COMPANY VEHICLES ARE PURCHASED VS. LEASED?

DO YOU ALLOW VEHICLES TO

BE DRIVEN TO AND KEPT AT EMPLOYEES’

HOMES?

ARE YOUR DRIVERS/

EMPLOYEES PROVIDED

COMPANY GAS STATION CREDIT

CARDS FOR FUELING UP VEHICLES?

IS ANY SPECIFIC DRIVER TRAINING

PROVIDED OR REQUIRED APART FROM A STANDARD

DRIVER’S LICENSE?

89%

11%

Purchased Leased

VS.

IF YOU LEASE SOME OR ALL OF YOUR COMPANY VEHICLES, WHAT

ARE THE LEASE TERMS (in months)?

IN ADDITION TO COMPANY OWNED/LEASED VEHICLES, DO YOU HAVE ANY

EMPLOYEES ON A CAR ALLOWANCE?Months % Respondents

12 months or less 10%

12-24 months 2%

25-36 months 26%

37-48 months 36%

49-60 months 24%

More than 61 months 2%

Insurance Average

Liability $896

Collision $306

Comprehensive $405

Property damage $291

Yes 42%

No 58%

Yes73%

No27%

Yes80%

No20%

No72%

Yes28%

5YES %

95NO %

Yes, they pay

No, the company pays all insurance costs


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by Lauren Fletcherb L Fl t her

The industry’s largest installing security contractor is saving millions of dollars each year and has significantly reduced its environmental impact following a makeover of its vehicle fleet. Key to the newfound cost savings and greener operations is switching to a more efficient compact panel van.

As Tyco Int’l works to fi nalize a reorganization, concurrent plans

are also being completed to consolidate its North American-

based security installation fl eet across all Tyco entities. Tyco’s

breakup will create three independent companies, including

ADT Residential and Tyco Fire & Security. Newly branded Tyco

Integrated Security, formerly ADT’s North American commercial

security business, will operate as a division of the Fire & Security

operation. (In March, Tyco struck a multibillion deal to merge its

fl ow control operations with those of Pentair Inc.)

As security’s largest provider, each day ADT technicians

respond to thousands of customer calls, utilizing an industry-

high fl eet of roughly 7,000 service and installation vehicles

throughout the United States and Canada. In the past few

years the company has worked to overhaul its vehicle mix from

approximately 95% full-size vans to a combination of 85% light-

duty trucks and 15% full-size vans.

Th e decision to consolidate the North American fl eet was made

more than a year ago by the company’s top brass, including ADT’s

business presidents and Tyco corporate leadership.

“Fleet is the fourth-largest indirect spend category. Everyone

is involved, including the president of our company, operations

leadership, fi eld operations, our operational excellence leaders,

all the way down to the driver,” says Dave Wade, supply chain and

fl eet group director for ADT.


MANAGEMENT

David Wade is supply chain and fl eet group director for ADT.

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have enough allocation, and organizing

with multiple suppliers including our

graphics company,” Wade says.

All of the preparation and careful

attention to detail has led to a successful

transition to date. Since deploying the

more fuel-effi cient Transit Connect, ADT

has realized annual savings of more than

$6 million per year in operating costs.

Th e company also expects to reduce

its carbon emissions by 40% (or 20,000

metric tons), as well as achieve a 20%

reduction in preventable accidents.

“Th is has been one of the most

rewarding projects. Not only do you save

your own company money and help save

the environment, but also help one of the

American staple companies, such as Ford,

produce a new vehicle that was largely

used in European markets,” Wade says.

TRACKING DRIVER DATA WITH TELEMATICS In addition to overhauling its fl eet, ADT

also implemented a telematics solution.

Th is portion of the transformational

plan has resulted in increased driver

productivity and the ability to further limit

afterhours or unauthorized vehicle use.

Some of the challenges ADT faced

instituting its telematics program were

simply justifying the deployment of

the new technology on a fl eet of 7,000

vehicles, creating an overarching

strategy around workforce assimilation

and management, and controlling and

managing the new information the

technology makes available.

To carry out the telematics program,

key stakeholders in the company

collaborated to conduct a series of

planning meetings on how to best to

adopt the technology, knowing there

was a signifi cant “change management

determine what vehicles were currently

available, or soon to hit the market, in

order to identify a replacement for its

full-sized Ford Econoline vans. Th e

search resulted in ADT selecting the

Ford Transit Connect, a compact panel

van, and by 2009 the company began

implementing its fl eet makeover.

In preparation for transitioning to the

smaller vehicle, ADT assembled a proj-

ect team that included external strategic

partners who were charged with examin-

ing Ford’s organization, from product de-

velopment to vehicle marketing.

“We had a kickoff meeting in Detroit

in mid-December of 2009. About 50

diff erent people from fi ve diff erent

organizations really started to talk about

how we’d attack this transformation,”

Wade says.

Along with the challenge of

contending with service techs who were

initially reluctant to switch vehicles,

there were numerous other hurdles

to surmount as well. For instance, the

Transit Connect is manufactured in

Turkey, while Ford’s upfi tter of choice

is located in Baltimore. “Bringing the

product in provided challenges, such

as how do we place orders, ensuring we

Even before the reorganization,

volatile fuel prices and aging service vans

precipitated the massive fl eet overhaul.

Tyco turned to GE Capital Fleet Services,

its fl eet management company (FMC)

of more than 10 years, for guidance in

determining ways to reduce fuel costs

and carbon dioxide emissions. Also

paramount was identifying a vehicle

type that would enable technicians to

effi ciently service the company’s 6.8

million subscribers.

Learn about the intricate preparations

ADT made in selecting a replacement

vehicle, plus insights into how the fi rm

manages its fl eet to maximize effi cencies

and reduce environmental impact.

CONNECTING WITH THE RIGHT VEHICLE In collaboration with GE Capital Fleet

Services, ADT launched a multiyear plan

in 2008 to change the composition of its

overall fl eet profi le to include vehicle

mix and size, carbon footprint impact,

vehicle tracking and management, and

an increased focus on driver safety.

Wade set out to review the fl eet’s

current utilization, as well as the

company’s fl eet optimization strategy

and whether or not it was reducing

carbon emissions and fuel expense.

“A lot of our fuel spend is largely

determined by vehicle selection. We

drive to customer locations, so the

average miles driven weren’t likely going

to change immediately. Impacting the

fuel spend was really in the vehicle

selection,” he says.

ADT entered into discussions with

Ford, General Motors and Chrysler to

ADT OVERHAULS ITS FLEET

Although it has greatly reduced its fl eet of Ford Econoline vans, ADT is still utilizing some of its older commercial

vehicles for technicians who require larger units.

ADT’s fl eet drivers appreciate the Ford Transit Connect’s size and upfi tted features, which allow technicians to easily access tools and grab ladders off the roof with ease.



No small notion, however, is the need

to modify the company’s fl eet vehicle

branding. In this endeavor, Foster’s

foremost goal has been to minimize

disruption and downtime with fi eld

technicians. “We’re doing a mass

reidentifi cation of the vehicles on the

weekends and at night, so that we aren’t

interrupting our business fl ow,” he says.

they are separate departments. As for

the fl eet operation, it will maintain the

same type of consolidated structure

moving forward.

“We’ll have the same business model

and really continue to leverage the

strategic things we’ve already put in

place, such as telematics and working

with [GE Capital Fleet Services],” Foster

says. “We’ve done a great job managing

the fl eets, so as we move forward and

segment the fl eets out, the challenge is

more on paper than anything.”

challenge” in executing the deployment,

Wade explains. “We had more than 50

leaders across HR, fi nance, operations,

operational excellence, customer

experience, fl eet, and strategic consulting

who were instrumental in laying out the

roadmap for this technology.”

Tyco’s Vince Valentin, vice president

of service delivery, agrees that adding

telematics was an integral piece to the

overall fl eet transformation.

“Telematics not only provides

dispatching optimization functionality,

it also facilitates signifi cant fuel usage

reduction by identifying speeding

incidents, aggressive driving, and idling,”

he says. “Th e associated behavior

modifi cations resulting from leveraging

telematics will translate into our broader

eff orts to be greener companies and into

improved driver safety, which, in turn,

will result in fewer accidents.”

According to Mark Smith, strategic

consulting manager for GE Capital

Fleet Services, a critical element to

the success of this type of program is

a strong working relationship among

team members from the diff erent

organizations. “It can’t be the traditional

supplier/vendor relationship, because

these initiatives take a tremendous

amount of involvement,” he says.

STANDARDIZING FLEET OPERATIONSWith its reorganization expected to be

completed by the end of September,

Tyco’s main focus will be to continue

consolidating strategic opportunities in

the security and fi re/life-safety markets,

says Ken Foster, director of Tyco’s North

American fl eet operations. A tightly

managed fl eet operation will be central

to successfully servicing the company’s

wide range of end-user customers.

“We’re looking at leveraging our size

with each [independent company], so as

we move into the future, we’ve already

consolidated our overall fl eet with one

[FMC],” he says.

Foster doesn’t foresee the upcoming

split as presenting any signifi cant

challenges largely because the

residential and commercial businesses

operate as one entity today, even though

When ADT

committed

to purchasing

thousands of Ford

Transit Connect

vehicles to update

its aging fl eet,

a pilot program

was conducted in

2010 that allowed

technicians to use

the vehicles in the

fi eld. Although

initially reluctant to

give up their larger

Ford Econoline vans,

the 35 participants

changed their

perception dramatically by the time the pilot was completed, based on the vehicle’s

functionality and convenience.

With more than 3,000 Transit Connects in the fi eld today, ADT technicians continue to

speak positively about the compact panel van’s performance on the job. Fleet Financials

Magazine, published by Bobit Business Media, recently spoke with a handful of ADT service

technicians in the Southern California region to collect their opinions about the vehicle.

Following are some of their comments: Daniel Garcia — “The Ford Transit Connect runs a lot smoother than our previous

vehicles. We frequently drive in cities where we cannot park. We fi nd a lot more parking

availability because the [vans] are much smaller. The turning radius is also better than the

bigger vans.” Robert Robles — “As far as the ladder racks, they are a lot more convenient for us

than on the bigger, taller vans. [The Transit Connect is] a lot shorter. As far as tools and

equipment, the cargo area is easier to store items because of the shelves and it’s just a lot

more convenient for us all around.” Jeffery Mojica — “What I like most about the Ford Transit Connect is that it’s a van, but

it doesn’t feel like a van when you are driving around. It feels more like a small car. It has a lot

of cab space, and it makes it very easy to grab tools and equipment from the back. I’m very

happy with it; I love driving this van.” Davon Brazil — “[It] is so much better use-wise. There are places to put your stuff

instead of throwing it everywhere. There are pockets for everything. You don’t have to climb

into the truck to grab something like before, scraping your knees on the fl oor. You just open

a side door and grab what you need. The truck itself is so much better ergonomically.”

DRIVERS SPEAK UP ABOUT FORD TRANSIT CONNECT

Lauren Fletcher is a Managing Editor for Bobit Business Media’s Auto Group trade publications. She can be contacted at [email protected].

ADT technicians (l to r) Daniel Garcia, Robert Robles, Davon Brazil and Jeffery Mojica say the Ford Transit Connect has helped them do their jobs better by being easier to handle and providing better access to equipment and supplies.




SPECIAL ISC WEST 2012 ROUNDUPHE ESSENTIALS

For the latest products, sign up for SSI’s Security Equipment E-lert at securitysales.com.

FLIR A310PT Thermal Camera SystemFLIR Systems of Portland, Ore.,

releases the A310PT thermal camera

system that secures perimeters and measure

temperatures for condition monitoring.

Designed for outdoor use, the device is a pan/

tilt system with two environmental housings, one for the A310

thermal camera and another for a day/night 36x zoom color CCD

camera. Additionally, the remote temperature measurement

system can plug and play into existing CCTV networks and IPTV

security networks.

A precision pan/tilt mechanism gives operators accurate

pointing control while providing fully programmable scan

patterns, radar slew-to-cue and slew-to-alarm functionality.securitysales.com/FREEInfo/16400

Next Level NLSS Gateway 2.3 Security Management PlatformNext Level Security Systems of Carlsbad, Calif.,

presents the NLSS Gateway unifi ed security

management platform version 2.3, which includes

enhanced system health monitoring and second-

generation face capture.

Users can group devices, users, cardholders and

other assets such as fl oor plans or building layouts for a

customized management tool. Th e system also allows

the allocation of customized roles and permissions for

diff erent users to control system access levels.

Th e company’s remote management services (RMS),

a hosted service, enables the management of multiple

Gateways across sites. securitysales.com/FREEInfo/16404

Moog Videolarm Fusion Camera Housing with Thermiq TechnologyTh e Fusion Camera Housing with Th ermiq Technology from

Moog Videolarm of Decatur, Ga., is engineered to keep IP

surveillance cameras closer to ambient temperature.

Th e rugged environmental camera enclosure ensures fi xed IP

cameras thrive at peak performance over a longer life, according

to the company.

Th ermiq technology diminishes heat by using heat diff users

and high-speed blowers, which replaces hot air with cool air in

the enclosures. Heat generated by IP cameras and sun radiation

is therefore evacuated from the housing.securitysales.com/FREEInfo/16402

Onity Wireless Locking SolutionOnity of Atlanta, a UTC Climate Controls & Security

company, releases the Onity wireless lock (OWL),

which now integrates with IMRON access control

software, using Onity’s open architecture interface.

Available in wireless and offl ine versions, the

product upgrades to various reader types — HID

iClass, MIFARE classic, 125KHz

prox and magstripe — and from

offl ine to wireless with minimal

modifi cations. Reader changes

can be performed in less than fi ve

minutes, while wireless upgrades

are as simple as removing the

trim panel, mounting the wireless

antenna, and pushing a button,

according to the company.securitysales.com/FREEInfo/16401

Adams Rite Steel Hawk 4300 Electrifi ed LatchAdams Rite of Pomona, Calif., an ASSA

ABLOY company, releases the Steel Hawk

4300 deadlatch, featuring a patented two-way

“winged” technology that allows it to adapt to any

door swing out of the box, according to the company.

Th e product combines mechanical locking hardware

with electrifi ed access control while working within

standard aluminum entrance door preparations. It adapts to 12,

16 and 24VDC and exceeds ANSI/BHMA Grade 1 requirements,

according to the company.

Equipped with a quick connect plug-in type connector, the

deadlatch off ers a fail-security lock with optional form “C” latch

status monitor.securitysales.com/FREEInfo/16403

ss0612essentials.indd 76ss0612essentials.indd 76 5/29/12 9:34 AM5/29/12 9:34 AM





SPECIAL ISC WEST 2012 ROUNDUPTHE ESSENTIALS

HID Global pivCLASS Government Solutions PortfolioHID Global, of Irvine, Calif., releases

the pivCLASS government solutions

portfolio, an integrated product suite

that enables facilities to comply with federal identity

mandates without having to replace their existing physical

access control system (PACS).

Components include pivCLASS readers, authentication

modules and validation server. Th e solutions work together

with existing PACS to deliver functionality specifi ed by FIPS

201. Supporting PKI-at-the-door mandates and PIV-I and

CIV requirements for cards issued by non-federal entities,

pivCLASS also supports the TWIC reader specifi cation.securitysales.com/FREEInfo/16407

AMAG Technology Symmetry Visualizer EncodersAMAG Technology of Torrance, Calif., introduces the Symmetry visualizer encoder family.

Th e Visualizer Encoder utilizes H.264 compression to provide fi le reduction of up to 80% for

maximum video storage, according to the company. In addition to motion detection functionality, the

product also provides video content analysis. One encoder blade monitors up to four cameras, and encoder

racks are available in 1U and 4U sizes with up to 40 channels per rack.

Th e encoders require Symmetry security management software v6.2 SP4 with the Symmetry visualizer plug-in to operate.securitysales.com/FREEInfo/16409

AVUE AV830SD Vandal Proof Dome CameraTh e AV830SD camera system by AVUE Inc., of Santa

Clara, Calif., combines a camera and lens package

into a small, versatile enclosure that can be surface

mounted.

Featuring a ⅓-inch Sony Ex-View HAD II CCD

image sensor and digital signal processor, the vandal-

proof camera adopts an advanced digital image

processing technology with resolution up to 700 TVL.

It also features a three-axis positioning system that is

capable of a wide variety of pan and tilt angles. securitysales.com/FREEInfo/16408

Elk Products M1 Control 2-Way Wireless SystemElk Products of Hildebran, N.C.,

introduces a two-way wireless

family of products for its M1 Cross

Platform Control.

Th e product line includes the M1XRFTW wireless transceiver,

6020 slim-line door/window sensor, the 6021 mini door/window

sensor and the 6022 universal three-zone sensor. Th e 6022 can

be used to communicate security as well as environmental

triggers such as water leaks or critical temperatures. A four-

button key fob provides a visual confi rmation of arm status and

alarm condition. securitysales.com/FREEInfo/16405

Pelco DX4700HD/DX4800HD Series Hybrid Video RecordersPelco by Schneider Electric of Clovis, Calif., releases

the DX4700HD and DX4800HD Series hybrid video

recorders (HVR).

Th e recorders support up to eight IP megapixel

cameras on each HVR, in addition to eight or 16

analog cameras, for a total of 16 or 24 cameras. Th e

products off er up to 12Mbps of bandwidth and a

graphics processor that supports the display of 1,080p

high-defi nition video. Both models record up to 30

images per second (ips) on all channels and provide

up to 8TB and H.264 main profi le video compression.securitysales.com/FREEInfo/16406

P l DX4700HD/DX480


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would later make another revolutionary leap when it launched

the fi rst Web site to off er real-time package status tracking.

Unless you’re innovating, you’re falling behind.

Harnish’s message resonated. I immediately viewed our

business in a diff erent light and set out to do everything I

could to put us in a position to focus our energy on providing

a remarkable experience for our clients. We needed to ensure

that innovation at Provident was a continuous process, not

just a one-time event. In order to do that we needed to focus

as much of our fi nite resources on the truly important parts

of our business, and as little as possible on the back-end

administrative tasks that are critical but do not provide a unique

or competitive advantage.

I spent my fl ight home to Vancouver working on a list that

had two columns. Th e left column listed the things I believed

our clients valued and would happily pay for. Th e right column

listed everything we were spending time, money and eff ort on

but did not have a direct impact on our clients’ experience. We

may have been a small company at the time, but nevertheless

the right-hand column was very long.

BUILDING CLIENT TRUST Our clients care about seeing our bright yellow vehicles on the

road. Th ey appreciate the peace of mind they get when inter-

acting with a response team member on their doorstep within

fi ve minutes of tripping their alarm in error.

Clients don’t care about what specifi c technology we are

e are in the speed business.

At Provident Security we guarantee when

a client’s alarm trips, we will be at their door

within fi ve minutes, 24 hours a day. Th at’s a

huge promise that requires a lot of resources,

planning and management. We’re really

proud of it. It’s our core promise and our most

important diff erentiator. For now.

Our ability to make good on that promise is as much about

what we do as it is about what we’ve stopped doing. Th e most

important thing that we’ve stopped doing is using paper. We

came to realize that paper-based systems and processes were a

major drain on our resources and took away from our ability to

focus on our core promise.

Handling paper, in all of its forms, steals time that could, and

should, be spent serving clients. In an eff ort to regain those

resources and lost time, we embarked on a mission to work

through every aspect of our business to identify and eliminate

our use of paper. A similar analysis of your company’s internal

processes could result in achieving newfound effi ciencies while

spurring you on to even greater innovation.

INNOVATION AS A CONTINUAL GOALOur journey started in May 2005 when I was in Boston, along

with other entrepreneurs from around the world, attending a

program led by business guru Verne Harnish.

Harnish spoke about what makes a company great. It is not

the ability to innovate, but the ability to keep innovating. What

is remarkable today quickly becomes tomorrow’s table stakes.

Anything you do that qualifi es as “groundbreaking” or “unique”

will be copied. It’s a guarantee. If what you have come up with

is truly remarkable, it won’t be long before that “innovation”

becomes the minimum standard that clients expect.

For example, FedEx was the fi rst to introduce overnight

shipping in 1973. If you needed something delivered by

noon the next day, they were the only show in town. It was a

remarkable feat in the 1970s. By the 1990s, table stakes. FedEx

Mike Jagger is President of Vancouver, British Columbia-based Provident Security and a member of SSI’s editorial advisory board.

Building Your Business

[email protected]

Provident Security’s president explains why having a paperless operation allows his company to better achieve its lofty customer service goals.

HOW GOING PAPER-LESS CAN ENHANCE CUSTOMER CARE by Mike Jagger

ss0612business.indd 80ss0612business.indd 80 5/30/12 9:40 AM5/30/12 9:40 AM



nally, paper contracts for clients, paper proposals and, worst of

all, a paper fi ling system.

Th e biggest frustration in our offi ce was how often our team

members would have to chase down a fi le folder that was not

where it was supposed to be. Physically moving a fi le folder

from desk to desk, from in-box to out-box and back to the fi ling

cabinet invariably resulted in more than a few “black holes”

along the way. Files would be all but lost until someone went on

an expedition to fi nd them.

So, we started by getting rid of our fi ling cabinets. All of them.

We invested in desktop scanners to stop the fl ow of paper at the

earliest opportunity. Secure Shred-It boxes ensured that every

piece of paper that made it into our offi ce, once scanned, found

its way out.

Personally, I refused to accept anything on paper unless it

was absolutely impossible to be scanned and/or E-mailed to

me. Paper client fi les were replaced with digital folders, which

didn’t move and were available to everyone who needed access

and to no one who did not.

Taking the fi rst step toward a truly paperless offi ce got

everyone at Provident to see how powerful the transition was

going to be as we eliminated more and more paper processes.

Th e less time we wasted pushing paper, the more time we had to

be in front of clients.

Each quarter we tackled a new project. After our fi ling system

was digitized, the next project was to get rid of the outdated

policy and procedure manuals, employee handbooks and other

internal documentation. Instead, we built a series of wikis (or

Web pages), which allow our team members to add, delete or

revise documentation content by using a Web browser.

Our path to paperless has not been without bumps. Moving

to wikis, and especially allowing all team members to edit them,

caused some disagreement. We parted ways with a member of

our senior management team during the transition.

In 2009 we signed our last paper monitoring contract;

100% of our client contracts are now signed using electronic

signatures. Going paperless has been much more than a project,

it has caused a profound change in our company culture. And

all innovation requires change.

using. In most cases, they don’t

even care what technology we are

selling. It’s the service that will

accompany the technology that

makes the diff erence for them.

Don’t get me wrong, we take our

commitment to staying ahead

of the technology curve very

seriously. If we didn’t, we’d soon

be out of business. Top-of-the-

line equipment and software are

absolute minimums. Yet they do

nothing to diff erentiate us among

any of our competitors — at least

not in the eyes of our clients.

When a client phones us, they

appreciate that we answer their call quickly and we’re not in

a rush to hang up. Most of all, our clients care about being

able to trust us. Every interaction we have with a client is an

opportunity to build their trust and confi dence.

In 2005 we were spending far too much time on operational

tasks that did not involve any client interaction. Wholesale

change was necessary.

PAPER BECOMES POINTLESSWe started to scrutinize every single aspect of our business —

every process, every procedure — and making decisions based

on how each particular task benefi ted our clients.

Stuffi ng envelopes does not add strategic value. Keeping

paper fi les up to date, and in the right place, is a completely

avoidable opportunity cost. Getting paper contracts signed

and initialed properly, especially by multiple signors, is

a frustrating, time-consuming and often messy process.

Manually creating invoices is just wasteful.

While we had been utilizing digital reporting systems since

1998 for our alarm response service (starting with the original

Palm Pilot), the administrative side of our company had not

kept pace. Far too much Fred Flintstone, not nearly enough

George Jetson.

Our administrative costs were growing as fast as our company

(if not faster). It was costing us far too much to grow.

Th e majority of items on our list of frustrations and wasteful

activities were paper-based … paper forms that we used inter-

(Immediate left) Provident Security underwent an extensive internal review with the aim to eliminate the use of all paper.

(Far left) To achieve its customer service goals — including arriving at a client location within fi ve minutes of an alarm event — Provident Security stopped using paper-based processes to maximize operational effi ciency.

Mike Jagger will present a seminar titled “The Path to Paperless” at the Electronic Security Expo (ESX) in Nashville, Tenn.; June 28, 5-6 p.m. For more information, call (877) 628-9558.

ss0612business.indd 81ss0612business.indd 81 5/30/12 9:40 AM5/30/12 9:40 AM

82 / SECURITYSALES.COM / JUNE 2012www.securitysales.com/freeinfo/16253 www.securitysales.com/freeinfo/16334

Company listings are provided as a courtesy — publisher assumes no responsibility for errors or omissions.

PAGE FREEInfo# PAGE FREEInfo#

AAXEON TECHNOLOGIES........................................................... 50 16285

AES Corporation ............................................................................. 49 16199

Affi liated Central, Inc. ...................................................................C2 16272

All American Monitoring ............................................................... 77 16204

ASIS International .......................................................................... 79 16229

Axis Communications ................................................................... 12 16308

Bolide Technology Group ................................................................ 7 16193

Channel Vision Technology .......................................................... 51 16255

DSX Access Systems, Inc. ................................................................. 9 16231

EasyLobby, Inc. .............................................................................. 19 16185

EMERgency24.................................................................................C3 16136

Fire-Lite Alarm ............................................................................... 71 16138

HID Global ........................................................................................ 5 16234

HIKVISION ..................................................................................... 15 16233

Honeywell Security ........................................................................C4 16103

JLM Wholesale, Inc. ......................................................................... 6 16249

Kirshenbaum & Kirshenbaum, PC ............................................... 82 16253

KOWA Optimed, Inc. ...................................................................... 55 16206

Linear Corp. .................................................................................... 67 16127

Micropower Technologies ............................................................. 20 16252

Minuteman Power Technologies .................................................. 31 16278

National Monitoring Center (NMC) ............................................. 21 16314

Next Level Security Systems .......................................................... 63 16265

Nissan Commercial Vehicles ......................................................... 11 16109

NVT.................................................................................................... 3 16184

Panasonic System Solutions Company ........................................ 25 -

Pelco by Schneider Electric ....................................................A8(40) 16167

ScanSource, Inc. ............................................................................. 73 16144

Speco Technologies........................................................ CoverSnipe -

Speco Technologies.......................................................................... 1 16142

SSI .................................................................................................... 20 -

SSI -Free Info .................................................................................. 83 -

SSI -Website ................................................................................... 41 -

System Sensor ................................................................................. 29 16209

System Sensor ................................................................................. 82 16334

Telular Corporation ........................................................................ 45 -

Telular Corporation ........................................................................ 47 16172

Th e Quick Response Monitoring Alarm Center ........................... 52 16175

Tri-Ed/Northern Video Distribution ............................................ 65 16107

Tyco Security Products (Kantech) ................................................ 17 16180

Tyco Security Products (DSC) ....................................................... 23 16120

UTC Interlogix ................................................................................ 59 16273

Visonic, Inc. .................................................................................... 53 16216

Ad Index

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million on big installation projects. He was of the mind that

his company “must be worth lots of money,” but actually

quite the opposite was true. In short, he wasn’t selling service

contracts or any other type of RMR services. By the time he

fi nally put together the fi nancials, he discovered a cold reality:

Without a RMR component to his business, he had nothing to

fall back on. We fi nally helped him sell his company, but at a

considerably lower number than he ever expected.

All of the little or no money down sales programs out there

are really nothing more than an attempt to build up RMR at a

cost that is lower than the multiple that the account might be

sold for. For example, let’s assume an account was paying $25 a

month and had a three-year contract. If you multiply $25 times

36 months, you come up with a gross value of $900. Depending

upon the valuation of other accounts in the portfolio, you can

see how it might pay to spend $200 to $500 in creation costs to

get an account that might be worth $900. When looking at the

valuation of alarm companies, gross sales are not nearly as im-

portant as RMR.

It can be all too easy to sidestep your primary mission —

creating RMR! — and instead start monitoring other prod-

ucts and services that might generate revenue but really do not

have any application for the future. Raiger’s concept of not get-

ting distracted by non-RMR-related projects is a good one. For

those of us nearing the age of retirement, and thinking about

our exit strategy, it is mandatory!

ohn Raiger, owner of New Lenox, Ill.-based Electronic

Systems of Illinois Inc., is easy to like. With his ponytail,

soft demeanor and easygoing attitude, he would be per-

fectly cast in an updated version of “Middle Age Crazy,” a

wonderful movie from 1980 that so perfectly captures the

essence of that period in one’s life.

However, looks can be deceiving. Behind Raiger’s relaxed

manner is a knowledgeable, successful alarm dealer who has

been around this industry since before the time that movie

was made. He’s seen it all. Back when he started he became

a disciple of the concept of being in “the recurring monthly

revenue” business.

As many of you know, my day job is as a business broker,

helping alarm dealers to exit the business in the most

profi table way possible. And that usually means helping those

potential sellers to defi ne as much RMR as their business is

capable of. Th at means not just monitoring, but also service

contracts, long-range radio, video monitoring, medical alert

and, frankly, anything that has ongoing and steady monthly

cash fl ow.

Unlike many other businesses and industries, the alarm

industry estimates the value of its companies based on a

multiple of RMR. And that means to you, dear reader, that

every dollar you add to your recurring revenue is multiplied

by the multiple you will receive when you sell the business. So

when Raiger talks about his idea of being in the RMR business,

he means it literally.

HARD LESSON TO LEARNIt breaks my heart when a dealer who works primarily on the

integration side of the business — including home entertain-

ment and other spinoff installation services — calls to request

an evaluation of their company, only to learn that its worth is

considerably less than what they expected.

I recall a client of ours who regularly billed upward of $10

[email protected]

Why RMR Is King in the Alarm Industry

THE BIG IDEA

IDEAOF THE MONTHIf you had just one really great idea you could share with the alarm industry, what would it be?

This month’s great idea comes from John Raiger, who is proprietor of New Lenox, Ill.-based Electronic Systems of Illinois Inc.

Raiger’s great idea: Be sure to develop your recurring monthly revenue, and don’t get distracted by projects that don’t have a RMR component.

Ron Davis is a SSI Hall of Fame inductee and President of Davis Mergers and Acquisitions Group Inc. Also known as The Graybeards, the company is active in acquisitions and mergers exclusively in the alarm business.

ss0612idea.indd 87ss0612idea.indd 87 5/29/12 9:38 AM5/29/12 9:38 AM



With changing times and technology

you now have the opportunity to off er

systems and services that not long ago

were unavailable. Video is probably the

hottest product at the moment. Suggesting

to subscribers with intrusion systems that

they need video verifi cation systems, or

self-monitored video, is a way to increase

protection and your RMR. Upgrading

smoke and CO detectors is another RMR

growth potential.

Your focus should be on RMR growth,

which not coincidently will also provide

subscribers with greater protection and

services. You need to believe in your

services and you need to understand your

contracts, and believe in both. It’s your

job to sell the services and the contracts to

your subscribers.

The growth of your company is most likely an idea that

rarely leaves your thought process. Planning your

strategy for growth, whether you rely on intuition or

professional consultants, has to start somewhere,

and I think it starts with your product. What you have to sell and

market. Th e alarm industry is changing at a pace that rivals any other

industry, which is no surprise because the industry is electronic rooted.

New products are coming out and your existing customer base is a

great place to start promoting these new products and services.

When alarm technicians became systems integrators the available

product line increased dramatically. Th e routine intrusion system can

now be supplemented with not only fi re detection devices, but cameras

for both alarm verifi cation and video surveillance, audio, lighting,

electric appliance controls, all remotely accessed by the subscriber.

It should not come as any surprise that the goal of your marketing

and sales program is to increase your recurring revenue. RMR is what

builds your company; its operational expenses and its equity. With

all of the products and services you can and should be off ering your

subscribers, your opportunity to increase RMR has never been better.

Sure economics are tough right now, but crime and fi re and other

conditions that you sell systems to detect are ever present. Whether

you’re selling a luxury or necessity depends on your salesmanship.

You’ve got to not only understand your products and services; you

need to believe in them.

Better protection usually equates with more equipment and services. Subscribers are

more sophisticated today than ever, and they usually want all the bells and whistles you

can provide. It’s not enough that they have intrusion protection. Th ey need fi re as well,

they want to remotely arm and disarm the alarm, they want to be able to view cameras

disbursed around their home or business — perhaps listen in — and be able to open the

garage door, turn on or off the lights, and maybe start the oven while on their way home.

Diverse systems and services, of course, require contracts that address these services.

All too often alarm companies give little thought to their contracts, considering them a

necessary expense or something their insurance carrier requires. Most alarm dealers

understand the contracts provide protection from claims by subscribers who suff er losses,

and also understand the contracts provide for RMR that is part of the formula for valuing

alarm companies. But the contracts also defi ne the equipment that is to be installed, the

services that are to be provided and obligations of the parties to the contract.

Establishing the alarm company’s duty owed to the subscriber is an essential purpose

of the contract. You should be careful to match your contract terms with the systems and

services. Although this is often done in the specifi cation terms sheet, the correct contracts

need to be used. For example, when installing a commercial fi re alarm system you want to

be using the proper contract for that system and service.

DIVERSE OFFERINGS DEMAND DIVERSE CONTRACTS by Ken Kirschenbaum

Ken Kirschenbaum has been a recognized counsel to the alarm industry for 35 years and is principal of Kirschenbaum & Kirschenbaum, P.C. (kirschenbaumesq.com). His team of attorneys, which includes daughter Jennifer, specialize in transactional, defense litigation, regulatory compliance and collection matters. The opinions expressed in this column are not necessarily those of SSI, and not intended as legal advice.

||| LEGAL BRIEFING |||

Diverse systems and services require

contracts that address these services. All too

often alarm companies give little thought to their contracts,

considering them a necessary expense or something their insurance carrier

requires.

[email protected]

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