JCI-Funded, Startup Drift Net Building Security "Ecosystem" For Schools (CEO Interview)
JCI-funded Drift Net says it is taking an "Apple approach" to building a school security "ecosystem" with an atypical hardware offering and business model that could challenge incumbent providers.
In this report, based on an interview with Drift Net's CEO, Aaron Coles, we examine the company's goals, positioning, competitive pressures, and challenges.
For more on Drift Net, see Drift Net Free Visible Weapon Detection Examined.
Executive *******
***** *** **** ** ** ****** an "***** ********" ** ******** ** ecosystem *** ****** ********. ***** *** is ******* * ******** ******** (*.*., visitor **********, ***/*****, ***.) **** ******* in / **** *** *** ******** "for ****" **** * ************ ***** for *******. *******, ** ** ********* its *** ******** ********* ** ******* build *** *** "*********," *** ** is ******** ***** *** *********** ******** one ** * ******* ******* ***** to *******.
***** ***** *** *** *** ***** recognition, ** ** ****** / ********* by *** (*** ******), ********* * relatively ****** $**.* ******* ** ******* (an ********* $**+ ******* *****) **** a ****** ***** ** *** ********* segment *** ** ******** ***** **** could ** ********* ** **** ***-***** compared ** ********* *********.
** *** ******** ****, *** ******* reports ******** ** ******* *** ******* "over *,***" ** *** *** ** this ****; **** *********** ~**% ** their ******* ** *** ** ** their ******* ******** *** ******** **** their *** ******** ******* **** *** JCI's ******* ******* ** **** **** expand ******* ** ***** *** *********.
***** *** ******* **** **** ** supports *****-***** *******, ** *** *** clarify ** **** ** **** ******* a ******/*********, **** *******, ***. ***** on *** ***'* ******** ** ******** other *******' **** ** "** ***** job," ** ******* *** ******* **** strongly ***** / ********** ********* ******** devices *** ***** ***** ***. **** is ******* ********** ** *** ******** "KW-Pod" (*********** ***** ***'* ******* **** several ***** *****-** *******); *********** ** camera ******** ***** ** ******* ************* if **********, *.*., ** *****-** ************* sensors, ********** ********, ***., ***** *** core *************** ** ***** ********.
*******, **** *** ********** *** *** company *****:
- ******* *** ******** ** *** ******* roadmap *** *** *** ********* *********, e.g., (****-******* ***** *********, ****** ******* panels, *****, ***.) *** *** ******* expects ** ******* **** **** ****.
- ***** ***** ****, ******* ******** / market *********, *** ******* ***** / marketing ******** **** ***** ***.
*** ******* ******* ** *********** / purchase * ****** ******** **** * vendor, ***** ***'* ******** (**** ***** available) ***** ** * *** *** some ******** ******** ******* *** ****** do *** ***** **********, *.*., ******* weapon *********, ****-******* ***** *********, *****, etc.
Main ********
***** *** ****** ***** **** *****-***** products: (*)********, *** ******* ********** ******, ***** it ***** "****** ********** ********," ***** ** *********** **** ****** and ******; (*)*********, ***** ** ***** * "****** ****** ******," ***** ** *********** **** ******* school ************ *******, *****, **** *********, etc. (*)***** *** *********** ** ************ ****** ************** ** **** ******* **** ***** KnowWhere ** ***/***** ********.
***** *** ********* **** *****-***** ******* could ** **** **** ***** ******* (including ***** ******* ****** *********) *** did *** ******* ******* **** *** via ** ********* ** ****** ** through **** *******, ***., ** *** that ***** ** ******.
Subscription *****, *** ***** *******
***** ***'* ************ ***** ****** *** own ******** / **-**** (***** *****) "for ****" ** "***** **" ** the ************ (~$**-**,*** ********, *** ****), with ******* ******** ***-*** ******** ** traditional ** ******* (************* *******, ********** lighting, ***.) ***** ** ****, *** third-party ******* ***** ** ********* ******* compared ** ***** ***'* *** *******, but *** ******* ********* / **** view, *** ******* ***** ** ********* per *** *******.
KnowWhere ****
***** *** **** *** ***** * common **** ****** ******, *.*., ****** dome ******, ***.; **** ***** **** they **** * "********* ***" ** KW-Pods, ***** ***** ******* *******/******** ********** found ***** **** *** ******.
* ****** ****** *** * ***** imager *** ******* ******, *** ****** (for ********** *******), ***/*******, **** ***-***-****, as **** ** ******* ************* ***-******* built-in, *.*., (**** *********) ** ***** KnowWhere *** (***** *****):
****, *** ********* ***** *** ***** pods ***** ** *** ********** ***** when ** ***** ******:
***** ***** *** **** ******** ******** vendors ********* **** ** ********** ** schools, ***** ***'* ******** ******** (** it ***** ****) ***** ** * significant ***** *** *** ******* ** / **** ******** ***** **** *** of *** ********** *****-** ********.
KnowWhat ******* **********
*** *** ********** *** ******** ******* management ******** ******* ******** ***** ******** to ***** *******, ***** ***** ******* multiple *************:
******** ** **** ** ** ***-************ software ****, **** * *********** *** Raptor ****** **** *** *******. ***** one ****, *** **** **** ****** assessments, ********* *******, ********* **********, *** visitor *******. ** *** **** ****** attendance *** ***** ********** ** *** are ******* **** ***** ****** ***** with *** **** ******** ** ******* on, ******* ** ******* **** **** or *** ********* ******** ***** *** are ****** ***, *** *** *****.
"KnowWhere" ******** ******** ******
** ******* ** *** ****** **********, as **** ** **** ** *** features *****-**:
** * *** ******** ***** ******* development, * ******** **** *** **** important **** ** ********** ** ***** situations ** ******* ***** ******, *****, and ******** ***. **** ** *** most ********* *****. ** ** ** not **** ***** **** ***, ********** is **** ***********.
**** ** ***** *** ******** ******** systems **** "*********" **** ****: ******* where ****** ***. ******* ** **** where ****** ***, ** *** *** in ****** **** ****** *********, ********* evacuation, *******, *** ***-*** *************, *** all ** **** **** **** ** much **** ***** ** **** ***** people ***.
***** *** **** ** ****** ***** offerings ******* **** ***** ********** ********** such ** ***** *********, ****** *******, locks, ***.
Drift *** **********
***** *** *** ******* ** ****; the *** **** ** *** "********" to ********* ***** *** *** ** the ********, **, ******** ** ******** Douglas. ** *** "*** **" ** the ******* ****** ** ****** ********* and "*** *** *** *** *******" as ** *** ****** **** ****** just * **** *** * **** prior, **** ******* ******** ** ****** and **** ****** ** *** ****.
*****' **** ** ****** *** ******** to ****** *** **** *** "******** was" ** *** ********, ****** ** found **** ******* **** ***** *** "same **********" ***** **** **** *** Columbine ******** ********. ** *********:
* *** **** ********** ** **** at *** ****, ******, ****, ** have ****** ***** **** *** **** themselves, **** **** *** ***** **********, and *** **** ***** ******** ****. But **** ** *** ****** ** the ******** *** *** *** ** not ******** ** ** *** *****?
** **** *** ** **** * four-month ****** **** **** ** ****. I *** **** *** ******** ** the ******** ** *** **** *** what ****** **** *****, *** **** I ***** ** ** **** ***** very **** ***** *** **** ********** that ** **** ***** **** ********* happened. **** ******* *** ******** ********. While ***** *** ***** ***** *** can ** **** ***** **** **** rarely ******* *** ***** ********* **** out.
Over *** *********
***** ******** ***** **** ** ********* (below), *** *** ********* ***** *** over *** ********* ** ***** ***.
Over $** ******* ********
********* ** ******** ******** ***********, ******** has ****** $**.* ******* (********* **** and ****** *). *******, *** *** confirmed *** ******* *** * "****** raise" ** *** *** ** ****, which *** *** ******** ********* / reported.
**** ******** *** ***** ****** ****** to ** $**+ *******, ** *** CEO ********* ** *** * "***********" round. *******, *** *** ******** ** comment ** ******** *****/******* *** ***** he ******* "*** ****" ** *** company.
Prefer ** **** *** ******* *******
*** *** ******** ***** ** * potential *** **** ** ** ******** and *** ********** ***** ********** *** but **** *** **** ** ** keep *** ******* *******:
***** ** ********* *** ** ** be ******** ** *** ******, *** I ***** ****** ** **** ******* and ** *** ***** ** **** as ********. * ***** **** **** tell ******* ** ** **** ** stay ******* *** **** ******—** ** challenging *** ** ** ********* **** a ****** ************ ** ******* *** customer ****, *** **********, *** *** patents.
***** *** **** * ****** ** investment ***** **** **** ******* ******* out, * ****** **** ***** ** continue, *** *** **** ** ** keep ** ** *** *****, *** private ** **** ** ** ** possible *** ***** *** ***** ********.
Manufacturing **% ** ******** **********
*** ** *** **** ****** / differentiating ***** ***** ***** *** ** it *** * **-***** ************* ********, and *** *** **** ** ************ ~75% ** "*****" **********:
** **** *** ******* ** ******** Chicago ***** ** *** *****. ** have **** ** **** * **,***-******-**** manufacturing ******** ***** ** ********* **** our *** ********, ***, ** *** metal *****, **** *** ***** ********, and ****** ***** *** *** ******. We ****** *** ** ****** *******.
********* **** ****** *****, **** **** "burned **** *****" ** ***** *************:
***** ****** ***** *** ***** **** a **** ***** *** ** *********** in ***** *** *************, *** ** were ****** **** ***** ** *************, so ** *** ****** ** *** sense **** ** *********** **% ** stuff **********
Drift *** ****** *** "***** ********"
***** *** ******* **** **** *** trying ** "**** ** ***** ********" and ***** *** * ************ ********** solution, *** ** ******** ** ***** who **** **** *** ******* ********:
**** ** **** ***** ** ** is **** *** ***** ******** *** build ** *********. ***** ** ** one ******** **** ****** *** ** the *****. ******* [*********] ********* ***** their ******** ** *** *** **** will ******* *** **** *** ****** shootings, *** **** *** ***. ** companies **** ******* *** ********, **** are ******** ***** *** ******** *** the ******'* ******* ** ** ****.
* ***** ****** ** ******** ******** out *** *******, ******* *****, *** ecosystem. * **** *** **** ******* company **** ** *** **, *** if ** *** **********, ***** **** be. *** ******, **** *** *** startups ** **** ***** **** **** interested ** **** *** **** ** the ****.
Schools *** **********
***** *** *** ****, "******* **** to ** ** ****** **** ** possible," **** ******** ******* **** *** knowledge ** ********* ** ******** ******* what ********* *** **** *** ***** specific *****, ***** ***** **** ** poor ********* / ********* ** ***** existing ****.
***** *** *******, **** ******* ******** remarks ***** *** *********** (********), ********** its ********** / ******** ** ****** into ******* ****** ***** **** **** years ** ********** ******** ******* **** school ********.
******* **** ** ** ** ****** work ** ********, ** **** **** take ********* ********* ** ****, ********** if **** *** ****** ******** ** maybe **** **** * ******** **********. Just ******* *** **** *** ********** does *** **** *** **** *** experience ** ******* ***** ********* **** without ********** ****** *** **** **** here *** ********** *** ****** **********.
Drift *** ****** **** ** * "**** ***"
***** *** **** ** ** ******** a ****** **** **** ** * "toolbox," ******** ******* ** ******* ** various *********, *** **** ****** ********.
********* ** * *******. ** * school ** ******* *** * *********** camera ******, ********* ** * ***** option. ** * ****** ** ******* for ********* **** *** ********* ***-*** communication, ********* ** * ***** ******. Intercoms, ********* **********, ***.
Emphasizing ***-**-*** *********
***** *** ******* ** *** ******** of ** ***-**-*** ******** ****** ****** to ****** **** ******* ** ******* a ********. ** ***** ******* **** as *** **** ** "****** ** other *********" ** ** "***** ***" for *** ****** ** *******:
** *** ** ***** ** *****-************ because **** ** *** **** ***. If *** **** ******* ***-*** *************, that ** *****. *** **** ***** the ********* ********** *****? **** ** hugely *********, ********** *** **** ******* that **** **** ***** ** **** additions ***** ** ****. **** *** become **** ********* *******, ** *** you **** * *** ********, ** do *** **** ** ******* *** camera ******? ***, *** **** ******* provider *** ****, *** ** *** continue ** *** **.
********** ***** *** **** *****, *** I ***** *** **** *********** ********* a ******** ** *** *** ****** on ***** ********* *** ***** **** to ** ***** *** *** **** system ** *******.
******* ***** ********, ******* ********** ******* could ******* **** ******* *** ******** that * *****-** ** *********** ****** does *** **** / *****, *** the ******* ***** ** ***** ***'* product *********** ***** ***** **** ******* sourcing ******* ******** / ******** ** a ****** ** ******* ******, *** they *** ** ******* ******* ***** elements ** *** *** ** **** year (********* *****).
3 **** ****
********* ** *** ***** *** *********, the *** ********* ** ** * subscription, **** *** *** *-**** ******** terms, *** *** ******** ** *********** "baked **" ** *** **** *** subscription ****:
*** ***** ** * ************ *** KnowWhere; ******* ** *** *** * hardware ***, ***** ** ***** **** the ****-*** ****. *** ******* ****** pays ** ***** $**,*** * **** for *********, ***** ******** *** *** hardware *** ********** **** **** *** system.
** *** ** *** ********** ** ~$20,000 *** **** ****** ** ** a **** ******* ************, ** ***** case ** ***** ** ****. **** few ***** **** ******** ** *******, and *** * **** ****** ******, they **** **** ** *** $***,*** or **** *** *** ******** *** installation.
Free ***** ******** *******
***** *** ********* *** ******** ******* are ******** **** *** *********, *** these ******* *** ****** *** *** cloud:
*** ** *** ****** ******* *** is ****** ********, ******** ** **** an ****** **** *** ** ********* over *** *** ** *** *******. That ** * ****** ***** ***, we *** ****** ** ** *** last ******* **** ** ***** ** the ******** ******** ******.
***** **** *** **** ** ******, and ** *********** **** ******* *** not ***** *****-********* / ******* *******, this ** *** ***** ******, *** many ********** ******* ***** *****-******* ******** for *******, ***.
Free ******** ******** **** ***** ********
*** ** *** ******** / ****** approaches ** ** ***** *** *********** hardware ******** ****** *** ******** *********. Drift *** **** ** **** ******* / ******* *** ******** ** **** as *** ******** ** *******.
***** *** ********* ** *** ******** of ***** * *********** **** ** their ************* **-*****:
**** ** **** *** ** *** major ******** ** ***** ** **** in *****, ** *** **** *** costs ****** **********. *** *******, ** bear *** ****** ******* *** * large **** ***** ***** ** * few *****, *** **** ******* ************ that ***** ** $*-*.
Competitive ***************
***** *** ********** **** *** *********** relabels / ***** ******* ******** / offerings ***** **** *** **** **** "started **** *******" *** ***** ** school ********** *** ***** ******** ** those *****:
**** ********* **** **** ******** *** repackaged *** **** *** ****** **** others **** *****, ******* * ***** tag ** ****, *** **** ****. We ** *** ** **** **** any ** *** ******** ** *****.
** ******* **** *******, ****-*****, ****** the ******** ******* *** ******, ******* that ** **** ******** ** *** threat *********** *** ** **. ***** Langman; ** *** *** ***** ** needs ** ******* **** ********, ***********, and ****** ***********, ***** *** **** important.
** ** ******* * *** ** what ******* ******** ****, ****** **** is **** ***** ** ***** ********. Our ******* *********** ********* ** **** we ****** *** ******* **, *** in *** **** *** ****** ** understand *** **********, *** **** ***** products ** ***** ***** **** * do *** ***** *** ***** ********* have.
Security ********* "**** ******* ***"
********* **** **** ** ***** ******** / ********* *** *** ** ******** experiences ******* **** *** **** ***** vendors ** **** **** **** *********** themselves:
* *** ** *** **** ** have ***** *** ***** *** ***** on ******** *********** ****** ** **** had ** ******* **** ***. **** push ******* *** ************* **** **** anything, *** ** ****** * *** taste ** *********'* *****. ** **** not ****** *********** ********* ** **** people.
In-House ************
*** ******* *** ***** *** ** how **** **** ******* / ******** these *******, ** **** *** ******** and **** ******* **** * *********** IP ******, ***** *** ******* ***** components ** *********.
***** *** ********* "***** **" **** tried ** *** *** ***** ******* teams, ***** *** ** "******** ***********," ultimately ******* ** **** ******** *** their *** ************ ***:
***** **, ** ***** ** *** 3rd ***** ************ *****, *** **** led ** * ****** ** ******** experiences *** *** *** ****. * said ****** ** ******; ** *** either ***** ** ** ** *** right *** ** *** ***** ** do ** ** ***.
***** *** ********* ***** **% ** their ********* ** ************, *** **** are "********** ******* ** ****** ****," so ***** ********* **** ************ **** grow.
JCI ******* **** ************ *******
***** *** ******** **** ***'* ************ network ** *** *** ******* ** bringing **** ** ** ** ********, and **** *** ** ******** ***'* network *** **** ** ** ***** to "******** ***********," **** **** ******** to ********** ***** *** **-***** *************:
**** ** ***** *** ** ****** in ** ****. **** ***** ******* installation *******, **** *** *** ********* in **** ** *** ***** *** trying ** **********.
**** ** ****** *** * ***** to ** **** **** ***** **** others *** ****** ** *** ** funds, ** **** **** **** ** thousands ** ****** ******. *** **** is **** ** **** ** ** goes ****. ** ** ***** ** negative ***********, ** **** **** ** back ** ******* ** ********.
** *** ****** **** ***'* ******* installs ***** *** *** *********** "***** them" ** ********** *********, ** **** have ********* ******** **** ***** *** could *** ********** ********** ***** *** size / *****. *******, ***** ***** Nets' ********** ******* ********, **** *** limit ***** ******** / ****** ****** JCI's *******.
Installs "******* **********"
***** *** ******* **** **** *** growing ********:
** *** ** ******* *** **** the *******, ***** *** ** *** in **-** ******, *** *** ****** of ******* ** ******* **********, *** we ****** *** ** **** ***** numbers.
*******, ** ********* *****, **** *** relatively ******* ********* ********* / *****, which ***** **** ** ****** ****** / *****.
** ****, *** *** **** **** do *** ****** ******* *** ******* they *** **, ****** *** ******* do **********, ****** *** ******* ** keep ****** ****:
****, * **** ***** **** * school ****** **** ********** *** **** they **** ** *** ******* ** them, *** ** *** **** **** pushing ******* **** ***** ***** ********, or ******** ** **** **** *** doing. ** ***** **** ***** ***** advantage *** ********* ************ ****** **** all ** **** *****, ******* **** ability ** **** **** ****** ******.
*******, * ************ ** ****, *** as ** **** **** **** **** other ***** ********* ** *** ***** of ***** ******* / ********** ******* could ********** ******** ***** ***'* ******* / ******** *******, *** **** ***** unlikely, ** ***** *** ***.
Putting ******** ** ***********
******* ***** ******* ***** **********, ***** Net ********** ** *** ****** *********** to ****** ****** *** "******* *** way" **** ***** ***** *******:
**** **** **** *** **** ***** out *** ** ** ****. ** have ****** **** ********* ** ** different ******. *** ********, ** ****** visitor ********** ********* ** ****** ***** prices *** ****** ***** ***** ** their ********* ******* ** *** ******** them **** ** ******, *** ** really ******* *** *** **** ** these ********* ***** ***** *******.
*** ********* ******** **** **** ******** is **** ***** *** ***** ** leaving ***** ** *** ***** *** customers ****** ** *** ****. ** could ********** ******** *** ***** ********* to ****, ******, *** ********* ****** as * ******* **********.
Warns ******* "**" ****-******* *********
***** *** **** ** ******* *** walk-through ***** ******** "***** **** ****" to ****** ***** *** ***-**-*** ******** further, *** *****, *** ******* **** they ***** ** ** ******** ** existing *******, *** ***** ******* ***** Evolv *** ** **** *** *** own *********** **** ****:
** ***** ** * ***** ********; if * ****** **** ** **, I ***** ********* **** * ******** walk-through ***** ********; ** *** ** any ***** "**" **** ******* *** will **** ** ******* **** ****.
* *** * ****** ** *** hospital ** *** ********** ** *******, and **** *** *****. *** ***** people ** ***** ** ** *** had ****, *** ** **** *** on *** ***** ** ****. ** also **** *** ** **. *** I *** *** * ******, * Coke ******, *** * *****.
**** ** * **** *******. *********, there ** **** *********** **** **** was *** ***** ******* ******* ** not ****** ***** ***** ** *&*.
IPVM ***** ** **** / ******* *******
*** ******* ****** ** ***** ***'* walk-through ***** ******** **** ******* ** the **** ** *** ********* *** publication. **** **** ******* **** *******, we **** ** * ****** ******** and **** ** **** * **** once ** ** ********* *********.