SECURITAS AB Annual Report 2011

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6 Business of specialized security How we develop our business The decentralization of decision-making and responsibility is fundamental for Securitas, since the company’s daily operations are conducted in our branch offices. The Group’s customer offerings and relations improve when decisions are made in close proximity to customers and the employees who perform the services. Accordingly, business development occurs in every part of the organization on a continuous basis, since security companies work around the clock. To reach our financial targets, we must grow organically in line with the security services market, make acquisitions and improve our operating margin. Our efforts to develop the business on a daily basis have been divided into the following three steps: growing business, realizing opportunities and securing profitability. GrOWInG BuSInESS rEALIZInG OPPOrTunITIES SECurInG PrOFITABILITY Growing our business is mainly achieved through the day-to-day activities of our local branch offices. As a security partner, establishing close, active and long-term relationships with our customers is crucial. Sales activities and targeting of desired customers are important for achieving new sales. In the long term, our strategy to specialize our security offering by developing value-added services will be the key to continuous and profitable growth. Success factors: • Presence where our customers operate – globally, nationally and locally • Being perceived as the knowledge leader in the security industry, with strong values and business ethical principles • Maintaining and developing our strong brand • Customer-oriented sales and marketing efforts • Competitive solutions based on qualified risk assessments • Offering specialized security solutions through segmentation of our business • Close and long-term customer relations through a proactive and flexible approach to our customers’ changing security needs Securitas Annual Report 2011 Realizing opportunities entails being active when changes occur in and around our customers’ businesses. The extra sales that these changes generate are highly valuable. Acquiring companies has always been an important part of our culture and business model. An acquisition represents an opportunity for us to expand into a new market in order to serve our customers when they grow in new regions. An acquisition can also provide an opportunity to strengthen our competence within a certain customer segment or complement our geographical coverage in a certain country. Success factors: • Targeted and event-driven marketing • Proactive approach to sudden customer needs • Large scale and resources • Identification and selection of suitable acquisition targets • Proper restructuring and integration of acquired companies • Realization of synergies, such as cost, geographical and marketing synergies • Ability to develop acquired companies by using the Securitas management model Securing profitability entails balancing price and costs, and being as adaptable as possible. Our strategy is also to avoid competing on price to win contracts. In the long term, we aim to develop more specialized value-added services and concepts, including specialized guarding, technology solutions and consulting and investigation services, thereby enabling increased price levels. Success factors: • Short-term price adjustments to avert cost level increases • Lower employee turnover • Efficient sales and marketing • Not competing on price but with service content and quality • Efficient invoicing and close control over days of sales outstanding • Active risk management to minimize losses and avoidable costs • Training and education of our employees in security competence • Exchange of best practice, innovations and know-how in the Group • Combination of guarding with technology solutions and consulting and investigation services in order to customize solutions to meet the customer’s needs
Knowledge Leader in Security Securitas protects homes, workplaces and society. Our core business is security services and the main service offering categories are specialized guarding, mobile security services, monitoring, and consulting and investigation services. Technology solutions are often part of the service provided. Securitas provides a wide range of security services, from mobile patrols, access control, fire prevention, receptionist / concierge, monitoring and call-out services to specialized, site-specific duties. From this broad range of services Securitas customizes offerings that are suited to the individual customer’s needs, in order to deliver the most effective security solutions. To create an optimal solution for the customer, different components are often used in combination, such as specialized guarding services, technology solutions, and consulting and investigations. Specialized guarding services consist of many types of services, from airport security and customized services for certain segments to receptionist services. One example of specialized guarding services is mobile security services, which provide cost-effective solutions for small and mediumsized businesses that do not require 24-hour security services. A single security officer typically attends to the needs of 20 to 30 customers within a limited geographical area during one shift, performing regular exterior and interior patrols, alarm activations and opening and closing of premises. Mobile also provides city patrols and special alarm response units. Technology solutions are always deployed in combination with qualified security officers. The following components are often used in combination to create a security solution tailored to a specific customer’s needs: · Electronic systems: intrusion alarms, access control and surveillance cameras · Physical security: fences, turnstiles and gates · Software: reporting, communication, logging and verification systems Examples of services with high technology content in monitoring include CCTV monitoring, verification and alarm response. Another example is track and trace services, mainly for trucks, using the latest GPS and cell phone technology. We are further strengthening our competence in technology solutions by hiring specialists and through selective acquisitions. Consulting and investigation services consist of a range of specialized services, such as due diligence, background checks, security assessments, brand protection, intellectual property protection, executive protection, investigations, cyber surveillance, computer forensics and IT security. Presentation of our offering “ Our security knowledge grows as we learn from assignments and customer relationships globally... Securitas Annual Report 2011 7
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Aimé Lyagre b. 1959 Chief Operatin
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Securitas AB P.O. Box 12307 SE-102
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SECURITAS AB Annual Report 2011

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