d e t e k t o r i n t e r n a t i o n a l · 3
What's the
difference
between
night and
day
?
I can get excellent color images
even in the dark.
That's because Axis network cameras are fitted
with Lightfinder technology. They're so sensitive
to light, I can get clear color images even in very
low light conditions and that makes identifying
people, vehicles and objects easier, at any time.
As security manager for a shopping mall, it's a
huge step forward.
To learn more about Lightfinder, image usability
and the surveillance solution that's right for
you, visit the Axis interactive guide at
www.axis.com/imageusability
Nothing.
axis_ad_iu_lightfinder_detektorintl_a4_en_1401.indd 1
20/01/2014 4:13:42 PM
publishers´s
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Lennart Alexandrie, Publisher
Ifsec in London what
difference will it make?
T
he move of the
Ifsec security
exhibition, from Birmingham to London, is a
logical decision by the organisers UBM. Lon-
don is certainly an international attraction itself
and may have a positive impact on the number
of overseas visitors. But will it be enough? And
how will the quality of the visitors be affected
by the move to London coupled with the deci-
sion to hold the event in June instead of May?
Finally, will Ifsec strengthen its position as a
leading international security exhibition?
Right now, everyone is cheering in favour
of Ifsec being held at the Excel Exhibition
Ground in London this June. And that is com-
petely understandable. Particularly for overseas
visitors. Birmingham feels like a peripheral
location for most non-Britons, despite the fact
that it's England's second largest city and that
the NEC is a major centre for trade fairs. From
that perspective, the likelihood that Ifsec will
regain its decreasing world leading status, looks
promising as London is an attractive world
metropolis. But there are many other aspects to
take into consideration.
A more global industry and world economy
has led to increasing competition for shows in
Europe and on other continents. Today there
are very few annual security shows that have a
truly international profile; other than Ifsec, there
is basically only the ISC West show in the US,
which has become the yearly global kickoff-
event for security technology manufacturers all
over the world. The biennial German security
show Security Essen has also gained a higher
international status in the last few years.
In other words, Ifsec is not currently the key
focal point, neither for the exhibitors nor the
visitors. London might help change this focus.
But the timing, in June, is very late, especially
for Scandinavians who make up a large percent-
age of the visitors. In this region the industrial
holiday period starts very soon after Ifsec and it
is therefore an obvious risk that the number of
visitors from these markets could decrease.
The market for security events is changing
rapidly and the changes are not necessarily in fa-
vour of Ifsec. It will be difficult to remain strong
if the business model is entirely based on sales of
floor space and services related to the space and
building of the stand. Looking back, there were
many more big events in the mid-nineties than
there are today. Customers are looking more
intensely for return on investment and they are
increasingly aware of how to measure the value
of their activities in order to secure and optimise
their investments in market communication.
A costly event like Ifsec creates high expectations
on results in terms of orders and revenues.
Another factor is that the multinational com-
panies mainly divide the international markets
into different regions, even the EMEA may be
divided into various regions, in addition to the
actual country markets. Participation through
exhibiting at Ifsec is therefore increasingly
dependent upon support from the marketing ex-
ecutives looking after the UK market. They have
to evaluate how much of their marketing budget
for this region should be spent on this one single
activity. To achieve their return on investment,
it is important that professionals from the local
UK market visit the show and in particular visit
their stand.
Another critical factor is the current situation
of the European market. At this moment in
time, Europe has a lower priority among vendors
from the US and Asia, due to the struggling
economies in those countries. Emerging markets
like Africa and Latin America are receiving
more attention and investments and the huge
and slowly recovering North American market
is also attracting investments. A stable eco-
nomic growth that will increase the demand for
security products is for sure a necessary element
for the international status of European security
shows in general.
As a yearly exhibition in Europe, there is no
competition to Ifsec today. However, for the
future, in the alternate years, when the equally
strong Essen show is held, will the international
companies be so eager to spend large sums of
money from their central budget on two events?
The answer to this may well be affected by the
outcome of this year's Ifsec from the 17th to the
19th of June.
Let's hope for an event that will breathe
optimism and growth just the thing that both
Ifsec and Europe need.
If so, then the move to London will also be
proven correct.
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