Integrated in Europe: Panasonic takes PPI project to Stage Two

Panasonic first launched its Premier Installer (now Premier Integrator) scheme to recognise those security installation companies with whom they partner and who are prepared to ‘go the extra mile’ when it comes to end user service levels. Regular readers of Security Management Today (SMT) will know that we have covered many of the UK projects to date in a special series of articles, and will be familiar with the scheme, but just to reiterate...

Companies who qualify for Panasonic Premier Integrator (PPI) status have to meet several demanding criteria: security integrators must exhibit the highest standards of technical service and support at all times, their engineers must attend at least three training courses each year and ample demonstration stock has to be carried at all times for the end user’s benefit.

In return, Premier Integrators enjoy the full support of their manufacturer partner, not to mention the prestige of having achieved a service excellence benchmark.

Now, the winner of the Best Security Manufacturer Award at the past two Security Excellence Awards Ceremonies has taken the bold step of rolling-out the scheme to mainland Europe. Clues as to why this decision was made were offered at the European Panasonic Premier Integrator Conference.

Held in Cologne at the sparkling Toyota Racing Formula 1 factory (Panasonic are the team’s major sponsor, as all discerning F1 fans will know!), the launch brought together installers from right across Europe. There were guests present from Italy, Spain, Germany (of course), the UK and many of the Eastern European States (among them Slovakia, the Czech Republic, Poland and Hungary).

The UK contingent – including Sean Goodman of Acctive Systems, John Lawrenson from Zoom CCTV, Neil Smith (managing director of Clear Image) and Michael Patterson (md of Northern Ireland-based installer ViS Security Solutions) – were in attendance to learn not just about new products and Panasonic’s plans, but also to liaise with their colleagues from overseas and offer advice on the PPI scheme experience to date.

Background to integration

Following brief introductions from Harald Zander – Panasonic’s product marketing manager – UK general manager Simon Wright (who has since been promoted to head up the company’s system solutions business unit) opened proceedings with a timely overview of the surveillance marketplace and the PPI scheme.

“The performance of all CCTV manufacturers can be affected by a number of variables,” suggested Wright. “The quality of service delivered by general installation contractors, electrical contractors and facilities management concerns might affect us. Crime rates, standards of social behaviour and welfare are also salient factors. We have to keep abreast of them all.”

As far as Wright is concerned, there are now “more and more management benefits” to be gained by clients who procure and properly maintain a bespoke CCTV system. He talked of the “value added” concept behind CCTV (whereby cameras can also be used for monitoring footfall in the retail arena, for example), and then expressed a strong desire for Panasonic to become a “one-stop shop security solutions provider”.

SMT posited the question: “Why should the end user opt for the single brand solution?”... “Reliability, compatibility and peace of mind,” responded Wright. “Companies like ours will be around for a long time to come. We are not fly-by-night, and will not let our clients down. Security managers must appoint credible suppliers with a healthy track record so that long-term contracts are justifiable to the Board.”

Wright then offered a neat link into the European PPI scheme by listing Panasonic’s installation successes for such projects as The Vatican, the New York Stock Exchange, the new National Theatre in Hungary and Terminals 2 and 4 at Heathrow Airport where iris recognition systems have been on trial. “We will always need local people to develop local solutions for local end users. That is one of the driving forces behind the PPI project in Europe.”

As a company, Panasonic has served as an exemplar in terms of the promotional and technical backing it offers to partner companies. This has manifested itself in supporting literature for installers to show end users, training (in areas like IP) that helps to keep installers at “the forefront of technological development” and strong investment in demo rooms. The company has also instigated an excellent Web portal service to disseminate information at the touch of a button.

Changing market structures

Wright then honed-in on the changing dynamics of security buying. Corporate concerns, he asserted, are moving towards EU-wide or even global contracts (at least in part due to the advent of e-tendering). “The future is going to be all about EU-based contracts and single brand installers,” added Wright. “Sales support will increasingly come from installers, while the manufacturer backs-up service provision for the end user. Both installers and manufacturers need to invest in this market model if the relationship is to be cemented.”

The future is also very much about ubiquitous network systems solutions involving (to name but a few areas) biometrics, Electronic Point-of-Sale and RFID technologies. “Compatible technologies all combining to offer a network-centric solution. It’s a unique sales proposition for the market,” stated Wright. “For our part, we are committed to our installer base in both the UK and Europe. The idea is to offer European end users a genuine alternative to their current arrangements. A more cost-effective, better supported and customer-focused solution.”

Following on from the presentations by Wright, Zander and a short speech by Masahiko Misawa (director of Panasonic’s corporate security systems division in Yokohama, Japan, who had flown in specially for the launch), there was a presentation ceremony for all PPI companies in attendance. SMT’s Editor Brian Sims then formally presented the 2005 Security Excellence Awards Manufacturer of the Year Award to Mr Misawa, who said he was “delighted” that the company had been honoured in this way for the past two years in succession.

Security systems in action

Some of Panasonic’s newest products were on display for the installers to see, discuss and review, and there was a hugely interesting Q&A session in which the audience was invited to ‘grill’ members of the company (including Kimiaki Takizawa, the Wiesbaden-based CCVE systems manager) over product development.

“How much of the market will IP technologies account for in percentage terms going forward?” was one question. Almost impossible to answer. “How can you guarantee absolute 100% recognition with a biometrics-based set-up?” was another. Is there such a thing as 100% security?

One factor that ALL security systems manufacturers need to bear in mind is that they should develop their products after having consulted end users and installers. It should not be a case of them imposing their view of the world on the marketplace.

Speaking exclusively to SMT about the PPI European launch – and the scheme in general – Michael Patterson of ViS (who concentrate on CCTV, intruder alarm, access control, fire and voice and data systems installation) commented: “The idea of taking PPI to Europe is an excellent one. In the UK, PPI companies have managed to gain contracts with big corporates as a result of being in the scheme. The Euro borders have come down and there’s free trade. That’s good news for customers. For end users working with PPI companies, the same standard of technology will be available right across Europe.”

For Patterson, the trip was something of an eye-opener, with much learned from conversations “out of office and away from the presentations” conducted with European installers. “For the next phase, Panasonic could be really brave and aim for the Balkans” – a comment not lost on Wright and Panasonic’s UK marketing and projects manager Rob Healey.

Patterson’s fellow UK delegate Neil Smith (whose company install both fire and security equipment) had this to say. “The European launch of PPI is a means to opening up a global market. If that feeds down to a regional level this can only be good news for us, but we wouldn’t expect that to happen for a while.”

Longer term, Smith feels the PPI brand “is a great one in which to invest... We have had excellent referrals from it.” He also believes the IP ‘barrier’ is beginning to break down. “IT managers are gradually becoming less precious about their networks, and are beginning to embrace IP. Installers who want to survive must do the same,” added Smith.

“Sadly, biometrics still haven’t taken off. As an ex-policeman, I cannot understand why every station doesn’t have an iris reader installed.”