Q: Why have you decided to market specifically to installers first before targeting end users?
A: With their close relationships with customers, installers are often the best people to promote a product and are widely regarded as independent. We are looking to very quickly establish a national approved installer base to work on our behalf in promoting and installing the Smartair range, and we will be supporting those installers with a highly dynamic marketing strategy to target end users. So far we have signed up 15 and hope to have 25+ installers nationwide.
Q: Why do you feel there is a gap in the market for smaller access control systems?
A: Up until a few years ago the options for access control were very limited – either very simple, usually coded, systems, which were cheap but offered limited functionality, or online systems which offered all the functionality anyone could ask for but whose price put them beyond the reach of many smaller organisations. A couple of suppliers started to venture into the ‘middle ground’ with an online/offline migration, with some success – but we believe there is still significant untapped potential for systems which can offer standard features such as time controls and master controls without ‘limited use’ extras such as photo ID badging and visitor passes, which many companies rarely need. Also, the flexibility of Smartair means that it is perfectly feasible to have it on inner doors with an online solution only on outer doors.
Q: Where will installers get customers from – and what sectors?
A: Historically, our core market for access control products has been health and education and, while we see significant potential here, the flexibility of Smartair makes it ideal for smaller offices, residential care homes.
Q: What does the addition of this product offering show to the industry and how does it reflect your long term goals?
A: It strengthens our product portfolio and means we can offer access control systems for any budget from entry level upwards. It also shows that we are not just interested in selling expensive systems with more functions than the customer really needs, particularly to companies with many other demands on their budgets, while giving our installers a very strong selling proposition. We see Smartair as integral to our long-term growth strategy in the UK as it will broaden the sectors in which we are working and strengthen our position as a provider of total solutions from advice and system design to installation and ongoing service through our installer network.
Q: What support do you offer to installers?
A: It’s obviously in our interests to work with installers and give them everything they need to promote the range. As well as product training, the launch is being supported by a new suite of literature – for both installers and end users – and an intensive marketing campaign which is clearly paying off as there are several major installations already nearing completion and others which are currently under discussion.
*Abloy UK (previously known as Abloy Security) is a leading supplier of high security locking and access control for a broad cross-section of industry. Products include mechanical and electromechanical locking devices, systems and door control from Abloy, Assa and effeff as well as padlock systems from Yale, Chubb and Union.
For more information about the range visit www.abloy.co.uk