Gimme Some Disruptive Innovation!
Here is a message for Cisco, Novell, IBM, Oracle and the rest of the IT powerhouses taking some steps toward the physical security industry. So far, what I’ve heard from each of you is a message that confuses us. It sometimes sounds like you are trying to re-invent the wheel – no, that’s not it. It’s worse than that. It sometimes sounds like you are trying to do what other companies are doing quite well already. Like you don’t have any special difference, any special value. You sound like "me too" vendors.
That is discouraging to me and many of the securitydreamers out there. We are looking for ways to advance the industry, so we are looking to you to make a difference – to lead us out of the wilderness.
But that’s not what we hear from you. So I’d like to challenge each of you to come up with a more compelling message and strategy, please. Here is what you can go ahead and strike out of your marketing messages from this point forward:
- Any reference to how you can do video surveillance capture, transmission, processing, analytics or storage almost as well as the leading physical security vendors.
- Any story of how your integration projects persevere to completion.
- Any language that sounds like it came from ADT or Honeywell. (Nothing against those guys, you understand. But they are already here. We don’t need another ADT.)
- And I definitely don’t need you to start pitching an access control message even remotely resembling Lenel, Quintron or S2. They are fitting the bill just fine, thank you.
What do I want?
I want you to ROCK the physical security industry!
I want you to create a great story and build solutions (products and services) that inspire and turn on physical security and logical security folks alike instead of preaching convergence – especially not the convergence of physical security teams with logical security teams. A subtle but profound difference – but one that separates a ho-hum non-strategy from a game-changing value-creating growth strategy.
C’mon IT folks. Bring IT to the physical security industry. Bring the software, the hardware, the networks, the processes, the people, the best practices and the innovation. We’ll all be glad you did.