Why IP Surveillance Could Be The Channel's Next Big Thing

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Ned Fasullo, chief marketing officer at Global Data Systems, a Lafayette, La.-based solution provider and Axis partner, said he is seeing "enormous growth" in his IP video surveillance business.

"We think in the next two to four years, we are going to probably see our own security sales grow at least 20 to 30 percent," Fasullo told CRN. "And that's an easy, easy target, because now so many people are faced with either having to implement [IP surveillance], or are understanding that they need to implement it to differentiate themselves."

Fasullo said vertical markets like retail and education are especially hot spots for IP surveillance sales, particularly as these markets start to view surveillance as a "big, big piece" of their overall IT deployments.

Global Data Systems, like many of the IT solution providers jumping on the IP video surveillance trend, has roots in the infrastructure and networking space. In fact, Fasullo said Global Data Systems is one of "the oldest" Cisco Gold partners, with that networking DNA fueling much of its success in the surveillance market today.

"That's the beauty of IP," Fasullo said. "The network doesn’t care what it is. As long as it has an IP address, it's good to go."

Fasullo said that, in addition to basic installation services, Global Data Systems often wraps remote monitoring, analysis and other services around its IP surveillance sales. "It's been a huge differentiator for us," he said.

Brian Thomas, president of A3 Communications, a Columbia, S.C.-based solution provider and Axis partner, also said selling IP video surveillance has been a major differentiator for A3, which, like Global Data Systems, also specializes in network infrastructure.

"We are seeing a huge increase in requests for IP surveillance," Thomas said. "We've seen an increase this year of approximately 150 percent over last year in sales."

Thomas, who also compared the transition to IP surveillance to the transition to VoIP, agreed that vertical markets, like retail, are the biggest adopters of IP surveillance technologies, not only for security reasons, but to leverage the analytics capabilities now offered by these IP-based cameras. He said retail stores, for instance, will use IP camera heat maps to identify the parts of a store where customers spend the most time.

"People aren't necessarily using cameras for security at all times now, and we are starting to see more of a demand for the analytics," Thomas said.

NEXT: Traditional Security Players, VARs Team Up

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