US Edition
Security camera lens, CCTV Camera, Digital Recorder, Telemetric Transmitter and Controller, Intruder Alarm Control Panel, Access Control Reader, Dome Camera
Home  |  Settings  |  Marketing Options  |  eNewsletters  |  About Us  |  FAQs    Join on LinkedIn
Unique perspectives

Network / IP - News

Xtralis reaffirms that route to market and consistency is key to success

Published on 7 July, 2009

Leading manufacturer reaffirms that route to market and consistency is key


 Xtralis commits to security channel for the long term

Xtralis, a leading provider of early warning fire detection and security solutions, today reaffirmed its commitment to security installers and systems integrators following success in deploying its full range of video surveillance and management technology in major installations across the UK.

The move towards more open standards, the convergence of security and IT, and the integration of disparate technologies into an overall system solution have confirmed Xtralis' long-held belief that working with and supporting installers and system integrators goes far beyond a simple product ‘sale', as Hamish McKirdy, Director Sales Security EMEA explains:

"The current economic environment seems to have driven some manufacturers to sell direct to end-users. While Xtralis understands the economic driver, we cannot and will not support what we believe is a fundamental problem with this model - that is, it only provides the end-user with a product purchase and not a complete solution to meet the very real needs of a site."  McKirdy continues: "Xtralis believes that manufacturers should focus on up-skilling the installer and integrator base, providing them with the level of technical training and support to deliver high-end, integrated IP systems that best meet the requirements of their end users. Ultimately it's about better solutions, and better solutions come through more design and technology support for the systems integration and distribution channel, not less."

McKirdy's views reflect concern expressed by many installers that they are currently being bypassed by some manufacturers who are apparently more concerned with shifting boxes than actually providing best-in-class solutions.

"Xtralis' advantage has always been the quality of its technology and the value that we add before and after the sale. Our success is largely dependent on our channel and integration partners' success, and working together to provide best in class solutions for the user and profitable growth for all parties. Our long-term commitment to the broader security channel is not something that we are going to abandon on the grounds of short-term market conditions."

 "Xtralis' advantage has always been the quality of its technology and the value that we add before and after the sale. Our success is largely dependent on our channel and integration partners' success," says McKirdy

By way of illustration, McKirdy cites the example of the recently launched ADPRO Presidium - the first product of its kind to be designated by the Home Office as an I-LIDS approved primary detection system for sterile zone monitoring. An intelligent video motion detection, Presidium is designed for use in the most demanding security environments, and requires the expertise of a savvy and knowledgeable route to market:

"Selling direct would be the wrong commercial and technical decision, ultimately giving the user a product and not a system solution. This devalues both our product, and the skill of the systems integrator in being able to design and install the optimum system to meet the specific risk or broader design intent."

McKirdy concludes, "When times are tough, we believe the most important thing that we can do is to protect the "core" - and this means providing users with well-engineered solutions to meet specific risk.  There is one way to achieve this and that is through closer alliance with the channel, installers and systems integration partners, all pulling together to meet the combined needs of the end-user and consulting community. To do otherwise is to shift boxes and that's not what we are about."

Bookmark and Share
Latest in
Network / IP Security Events

See privacy and cookie policy
Browsing from the Americas? Looking for US Edition?
View this content on US Edition, our dedicated portal for our Americas audience.
Do not show me this again
International EditionUS Edition