SECURITAS AB Annual Report 2011

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26 The security services market Securitas Annual Report 2011 Securitas’ markets – growth, driving forces and position The driving forces behind growth and the development of security services vary to a great extent depending on how far the security industry has matured in a region. The level of maturity is influenced by general economic and social trends. Securitas has a strong global position, with its base in mature markets such as North America and Europe, but is growing strongly in emerging markets where private security services currently are less widespread. Securitas is currently present in 51 countries. These countries are shaded in the map below. north America, 4–6 % market growth Growth: The security services market in North America has historically grown faster than GDP and this trend is expected to continue. The USA and Canada are more mature markets, while Mexico is more of an emerging market with higher growth from a lower base. Driving forces: Heightened security consciousness, improved economic conditions and increased demand for value-added services are examples of driving forces in North America. Position and presence: Securitas is the market leader in the USA and one of the leading security services providers in Canada and Mexico. Latin America, 9–11 % market growth Growth: The Latin American security services market is expected to continue growing well above the world average over the coming years. Driving forces: Economic liberalization, increased foreign investment and usage of security services – which is low in comparison to other markets – will continue spurring growth. Position and presence: Securitas is present in seven Latin American countries: Argentina, Chile, Colombia, Costa Rica, Ecuador, Peru and Uruguay. In Argentina, Chile and Uruguay, we are the market leader. The security services markets in Costa Rica and Ecuador were entered in 2011. We provide an increasing number of technology solutions in all our markets in Latin America.
Europe, 4–6 % market growth Growth: While Western Europe’s security services market is rather mature, Eastern Europe has numerous rapidly growing markets. However, Western Europe still presents many opportunities to grow by offering customized security services with a high level of expertise and technology content. Driving forces: In Western Europe, growth will be spurred by an increasing share of value-added services, for example, increased technology content, mobile services and alarm monitoring services. Growth in Eastern Europe mainly derives from higher underlying GDP growth, privatization of the security services industry and higher crime rates. Position and presence: Securitas is present in 28 European countries. In most, we are either the largest or the second largest actor in the market. We provide a wide range of services covering specialized guarding, mobile services, monitoring centers and airport security. The security services market Asia and the Middle East, 13–15 % market growth (excluding Japan) Growth: Growth rates vary across the regions from more mature markets, such as Hong Kong and Singapore, to fast-growing developing countries, such as India, Sri Lanka, Thailand and Vietnam. Driving forces: The main factor driving growth in the Asian market is the strong expected underlying GDP growth compared to most other regions. Increased urbanization and a growing middle class also boost demand. At the same time, the trend is moving toward privatization, whereby security services are outsourced from the public sector to private companies that offer efficient security solutions for many different sectors. Position and presence: Securitas currently has presence in 13 markets in Asia and the Middle East. In June 2011, we entered the security services market in Jordan. While we mainly provide manned guarding services in the region, our services in the Middle East contain a higher degree of technology. We also acquired a technology company in Thailand during the year. Source: Securitas Securitas Annual Report 2011 27
Page 1 and 2: Annual Report 2011
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Securitas AB P.O. Box 12307 SE-102
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