Door Entry IP: There s no margin at the lower end of the residential access control market so installers are flocking to us
With IFSEC International just a few days away, we spoke to Graham Oliver, managing director of Door Entry IP, which is exhibiting at the security trade show. Hatfield-based Door Entry IP, which supports custom installers with home access control systems, will be on stand C1435 in London ExCeL between 20-22 June 2017. IFSEC Global: What products and solutions you will showcasing at the event?
Graham Oliver: We re going to be showing a range of products from a German manufacturer called Siedle. This year we were hoping for higher contact with the installers from what s called the custom install industry, the AV industry. We supply a lot of equipment to AV installers because our kit is definitely at the top end. If it were a car it would start at Mercedes C Class level and the range goes upwards from there. Siedle all about design, finish, performance and reliability What they will see on our stand is internal intercoms finished in leather, for example. And marine-grade stainless steel entry panels as standard. So very different to what security installers are expecting. They re used to commodity products. IG: So what kind of people are you looking to meet?
GO: We re keen to see architects and specifiers, because once they see the product they tend to fall in love with it. That s how most of our business comes in; it s specified. When it s designed into a building solution, that s just one of Siedle s strengths. For example, we can supply an entire entryway with letterboxes integrated, matching the exact finish of the building exterior and much more. So, it becomes part of the building rather than something incongruous stuck on the building afterwards. That stage is often where the security industry becomes involved but we re seeing more and more that they are becoming involved in the bigger projects and dealing more closely with the AV sector. I guess that s the way IFSEC is going to be honest. That s why it s of interest to us. IG: What kind of end customers are you seeing?
GO: We re talking about a complete cross section. We supplied the entry panels for One Hyde Park and many projects throughout London And we re getting involved in larger developments now. Previously it was high end homes. IG: Going back to your stand, do you have any exciting plans for how it will work? GO: It s going to be operational. One thing we do that s very different to others is when someone comes to the entrance door they get the standard camera every time. They push a button, and the image captured is shown on the screen inside. But we have different types of camera to suit. So, if a camera has to be mounted at a certain height, for example in a DDA application, we have integrated cameras with much wider angles including 180 We deliver as standard true day-night cameras.
With a movable IR filter, it is as crystal clear at night-time, in the dark, as it is during the day. Others don t do it at all, but we do that as standard. Our stainless steel panels aren t just stainless steel, because stainless steel isn t stainless it does rust. It s all marine-grade stainless steel as standard. You can just see the difference in the basic finish. We want to show people that door entry doesn t have to be just a commodity product; it can be designed and installed into upmarket properties and importantly installers can make money out of it by treating this are as a profit centre not as a nuisance. They also stand out from other installers. IG: How does your relationship work with people integrating and installing the system? GO: Our job at Door Entry IP Ltd is to support Siedle throughout the UK.
So we do it from start to finish. So, let s say an enquiry starts with an architect, and eventually the project is awarded to the security installer, electrical contractor, AV installer, whoever is going to perform the installation. They ve won the project, they ask: what are we going to do now? So we offer them training courses for free. And we tailor that as close to their project as possible. We assist with all cable layouts and the rest of the stuff and hold their hand all the way through. Our plan is to get repeat business, and the only way to do that is to give the service to match our price level. Our cabling is as easy as it is with lower end commodity systems. They can be conventional bus systems, they can be IP systems, but we re not doing anything different in that direction.
So the skills of the engineers don t have to be different. It s just that we do things with products in a slightly different way, but the installation side is, if anything, perhaps a bit easier. IG: Is there anything else you want to add? GO: We re seeing the trade moving upmarket because over time more and more competitors have been fighting at the lower end and there s no longer any margin in it for them. It s what happened in the alarm industry a number of years ago. So installers are looking to move into other areas to generate a profit and we re a really good leapfrog into the AV industry. Door Entry IP will be showcasing its solutions art IFSEC International, 20-22 June 2017, London ExCeL. You can find them on stand C1435. Get your free badge now.
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