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techadvisor: PHYSICAL SECURITYProtect and DefendThe physical security market is growing by double digits, and tappinginto IP video surveillance demand has never been easier.By Bob ViolinoAs organizations look to protect themselves againstsecurity threats, both perceived and real, and astechnology continues to advance, demand forvideo-surveillance solutions is rising at a steadyclip. The physical security industry, including IP video surveillance,is a “high growth” area, says Tom Burns, director,physical security business unit, Ingram Micro North America.IP-based video-surveillance solutions are well-provenand deliver better image quality, functionality, scalabilityand lower total cost of ownership than analog systems. IMSResearch forecasts that 2013 “will be the tipping point whenworld network video-surveillance equipment sales overtakeanalog video-surveillance equipment sales.” There were 25million security cameras shipped worldwide in 2011, withan estimated growth to 50 million shipped per year by 2016,according to IMS. Demand has been growing by at least 11percent a year.A Watchful Eye“Physical security products extend across all verticals, as eachsegment of our society deals with physical security demands,including perimeter protection,” says Burns. “U.S. import andcustoms laws, government regulations and data protectionrequirements are all now including requirements for physicalsecurity in terms of access control to facility, and monitoringand recording of activities.”Fueling the growth are specialty applications that haveemerged, which are providing business intelligence. Examplesinclude collecting anonymous customer demographics,tracking customer patterns and traffic frequency, parkingmanagement at shopping malls and traffic management.Security Cameras In Use PROS: Tap into this double-digit growth market. CONS: Perception that video surveillance is toughto learn. BOTTOM LINE: Leverage preintegrated solutionsand training.“There are many reasons for this growth, with one of the drivingfactors being property damage and losses,” Burns says. Agood example of this is in the retail industry, where camerascan help prevent theft in stores.Break Down the BarriersIngram Micro’s physical security business unit has joinedforces with industry leaders to create a new multivendor, IPvideo-surveillance bundle designed to meet the needs of solutionproviders who need purpose-built, validated, IP camerasolutions for their customers. The SecurePOD bundle enjoyssupport from Ingram Micro, Intel, Dell, Axis and MilestoneSystems.Solution providers can take advantage of pre-sales and supportoptions for SecurePOD, , as well as extended warranties,the ability to brand the product, and go-to-market assistanceof sales and technical training. “Ingram Micro recognizesthat one of the primary barriers to successful entry into theIP-surveillance and physical-security market is business andtechnical training,” says Guy Reams, senior technical trainingmanager, Ingram Micro.Ingram Micro is launching a new physical security universityto help solution providers attain “the knowledge and skillsto be successful in this industry and to learn from experts onhow to design, sell and implement physical security solutions,”Reams says.About the author: Bob Violino has written about businessand technology for more than 25 years.24 CHANNEL ADVISOR SPRING 2013