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Bosch Security adapts to a changing market

“With the evolution of technology and global economic volatility, change becomes an everyday phenomenon for most technology companies,” says Michael Howard, Head of the Sub-Saharan African operation for Bosch Security Systems. “As always the challenge is to embrace change, remain competitive and to stay ahead of the game. Bosch Security remains aggressive in the SA market and adapts its approach, with the implementation of some important improvements to its product offerings and way to market.”

Michael Howard

Advantage Line range

In 2011, Bosch Security Systems launched its Advantage Line range of surveillance cameras and storage products to the mid and lower end segment of the market. The Advantage Line is ideal for small- to medium-sized installations and will be distributed by selected partners targeting smaller projects and applications within this market segment. The new series will offer both IP and analogue cameras to customers.

“Bosch Security already covers a significant share of the high-end market for security products,” notes Howard. “With the Advantage Line we will be able to present smaller projects with a range of products that are easy to install and manage, while offering the same quality Bosch is known for, but at a lower price.”

Bosch Security will also be the first manufacturer to make an international helpline available for the Advantage Line range, which will offer installers in South Africa direct access to experts who are trained to assist the installers in the field with technical queries, through a local number.

Reliable partner base

Aside from the new range of products, Bosch Security has also realigned its channel strategy to ensure partners receive the best service possible. The Advantage Line follows a true distribution model where pricing based on large volumes brings savings to installers and integrators who typically would purchase smaller quantities on an ongoing basis. Channelling the Advantage Line through selected distributors allows installers and integrators to benefit from these savings through the Bosch distribution network.

Distribution of Bosch Advantage Line will be through the well-known partners Elvey Security Technologies and Sensor Security. In Africa, amongst others, will be Afrotechnicall in Angola, for example. These companies have a history of reliable distribution and customer service, making them ideal for the Advantage Line.

At the higher end of the market, Pentagon and Devtrade will be responsible for reselling and supporting the higher-range cameras and solutions to project-based customers. Howard also notes that certain systems integrators will continue to receive direct support from Bosch Security SA, as in the past.

Just-in-time delivery

Following its international sister companies in the Bosch Security Group, the local operation has also streamlined its stock logistics operation. To shorten lead times and reduce costs, for distribution and the Advantage Line, new deliveries will bypass the local warehouse and be delivered to customers’ doors straight from Europe.

“Our warehouse remains in operation,” notes Howard, “but its operations have been strategically realigned to assist partners in exceptional circumstances, such as when a direct delivery to their door is not possible.”

Public address and fire

Bosch Security also has a broad range of fire detection, public address and communications solutions. In keeping with international trends, some of these solutions will also be moving towards a streamlined approach in the near future to bring savings in lead times and pricing where it makes sense. Appointment of partners will be announced as progress is made.

For Bosch Fire, the Advantage Line range will be launched later this year, bringing a mid-end conventional solution to supplement the Advantage Line portfolio.

Certification and standards

With the new distributor and partnership agreements in place, Howard says the company will also be looking at lifting the skills of its partners in an attempt to improve the level of expertise on Bosch products. The certification and training programme will receive focus this year. “We are going to focus on enhancing and assisting our qualified partners so that their training programmes towards their customers meet expectations.”

Howard adds that the improvements are being rolled out quickly within Bosch Security SA and will result in a more dynamic company with a keener focus on service excellence. The new dynamism in the company will result in Bosch Security SA being available, smart and fast, with reliable delivery to customers’ doorsteps.

“The implementation of Bosch’s global strategy through the Advantage Line range is exciting and competitive, and will open a new and exciting market to Bosch Security as the company gears for success,” adds Howard.

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