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Charting an innovative path

Johannesburg-based GE Security is in the process of strategically redefining its offerings to both local customers and the broader Pan-African market.

Devan Pillay, the new African region leader for the Johannesburg-based operation, explains, "Right now, our priority is looking at the needs of the market and determining how we can not only meet these needs, but also create a real sense of the value of the GE Security brand.

"The company has been built on the basis of the acquisition of some of the world's best security brands and technologies; however, the time has come for us to integrate these technologies under a single homogeneous offering to our customers that includes fire control, access control, video monitoring and evacuation systems," he explains.

"This is a good moment to be rethinking our approach: the industry is moving towards a far more IT-orientated perspective, and there is a fundamental shift in the way that the security industry in general is configuring itself, both internationally - and increasingly locally."

One of the key ways that GE Security is moving with these changes is in its emphasis on enterprise solutions targeting the end-user market.

"We are putting together specialist teams that are looking at the needs of a particular segment of the market; and then putting together solutions for customers that offer end-to-end systems and technology integration. In this way our solutions are not restricted to a specific technology, but we are able to draw on the full range of products within the GE Security stable, in order to configure a seamless operation," Pillay comments.

"This offering naturally demands a team with a very specific skills set and training; and the combination of commercial acumen, technological knowledge and the capacity to build and maintain good relationships with both clients and partners, supplying outsourced skills and services, is crucial.

"GE Security is in the position of having excellent staff, who are perfectly suited to this type of role; and we are engaged in a process of up-skilling in certain areas that will ensure even greater expertise."

According to Pilllay, this is a time of great potential in South Africa. There is a change of attitude towards legislation and practices regarding security and fire codes in buildings; and as a result there is great demand being placed on the few consultancies adequately equipped to advise and assist the market in these matters. Therefore, the fact that the company's offering as a supplier is augmented with the capacity to provide systems engineering in these areas, adds value to customers.

In addition, the recent boom in infrastructure-related spending is translating into the construction of real estate assets that will ultimately need protection from both fire and theft - this has an obvious impact on the security industry.

"GE Security has traditionally had great success in the banking and commercial vertical markets. This is largely because we have existing technology and expertise suited to these sectors that have come about through our acquisitions. We also have some well-established international reference sites to draw on, in sectors such as hospitals, government facilities and transportation infrastructure. Growth points that we will be looking to in the future include the residential market and the mining industry," comments Pillay.

Pillay is quick to point out that the challenges for the future are also key opportunities for the business.

"The skills shortage is one of the obstacles across the board locally, and our industry is no different as we see the convergence of IT and security demanding far more of technicians and operators. It is no longer simply a case of watching a screen and looking for intruder alerts - the security professional has to be IT-competent and capable of fairly sophisticated software manipulation.

"We are putting our staff, who are already well-versed in the security side of the business, through the MCSE training process; while on the other hand, we are also promoting the business to graduates as a way of attracting new talent. Of course the kudos of working for a company like GE is a significant draw-card to professionals looking for a career with a leading technology innovator," Pillay adds.

"Another consideration is the competitive pricing on technology from the East on a Unit-by-unit basis. This has been a major driver in our commitment to offering our customers added value in both of our market streams. On the one hand, our end-user enterprise solutions market stream is providing an holistic and seamlessly engineered system; while our channel resale market stream is getting an overhaul in line with the brand value and promise of GE.

"We are working to streamline our supply chain process, procurement systems and after-sales service so that customers experience GE Security as a having the agility and responsiveness of a smaller organisation with the security, guarantees and access to technology and expertise that come with belonging to a global company."

Finally, GE Security is also reworking its relationship with its installer and implementation partners by aligning them to become more like business partners.

"Our strategy is to form alliances with businesses that share our business ethos and that can provide the skills set that we require for our enterprise solutions approach. We are looking towards partners who have a market presence and reputation, as well as the resources in the form of training and staff with whom we can establish lasting and reciprocal relationships," says Pillay.

"The present business climate is very exciting and full of potential, and GE Security is strategically positioning and gearing up its significant resources to be able to go forward with innovative approaches, as well as constructive offerings and solutions," he concludes.

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