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Invasion or opportunity?

Posted By Dave Simon, Tuesday, January 24, 2012

What are we to take away from all the talk during Leadership Summit two weeks ago about the invasion of the security industry by the telcos and cable companies?

Certainly, speaker after speaker stated that several companies from these industries have fully entered our industry and are making plays for our customers. Some are going at it one market at a time. Some are trying to penetrate very specific market niches, or are only offering special products.

Whatever the tactics, we can say with confidence that we – ESA members – are the security experts and we need to be prepared to tell our customers why we are the experts and how they benefit from hiring us for their security needs. Yes, telcos are here, and are likely to continue to make additional attempts to expand markets, introduce new offerings and market themselves as experts, but the key is how we are responding.

Most recently, AT&T announced it will enter the Atlanta security market. It will offer home automation, home security, and reportedly open its own monitoring station, according to news reports.

Regardless of which company it is, or the services it offers, we should continue to tell the truth -– that ESA members are proven security experts. This is the advantage we provide for current and prospective customers. And a great advantage of having telcos and cable companies expanding into the security market is the national exposure this expansion will bring to our industry.

Big companies have the money to advertise, and by doing so, they bring attention to us. This is a good thing. Most customers search more than one company before they make a choice. By raising the visibility bar, we believe these new entrants will give ESA members a greater opportunity to show what we can do.

The next step is up to the individual company. Be ready.

So tell us your thoughts regarding the entrance of telco and cable giants in the security industry – invasion or opportunity?

Tags:  competition  Leadership Summit  telcos 

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