Milestone Drops IFSECBy: John Honovich, Published on Apr 18, 2019
Milestone has dropped out of Europe's largest annual security trade show (IFSEC 2019), telling IPVM that they "have found that IFSEC in EMEA no longer is attractive to us".
Inside this note, we examine Milestone's move and rationale plus downsizing by Dahua and Hikvision and IFSEC's response to IPVM.
Related, see our 2018 IFSEC show report.
Milestone: IFSEC 'No Longer Attractive'
Milestone responded to our questioning of why they dropped IFSEC, bluntly saying:
Milestone is constantly evaluating the return on our investment in trade shows in general, and have found that IFSEC in EMEA no longer is attractive to us. In 2019 we will have much more attention on digital marketing and our own events.
Looking at the MIPS event in Copenhagen from a digital perspective, we had nearly half a million engagements on our own social media, and on top of that you can add all of the partners and customers, who took part in the conversation via their own platforms. The amount of people watching the live streams outnumbered the people in the room, and the recordings are still being accessed as I write this. We have not remotely seen that level of engagement in connection with any of the trade shows, we have participated in previously.
Milestone's Own Events (MIPS)
Milestone runs the most highly attended series of video surveillance manufacturer events, with 800+ attendees in both America and Europe. One of the differentiators of the event versus other manufacturers is the scale of partner manufacturers invited, e.g., Milestone had 50 other manufacturers exhibiting at the Americas 2019 event, making this their own effective 'trade show'.
Of course, in comparison to general trade shows, Milestone focuses around its own marketing, products, and agenda so the indoctrination is much more intense.
On the other hand, general trade shows, like IFSEC, expose companies to people who may not use or even consider using Milestone. However, for mature companies like Milestone, the challenge can be that most industry professionals already know about Milestone so spending hundreds of thousands of pounds for a booth can become an unattractive investment.
Paxton Out Too
Milestone is not the only notable manufacturer out of IFSEC. UK-based access control manufacturer Paxton is out for 2019 after having one of the biggest booths in 2018 as shown below:
IFSEC explained about Paxton:
Paxton is having a year out, which also happens all the time with exhibiting companies. They’re currently hosting their own regional installer focused events in 2019 and are already contracted for 2020 and 2021. To quote Paxton directly ‘’IFSEC International is a fantastic show and we look forward to returning there in 2020’’.
Dahua and Hikvision Downsize
While the clear theme of 2018 IFSEC was mega Chinese booths, Dahua and Hikvision are downsizing at IFSEC 2019.
Here are their 2018 booth sizes:
And below are the much smaller 2019 booths:
Hikvision and Dahua have both reduced stand sizes with our full knowledge and support. Hikvision was only that size originally due to the acquisition of Pyronix and now that assimilation is complete they don’t need an additional 100m. I suggest you contact Hikvision and Dahua directly for their views. We’re just the organisers and happy to accommodate whatever stand sizes our customers wish to use.
IFSEC - Move Not Newsworthy
Gerry Dunphy, IFSEC exhibitor director, questioned the newsworthiness of Milestone's move, explaining:
I would say we have different interpretations of what’s ‘newsworthy’. And by the way, UBM was acquired by Informa last year and are now the world’s largest exhibition organiser by some margin. We now have businesses in Europe, the USA, the middle east and the far east with new launches in security and fire planned for Egypt, Saudi Arabia and a project in China. Which is what we would consider newsworthy.
Exhibitors come and go all the time, some are on biennial cycles, others change their strategies. It’s really nothing new, particularly in the security world. We’re still talking to Milestone and there may well be a presence at the show in the future- the audience is still highly aligned to their business. How they wish to present themselves is entirely their preference and we’ll look to assist in whatever ways we can. IFSEC as a brand includes not only the show but IFSECGlobal.com and all our global events.
Milestone had been an IFSEC exhibitor for many years before stopping in 2019.
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IFSEC 2019 Developments
On the positive side, IFSEC shared a number of developments for the 2019 show:
The main themes this year are around convergence- we’re working with Vidsys and their main partners on the Converged Security Centre which has a full programme of simulations and case studies highlighting the key benefits of CSIM to the end user.
We are also pleased to see a formidable presence from AnyVision who’ll be showcasing their advances in AI and facial recognition technology.
AI is a big theme for this year as manufacturers highlight their products’ capabilities in this area, increasing the efficacy of the systems. Expect it to feature heavily.
We’re also delighted to see the return of Optex who’ll be presenting their new WX Infinity PIRs among other new technologies
Also Hikvision will be presenting some seismic developments in their AI and Deep Learning technologies.
Texecom is bringing Texecom Cloud to the show which will enable installers the management of multiple alarm systems from one single source.
IPVM plans to cover IFSEC 2019.