In case you’re not familiar with the AD Group of Companies, that parent organisation acts as an umbrella for a number of brands, among them AD Network Video, NetVu Connected, AD Mobile, Dedicated Micros, DTec (the specialist smoke detection operation) and Traffic Safety Systems.
One of the first organisations to fully embrace the concept of video-over-IP, AD’s interests have broadened to include CCTV systems for aircraft, transport and smoke detection solutions, together with various camera technology solutions, DVRs and multiplexers.
Without doubt, the AD Group is firmly committed to the implementation of effective CCTV standards. Indeed, its senior personnel play an active role in key industry bodies, all the while helping to drive Best Practice in critical areas like detector-activated CCTV (BS 8418) and digital video evidence.
One of those senior personnel is Board member Pauline Norstrom, AD Group’s director of worldwide marketing who, like myself, has seen IFSEC progress through the years to become what it is today – the leading international exhibition and conference programme for security professionals.
IFSEC: the benefits of taking part
“Why do we choose to exhibit at IFSEC?” said Norstrom as she repeated back to me the question I’d just posed.
“Well, for one thing it allows us to present our products and technologies to large numbers of installers and integrators who are likely to specify them in the months and years ahead.”
There’s a tad more to the exhibition process than that, though, as Norstrom was quick to point out.
“It’s also about imparting key information at a critical point in the year. We can follow that information up with live demonstrations of technology, and also refresh our database with regards to the installer community. If people want to learn about CCTV and IP video then they’re more than welcome to come and talk to us.”
AD Group’s stand in 2011 is going to take on a different aspect from years gone by: a very different aspect, in fact, in that the ‘star of the show’ will be a demonstration vehicle housing all the latest security kit.
The vehicle – which Norstrom described as “a nine metre-long mini-articulated trailer with a footprint of approximately 35 square metres when deployed” – will be fully-loaded with IP systems and, of course, the latest thinking in expansion relating to Closed IP TV.
New ranges of IP cameras at Dedicated Micros
AD Group Company Dedicated Micros’ new IP cameras include the CamVu mini VR (Vandal-Resistant) dome, the CamVu indoor mini-dome and the CamVu box camera.
For its part, the CamVu mini VR dome combines HD image capture at up to two megapixels with a vandal-resistant mini-dome housing. There’s the potential – thanks to a built-in enterprise level video server – to support integrated camera recording and video analytics.
That’s in addition to wide-ranging network capabilities (such as multimode recording and transcoding combined with both near side and off side storage).
Norstrom told me: “Closed IPTV compatibility also ensures that the mini VR megapixel dome can be set-up as what we would call a ‘Trusted Endpoint’, in turn protecting it from the dangers of hacking attack, and most notably when it’s deployed in remote and vulnerable locations.”
Post-IFSEC, the plan is to take the host vehicle out on the road such that it becomes a training base for installers. Something of a regional roadshow-meets-education platform exercise, then.
A great idea, it must be said, and one energised by Norstrom and her colleague Mike Newton, the great motor racing enthusiast and astute CEO of the AD Group.
Views on the commercial climate
From what Norstrom has observed of the security market these past few months, elements of it do seem to be picking themselves up in the wake of the recession.
“There’s certainly an impetus and a gathering momentum among end users for upgrading their systems to hybrid solutions employing IP cameras,” asserted Norstrom, who’s also chairman of the British Security Industry Association’s vitally important CCTV Section.
“Installers are looking at that transition, too. We’ll be showing a new range of HD cameras at IFSEC 2011. They’ll capture the imagination, I’m sure,” said Norstrom, who mentioned that, in the analogue camera space, it remains a truism that the market is being “eroded” by cheap, low quality products.
On a more upbeat note, Norstrom continued: “There’s a massive opportunity just now for the video industry to provide value-add for the customer when it comes to visual verification of fire at a premises. On that note, we’ll be launching our fire view dome camera at the show.”
That particular solution offers not just video smoke detection but also an ability for the cameras to relay vital information on fire incidents to a given remote monitoring station.
“The key driver for this, Brian, is the message coming from the fire industry that there’ll be reductions in direct response to fires from the recognised authorities. In many instances, it’s now up to commercial owners to fend for themselves. If they don’t then it’s highly likely insurance cover will be an issue.”
The RISCAuthority conducts research and performs representation on behalf of a group of UK insurers into risk mitigation measures emanating from fire and security risks.
Underpinned by extensive research, the RISCAuthority also publishes – through the Fire Protection Association (FPA) – extensive guides and recommendations for risk mitigation in the areas of fire and security.
Norstrom continued: “The RISCAuthority is already advising industry groups like the BSIA that video verification in the case of fire at a premises is potentially the way forward for commercial building owners. What we’re really talking about here is a non-sleeping risk.”
HD solutions for the installer community
A central focus for the AD Group at IFSEC 2011 will be making HD solutions wholly acceptable to the installer community.
“Across the industry, there has been something of a hiatus in this area when it comes to training, Brian. That’s why we’re going to use the demonstration vehicle to take the products and technologies involved direct to the installer.”
As is the case for many companies, the immediate post-show focus at the AD Group of Companies is following-up on all leads generated during IFSEC.
“Having the demonstration vehicle is going to help during the post-show period,” suggested Norstrom, “as it will increase the connection needed in order to generate sales.”
AD Group’s build-up for IFSEC begins in earnest each January. In the early stages, typically no more than three or four members of staff will start the ball rolling, but then closer to the show a matrix team clicks into gear.
“The members of the team each have their own area of responsibility,” Norstrom told me. “One will be in charge of production, another will have responsibility for kit.”
By the time the show comes around closer to 20 people will be involved.
“That said, we always keep a good number of support staff back in the Daresbury head office so that they can deal immediately with enquiries that come in during IFSEC Week.”
Potential improvements to the show
When I asked Norstrom how UBM Live’s Security Portfolio might improve its IFSEC offering, the answer – as you might expect from a professional marketer – was all about positioning of the brand.
“If you have a well-known brand like IFSEC within your remit,” asserted Norstrom, “the question you must always ask yourself is: ‘Is it positioned in the right place?’ One of IFSEC’s key roles must always be to attract the right people to the event and, by extension, new entrants to the security industry.”
An extremely interesting and valid point, and one that we’ll duly take on board.
Norstrom also mirrored a recent trend in the marketplace by suggesting that there has to be a major focus on the convergence of IT and physical security.
“We’d like to see more on the coming together of IT and security-related devices,” said Norstrom. “IFSEC can help the video and security industry promote a stronger message to IT professionals as well as procurers.”
In closing our interview, Norstrom outlined with no small degree of enthusiasm that, as is always the case, the AD Group will be delighted to welcome all types of practitioner for discussions and system demos, be they end users, consultants, integrators or distributors.
“At the end of the day the whole channel has to work together,” Norstrom rightly said.
“This is going to be the biggest IFSEC ever, and I believe that’s a direct reflection of the fact that the UK leads the world when it comes to CCTV technology and its deployment.”
AD Group at IFSEC 2011
Hall 4 Stand E10