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...

- * ********* ** *** **** ** ******** **** ***********, our ******* ******** ***** *********** ** ** ******** ** ********* between '********* **********' *** '***********'. * ******* ********* **** *** 'true' ** *********** **** ** **** **** ***** ***** ** 'Security *******' ************ ** *** ** *********/********** *** **** ****** would **** ********* **** *** ******* ***** ** ****.

** ********* ** ** ** ****** **** *** '** *****' are **** ****, *** *** ********** **** ** */* ****** and ******* *** ***** ****** ** ****** ** ** * security **********. ** '**********' *** ***** ** ******* ** **** cards **** ******* *** ************ ****** **** **** ******* */* equipment.

***** ** ***** *** ********** ** * ******** ***, * can't **** *** ***** **** **** *** *** *** *** proverbial '***** *** ** ***' ***** ** ***. *'* ***** to *********** *** **** ******** *********** **** ***** ** *********** in *** */* *********** ****.

**** ** *** *****?

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* ***** ***** **** * **** **** ******* ** **** and **** * ******** **** *****. *** * ********?

****** **** **** *** **** ****, * ***** **** *** two ********** ******* **** ********* ********* *** ********* ***, ** least ** ** ****, **** ***** **** ********** ** ******** areas ** ***********. * ***** **** ****** ******** ********** ******* on *** *** ** *******. **** ******** ****** ** * bench ****; ** ********* ************** *** ** ******** ******* *** networking.

^***** **** ********** **** **** - *'** **** **** ** well (** ****, ** **** ****** **** ******** ** ** an ***** ********) *** ***** *** *** ***** ** ******* are ******** *********, *** ** **** ******* ******** ******** ****** (determining **** ****** ******, **. ****-****** ** ********, *** *******), there's * *** ** ********** ** *** ** *** ****** work, *** ** **** *** ************, *** ** ******* *** mount, ***.

**** **** ****** ******** **** *** **** ** *******, *** POTENTIAL *** *********** ** ******* *******, **** ** *** ************** is ***. ** *** ****** ** **** ** **** ***** integrating *** *** ****** ******** **** ************, *** */* ** that *** ******?

**** *** ******** ** *****, *** *** ********** ** *******. Security **** **** ****** ****** ** *** ***** ** *****, especially *** **** ******** ** *** ********** *** ********** ************.

*******, *** ** **** **** ********: *** **** ** *** integrators **** *******/****** ******* ****** ******* (***** ** ** *** *********** ********)?

*/* ***** ** ******* ******** *** ********** ******** ***********. * am ********** ** ******* **** ******* *** ******** *********** ******** revenues ** **** ********** **************.

*/* ***** ** ******* ******** *** ********** ******** ***********. * am ********** ** ******* **** ******* *** ******** *********** ******** revenues ** **** ********** **************.

** ****, ******* ***** ***, ** **** **** */* *********** work ** ******* **** *****... ** *******-***** ******** ** **** had ********* **** ***** ****** *******, *** ** ****** *** some ** *** ** **** ** **. ***** ** **-****** and * **** **** */* ***********, ** *** ** **** choice ** **** *** **** (********** ***** **** **** **** a *** **** ** *** ****). **********, * ****-** ********** of **** *** **** **** */* ***** *** ******* * bit ** ****, *** *** **** ******** *** **** ** these **** *****...

** ***** ** ***'* ** ******** ******* */* ****, **'** not ****** ** **** **** **, ******.

*******, *** ** **** **** ********: *** **** ** *** integrators **** *******/****** ******* ****** ******* (***** ** ** *** *********** ********)?

***** ******, ** **** ******* ** **** * ****** ***** back ** **** ** **** ** *** **** ***** *** expand *** ****** ****... *****, *** ********* ** **** ******** seeking, *** ** *** ****, ** *** ********* ** **** asked *****. *'** **** * ****** *******-*** ******* ******, **'* not *********...

**** *** ******** ** *****, *** *** ********** ** *******.

** ****'* **** **** *** ****** **** ****** *** **** about ***** *** ****** ********... *** ** *** **** ***** discussions, *** *** *** ******** **** *** **** ***********. *'* not ****** ************ */* *** **** ** ***** ** ****** a *****-******* *********, *'* **** ******** **'* *** **** * wild ******* *** * ***'* ** * *** ********* ** see **** ******** *** **.

****'* *** *****: ***** *** **** ** ***** "*/*" **** that ******** ***** ***** **. * ********* **** ** ***** that **** *********** ***** * **** ***** ** **** ***-******* systems. ** *** **** *** ** *** *** **** ******** from *** *** **** ** * ****** ****** *** *******? Sure. *** **** ***** * ******* ** * ******* *** plug ** ** ******* ******* ** **? ********.

*** ******* * *** ** **** **** ** *** ***** ADI *** ******* ** *** **** *** *** **** *** heads ** **** ***********. **** *** * ********** ***** ******* in * ****, ******* ***** ***** *******. *'* *****, *** having **** ********** ***** *** */*, * ***** ***** ***** someone ******* **** ******* ** ******* ******** ***** ** ****. They're ***** ** **** ** **, *** **** ****** ****** is ***** ** *** ** **** * *******, *******, ******* back ****** ***** ****** ********* ** ********* ********. *** ********** true ****** ****** ****** ***/** ********** ******* *******? ** * security *** ***** ** **** ** "****, * *** ** that.", *'* *** **** ** **** ** * *****.

*** ***** ** ** ** **** **'* **** ********: **** of ****** *** ** *** **** **** ********. ***** ******** mid-level, *** ***** "**********", ****'* ******* *****.

**, *** ****** **'* *****, ***, * *** **** *** a ******* ******* ** ****, ** *** ****, ******* **** A/V, *** *'* * ************** ***. **** **** ****** ***** ** * **** ***** **, but *'* *** ***** ** **** *** ***** *** ****.

*** ****, *****, *** ** *** **** *****, ** */* installer ***** ******** **** ** * ****** **** ****** *** have ** **** ********** ****... *** *** ********* ******'* ***** them ** ****** *** ***** * ******** ******-** ****** *** Carl's ******. **** *****, * ******'* ***** ***** **** ********* Security ** ** **** ****** ***, ******, **** ** ** is * "********* **** *********". **** *** ***** ******* ***** high-end **********-***** ******* ** *** *****, *** **** ** ***** eliminating ********** ****** *******, ********** ** ******* **** ********** ** that ***** ** ***.

**** ** ** **** ***: ***** *** * *** ** the **** ********* ** *** ***** ** ***** - ******** an ** ********, ***. ****, *******, *** *** ***-**-***-****... *** necessarily **** ******-****-*****.

**** *** ********* ** ** ***** ** ******* *** *** selling ********, **** ******* *** ******* ********.

***** ** *** ***** ** ********* ***** **. *** **** one ****** ********* ** ** ************ **** (********* ******) ** the *** ******* ** ** ********* **** ******** ******* ** not **** *** ** ********** ** ******** ** *** ********.

* ***** **** **** ***** **** ******* ** *** **** the **** *******.

*** ******* ** * *******, *** ** *** ********* ********- one ** *** **** ******* ** *** ******. ** *** able ** (*******) ******** **** *********** **** ***** *** ******** to *** ******** ******. *** ******** **** ******* *********** ** electrcial *** ******* ********. *** ****** ******/******, ****** **** ******** gives *** ******** '*** ****** ** *****'. ** ****, *******, requires ** ** ***** ***** ******** ************* ******* *** ****** cannoth **** ****** **** **** **************, ****, *****, ***. **** type ** ***** ** ****** **** *** *** ****** ********* as ********* *** **** **** ** **** *** *** ******* work ** ***** **********. ***** ******/****** ***** **** ** *** strong ************* **** ***** ********** ***********, **** ** ***** ** Sasco.