News Archive

Europe CCTV

by msecadm4921

The IC-DISTRIBUTION INSIGHT CCTV IN EUROPE is a recent report on the distribution system for the European market in CCTV.

"The distribution strategy is one of the most important success factors in the CCTV market", says Alexander Bonat, market analyst at InterConnection. "Only through this can a good product be brought to the customer. InterConnection conducted numerous interviews with CCTV dealers in order to support the development of such distribution strategies.”

According to the researchers, the core questions that manufacturers should ask themselves in the first place should be:

Which distribution channel will grow the strongest?

The trend is clearly veering away from direct sales and installation by the producer. "The future lies in the still relatively small IT channel," says Alexander Bonat. "Strong growth is expected here". However, specialised dealers, who up until now were one of the most important channels, are still showing great potential. System integrators, who currently comprise over 30 per cent of the total turnover for CCTV products, will become the second most important distribution channel in the future".

Which dealers do I want to distribute my products?

The study from InterConnection shows that on average dealers are specialised in the brands of around four manufacturers. "Successful partnerships with dealers should be a long-term objective of a manufacturer". The best way to do this is to ask the dealer about the importance of various factors when working with manufacturers. The most important is the technical quality, closely followed by brands with recoverable margins, delivery time and warranty. Somewhat less important is the sales support of the manufacturer.

Which channels are the best suited to my special product mix?

Many manufacturers offer complete solutions, but even more are specialised in specific product groups. The number of listed brands varies depending on the country and distribution channel. In Great Britain, dealers are specialised on average in the seven different brands, while in Spain and Italy many dealers are specialised in the products of just one manufacturer.

In which areas do the manufacturers need to catch up?

In the study the importance of factors such as product quality, delivery time, warranty, etc, is compared to the ratings of the dealers for each brand. "It shows that in some areas there is still the possibility to catch up, while in others too much attention is being paid".

Which distribution channels cater to which segments?

The method of distribution depends on the products being offered. Therefore system intergrators would rather serve smaller and medium-sized companies with CCTV products, while IT dealers and specialised CCTV dealers would rather deal with larger companies.

Conclusion

Anyone who wants to be successful in the CCTV market should know the wishes and requirements of the various distribution channels. One should also know how his brand is perceived by the dealers as well as the end-users and try to bring the importance of the success factors in unison. The chosen strategy should be carefully thought about and reconsidered and the segment being catered to should also be kept in mind. In conclusion, one should take notice of the considerable regional differences and, if necessary, different strategies should be selected for each country. If all of these factors are taken into account, nothing will stand in the way in developing a successful distribution strategy for the CCTV market.

Related News

  • News Archive

    Parking Research

    by msecadm4921

    The British Parking Association (BPA) has confirmed support for recently released Which? research on UK parking. Keith Banbury, chief executive of the…

  • News Archive

    Video Analytics Guide

    by msecadm4921

    With video analytics a key technological development in CCTV, the British Security Industry Association (BSIA) has published a guide to Video Content…

  • News Archive

    Egg And Bracket Plan

    by msecadm4921

    Bosch Security Systems has launched a ‘egg and bracket’ ordering process, seeking to simplify the specification, storage and distribution of its Autodome…

Newsletter

Subscribe to our weekly newsletter to stay on top of security news and events.

© 2024 Professional Security Magazine. All rights reserved.

Website by MSEC Marketing