The role of the integrator, by Clive Talbot, Director of Vindex Systems.
These are interesting times for our industry. After decades of growth and development we are now facing unprecedented challenges – not least the inevitable decline in demand in our established markets of security and loss prevention. Over the coming months I’ll be sharing my views on this and other issues such as why, when technology continues to develop in features, performance and power, do the challenges the technologies are meant to address not recede in equal proportion. I will challenge the many preconceptions that prevail in our industry and the way we typically think about our customers and markets, if indeed we do at all. And I will de-construct the accepted paradigms as I believe that we need not be scared of declining markets and customer ambivalence.
Let’s start with the integrator. What do we traditionally mean by integrator? Well here’s the Wikipedia description ‘A systems integrator is a person or company that specialises in bringing together component subsystems into a whole and ensuring that those subsystems function together, a practice known as System Integration’. Is this how we see ourselves? Certainly when I was asked to describe my business this is pretty much in line with my initial thoughts and I’m sure we are all proud to be described in the same way. But is this really what we are? What’s interesting in this definition is that it focuses entirely on the technology and doesn’t mention the word ‘customer’. So, what is the role of the integrator? Well, one thing’s for certain, if this is how we see ourselves then we have no differentiation (other than, perhaps, the products we use) to help a customer decide who best to partner with. And the customer is the reason we are in business in the first place.
The key then is the customer. Let me explain. The problem for anybody wanting to buy non-mandatory systems, such as CCTV or access control, is that the choice of product, vendor and installer is very wide but largely ‘me too’. What to buy and who to buy it from is a minefield. Even those of us who believe in robust product policies face this problem. The true role of the integrator is, therefore, to guide customers safely through this minefield. We must not start to engage users by trying to sell products but in trying to understand our customers’ business and what benefits they/we believe that using electronic security products will bring to their business – and this can be far broader than simple security and loss prevention. We have all been to customer sites where the CCTV isn’t being used properly (check out ‘The Invisible Gorilla’) or the access control PC is switched off. This is because the customer doesn’t have a real value for them except, perhaps, to try and find an event after something has gone wrong – and that’s not loss prevention! Because we don’t engage with our customers about their business we often allow our fantastic products to be poorly utilised in one, very narrow application.
A systems integrator is one who integrates their business (services and products) with their customers’ business first and foremost. This will lead to strong, sustainable business relationships and opportunities that will allow us to succeed in the future. The technologies will follow as required. That is the role of the integrator!
