Communication

Security Products – Communication

Do you know your access control system s weakest link?

How aware are you of the weakest link in your access control system? In this download Nedap outlines the key components of an access control system. Test how aware you are of the weakest link.

When it comes to access control, Nedap has set the bar for the industry. Nedap developed AEOS end-to-end security in which principles of encryption and strong authentication for IT security are applied to achieve secure communication between and storage in all elements of the access control system. Simply complete the short form to download this free report.

BSIA expands business awards with three new categories

Industry news The British Security Industry Association (BSIA) has launched three new awards, expanding its existing awards programme, opening it up to contributions from across its membership. The Security Business Awards will be presented at the BSIA s annual luncheon, in Covent Garden s Grand Connaught Rooms in July 2017, before an audience of security business leaders as well as representatives from police forces and government. There are three awards categories.

The International Partnership Award underscores the capability of the UK security industry in embodying the BSIA s export brand values of world class security through innovation and experience. The award will be given to a BSIA member company that has overcome challenges to deliver a project outside the UK either for an overseas customer or partner organisation. The Environmental Award recognises the commitment of a security company, or its employees, to improve sustainability within the organisation, or to improve their local community s wider environment. The Innovative Security Project of the Year Award recognises projects that mark a first for either the industry, a particular market, or a new application of an existing security solution. The BSIA s head of marketing and communications, Amanda Caton, says: Our established awards scheme is already successful in enabling us to recognise and reward the outstanding contributions made by security personnel, but we wanted to ensure that we re also recognising companies wider commitments to promoting the worldwide reputation of the industry, improving corporate social responsibility and applying existing solutions in new and innovative ways. Nomination forms are available to download from the BSIA s website. The BSIA is a longstanding and valued partner of, and exhibitor at, IFSEC International, Europe s biggest fire and security trade show taking place 20-22 June 2017, London ExCeL. Get your free badge now. Visit Europe s leading security event in June 2017 Visit IFSEC International for exclusive access to every security product on the market, live product demonstrations and networking with thousands of security professionals.

From access control and video surveillance to smart buildings, cyber, border control and so much more. It is the perfect way to keep up to date, protect your business and enhance your career in the security industry. Click here to register your place now to join us at London Excel on 20 22 June 2017.

Axis Communications opens new Experience Centre as it celebrates 20 years at the top

Video surveillance During a launch event Axis partners met with the senior management team and were invited to explore how the new centre in Luton, just outside London, operates. The event also coincided with the company s 20th anniversary. Martin Gren, co-founder of Axis Communications, opened the centre, along with Bodil Sonesson, the company s vice president of global sales.

Atul Rajput, regional director, Northern Europe led the toast. Rajput, who was one of the company s first employees, thanked partners for their collaboration over the last two decades. The Experience Centre takes end-users on a two-hour tour where they can experience Axis systems in different environments that simulate real issues. The tour is designed for small groups of people to allow in-depth discussion of challenges end-users might be facing. In the tour the Axis Camera Application Platform (ACAP) allows partners to solve specific customer problems by downloading third-party applications to Axis IP cameras and encoders. Typical problems include queue management, people counting and intrusion detection. The systems are all interactive. On passing through a gateway, an audio alert notifies participants that they are trespassing for example. In the most immersive part of the experience a dark room simulates challenging lighting conditions so that on leaving the room, participants are shown how Axis WDR cameras capture detailed images despite these conditions.

Other highlights include the networking centre, demonstrating Axis hardware and third-party switches, as well as the video management software control room, which uses a new user interface and can be integrated with access control and intercoms. Throughout the tour the emphasis is on applications, not simply products. End users and installers are encouraged to discuss security-related challenges they face, and explore how Axis technology could help resolve these.

How network video can support suicide prevention on the rail network

It describes some current suicide counter-measures and details the size of the challenge which the rail industry faces. This paper explains how IP network video can support existing measures in order to provide an effective overall suicide prevention solution. This paper does not attempt to find broader resolution to the questions around suicide and refrains from exploring the personal and tragic circumstances surrounding many of the individuals who find themselves attempting or committing this act.

Lucas Young Business development manager, transportation Axis Communications [email protected] Connect with me on LinkedIn

Blue light warning: How the false alarm epidemic continues to resist all remedies

More than 50% of the 600,000 callout incidents attended by fire and rescue services annually (FRS) are false alarms, according to the latest statistics from the Fire Service. The cost of this wasted time for both business and the fire service is estimated to be well in excess of 1 billion per year, in part as a result of downtime from groundless evacuations. In the last five years this position has not appreciably changed.

What s more, false fire alarms from automatic alarm systems due to poor maintenance are on the increase. As to the ratio between real fire emergencies and false alarms, regrettably in England a sustained trend for the past five years shows the number of false alarm call outs actually exceeding real primary fire call outs by a significant margin, which is in itself a damningly cautionary finding. In London this ratio is, exceptionally, two to one (and currently reflecting a slight increase in unwanted calls against target aims). These blue light responses, then, to automated unwanted fire alarm signals (UFAS) represent a grave menace, hindering services that could be needed at a genuine emergency or even interrupting critical front-line training for first responders . Beyond such considerations as this needless burden on the FRS authorities, business disruptions that lead to a loss of productivity, the reduced confidence of the general public, and even the environmental impact of inessential emergency appliance movements all need to be taken into account. Hospitals have been identified as responsible for the vast majority of the false alarms that the capital s firefighters are called out to And this persistent malfunctioning of fire alarms is even more glaringly highlighted when you stop to consider the recent deliberations by the UK government on the creation of multi-agency Strategic Command Centres embracing the blue light emergency services Fire, Ambulance and Police. In the view of some analysts, this new configuration of the services is likely to spark debate about multiple call outs and the cost implications of all three services responding to incidents, when so very often a reported event can be a false alert. Tri-Service Control Centres It s a concern foreseen and amplified by the Chief Fire Officers Association, one of whose chief officers comments: Until an event is attended and confirmed as a false alarm it will always be treated as an emergency and responded to by the appropriate service or services. The National Police Chiefs Council also anticipates an enhanced collaborative response arising from the Tri-Service Control Centres: We welcome any opportunity to enable the blue light services to work more effectively together in the public interest . . .

They can concentrate expertise, save money, help deal with crises and share best practice. So, in short, this proposed drive towards a more joined-up response to emergencies intends to coordinate front-line services to yield more efficiencies in time-savings and management of personnel, with joint decision-making aimed to prioritise blue light call outs concentrated on inter-operable control rooms. Yet the question remains, will these new efficiencies be reciprocated by risk management in a renewed commitment to defeat false alarms in their communities by improving the functional integrity of the Automatic Fire Detection and Fire Alarm Systems (AFDS) on which the public rely? Hospitals Since the London Fire Brigade (LFB) introduced its penalty charging scheme for excessive false fire alarm call outs in January 2014, the potential for the LFB to collect millions in penalties from the worst culprits in the capital has remained a possible outcome (at present, for 2017, the scheme is suspended for review). Hospitals have been identified as responsible for the vast majority of the false alarms that the capital s firefighters are called out to. The LFB s figures from before the scheme s inception show that firefighters were called out, overall, to over 400 locations annually (each more than ten times) in response to false fire alarms, costing the brigade about 800,000. This frequency equates to a false alarm every 15 minutes in London. Overall, false alarms from automatic systems still account for around 40,000 call outs for the LFB every year, set against call outs of around half that number to real fires. The very latest LFB figures for cost recovery for non domestic premises generating 10 or more calls a year, continue to record a potential recovery value on average of approaching 500,000 in charges every 12 months.

Crying Wolf Unwanted Fire Signals that cry wolf in this manner place a vast burden on Fire and Rescue Services by unnecessarily tying up fire engines and firefighters on needless call-outs, when they may be needed at a genuine emergency. Sophisticated predictive technology reduces the problem by resolving potential problems before they arise That is why the pressure on risk management and, more particularly, Responsible Persons to cut the risks of false alarms is intensifying. What s more, by tolerating a norm of frequent needless fire alarm annunciations, negligent premises management can create a dangerous mood of apathy among staff that could very easily lead to widespread irresponsiveness should a real fire break out. Intelligence convergence for remote troubleshooting For responsible risk management, current best practice conditioned by ecological concerns seeks to reduce the impact on the environment that potentially arises from the life cycle of a fire system. Today, fire prevention is an essential element of Building Management Systems (BMSs) integrated with an IT infrastructure purposed to fully exploit Intelligence Convergence, allowing direct integration into intelligent buildings via any device capable of establishing an internet connection, granting risk management instant access to review the system, including the status of fire detection devices in real time. Current solutions encompass smart security systems such as access control/ID systems, video surveillance/analytics, intrusion detection, and life safety . . . all extending the capability for remote diagnostics that confer the ecological benefits of increased efficiency yielded by fault-free systems. For example: servicing, maintenance and false call outs all contribute to increased CO2 levels in the atmosphere leading to changes in global environmental conditions. These hazards can be significantly reduced by the use of sophisticated predictive technology, reducing the need to travel by allowing potential problems to be resolved before they arise.

Predictive technology can include the management of fire and security servicing inspection routines, false fire alarm interrogation and diagnosis, or the scheduling of system maintenance call-outs. At the same time, these examples of Intelligence Convergence can benefit users with the capability to support a full audit trail for traceability and regulatory compliance.

10 practical steps towards combating the false alarms menace As the latest statistics suggest, a number of remedies to stimulate behavioural change can be derived from analysis of common shortcomings at malfunctioning sites: Enhanced maintenance routines are evidently a priority, and certainly they re a key requirement embedded in any regular review a fire risk assessment in compliance with the Fire Safety Order Troubleshooting for predictive maintenance is facilitated by comprehensively monitored configurable Automatic Fire Alarm systems to ensure integrity of alarm device functionality, supported by EN 54-2 approved Analogue Addressable panels. Specification of sensing devices that further reduce susceptibility to false alarms by their embedded intelligence to discriminate between spurious fire events and genuine ones. Multisensors are the considered choice when replacing problem detectors; or the changing of devices from smoke to heat in certain locations when necessary. Specification of high-integrity fire data communications via accessible configurable networks whose performance to minimise false activations is defined by the highest reliability in resistance to outside interference. Constant reviews should be maintained as to change of use within premises because such changes can affect the sensitivity of detectors, requiring appointed fire alarm maintenance personnel to update/upgrade the system. Improved training of responsible risk management. Advise users of fire detection systems that these lifelines are connected to an ARC (Alarm Receiving Centre) and emphasise the gravity of an UFAS (automated unwanted fire alarm signal) resulting in a costly call out, endangering genuine call outs. More rigorous supervision of negligent testing of the system where the routine to take it off-line is persistently disregarded thus triggering a UFAS at the ARC.

Incorrect positioning of sensing/detecting devices contrary to specification s installation data. Unregulated misuse of premises: toasters, cigarette smoking, steam from kettle in office, even aerosol sprays (used by cleaning staff) near smoke detectors can cause false alarms. Arising from recommendations that both BS 5839-1:2013 and BS 9999:2017 lay emphasis on, accurate up-to-date Zone Plans for rapid orientation for building occupants and the emergency services alike are cited as key aids. Such plans should be adjacent to the control & indicating equipment and, as may be imagined, their prominent depiction of fire alarm zones that accurately match the physical layout within the building hasten the identification of the location of alarms in an emergency, whether real or false. Visit FIREX International for cutting-edge solutions, essential knowledge and the ability to grow your business by getting direct access to the whole fire safety industry. It is the perfect place to get your product in front of thousands of buyers, across a multitude of featured areas. From the brand new Drone Zone, the ARC Village, ASFP Passive Protection Zone, the Engineers of Tomorrow competition and more, it s all under one roof so you ll never miss a beat.

Click here to register your place now to join us at London Excel on 20 22 June

Urban resilience: maintaining the flow of assets, information and people in megacities

Take a snapshot of a city on an ordinary day and you ll see people commuting from place to place, rubbish being collected, students attending class, electricity emerging at the flick of a switch and countless other activities, most invisible to even the most focused observer. In many ways, cities are all about the flow of assets, information and people. A lot of people.

Today, more than half of the world s population lives in an urban area. In a little over 30 years, this will rise to two thirds, and it s predicted that, as early 2030, our planet will have 41 megacities with well over 10 million inhabitants each. This is great news. After all, a successful city attracts businesses, fosters innovation and provides incredible opportunities for its citizens. But how do we construct and manage cities so that everything, and everyone, flows smoothly today and in the future? In short, how can we ensure that our cities will continue to succeed as they grow? After all, a city that works is a city you want to be in. A key indicator of success is a city s urban resilience. We know that the ability to get back to normal as quickly as possible following an incident, unplanned event or emergency is essential as it makes citizens feel safe and allows businesses to continue to thrive.

Gone are the days when urban safety was the sole responsibility of law enforcement And since cities are seen as hubs of commerce and leisure, heightened levels of crime or even the fear of crime can fundamentally undermine the quality of urban life for citizens. The challenge then is how to put systems and processes in place that keep our cities safe while allowing them to adapt and grow as populations increase and technology advances. How do we keep our cities resilient even as their make-up changes? Open communication and connection Increasingly, the resilience of cities depends on the open communication and connection between a wide variety of systems and organisations. Gone are the days when urban safety was the sole responsibility of law enforcement. Businesses, traffic control, public works, schools, transit authorities, hospital administrations and so on all have important roles to play and can add meaningful often vital input into any emergency response plan. For example, the earthquake and Tsunami that struck Japan in 2011 destroyed one of the country s main highways. Within six days of the disaster, as part of that country s emergency plan, it was completely repaired, including its road lane markings. This facilitated the movement of supplies and work crews into, and citizens out of, the affected area, thereby increasing their resilience.

Different agencies can end up working in silos, ultimately leading to breakdowns in communication While road markings might not be at the top of anyone s to-do list following a natural disaster, the Japanese government and other organisations were able to determine the best course of action required to address very real but not obvious problems through advanced communication and preparation. In many cities, however, and for a variety of reasons, we see stakeholders who are not collaborating with one another. Business leaders, city planners, municipal infrastructure leaders, fire departments and law enforcement can end up working in silos, ultimately leading to breakdowns in communication, missed opportunities and lapses in city security. This is felt most acutely during an emergency when silos turn into blind-spots and a lack of cooperation can create opportunities for criminal activity, making a city and its people more vulnerable. Bring stakeholders together Fortunately, we have also seen that, when we break down these silos and share information, great things can happen. As we ve seen in Detroit, a city can almost instantly lower its crime rate by connecting HD video from gas stations and convenience stores with law enforcement. This seemingly straightforward move has the added benefit of increasing public safety while helping local businesses thrive. As a result, a resilient city that embraces these new technologies, can yield stronger and safer communities where citizens want to reside and do business. Our task is to establish strong foundations that support and maintain the efficient flow of people, assets and ideas in our cities.

These foundations must allow our city and community stakeholders to communicate effectively both now and in the future. Because, when given the opportunity to share technology, resources and information, cities can significantly improve the way they meet challenges and solve problems making an ordinary everyday possible via extraordinary technologies and collaboration. Genetec is the official sponsor of Borders & Infastructure Expo, which debuts at IFSEC 2017 in June. Genetec are also exhibiting on stand F500 at the show, which takes place 20-22 June 2017, London ExCeL. Get your free badge now. Join other high-end security professionals at the launch of Borders & Infrastructure Expo In conjunction with Europe s most renowned security event , IFSEC International, B&I is addressing your critical needs for large scale security projects affecting national security, integrated systems, border protection and much more. You will have access to test the latest security innovations in; Physical & perimeter, Barriers & bollards, Command & control, Emergency response, Cyber solutions, Drones & UAVs, Transport security and much more.

Click here to register your place now to join us at London Excel on 20 22 June 2017.

Physical security professionals: do you really need to care about cybersecurity too?

So we all know that cybersecurity is important. It s mentioned in the national news on almost a daily basis, whether it be about the government vulnerabilities, cyberterrorism, or major retailers letting criminals steal millions of customer s credit card details. But, like securing physical spaces, it s one of those things that only becomes newsworthy when it fails.

For a long time, physical security was strictly analog, and it s only connection to the IT network was at its end point. And therefore, those responsible for physical security didn t need to concern themselves with worrying about network security, while at the same time, the IT department didn t need to be concerned with any undue exposure from cameras etc. Game-changer Sure hacks have always occurred even in analogue systems (the prototypical breach through a baby monitor or garage door opener being well known examples). But now that IP-based security systems are becoming the norm, with all the associated benefits, both sides need to be aware that the game has changed. The challenge, as we see it, is that the physical security team and the IT team have, on the face of it, very different outlooks and priorities, and often don t really understand each other. Physical security is from Mars and the IT department is from Venus! Often it can simply be a language/jargon barrier, where neither side truly gets what the other one is talking about. But in many cases, it can also be more akin to a border dispute, or a custody battle for an unwanted child: the physical security team don t consider cybersecurity to be part of their job, and the IT department may not even be aware of the potential vulnerabilities from a variety of devices that appear to have no obvious users or owners. One phrase stuck in my head after a recent conversation about cybersecurity with a customer: We are glad Axis is thinking about this stuff, and it s interesting, but we are pretty relaxed about it right now, they said.

And if they haven t been attacked (or at least don t know if they have been attacked), then that response is often followed by Cybersecurity is something that the IT department is worried about I just have to make sure this building is secure. At the same time, when I have talked to the IT department, they have sometimes been unaware of the potential exposure of unsecured IP cameras. So, how do we, as an industry, get the physical security manager to take IT security seriously? And conversely, how do we help the IT security team to talk to their physical security colleagues in a language that they understand? Actually, it s not that complicated. The best way is to use the terminology that they are both familiar with: IT Team Physical Team Don t use default passwords, make them hard to guess and change them often Install decent locks and make sure the keys are hard to copy Make sure to have proper user management tools in place Don t give out more keys than you absolutely have to instead put in some access controls Make sure devices lock themselves if not being used Lock the doors! Detect network breaches Detect intruders Don t leave any backdoors open, just in case Don t prop open that fire escape just in case Put up a firewall around your network to stop people casually wandering in Put a fence up around your perimeter to stop people casually wandering in However, not all organisations and businesses are the same, and some already have good communication between these two departments, and a good awareness of the threats they need to tackle together. What I have seen is that organizations tend to fit into one of three broad categories depending on their understanding of the threat they face. From enterprise-level to small businesses: how cybersecurity approaches compare At the top are those whose brand, business or credibility is based around trust and security for example banks.

By and large, they place security very high up their list of priorities, be it physical or computer-related, and it is ingrained within their corporate culture. They are often cautious about embracing new technologies until they can be sure that their security won t be compromised. This is especially true of new devices being connected to their network, such as cameras, access control points, etc. So their IT departments are highly unlikely to allow any new IP-based equipment to be connected without ensuring they have been properly sourced, tested and set-up. Next there are those who are aware that they may be vulnerable to cyber-attacks, but may not have the specific expertise in-house to properly analyse their risks, nor how to mitigate them. However, they are at least willing to get advice, even if it s not a critical priority for them. These companies probably are the most at risk with enough complexity in their networks to make management a full-time job, but possibly without sufficient resources to properly police every device that gets connected. Lastly, there are those, usually smaller businesses, who have very little understanding of cybersecurity at all, and even less idea that devices such as cameras need to be properly secured before being connected to a network. They rarely have a full-time IT manager, let alone a person with sole responsibility for physical security.

For these businesses, a very simple, automated set-up is ideal, with all security being taken care of out of the box. For example, the Axis Companion provides cameras, recorders, memory cards and a video management system all in one package. Lessons from major camera hacks In the end, though, both the IT and physical security departments need to care about the problem enough to want to engage with each other, and not just pass the buck back and forth until an attack actually happens. So how to do that? Unfortunately, the case has already been made for us, on several recent occasions. It was only a few months ago, that the Mirai BotNet attack demonstrated how vulnerable IoT devices can be, how ubiquitous they are, and how these two facts make for a highly attractive opportunity for hackers. Over several months, cybercriminals infected multiple millions of devices, including IP cameras, DVRs, home routers, etc. Then, in September 2016, it was first used to run a massive DDoS (Distributed Denial of Service) attack on the website of a prominent security journalist, KrebsOnSecurity.com. A month later, it was followed by the largest DDoS attack in history, going after Dyn.com, one of the key parts of the US internet backbone, upon which services such as Netflix, Spotify and Amazon rely.

Now, some may say that not being able to watch the latest episode of Orange is the New Black may not be a huge threat to Western civilization, but this just goes to show the potential of what can be done with physical security devices that haven t been properly hardened against cyber-attack. The majority of the devices infected had easy-to-guess default passwords that had never been changed or even worse, could not be changed at all. Or there were the devices with backdoors built into them to make it easier for the manufacturer to debug them during development, but were never closed again before production. In December 2016, 80 plus cameras from a major manufacturer were found to have backdoor accounts. A month later, it was reported in the Washington Post that for three days the Washington DC Police were unable to record video from their security cameras due to 70% of their storage devices being hacked. So, we know that this won t be the last time. The internet of things is currently an easy target, and even more so because there are very few human beings in the loop, so there is almost no-one to notice when an attack has occurred until too late. As the Mirai BotNet attack showed, an attack might not even directly affect the host, so there is even less chance of spotting an infection unless you are paying close attention. Attend IFSEC International 2017 to stay protected As systems and software become increasingly connected, the consequences of a cyber-attack become greater every day, with the average breach costing businesses up to $3.8 million, do not leave it until tomorrow to act.

Visit and see the latest product developments from leading suppliers, live hacking demonstrations, and education from the best in the industry, Cyber & IT Security at IFSEC is an area you can t afford to miss.

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Axis launches explosion-protected temperature alarm cameras: XF40-Q2901, XF60-Q2901 and XP40-Q1942

Critical national infrastructure AXIS XF60-Q2901 Axis Communications has launched three explosion-protected, temperature alarm and thermal network cameras for sensitive industrial areas: the XF40-Q2901, XF60-Q2901 and XP40-Q1942. Sectors/verticals Operators of industrial plants can monitor remote, inaccessible and sensitive areas for rapid incident response and protection of employees, machinery and critical industrial infrastructure. Features Fixed XF40-Q2901/XF60-Q2901 explosion-protected temperature alarm cameras Control and detect temperatures of equipment Identify pipe leaks Detect fire Monitor equipment Perimeter protection Visually inspect and verify functions and processes are running correctly Provide remote assistance with planned maintenance Pan/tilt XP40-Q1942 explosion-protected PT thermal network camera Detection of people in restricted areas and safety of personnel in hazardous areas Supports Electronic image stabilization, which greatly improves video quality in situations where a camera is subject to vibrations, providing smooth and comfortable live viewing Supports Axis Zipstream technology, which lowers bandwidth and storage requirements without compromising thermal imaging.

Integration Based on industry standards and open protocols, and protected in heavy-duty enclosure, the new cameras seamlessly integrate with existing Supervisory control and data acquisition (SCADA) architectures, complementing with thermal technology. Compliance Axis explosion-protected thermal cameras and temperature alarm cameras offer worldwide certifications, meaning that the cameras are compliant with specific country regulations across the globe. Axis Communications says Industrial plant operators have a tremendously difficult task, says Martina Lundh, global product manager for thermal and explosion-protected cameras at Axis Communications. They need to ensure efficiency and continuity in large-scale, critical industrial processes, while meeting all health, safety and environmental regulations, across multiple locations and, often, across huge areas. Our new cameras deliver critical real-time information, allowing for immediate incident response which can prove to be a life-saving benefit. Availability The new explosion-protected cameras will be available through Axis distribution channels in May 2017. About Axis Communications Market leader in network video and pioneer in driving the shift from analogue to digital video surveillance. Axis offers network video solutions for professional installations featuring products and solutions based on innovative, open technical platforms. AXIS Communications collaborates with more than 65,000 partners in 179 countries, has employees in more than 40 countries and distributors in 70 countries.

Check out the latest thermal cameras and other surveillance solutions from Axis Communications at IFSEC International, 20-22 June 2017, London ExCeL. You can find Axis on stand E1000. IFSEC is also launching Borders & Infrastructure Expo for its 2017 edition. Get your free badge now. Join other high-end security professionals at the launch of Borders & Infrastructure Expo In conjunction with Europe s most renowned security event , IFSEC International, B&I is addressing your critical needs for large scale security projects affecting national security, integrated systems, border protection and much more. You will have access to test the latest security innovations in; Physical & perimeter, Barriers & bollards, Command & control, Emergency response, Cyber solutions, Drones & UAVs, Transport security and much more. Click here to register your place now to join us at London Excel on 20 22 June 2017.

How content marketing is boosting web traffic and engagement in the security industry

Data analysis With 88% of B2B marketers having a content marketing strategy, how is the security industry responding? And which manufacturers are getting the best results? A recent report by TFM highlighted that in B2B, content now ranked second only to marketing strategy and planning as the most important skill for modern marketing teams.

Why has content become so important to marketing? One explanation is how quickly the media landscape has changed over the last decade. Print has fallen as customer behaviours have changed, with budgets and attention shifting online. The transition from print to online isn t straightforward shifting of advertising. In 2016 some 615 million plus consumers were using ad blockers and programmatic advertising has introduced further uncertainty about the return clients get for banner ads. In response to this, savvy brands have developed their own content to build relationships directly with customers. Content marketing is the major driver of website traffic growth, with content marketing leaders experiencing 7.8 times the year-on-year growth of non-leaders (Source: Aberdeen). Content marketing is often cheaper than traditional marketing methods (62% cheaper according to DemandMetric) and is three times more effective at generating leads. It is also one of the most sustainable and measurable forms of marketing.

Content often continues to deliver leads for many weeks and months beyond initial publication and distribution/promotion. This focus is prompting a shift in budgets. According to TopRankBlog, the most effective B2B marketers are spending 39% of marketing budget on content marketing. Content marketing in the security industry To understand how content marketing is being used in the security industry, we have have taken overall website traffic for several major vendors and compared it to the volume of shares the website generates on social networks. This is one of the strongest indicators of how engaging an audience finds the content. From an analysis of 30 manufacturer websites, we found significant variability in both traffic size and social engagement. Most of the 30 security websites analysed are clustered in the bottom left corner, which indicates fairly low traffic and social engagement. The rest, conversely, are leading the way with their content marketing: FLIR are leading the way with social media engagement, with their website responsible for 26% of shares in the market. Honeywell has the largest website in the market and a high level of social engagement with their content Axis Communications sophisticated content marketing encompassing regular articles, videos and infographics Hikvision and Dahua stand-out as brands with high levels of traffic driven by search (particularly in the case of Hikvision, which is the most searched for brand in video surveillance) but with low levels of social engagement when they get onto the website.

Methodology: Traffic estimates are from SimilarWeb, based on the month of March 2017. Social sharing stats are based on Buzzsumo analysis of the last 12 months. The analysis excludes websites that are are also used to service markets outside of security, including Panasonic, Canon, Seagate or Sony. How content is shared in security Looking deeper into the social data using Buzzsumo, we can see that Linkedin is the most popular social network for sharing security-related content, followed by Facebook and a little sharing on Twitter. Neither Google+ or Pinterest feature at all. The most shared content from these websites was longer form articles of between 2000-3000 words. The best performing content types were how and list articles, suggesting that practical advice is the most valued content in this sector. Sharing of videos is significantly lower on average than in other industries, suggesting that the video being produced by the security industry is less engaging than it might be. The best days of the week to publish appear to be Wednesday and Thursday, with the lowest number of shares coming from content published over the weekend.

Four content marketing case studies To understand what works well in the security industry, here are four case studies from the manufacturers leading the way in content marketing. FLIR content hubs and local heroes FLIR is dominating in social due to a two-pronged approach to content marketing. First, they have created a visual, information-rich content hub about their biggest products. The Flir One landing page provides comprehensive information anyone finding out about the product, and contains video, quotes, user reviews, and questions and answers. Particularly effective at positioning the FLIR One as a desirable consumer electronics product, the design is more akin to a page promoting a smartphone launch than one promoting a traditional security product. It has clearly worked, with this single page generating 3,000 shares on Facebook alone and more that 130 inbound links. An example of one of the videos that form part of the hub: embedded content Taking a different approach, FLIR has also created a successful series of articles celebrating Local Heroes . Every month, we recognize a heroic act by the customers who use FLIR s technology. For example this popular article about how Firefighters in Oregon rescued of a victim from a burning house in September using FLIR technology.

Combining human interest stories with how the product was used, the series is proving a popular way of spreading the word. Honeywell Newsroom The Honeywell.com Newsroom is a resource that combines factual news releases about the brand with interesting content that showcases their deep expertise in engineering. Clearly signposted on the main website and presented in an interesting tiled style, it is a great example of how content can form part of a corporate website. Along with big press release announcements, top performing content from the Newsroom includes articles that demonstrate Honeywell s expertise in engineering such as How to Tell if Someone Works in Aerospace and What Do Engineers Really Do . Axis Secure Insights Axis have a sophisticated approach to inbound marketing. They regularly produce extremely well designed videos, infographics and ebooks, many gated to bring them in a regular supply of new business leads which can then be nurtured as part of their marketing automation efforts. Axis publish their content on their Secure Insights microsite, a content website they have built in WordPress, with articles published in both English and German. Axis have also developed a suite of online tools, including Axis Site Designer, which bring together 20 time-saving tools and installation guides. embedded content Assa Abloy Future Lab Future Lab is part of a content marketing initiative from ASSA ABLOY aimed at observing and analyzing the trends and the future of the security arena.

The website takes a similar approach to Axis, with a content site built in WordPress. Visitors can sign up to become a member and opt-in to regular communications from the brand. The Future Lab has its own Twitter account and Youtube playlist embedded content Content marketing represents a big opportunity for the security industry, with the relatively few manufacturers adopting these techniques currently getting first mover advantage seeing significantly increased reach and lead generation. If you would like to discuss how content marketing can be applied to your business then please get in touch. Visit Europe s leading security event in June 2017 Register to attend IFSEC International where you will be able to network with over 30,000 of your industry peers, meeting new suppliers and gaining access to the latest and best security products to hit the market, helping you gain a competitive advantage over your competitors. You will also be able to get hands on to test and trial the latest technology at the Installer World Zone, which is sponsored by Risco Group , so that you can select not only the best priced products but you will be confident that it works for you. Click here to register your place now to join us at London Excel on 20 22 June 2017.

Genetec and STid form distribution partnership

Access control STid Architect series STid RFID access control readers supported by Genetec Synergis software are now available through Genetec s international reseller network. Genetec, which provides open architecture security and public safety solutions, has added the French developer of RFID door controllers to its certified global network of resellers. Genetec says the agreement will simplify ordering, installation and maintenance processes and reader configurations in relation to access control hardware such as the STid Architect series of modular, vandal-proof RFID readers from STid.

With STid as an active technology partner in our expanding ecosystem of access control partners, Genetec is able to provide customers total control and choice over the security of credential data from readers to the Synergis access control system, said Derek Arcuri, product marketing manager at Genetec. STid Architect series Through encryption and authentication techniques the STid Architect series provides secure control over an organisation s access control data, from reader to controller. Customers can manage their own secret keys to read Desfire EV1 cards. STid readers are available with a standard Wiegand interface or a secured communication channel that combats the tapping of credentials or man-in-the-middle attacks. This feature is helpful where keys cannot be stored on the reader itself insofar as it aids compliance. STid is in a great position to grow its presence in the North American market with strategic partners like Genetec, said Vincent Dupart, CEO at STid. Customers are looking for secure, open, and user-friendly solutions three key success factors that give STid and Genetec solutions stand-out options in their respective markets. Genetec also recently updated its flagship, unified security platform, Security Center 5.6, adding a new HTML5-based web client. Genetec (stand F500) and STid (F1300) will be showcasing their security solutions on stand at IFSEC International, taking place 20-22 June 2017, London ExCeL.

Genetec has also been confirmed as sponsor for Borders & Infastructure Expo, which debuts at IFSEC 2017. Get your free badge now. Visit Europe s leading security event in June 2017 Register here to attend IFSEC International where you will be able to take advantage of our meetings service, allowing you to select and meet with the manufacturers you want to see and with 600 companies exhibiting you are not short on choice. There are also discounts of up to 20% across a large range of products at the show, helping you to get the best value for your money. Click here to register your place now to join us at London Excel on 20 22 June 2017.