Security Integrator DOES NOT EQUAL A/V Integrator

I wandered into the ADI booth at ISC West and had a conversation with EVP of AV sales for the distributor. His self-described priority was to 'introduce AV integration to a security-centric installer base'. He was a nice enough guy, but he seemed to be way out of line with his expectations that he could pull more AV product through Security channels.

We talked about this point in depth - I explained to him that in numerous IPVM discussions, our readers indicate their involvement in AV projects is somewhere between 'extremely infrequent' and 'nonexistent'. I further explained that the 'true' AV integrators tend to look down their noses at 'Security Outfits' moonlighting as pro AV designers/installers and they surely would take exception that one company could do both.

He countered to me by saying that the 'AV snobs' are just that, and the technology used in A/V design and install can quite easily be picked up by a security integrator. He 'reinforced' his point by showing me line cards from certain ADI surveillance brands that also produce A/V equipment.

While we ended our discussion in a friendly way, I can't help but think this poor ADI EVP has the proverbial 'tough row to hoe' ahead of him. I'm ready to confidently say that security integrators will NEVER be significant in the A/V integration game.

What do you think?

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