The relationship between consumers and manufacturers play a pivotal role in driving innovation in the security industry. We recently sat down with Josh Anderson, Director of Surveillance from Cherokee Nation Entertainment, to gather insights into the significance of consumer input in shaping the roadmap of security products and technologies.
1. The Power of End-User Influence
Josh emphasizes the paramount importance of incorporating the end-user's perspective into product development. He notes that the industry's technological progression, while impressive, has often been driven by engineering teams lacking direct end-user experience. According to him, envisioning the industry with the end-user's input as the main driver could revolutionize the security technology landscape.
"The forward progression of technology... has been driven by engineering teams... Now, consider what the industry would look like if the end-user’s input was the main driver?"
2. Evolving Methods of Consumer Engagement
Acknowledging a dynamic shift, Josh points out that manufacturers are increasingly valuing consumer input. Advisory boards and direct discussions between customers and R&D teams are becoming common practices, helping bridge the gap between end-users and engineers.
"Many manufacturers are standing up advisory boards... allowing the end-user to describe their business in a way that engineers might not be considering."
3. The Recipe for Success: Trust and Understanding
Josh highlights the importance of consumer feedback in creating successful solutions. Trust, he says, is key, and manufacturers need to understand the pain points of their audience to create effective solutions.
"If we trust that the manufacturer has worked to understand our business/needs, then we are more willing to deploy technology suggested by them."
4. Exemplary Cases of Consumer Integration
Citing Axis Communications and Milestone Systems as examples, Josh notes their excellence in understanding end-users. Milestone's recent establishment of an advisory board demonstrates a commitment to learning from specific verticals and collaborating with end-users.
"Both Axis Communications and Milestone Systems come to mind in this respect. Their teams do an excellent job at working with the customer to better understand their business."
5. Balancing Requests and Security Standards
Addressing the challenge of balancing consumer requests with security standards, Josh emphasizes the need for mutual education. Effective communication ensures that end-users understand industry standards and regulatory requirements, preventing requests that cross boundaries.
"Communication can solve most of these issues. An educated end-user doesn’t request solutions that cross regulatory boundaries."
6. Cross-Vertical Impact of Consumer Input
Josh highlights the industry's cross-over, where solutions designed for one vertical can be applied across various sectors. Understanding the needs of major sectors, such as retail and healthcare, becomes a strategic advantage for manufacturers.
"A solution created based on input from the retail vertical can be applied in almost any other vertical."
7. Ensuring Consumer Voices are Heard
Navigating the challenge of being heard, Josh advises aligning with companies that prioritize two-way communication. Forcing your way in, backed by cross-application potential, ensures that consumer ideas are given due consideration.
"Align yourself with companies that understand the benefit of two-way communication and prove this by way of their solutions."
8. Challenges and Barriers in Integrating Consumer Input
Josh recognizes challenges, including the need for manufacturers to grasp the consumer's business and ensure solutions have broad market appeal. Educating consumers about the resale value of solutions is also identified as a potential hurdle.
"Manufacturers cannot waste time creating a niche solution that is only applicable for a small portion of the market."
9. The Disconnect in Product Improvement via Security Integrators
In acknowledging the potential for miscommunication, Josh notes a natural disconnect when information passes through a third party. While some integrators strive to be true partners, the reliance on manufacturers or consumers can create imbalances.
"There is potential for the information to become skewed... Integrators rely on the manufacturer more than they rely on the consumer, and the same can be said about the manufacturer."
In conclusion, the conversation with Josh Anderson sheds light on the evolving landscape of security technology, emphasizing the transformative role of consumer input in driving innovation and shaping the future of the industry.
