Verkada Vs Integrators: "Owning the Account"
Who "owns" the end user account? Verkada, the Silicon Valley cloud provider, or the local integrators they partner with? Or neither?
From the beginning, Verkada has emphasized they "always own the relationship" with the end user, as they told IPVM in a 2019 interview. Now, language from a partner document has raised fresh concerns as Verkada attempts to win over security integrators.
In this note, we examine the complex, competitive challenges among end users, integrators, and Verkada.
"Owning" *** *** ****
"******" *** *** **** ** * metaphor *** **** ************, ************, ** integrator, ** *** ******* ********** ** the *** ****'* ****** *******.
******** ********, ** *** "****" *** end **** ***, ** ********, ** indicates ***** ************ **** ******* ******** and ********* **** *** ***** *****.
**** ** ********** "****" *** ************ with ** *** ****, *** ************ is ******** ** **** ******* *** integrator *** *** ***** *** ******** to ** ********* **** *** *** user. ** **** ********, *** ************ exists ** ******* *** ********** ** closing *****.
**** * ************ "****" *** ************ with ** *** ****, *** ************ markets, *****, *** ***** ** *** end ****, ********* **-**** ****** (*.*.,******* ****** ****** *** ****** *** Public ****** **************). ******* ************ **** *** ********** is ********, *** ** *** ************ views ******** ** * ********* ********** than *** ******* **********, **** ** done, ******* ***********, ** ***** *** deal.
Incumbent ***********
**** *** ***** **** * ******* or ********* ********** *** **** *** or **** ** ** ************'* ******** technology **** (********* ***************, *******, ************, and *******). * ******* *** ******* subset ** *** ***** **** ***** own *********** ****(*.*., ** ****,******* ******** "**% ** ***** ********* have ****-************ *****").
*** ******* / ********* ********** ** often *********** *** ******* *** ******* designs *** *** *****. **** ** a **** **** *********** ****** ****** as ** ******* ********* ***** ******* of ******* *** ********** ***** ****-***.
Winning ***** ****
** * ************ ****** ** *** incumbent **********, *** ************ ** **** less ****** ** *** *** ****, as *** ********** *** **** ******* and *** ****** * ************* ******* for **** *******. *** ********** ** far ******** ** *** *** **** because **** **** **** ***********.
** * ************ ******* *** ********** directly (** ** *** **** **** Verkada, ****** ******* ***** ****** ***** ***), *** *********** ** ******* ***** goes ** ************* ** *** ************ can ******* *** **** ****, **** salespeople *** **** *** **** ** the ************ ****, ** *** *** user. *** ************ ** *** ******** to *** *** **** **** ***.
Verkada's ********
** ****,*******'* *** ********** **** ****:
***** ****** *** *** ************ **** end *********
**** ************* ***** **** **** ** be *** ****, *** ** ************, in ******** ********, *** **** ** assertive ** ******* ** ******** **** their ***** **** "****" *** *** user.******* *** *** ****** *,*** ***********, **** **** ******** **** *** last *** *****, ****** ** *** of *** ******* ** *** ****** industry.
******* **** ************ ******* *****, ***** ******* ****, ********:
******* ********** **** ************ ** ** individual ***** *********** *****, *** *** all ************* ******* ** ** *******.Verkada **** *** ********* *** ****** ** * ******** “******” ** *******. [emphasis added]
******* ********** ** ****, ****** **** were ******** **** ******** *** *********** their ******:
*** ********* ****** ******* **** **** the ********** *** ** ********* *** importance ** ********** ******** ******* ** maintain * ******** *** **** **********.
**** **** ****, **** *** ** misconstrued *** ** ** **** ****** it. **’* **** *** ** *** a ****** ******* **** ** **** so *** ********* ** *******. ****, we ********** ****** **** ***** **** partners ***** ** ** ********** ** the ******* *** **** *******.
***** **** ******** ** * **** of *******'* ******* *********** ** ****** to ********, ************, ******* ** ************* at **** **** ************ ******** ***********.
Verkada **** ********* **** ********** ** *** *** *****
*** ******* ** **** ******* ** generally ************* **** ******** ** *** end ***** **** ********* *** ***** physical ******** ************ *** *** **** local ********** ** *** *** ****. This ** * *********** *********'* *********** ********, ******* ******* ******* ** ****** its *** **** *** ******** ******* lines (******, *****, ***** **********, ******** management, **** *********, ***** ************, ***.).
**** ** **** ******* ********, *** reliance ** ******* ** ****, *** the *********** ********** ** *** ********** is ***. ** ********, ** *** user **** * *** ** *********, Milestone, ****, ***, ****, ***., **** need ****** ****** ******** ********* ** a ****** ********** ** ****** *** integration ** ******* *******'* ********, ***** an ***-**-*** ******* ******** **** ***.
Outlook ********
***** ** *** ********* "****" ** end ****, *** *********** ******* ******* manufacturers *** *********** ** ****. ***** Verkada's ********, ** ****** ******** *** conflict ******* ****-******* ******** *********** ** grow, **** ** ******* ***** **** overtures ** ***********.
*** *********** ********* **** ** ** see *** **** **** ******** ******* Verkada's ********* ****** ***** ***********' ***** and, ** **** ***, *****, ** either ****, ******.
**** ** *** ******* **** **** article ***** ** ** **.
*** ********* *** ************, *** *** owns *** ************--*** *** "*******."
*'** **** *** ** *******, *** this ** **** ** **** ** Verkada.
*** ** *** ********** **'* ********* a ***** **** ************* *****. **** did *** *********, *** * ****, and *** *** ****wanted ** **** ******* **** ********** *******. We made sure the AE asked: "What security integrator do you partner with?"
"**, ** ******* **** **** ***** Security! ****'* ***** ******* ****."
** ** ******* ***, *** *** of *** ****** **** ********** ***** us ***** *** *** *** **: "Well **** **my account. I've been doing business with them for 25 years."
* ***: "****'* *********! **** ** hear **, ***** **** **** **** be * ***** ************."
********** ****: "* ***** * ****** get **% ***, *** **** ************ pricing ***** *own the account, they only buy what I tell them."
* *********: "*** **** ****, ****'* actually * ****** ***** ****. * guess * ******** * **** **--***** it **your account: Why did you never pitch them Verkada before? They are so clearly enamored with it, they want to rip out all their existing cameras. I think if you can show you pitched them Verkada before we ever talked to them, we'll get you the better pricing."
*** ************ **** ***** *** ********** John ***** ******** **** **:
*. ** ******'* ** ******* **** Verkada.
*. **** ******'* ** ****** ******* (because **** **** *** **** ** tells ****).
**** ***** *****. ** ***** *** account, *** *** **** ***********, ** owned *** ************.
**** ********* $*.* ******* ** ******* from ******* ******* *******, **** ***** Security *** **** **** **** **** the ******* ******* (*** *****?), *** he ***** *** ****** ** ***** after ****.
***% *****. *** **** ** ********* relying ** **** *** ********** *** information ** ******** ********** *** ****. End ***** *** *******, **** ** centric, *** ******* ******* *** ******.
* **** ******* **** * *** of *********** **** **** ***** **** status *** ****** ********* *** - either ******* ******* ********, **** *********** with ****** ******* ***. * ****** value ******** **** ***** ** ********* technology ** ***** *** ********* *** let **** **** *** ********. ** looks **** *** ********* **** ** present *** ****** **** ** *** customer ***** ***** **** ** **** your ******** ******* **********.
***********
**** ** * **** ************ ** it ************ *** ***** ****** ************ and ******** ******** ********* ** *** customers ******* *** ***** *******, ***********, and ******* ********* ** *** ***.
******** *** ********** ***. *** ******** and **** ****** (****) ******** *** understood ** *** **** ** *****. The **** ******** *** ******** **********, reports, *******, *******, *** ******* ** equipment ** ****** ***** ***. ** has ******, *** ******* **** ** create ***** *** **** **** *********.
*** ****** ** ******** **** ******* that ****** ***** ******** ***** **** are ****** ** ******* ******* * 3rd ***** *******, ********** **** ********* proprietary ********, ** ** ****** ******** their *** *********, *** ****** ******** sales/installation ********* *** ***** ***** *********.
**** **** *** ********** *** ********* of ***** ******** ******’* ***** * moment ******* **** *** **** ******** if **** ***** *** ***** ********* installed ******* ****, *** *** **** on *** ****** **** ** ** issues, **** *** ***** ****** ** departments **** **** ** ******* ******** into ********* *-** **** ***-**** ********** with ********* **** *******, ******* ** provides ***** ***** *** **** **** important. **** *** ******** ******* ***** their ******** **** ** ********* ***** equipment **** ** **** **** ** door ***** ** ***** ******** *** discontinued **** *** ****** ** *** IT ************, ******* ** ******** *** IT ********** **** *******. **** ** risks *** ******** ** *** ******** on ***** ***** ******** *** ** of ** *******.
*** ***, ***** ******* *** ****** can ***** *** ************ ********, **** still **** *** **** *********, *** just ******. *** *** **** ****** has **** ********* ** *******, ** even ** **** ** *** ******* long ****** ** ******* ***** ***-**** services, *** ***** **** ****?
*** **** ******* **** ** ** the ******** ** ******** *** ** wasting ***** **** ***** ** **** ANY ***** *******, ****** **** *** replace **** ***** ******* **** ** alternative ********.
**** * ******** ***** ** ****, if ********* ******** *** *** ******* internet **** *** **** *** ** extended ****** ** ****, *** ******** are ***** ***** *******. ** * single ***** ** ****** ** **** already **** *** ******** ***** **** provide **** ******, ** ***** ******* employees ***** *** ***** ***** ******* have ****** ** ****, *** ***** their ***********.
** *** **** ** *** **** company ** ** ******** ******** ******, relationships, ********, *** **** **** ***, it ** ***** **** ** ***** only ** ***** ******** ******** ** companies **** *** *** ********* **** us *** *** **** ******. ********* that *** ******* **** ********* ******** and ******** **** ******* ***** **** partners. ******* *** *** ******* ** cannot ******* **** ******* *********** **** that *** ** ****, *** ** not **** **** **** ********. *********** there *** ***** **** ************* *** 3rd ***** ******* ********* *** ********** this, *** ***** ************ ***** *****.
*** **** ****** **** ********* ** understand **** *** ***** ** ************ to ***** ******** **** ** *** place ***** *******’ ******* ******* ** risk, ***** ********* ********** ******** **** or ******* *** ******** ***** ******. An ********* ********* ******* ** **** no ****** ***** ** ******* (** in **** ** ******** ********) *** eliminate *** ******** ********** ********, ******* life ** ******** ** ****.
**** ***** ******* ** ******* ** provide, ** **** ****** **** ** partner **** **** ***** *** **** as **** ******** ** *** **** term ******* ** ** ** ** theirs. ** ** ***** ***, ** most ***** **** **** ****** *** to ** ****** ************* ** ****.
** **** ** **** **** ******.........
*. ***** **** ****** ** * market *** *********** ** ***** **** always ** ********* **** ******* "***-*******, full-service" ********* ** **** ** "** premise" *********. *******, **** ****** **** shrink, *** ** **** ****** *****.
*. ***** ***** ********* *** **-**-******** customers **** ******** ** **** *** will ********** ******** *** ****** ** technology ********* ** ****** **** ****** to ******.
**** ** *** ** ** ********** I ******* ** ******** ** ********* both **-******* / **** ******* ********** solutions *** **** ** ***** ***** technology ********* **** ***** *** ******** installs **********.
**** ******** ********* *** ******** ** change. * *** ** ***** ********'* what ***** *** **** ***** *** their ******** *****.
*** ** ********'* **** *** ********* of *** *************** ********** **** ******* "all-their-eggs-in-one ******", * ***** *** ********* a ****** *********** ** ******-************ ********.
** ********** ***** *** *** "***" an *******, ****'* * **** * company **** ******* ***** ***, *** they ***. **** ******* ***'* ********** our ****** *** **** **** ********* through *** ******* ** **** *** to ****** ***** ***** **** *********** and ********** *** ** **** *** releasing $**** ******** *** **** ***** from *********. **** *** * ***** machine **** ****** *** ***** **** in ** ****** ** **** **** to ******** ***** *********, *** * get ****, *** **'* * ******* effort ** **. **** ***** ************* are ******** ** ** *****, ***** even ******* ** **** ********* - but *'* *** ******* ** * were ***** ****.
**** *** ******* *** ******** ********* content *** ******** ** **** *******, someone *** ****'* **** ****** ***** think **** ** ***** ************ ****** have ********* ** **** ** ******* here.
*** **** ***** **** **** **** with ***** *** ****** ****** ** Microsoft.
*******, *** ** *** **** *** a ***** ******** ********* *** ** contract **** * ***** ***** *** to *** *** ******** * ***** VA ********.