As many of you will know, Synectics is a leading developer and manufacturer of integrated security solutions with more than 25 years’ experience of providing video surveillance systems throughout Europe, North America and the Middle East.
Indeed, the company’s security solutions represent ‘the system of choice’ for many city centre surveillance operations.
Typically, Synectics’ custom surveillance solutions are powered by the award-winning Synergy video management software and best-of-breed hardware which we’ve featured on I4S on numerous occasions.
In addition to the Synergy command and control platform, Synectics’ broad range of product offerings includes H.264 encoders and decoders with optional video analytics, an IP virtual matrix system, a full range of analogue switching and control devices and the ever-popular PRIVacy electronic scene masking technology.
A comprehensive range of third party interfaces is supported by Synectics’ open structure development to deliver seamless integration for analogue, digital and IP video systems and cameras in addition to other third party systems (among them access control, fire and intruder detection).
What’s the attraction of IFSEC?
Why, though, does the company choose to showcase its talents at IFSEC on an annual basis, and what does the organisation feel are the main benefits to be derived from doing so?
“It’s a great opportunity for us to showcase the systems and solutions we’ll be marketing later in the year,” explained David Aindow, Synectics’ product and technology director. “It’s also an ideal way for us to meet new customers, talk to established integrators and consultants and therefore promote what we’re doing to a wider market.”
Traditionally, as stated the company has framed its attentions on city and town centre surveillance, but what you may not know is that Synectics is now making its mark in other areas, delivering application solutions for banks, cash and data centres, Critical National Infrastructure (CNI) sites, transportation schemes, casinos and educational establishments.
These are what Aindow refers to as “the security verticals”.
Across the past couple of years, Synectics has been very successful in the North American market. Aindow told me there are now nigh on 20 casinos boasting the company’s surveillance equipment.
“We’re using the experiences we’ve gained in UK city centres to good effect there,” he urged.
On top of that, Aindow chipped in: “We’ve also been very successful with CNI projects here in the UK and on mainland Europe.”
Key message at IFSEC 2011
In terms of the solutions that Synectics will have on display at the NEC in Birmingham next week, the main thrust concerns the integration message.
“We’re looking at elements like Physical Security Integration Management (PSIM),” explained Aindow, “and aligning our own technology with elements like PA systems and Electronic Point of Sale while also educating visitors about SynergyPro. It’s much more than just a video solution.”
The company will also be bringing new product to market, including an extremely interesting mobile-based video viewing arrangement.
“This is a tablet-style product that’s designed to operate on the Windows and Android platforms,” outlined Aindow. “The end user is then able to log security incidents on a remote basis and view incident reports in real-time.”
Nod towards the green agenda
Interestingly, there’s also a nod towards green-powered DVR systems. “Entry-level DVRs can be power-hungry,” suggested Aindow. “Our ideas are under wraps at the moment, but visitors to the show can come and talk to us about what we’re launching to market.”
Meantime, the new Synergy Dataveillance tool mines and correlates alarm and transactional data to identify suspicious behavior patterns, fraudulent activities and marketing trends, etc.
When ‘tied’ to video, this solution can be used effectively to enhance the overall efficiency, security and profitability of an enterprise environment.
Aindow stressed: “What we’re focusing on here, Brian, is really all about what I’d call ‘complete intelligence’: bringing video and other relevant data together in order to generate really meaningful results for the end user.”
As I write, the concept is being trialled at both UK and North American sites.
Come IFSEC 2011 there’ll be a Synectics-led seminar on advances in the digital video world. The talk will be of scalable video, HD video and the importance of standards.
“If you were to put me on the spot about a central theme for this year’s IFSEC, Brian, I’d say it’s highly likely to be integration at the PSIM level in tandem with HD CCTV. Version 1 of the standard has just been ratified.”
Are we seeing signs of an economic upturn?
How does Aindow feel the security market is performing in what are still recessionary times?
“As a group, business for us in recent times hasn’t been too bad at all,” he reported. “Our end-of-year results are not a sorry story by any means.”
Perhaps that’s largely because Synectics has skilfully and cleverly used the economic ‘downtime’ to review its own solutions and rationalise operational procedures.
“As I said, we’ve been looking to gain more vertical traction,” said Aindow. “We have a great platform in SynergyPro, so it’s about modifying that to suit a given end user vertical’s needs.”
Aindow feels the security market is now springing back into life. “The last 18 months to two years have been pretty quiet in North America, for example, but there are strong signs of movement now.”
Synectics begins to prepare for each IFSEC at the start of the last one. “We are always looking at improvements,” said Aindow. “We’re thinking about messages, what the market will be doing in 12 months’ time and the solutions we can devise to satisfy the demand.”
As far as Aindow’s concerned, IFSEC is the most important global security event for the company. “Yes, there’s ISC West and the ASIS show in the States, but IFSEC is the one we afford most attention,” he said.
Engineers will be on hand at the NEC throughout this coming weekend to create the best stand possible, while the company dedicates no less than 30 personnel to the event (with 12 sales staff manning the stand on a rotational basis during show opening hours).
When you consider the company has a total staffing number of 120 you can form an idea of the scale of commitment offered.
What happens when IFSEC is over?
For Aindow, tracking leads post-show is massively important. “We’ll look at what has worked well at the show, and then examine specific verticals and disseminate the core message. We’ll contact leads and devise and execute a strategy for post-event marketing on the new products we’ve launched.”
Aindow continued: “From a technical point of view, what we show at the NEC will always be slightly ahead of any official launch.”
As far as Aindow and Synectics are concerned, last year’s IFSEC was one of the best they’ve ever experienced.
There was “great planning” for the lead-up, and plenty of customers were more than content with the Simplicity product.
“We were really happy with last year’s show, Brian. It worked so well for us.”
As a company, Synectics is always mindful of the end user and security consultant, and very keen to learn what has worked for them. That trend will continue at the 2011 show, where the ‘pull-through’ from both cohorts is going to be as crucial as ever.
Pleasingly, Aindow told me that the level of systems knowledge exhibited by the end user base is, in his opinion, most certainly on the up. “That’s the case whether you’re talking security manager, IT specialist or purchasing professional. Either way, our relationships with them must be solid.”
Tellingly, he added: “Security managers are now beginning to ask different questions. Ease of use and the benefits of technology are central, of course, but they’re also now wanting to see even more detailed reports on these areas. The breadth of systems knowledge is extending.”
Synectics Systems Group at IFSEC 2011
Hall 4 Stand F10