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ESX is different from all other industry conferences and shows because it’s owned by the Central Station Alarm Association (CSAA) and Electronic Security Association (ESA). The revenue generated by the conference will remain within the industry to be used for programming, education, legislative activities and public relations to benefit your company.

ESX Announces KIX BROOKS as the 2012 Keynote Speaker...

Are You Positioned for the Next Great Opportunity?

George De Marco

January 24, 2012

The electronic security industry has been described as "recession proof." But since the start of this "Great Recession," there has been a tectonic shift in that belief, more accurately portraying the industry as "recession resistant."

In the last few years, however, operating companies, manufacturers, distributors, and service providers have experienced some painful lessons from lower growth and margins, higher attrition, workforce reductions, lack of credit facilities and generally working harder for less.

A great question to ask yourself – especially during challenging times – is whether or not your business model is vibrant or stagnant. It is painful, expensive, and pointless to continue working on a business model that is dying.

The winners are individuals and organizations that identify the next great opportunity instead of downplaying or complaining about the changes in the world. Business is a very fluid process, and winners recognize what worked yesterday may not apply to today and definitely will be outdated tomorrow (especially in technology).

Yes, the world has changed, catching some off-guard, but for highly successful organizations, the business model canvas is becoming a larger and more colorful opportunity to build and encourage highly motivated teams, re-think business and go-to-market strategies, and introduce innovative products and services.

For the security industry, the emerging technologies canvas is being painted by smartphones and apps. With the use of web-enabled and mobile apps, consumers are tapping into a more vibrant and robust ecosystem that provides a dynamic interactive customer experience, offering lifestyle choices for security, safety, convenience, and savings.

Consumers are thrilled to have enhanced system features that are useful and meaningful in managing and controlling their homes and businesses remotely, 24/7.

There is no doubt that security integrators embracing "interactive services" are experiencing a rebirth of revenue growth, especially with RMR services. One of the benefits of offering interactive services is that the RMR glass ceiling has been shattered. As a result, profits are higher; customer retention is higher and, ultimately, the enterprise value is higher.

The traditional "detect and response" business model for security companies is by no means dead, but the world is changing rapidly, and we need to anticipate what the consumer "wants" next.

The race for RMR, affectionately referred to as the Holy Grail by the industry, is heating up. Security and custom electronics integrators, telecoms, cable companies, content providers and others are competing, in some cases, for the same piece of the RMR pie. This dynamic is beginning to play itself out.

To ensure your piece of the pie, preparation is the key to success. You must have a clear understanding of the competitive landscape and market direction, knowledge of innovative products and services, and direction on how to lead for success.

ESX is the event that provides you with the tools and knowledge you will need to move forward in all of these areas. It is a priceless opportunity to help you learn about the best practices in the security industry, in addition to being a venue where you can develop valuable industry relationships with like-minded peers, suppliers and service providers.

Regardless of the current status of your company, you are not completely "recession resistant" and definitely not impervious to the arrival of new competition entering the marketplace. The best way for security integration and monitoring companies to stay on top of the "changing world of security" is to attend ESX 2012 in Nashville.

Stay competitive, my friends.