Volume 50

Volume 50 | April 1, 2024

Welcome to Edition 50 of the Access Control Executive Brief! Wow, I can't believe we are already at 50! In this Brief, titled The Case for Sophistication and Swag in the Complex Modern Electronic Access Control Industry, I discuss how the modern electronic access control industry, post-2020, is experiencing a divide between those adding new technologies to legacy products and those pushing the boundaries of what's possible. The latter, embracing complexity, see their business expanding beyond access control to become sources of data, analytics, and automation. Embracing sophistication, they're raising the industry bar and positioning themselves to reap the rewards of the digital transformation era.

I look forward to hearing what you think about it.

Like many of you, we are gearing up for ISC West in Las Vegas on 4/9-4/12. We will be there on the 10th and 11th, so please come and say hello. As a reminder, we will be activating the Genea Security booth from 11 am - 1 pm, and Liftmaster booth from 2 pm - 4 pm on 4/10, acre security booth from 11 am - 1 pm, and ZKTECO USA from 2 pm - 4 pm on 4/11. Also, check out ACS Quest and the 22 participating companies and people. We are well on our way to 500 participants and can't wait to give away $25,000 on Wednesday and another on Thursday.

As always, your feedback is invaluable to us. Please let me know if there's any area where we can better meet your expectations.

Thank you!

PS: I am sure some of you may forward this, but please do so sparingly and encourage others to sign up here. Thank you!

The Case for Sophistication and Swag in the Complex Modern Electronic Access Control Industry

I am starting to see a fissure in the cohort of what I am calling the "modern electronic access control industry." Many of you reading this are in that cohort, so we must discuss what's happening here.

Before I get into the fissure when I say "the modern electronic access control industry," I am speaking to the before-year 2020 companies and the after-year 2020 companies. 2020 is the delineation point where some companies see their business as 2-5% growth in the $10B high-security industry, 100% channel driven, product-oriented, no need for marketing, and value proposition as keeping bad people out, or what I call "the legacy electronic access control industry circa 1970-2020" and the modern electronic access control industry who see their business as 20-100%+ growth in the $70B overall security industry, balanced channel and own business development selling motion, with good communication and marketing strategies, solution-oriented, and value proposition not only keeping bad people out, but letting the right people in, increased operational efficiencies, and revenue generation.

More to the value proposition, this modern electronic access control industry sees mobile, cloud, and even AI as no longer a trend but a staple way of how we operate.

But even within this new and exciting cohort of the modern electronic access control industry, there are starting to be fissures.

Click in and look deeper; you have two types.

On the one hand, you have a group that is iterating by adding cloud, mobile, and AI to their legacy products and solutions with a thin veneer of innovation and change. It is like painting over the lead versus doing remediation. I am not bemoaning this group. I applaud it as you are at least doing something, and I am here. I will make progress that aligns with my desired injection of risk into your machine. What you are doing is also much better than the head-in-the-sand legacy access control industry, which uses its sales team as its market research and strategy department (aka. an echo chamber) and needs more guts and imagination to do anything different. But what you are doing is just not enough, and when you couple it with bad marketing or no marketing, the message grows mold before it even ships, causing confusion in the market and slowing down growth.

Why? Because the thin veneer pretends to be progress, and for those who want to look progressive, it's an easy step to take.

The other cohort within the modern electronic access control industry is far more progressive, pushing much further into the art of the possible. It has a vision not set only by incremental changes in its core business. They see their company going beyond access control, locks, or credentials and see their business as a source of data, analytics, and automation records. Access control is the core utility and enables so much more. They also recognize that digital transformation goes deeper than just the technical capabilities of their products. They know how they communicate, sell, market, and show up in the global market, and this also needs to change.

Frankly, this group is raising the bar of sophistication in our industry, which is what's needed to meet the opportunity.

And here is the thing: You, a modern electronic access control industry player who is iterating rather than going whole hog, can do it! You are so close! You must want to turn the wheel one more revolution and prioritize the complex changes. The change is so worth it, I promise. Don't believe me? Ask your end users. They will tell you. Look outside our industry. It will be clear.

The return on change will fundamentally reward you, your company, and all stakeholders exponentially.

The word "sophistication" I used earlier always elicits a reaction, and I intentionally use it. But let me define what I mean for you, as I do not believe it should be perceived negatively.

The word "sophistication" comes from the Latin "sophisticare," which means 'to quibble, devise, cheat.' Over time, it evolved through French and Middle English to its current form. In modern English, "sophistication" generally refers to the quality of being worldly, experienced, or complex.

When "sophistication" distinguishes one group from another, it often elicits various responses. Some may perceive it as a compliment or an acknowledgment of their advanced knowledge or refinement. However, others might interpret it as elitist or condescending, creating a perceived hierarchy or division. This is due to the term's connotations of complexity, worldly experience, and perceived superiority.

But I mean something else when I say sophistication in this context. What I mean by "sophistication" has more to do with showing up correctly and doing so with the proper amount of swag.

When I say sophistication, I am speaking of complexity—the complexity of the market, the way people discover, the expectations of our product, everything. We went from a very predictable industry to one of massive unpredictability, and what was the result? Complexity.

But where there is complexity, there is a massive reward for those who lean into it and change.

It also needs a bit of swag and sophistication and a firm handle on the complexity.

Sophistication and swag can interplay to create a unique and compelling presence. Sophistication refers to the qualities defined above, while swag refers to a confident and cool demeanor that often communicates a sense of style and charisma. Combined, they create an individual or brand that is well-informed, refined, approachable, appealing, and relatable, striking a balance between expertise and charisma.

Why do we need the sophistication with the correct dose of swag?

Because the mainstream and broader market demands it. Also, why not? Every other industry has it. So can we. And just because we have never had it because we didn't need it does not mean we should not now. We need it.

We historically used our subject matter expertise as the way we showed up. We told the market, "Don't worry, we got it from here." And it was received well. That technical swag was all that was needed, and it was all that was asked of us. And we also didn't care who "they" were or what "they wanted." We were the Model T of utilities and security. "You can have anything you want. As long as it's black." We didn't have to worry about how we communicated, showed up, and handled modern technology adoption and changes. We just did our job.

But again, remember that our industry's denominator and numerator have changed due to digital transformation, so now we need to.

Here are some examples of the past 30 years that show our need for more sophistication as we move to the next 30 years.

• Wired reporting "insecurities" because our industry is still using insecure technology like Mifare Classic. The unsophisticated way of handling these insecurities is to ask your team, "Are we at more risk today than yesterday?" Then do nothing, even when the answer is “yes.” Then you kick the can down the road to an inevitable ending because "it is hard to make decisions." The sophisticated modern electronic access control industry player understands the risk, stops sitting on panels at conferences talking about cybersecurity and privacy as a trend, and takes the leadership position by doing the right thing and proactively cleaning up their insecurities. They also implement modern cyber security practices, such as bug bounty programs.

• "Cloud" and "mobile" are treated as feature specs in the same way we talk about "integrations." The unsophisticated modern electronic access control industry player way to do it is to do a roadshow centered on your cloud offering, social media postings applauding your ability to support Apple and Google Wallet without discussing the value it creates, centering your ISC West trade show strategy around cloud and mobile, and having HR practices where you hire "cloud salespeople" and put that in their title. The sophisticated modern electronic access control industry player sees cloud and mobile architecture as architecture and shifts its company to cloud-first, mobile-first, and even ai-first. They see these architectures as a culture and mindset change in how they talk, build, hire, price…everything. They don't treat it as a feature.

• The widely reported airline credential breach. The unsophisticated modern electronic access control industry player can't wait to go onto LinkedIn and talk about how superior their "biometrics are and how it would be solved if only they adopted our 459er reader and biometric terminal." The unsophisticated throw their hands up and moan loudly about how they are an ethical biometrics company, know this will happen, and stop there. The sophisticated modern electronic access control industry player recognizes the "all boats" opportunity and the strength in numbers when we work together to tell a utopian story, not only to be able to counter the dystopian stories but also show that as an industry, there is a broad neutral foundational point of view and benchmark collectively to tell a productive story, be a resource, and help move things along.

• How we negotiate and view partnerships within the industry needs to broaden. We are still negotiating off of old truths, pretending the market has shifted while holding onto specific parts of the business because we don't know what the future holds. So we take a have my cake and eat it approach that is short-sighted, confusing, disingenuous, and unproductive (different from being busy). Meanwhile, new entrants in the industry, companies who are only slightly in the access control industry but need to work with it, and large tech firms see it, sit back, and use their best resource - time and money - to let you all kill each other. The unsophisticated modern electronic access control industry players do that. The sophisticated modern electronic access control industry player recognizes that they need to pick a lane, put a strategy and business plan around that lane, show up very clear on who they are and the value they bring, and be unafraid to ask for what they deserve.

• The way we communicate to the market historically was slow and controlled. Not anymore. We used memos, our outside sales team, 3rd party tradeshows, and even magazines to get our messages, product releases, and, frankly, everything out to the market. Historically, all those have been done to allow things to go slow and controlled. Couple that with the fact that most component companies like locks, readers, and controllers used physical access control systems (PACs) to distribute products and information to the market, which in turn had a channel that took it to customers, it was easy to control and organize. The way we communicated became simple. It became unsophisticated. Now? The ability to disseminate information quickly, on many channels, and with virality makes things today far more complex. The way the world works with communication and marketing is not sequenced and complete. The unsophisticated modern electronic access control industry players rely on memos, their channels, and in-person to communicate with the market. The sophisticated modern electronic access control industry player recognizes the complexity of how we communicate, recognizes their advantage with the historical way of doing it, and blends a modern omnichannel marketing and communication strategy. But before that, the sophisticated modern electronic access control industry player hires a chief marketing officer and tells their legal and existing comms team to hold your beer.

I could go on giving examples, but you know so I will stop. Many of you have already decided to enter the modern electronic access control industry, and I applaud you for doing so. However, This moment of complexity needs a step into a sophisticated mindset. In doing so, you can seize the opportunity right before you. Those who don't will not only miss the opportunity but hurt their business even more than the legacy electronic access control industry circa 1970-2020 players who are at least honest with themselves. Without a sophisticated mindset, you waste time, energy, and resources—none of which can be wasted in this complex market.

ACS at ISC West: ACS Quest + In Booth Activations

ACS Quest: Get ready for a unique experience at ISC West! ACS Quest is not your ordinary scavenger hunt, as we highlight companies, people, and the community within the access control and smart lock industry. We've limited the "hunters" to 500 people, engaged with industry influencers and manufacturers, and offered real prizes and engagement like never before. Our top prizes are $25,000 💰 🤑 😎 for the winners on Wednesday and another $25,000 💰 🤑 😎 on Thursday. Want to be a hunter and have a chance to win? Sign up now using the link here and be the first to complete the tasks. The info is https://www.leeodess.com/acsquest if you or your company want to join as a sponsor to drive engagement at ISC West. The more companies that sign up, the bigger the cash prizes get. To be clear, you do not need a booth to sponsor. The ACS Quest is open to anyone there, as we can set up challenges for "hunters" to find you on the show floor, at a partner booth, or in a suite.

In Booth Activations: We are partnering with acre security, Genea Security, LiftMaster, and ZKTECO USA to deliver a new style of activation within their booths during ISC West, and you are invited to come check it out and engage in the discussions. Inspired by the dynamic styles of ESPN and Squawk on the Street, ACS at ISC West breaks away from other traditional activations. Over two days, the pop-up will showcase exclusive interviews and discussions in ten-minute blocks, featuring insights from prominent industry figures, thought leaders, and innovators, the company says. These discussions range from intimate one-to-one conversations to enlightening panel sessions, offering diverse perspectives on crucial industry topics. Attendees can participate in conversations, engage in Q&A sessions, and partake in giveaways. This experience aims to cultivate meaningful connections and encourages knowledge exchange within the access control community. Here is what to expect on Wednesday and Thursday (panel names and speakers to come shortly):

• Thursday, April 11

  • Genea Security booth from 11 am - 1 pm

  • Liftmaster booth from 2 pm - 4 pm

• Thursday, April 11

  • acre security booth from 11 am - 1 pm

  • ZKTECO USA from 2 pm - 4 pm

ACS24 Europe to Take Place in Zurich in Collaboration with Google

We are excited to announce that ACS24 Europe will be taking place in Zurich on 5/29 (networking reception at night) and 5/30 (all-day conference) in collaboration and hosted by Google. Building off of ACS23, which was in October in Washington DC, where we had 166 executives from all over the globe join us, we can't wait to bring this executive-level thought leadership summit to Europe and focus it on the "power of the ecosystem."

We have over 60 speakers committed: C-suite executives from leading manufacturers, integrators, specifiers, and end users.

Please let me know if you are interested in speaking at the event or attending. There will be a combination of 1:1 fireside chats and panels discussing various topics focused on today and tomorrow of the access control and smart lock industry. There is no other event like this, and you want to attend.

For more information or to sign up, please go to the landing page for the event here. Again, please get in touch with me directly if you or your leadership team are interested in speaking. I am actively finishing up the agenda together as we speak. There are limited speaking spots and only 250 tickets, so act fast.

The Forum at The Security Event in Birmingham

We partnered with The Security Event, held April 30 - May 2 in Birmingham (UK), to activate The Forum. The Forum is a thought leadership pavilion hosting over 25 companies and 30 discussions on various topics. You can find the full schedule, topics, and presenters here.

Companies participating are IDCube, Tapkey, ISEO, Galaxy Systems, acre security Syngaurd, CoreWillSoft, Touch2Access, Sharry, STiD, ILOQ, Comelit, Honeywell, Keynetics, Wavelynx, Gallagher, AMAG, Suprema, Hivewatch, and HID.

We are taking a different approach to presenting ideas and discussions. We broke down the topics into five different formats:

• Trends: Innovative Approaches to Presenting Industry-Impacting Trends

• Vertical Market Discussions Conventional approach to addressing particular industry verticals

• State Your Claim: Introducing a new format: presenters will have 2 minutes to state their claim on controversial industry-related topics. This unfiltered insight into leading manufacturers' views will shape the industry for tomorrow. Attendees' views will be collected and shared in a cohesive report after the show.

• Your POV & Live Poll: Presenters will have 2 minutes to express their views on a topic in the new format. This will provide attendees with unfiltered insights into how leading manufacturers perceive controversial issues affecting the industry today and shaping it for the future. At the end, attendees will vote for the presenter they believe best conveyed their point of view.

• Position Paper Live In the new format, presenters will use a previously published position paper as a foundation to develop their perspective on the topic. Subsequently, the position paper will be updated to incorporate the shared views.

Topics will include:

• AI in Access Control and Smart Locks: Today's Innovations and Applications for Tomorrow's Future

• Vertical Discussion:

  • Industrial Vertical

  • Critical Infrastructure Vertical

  • Commercial Real Estate Vertical

  • Hospitality Vertical

  • Residential Vertical

  • High-Security Government and Federal Vertical

  • Retail Vertical

  • Education Vertical

• Merging Horizons: Are Video Surveillance and Access Control Now Indistinguishable?

• Integrating Access Control: Enhancing Business Operations with Digital Keys, Companion Apps, and Add-Ons

• Is going direct to customers by manufacturers good or bad? A case and a conversation on both.

• State Your Claim:

  • Convince Us Why Proprietary or Non-Proprietary is Better

  • What defines the new enterprise in access control system?

  • Balancing Security and User Experience in Physical Access Control Systems: Challenges and Best Practices

  • What Modality Will Win and Where - cards, mobile, biometrics, etc?

• Breaking Barriers: Advancing Inclusion in the Physical Access Control Industry

• Your POV & Live Poll: Is Cloud, Onsite, or Hybrid architecture better? Why?

• Establishing and Maintaining a Robust Cybersecurity Framework: Strategies for Enterprise Security Excellence

• Are Visitor Management and Access Control One in the Same?

• Position Paper "Live": Your Thoughts and Why a Power Shift is Happening Right Now in the Global Access Control Market

• Optimizing Security and Communication: Strategies for Efficient, Scalable, and Integrated Access Control Systems

• State of Digital Credential Market Adoption in the UK and Surrounding Areas

Designed by the industry for the industry, The Security Event returns to the Birmingham NEC from April 30 - May 2, 2024, reuniting manufacturers, distributors, installers, integrators, consultants, and end users.

The exhibition will showcase the world's leading security brands, offering you the best opportunity to source the latest products, technologies, and solutions while networking and meeting with key experts from across the industry. Ensure you're up-to-date with the latest developments and issues in security via our comprehensive education program.

ACS101 Course Development

Access Control Executive Brief members collaborate weekly to develop the industry's first 2-week Access Control 101 education sprint. Through 12 planned modules and weekly 1 hour webinars, the members want to bring a highly effective and non-influenced primer course for everyone and anyone looking to enter the access control industry. We hold weekly calls on Fridays and work together in shared docs, Miro boards, and Slack to create this curriculum. If you want to contribute, please message me and join us on Slack at channel #acs101. Thank you to the following members who have contributed so far.