Sentronics launches in-house brand

April 2010 News

Founded in 2004, Sentronics is a security technology distributor that has established a successful national footprint over the past five years. To keep growing and serving the security market as it goes through the changes of a tough economy, convergence and the entrance IT integrators onto traditional security turf, Sentronics is making some dramatic changes to its business model.

Bernard Senekal, MD of Sentronics says the company’s enterprise market, made up of systems integrators dealing with the better-known brands in the industry, will continue as is and the company will continue stocking brands such as Pelco and AXIS. At the lower end of the market, however, Sentronics will be changing the face of the South African distribution channel by launching its own OEM brand, Synergy.

Starting with analogue recording products, lenses, cameras and accessories, the Synergy brand will be expanded to incorporate a full set of security products, targeted and priced at the lower end of the market. IP-based Synergy cameras, NVRs (network video recorders) and video servers will also be released this year.

The NVR will handle five-megapixel images and 64 video streams and will be interoperable with Synergy cameras as well as other IP cameras, such as those from Axis Communications and VIVOTEK. The brand will be extended to include access control products in the near future as well.

Senekal says the launch of the Synergy brand will coincide with the relaunch of the company’s Cape Town office. The coastal office will double in size to enable it to focus more intensively on the Western Cape market, including selling the new Synergy range. The Synergy brand itself will see the light of day in April 2010, in time to join in celebrating Sentronics’ fifth birthday.

The response from customers to the news of the Synergy brand has been overwhelmingly positive, says Senekal. He adds that the new brand will also be launched into the rest of Africa in time.

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